Episode 392: Olympian Perri Shakes-Drayton Reveals the Untold Struggles Behind Her Success and Nike Deal!
The path to success is seldom smooth, and Perri Shakes-Drayton’s story is a testament to resilience in overcoming adversity.
In this very special episode, Adam welcomes Olympian and TV personality Perri Shakes-Drayton. The conversation weaves through Perri’s inspiring journey from signing her first contract with Nike at just 16, to her Olympic struggles, and how she navigated life’s hurdles to building a brand beyond athletics.
Perri shares her early life experiences of being active with her brother in East London and how her early love for running evolved into a professional career, fueled by determination and a supportive coach’s belief in her talents.
Show Highlights:
- Perri stresses the need for a strong support group, noting the invaluable role her family, husband, and coach played in her success and recovery from injury.
- Resilience and positivity are crucial for overcoming setbacks, as shown by Perri’s triumphant return to athletics after a career-threatening injury.
- Building a personal brand requires authenticity and saying yes to opportunities, allowing one’s true personality to resonate through media.
- Perri emphasizes doing what you genuinely enjoy as a critical ingredient for long-term success and happiness.
- Teamwork, learned through her stint on “SAS: Who Dares Wins”, is another valuable lesson Perri shares, reflecting its significance in both sports and business.
Links Mentioned:
Get your Business Growth Secrets SUCCESS PLANNER for FREE and profit like a pro: https://adamstottplanner.com/free-book47315172
Adam’s website: https://adamstott.com/?el=Pod
Watch the Episode on Adam’s YouTube Channel: https://www.youtube.com/adamstottcoach?el=Pod
Connect with Adam on Instagram: https://www.instagram.com/adamstottcoach/?el=Pod
Join Adam’s network on LinkedIn: https://www.linkedin.com/in/adam-stott-coach/?el=Pod
Coaches, consultants, and business owners – lower your marketing costs, increase ticket prices, and get more high-ticket clients: https://3daybrandbuilderworkshop.com/start-here?el=Pod
Transcript:
Please note this is a verbatim transcription from the original audio and therefore may include some minor grammatical errors.
[00:00:00] Perri Shakes-Drayton: But at the age of 16, I signed a contract with Nike, and that’s when it got serious to me in terms of my athletics career. I was like, this is not a hobby. Now this is turning into a career because now you’re getting sponsored. And I remember at that time when I was approached by Nike, they were like, do you want to earn some money?
[00:00:17] Do you want to get paid for wearing a brand that you love? And I was like, yeah, you know, for my upbringing, you know, working class Nike was a big brand that I grew up with, very expensive. So the fact that now I could, it was a sponsor of mine, it was all very exciting for me.
[00:00:36] Adam Stott: Hello everybody and welcome to another episode, a very special one of the Business Grows Secrets podcast. Today’s guest, which I’m super excited to have on, is an Olympian, a gold medalist Olympian. at that as well. She has featured on S. A. S. Who Dares Wins, a celebrity edition, Dancing on Ice, and is a TV personality with a huge social media following and influence.
[00:01:04] I want to give a big welcome to Perri Shakes-Drayton into the podcast. Welcome. How are you doing?
[00:01:09] Perri Shakes-Drayton: I’m good. You good? for having me.
[00:01:11] Adam Stott: I’m super excited. I’m really looking forward to the conversation. You’ve had this massive career. And in all different areas and which I think is amazing. So really pleased to have you on.
[00:01:23] I’m really looking to get into understand, you know, the things that you’ve done, the things that you’ve been through because you’ve really been able to go and achieve a lot of success in different areas. So if you were to sort of take us back to, to, to where you begun obviously you’ve had a big career as an athlete, as an Olympian.
[00:01:40] Where did that come from? Where did that competitive streak come from for you? How did you get into it? And tell us all about that to start with.
[00:01:47] Perri Shakes-Drayton: So, born and raised in East London popular, should I say, and went to school there and all sorts. The first introduction to athletics, I would say it was in primary school.
[00:01:58] I was that keen child, very enthusiastic when it came to PE lessons sports day. I was that one, yeah, at first, the the start line. And me and my brother, very active family. Were you a natural, would you say, in terms of naturally sporty? Naturally sporty, because we would play something called knock down ginger.
[00:02:16] Oh, yeah. A run at. Stay with it. Don’t get
[00:02:18] Adam Stott: me, yeah? They
[00:02:19] Perri Shakes-Drayton: were the games that I grew up on, you know, so.
[00:02:23] Adam Stott: I played that as well, by the way, right? That
[00:02:25] Perri Shakes-Drayton: was fun for me. So, running was a natural thing for me. So, in school, naturally, it transferred. And it was my teacher, I feel like, noticed the talent that she believed I had.
[00:02:37] Actually started off as a distance runner done cross countries, but I wasn’t the best at those things. When I say I wasn’t the best, I wasn’t winning the races and things like that. No, not at all. But I had the love of it, enjoyed all of that. And my teacher said to me, Perry, I think you need to join an athletics club.
[00:02:54] So I went to my local club, that was Myland Victoria Park Harriers, again, East London, met my coach there. And he was like, All right, I see something in you, but I don’t think distance running is for you, Perry. So we went down in distance tried field events. I tried long jump, high jump not good at those at all.
[00:03:15] And it was all right. We’re gonna do, you got a bit of speed. You got the distance. So we’re going to meet in the middle. And then I was introduced into the 300 meter hurdles. Cause at that age, when you’re under 17, you tried 300 meter hurdles. And yeah, his daughter was a hurdler as well. And hurdling is a skill that takes a long time to kind of figure out.
[00:03:36] So I used to get frustrated and be like, I can’t do this. I’m never going to be good at it. It’s interesting. And he’s like, you know what? You’re gonna Perry, you’re gonna do it. It’s going to take time, but we’re going to get there. At this time, did you ever doubt what your coach told you? Or did you ever, I never believed in myself.
[00:03:49] I don’t. Did you not? No. He saw something in me, but I didn’t see that in myself. And that’s important. You need important has that
[00:03:56] Adam Stott: been for him? The fact that he saw something in you? How important do you think that’s actually been for your career? That, that, that transformation of him seeing something in you?
[00:04:05] Perri Shakes-Drayton: The belief cause you need, I feel like you need a team to be on. Be there to empower you and make you believe in yourself. But I knew I had to put the work into it to, if I wanted to do well in athletics, I knew I had to put the work into it and I didn’t mind the hard work. I didn’t mind training in the cold days, rainy days.
[00:04:27] I really did, I did, that didn’t bother me. Until obviously when I was reaching more like a teenage kind of age, I would make up all the excuses as to why I didn’t want to go to the athletics track. Because I thought it wasn’t cool. It wasn’t seemed as something that other kids my age were doing.
[00:04:41] They were hanging out on the streets and I thought that’s what I want to do. So I did try that for about two weeks and I came back in and my coach was like go on, go ahead then, Perry, go and do what you want to do. If that’s that what you want to do. I’ll leave you to it. After the two weeks I did return, I thought, no, there’s nothing really interesting going out there.
[00:04:58] Because you do, as an athlete, have to make the sacrifices. Yeah. You know, you make the sacrifices and you miss out on a few things, like there’s many occasions that I miss, weddings, birthdays you name it, events, parties, but you make those sacrifices because in the long run, all I did definitely paid off.
[00:05:17] Adam Stott: Okay, so I’ve got to ask, how did it feel to? Get that world championship gold medal best in the world after everything you’ve been through. How did that feel it felt?
[00:05:32] Perri Shakes-Drayton: Amazing and yes, you it’s like in life. We have these ups and downs and it was like, oh my god I’ve gone and done it And I’ve got the evidence to prove it.
[00:05:44] It’s like, all the tears, the blood, sweat and tears the dark days, the hours you’ve put into it, it’s all been worthwhile. It’s not been wasted. And yeah, I look at my medals still, which are in my cabinet, and I’m like, wow, you did that. And I show my son, and I’m like, Mommy did that. So yes, very lovely.
[00:06:04] What does he say? Whaaaat? Mommy! What? Oh my gosh. But, yeah, very
[00:06:13] Adam Stott: Can you see him potentially getting into athletics or being a
[00:06:17] Perri Shakes-Drayton: Well, Adam, listen. My son is going to have, he has great mentors, both me and my husband, but whatever he wants to do in life, we’re going to support him regardless if it’s sports or non sports related.
[00:06:30] Adam Stott: Yeah which is lovely. So it felt amazing being on top of the world getting that gold medal at that time. And what did you say to yourself when you received it? What did you actually, what were you saying in your head?
[00:06:42] Perri Shakes-Drayton: Oh, I was like, what was I saying to myself? Probably saying like, I’m married.
[00:06:50] What would I have usually said? Let me try to think. I’m probably gassing myself up in some form. You’re like, ah, you’re bad. You’re bad, you know. You’re wicked. That’s what I was thinking. Because I was like, no, you’ve gone and done it again. You really have. May have not returned back as the athlete that I was beforehand, as an individual athlete, but I returned, able to get a medal for the team, for the country.
[00:07:14] Yeah, I did that.
[00:07:15] Adam Stott: That’s why I love talking to, you know, people like yourself, people have been athletes because there’s a correlation with business as well, you know, when you’re starting a business, giving a business, you’re all, you are missing and you’re making those sacrifices, you’re looking at the long term and this similar mindset aspect, did you ever think I’m putting it in, I’m missing all these things, I’m doing all these sacrifices, but what if I don’t quite get there at the end?
[00:07:40] Did you have that mentality? Did you have a doubt that you would? Yeah. I never doubted myself. Did you not?
[00:07:45] Perri Shakes-Drayton: No, because I saw results. And when I say results, my results were based on the times that I was running, the competitions that I was able to enter winning medals as well. I was like, Oh, okay. I’m seeing,
[00:07:59] Adam Stott: was it, did it feel really good to be great or something like to be really good?
[00:08:02] Perri Shakes-Drayton: And even though I may have won medals, I always wanted more, Adam. I was never satisfied with. The medals or the times I was running. So I always wanted to better myself.
[00:08:13] Adam Stott: Why did you want more? Why do you think you always wanted more? It’s interesting.
[00:08:17] Perri Shakes-Drayton: Because with more, you’d get rewards. And I know you shouldn’t go by extrinsic motivation, but at the age of 16, I signed a contract with Nike.
[00:08:27] And that’s when it got serious to me in terms of my athletics career. I was like, this is not a hobby. Now this is turning into a career because now you’re getting sponsored. And. I remember at that time when I was approached by Nike, it was like, do you want to get paid for wearing a brand that you love?
[00:08:45] And I was like, yeah, you know, for my upbringing, you know, working class Nike was a big brand that I grew up with, very expensive. So the fact that now I could, it was a sponsor of mine, it was all very exciting for me. And my mum refused to buy me my first pair of spikes and things like that because it was so expensive.
[00:09:04] Seeing a contract and knowing if I achieve these certain goals or times, I will be rewarded for it. And and then it started getting a bit more, I think, less enjoyable because now it’s like this is now a business and you’re going to have to take it serious. And my teammates, I remember when I, Because I went from junior to senior, I missed the junior side of it where it was more fun.
[00:09:27] It was like, Oh my God, we’re going to travel, we’re going to another country. But then when I hit the senior stage, it was like no, these people were here racing because they’ve got a mortgage that needs to be paid. They’ve got a family they have to feed. And I was, at that time, I was more, Now I’m like 18 and I’ve had those responsibilities.
[00:09:43] So I was like, Oh, everyone’s a bit uptight. And then I realized, no, like now this is a career, Perry. We have to take it serious. You’re going to put hard work into it. And yeah, it just kind of spiraled from there. And I never at a time aspired to be an athlete. I think London 2012 got announced maybe a few years after that.
[00:10:04] Yeah, around that time when I was like saying I’m gonna take it serious and I was like, Oh wow, I’m actually going to go to the Olympic Games. But I was doing athletics purely for the love and kind of joy of it. But then I learned later on there’s a career in it and things got very serious.
[00:10:20] Adam Stott: So London 2012’s coming up.
[00:10:22] How did that look to you? Were you really motivated to get in? Did you feel that you wouldn’t get in? You know, where, talk to me a little bit about the build up towards that before you actually made it. So the announcement
[00:10:34] Perri Shakes-Drayton: came out, I was sat at a train station, DLR train station All Saints, waiting for my train.
[00:10:40] An announcement goes across the screen and it says Oh, congratulations, London has made it. Won the bid for London 2012, I looked at the sign and I just smiled to myself thinking nothing of it. I just thought amazing for the city. And then again, every year I was getting faster, quicker. There was a real, realist, real, realism that I could potentially be on that team.
[00:11:04] So I imagine that my home city, Stone Throwaway, where I grew up, is now going to transform.
[00:11:11] Adam Stott: In East London as well, mate. Exactly, yeah, right. So I, and
[00:11:14] Perri Shakes-Drayton: I saw that, do you know what I mean? It was in Hackney, they demolished the place that I’d go to, a market there, where I used to buy my my copy CDs.
[00:11:21] And now it’s now becoming a place where it’s going to build a big stadium. The whole world’s going to have their eyes on it. Yeah. And I think as well, brands and I love that. The fact that we’ve got this young star talent from East London, going to go to Olympic games. We want to invest in it. So that is how brands were just like, they weren’t throwing money at me.
[00:11:43] I wouldn’t say that, but there was an interest, you know? So, you know, I became chips, BMW. I’m just, we love brands that, He said, you know, we like her, we’re going to invest in her.
[00:11:56] Adam Stott: Why do you think they did that? There was an element of you being local. Yes. What else about you do you think that they specifically liked?
[00:12:03] Perri Shakes-Drayton: They liked that I performed when it came to important competitions on the world class stage, Perry performed. They liked that. People would say they liked my post race interviews. Interesting. More than my performance. Yeah. Just that we don’t know what was going to come out of your mouth, Perry. But you’re just genuine normal down to earth.
[00:12:23] Adam Stott: Yeah, you very much are. You know, you’re very easy to have a conversation with. And they like that about me, you
[00:12:28] Perri Shakes-Drayton: know? And I feel like, yeah, they like that. I have this big smile. Regardless of my performance, I would smile even though sometimes I really wasn’t happy with my performance, but I never really like to for people to see the.
[00:12:42] The not so happy side of me, you know, I try to stay as positive as I can, whether I was feeling that way or not, it wasn’t always the case, but it was just a smile that always automatically would come out of me and I think Brian’s like, yeah, we like her, you know, very versatile and easy to get along with.
[00:12:59] Adam Stott: Brilliant. So you see the air now, you make the team. What happens next? Tell me about what was it like being on team GB? Did you know, you’re going to Olympics now with team GB. Do you think you can win?
[00:13:11] Perri Shakes-Drayton: Good question. So remember I talked about believing in yourself. I feel like everyone believed in me more than I believed in myself because before an Olympic games, you have a championship or race beforehand.
[00:13:24] And this race is usually replicating the. the final of an Olympic Games. So we have something called a Diamond League. So Diamond League happened at Crystal Palace. Everyone’s excited. All eyes on me. Not even all eyes were on me. I was not a favorite in this race. I wasn’t a favorite. We had the Jamaicans, we had the Russians, Americans.
[00:13:46] So no one was looking at me to do anything. It was a rainy day, Adam. I was like, yeah, a bit of me. Cause they all know warmer climates. I was like, I’ve trained in these type of conditions. Anyways, gun goes off. I’m like, okay, let’s go. Let’s have it. Yeah, we’re going to war. Anyways I run the race.
[00:14:09] I’m coming off of that bend. The last comes to the home straight and I’m in first place. I could just hear the crowd roaring. My mum was there. My boyfriend at the time was there. My aunties. Listen, they don’t usually come and watch me. It was a thing where I would go to these races by myself. But yeah, something took hold of me.
[00:14:28] Prior to that race, I run very slow over the 400m hurdles. But this time I won the race, got a massive PB that would basically was saying, putting out, this girl can win a medal. So now the papers are like, Gold medalist, golden gittle. ’cause I’ve won the race now, you know? And I was like, yeah, this is crazy.
[00:14:49] Yeah. I’m going to Olympic games to win for my country. That’s how I was so far. So you did believe that changed your belief? Yeah. Yeah, because I’m like, you’ve done it, you know the Yeah. The evidence. Evidence is there. I’ve done the time. Right. Anyways, get to Olympics and yes, I’m excited.
[00:15:07] You know, it’s your Olympic games. I’m in Stratford. I mean, my mum lives down the road. We was in Portugal for warm weather camp. Before that a holding camp, should I say. And Call it strange, because it was a home games, you didn’t want people to have that accessibility to you. So we was flown out to Portugal, flown back in by city airport.
[00:15:28] It was all so local, I was like, I know this place, I’m going past my house. It was so nice to see. Anyway, got to the village. I stayed on the village even though my mum just lived down the road and took it all in. I was loving it. So when it come to race day obviously I’m believing now because I know I’ve run really well.
[00:15:48] Got to the semi finals and unfortunately I missed out on the final by 0. 01 of a second. Literally like a whoosh. It was nothing. So that was devastating for me because I felt like, oh my god, I’ve got the whole country kind of, behind me, brands are behind me. I’ve let everybody down. That’s how I honestly felt.
[00:16:08] And it was heartbreaking. I felt like, like I said, I’ve let everybody down. Wasn’t good enough. I should have got home, come home with a medal. And that definitely wasn’t the case for me. Then I had to pick myself up and go and do the relay for the four by four relay for the girls. I mean, We managed to get a fifth.
[00:16:27] That also was devastating because we’ve got a really good track record of winning medals as a four by four relay. So, you know, my Olympic games, I’ve been on to a few, London 2012, I wasn’t very happy with it.
[00:16:39] Adam Stott: And how do you, because this is again, what I love about when I speak to an athlete, someone that’s competitive, and you look at this in business, you have lots of ups and downs.
[00:16:49] How did you. rebuild yourself? What did you say to yourself? What were you doing differently to kind of recover from this? What did, what was the internally going on in your mind that helped you to build back?
[00:17:02] Perri Shakes-Drayton: Are you talking about from when I had to do the individual to the relay of the following year?
[00:17:07] Adam Stott: You’ve had two disappointments there, right? So you’ve had two big disappointments. You got that build up. You felt like you’re going to win. You got the belief and then it’s been snatched away from you. What are you thinking now? What are you saying to yourself? What are you seeing? So at the time, Adam, I said,
[00:17:22] Perri Shakes-Drayton: I’ve got to escape.
[00:17:23] I do not want to be here in the UK. I don’t want to be involved in athletics. That’s how I thought. Really? We were invited to Buckingham Palace, Team GB. To celebrate everyone’s achievements, we got invited to Buckingham Palace. I took down the invite. I said, I’m going to Jamaica. I’m going on holiday. I went on holiday.
[00:17:42] My granddad was ill at the time as well. And I thought, I don’t know when next time I’m going to see him. So I’m going to go to Jamaica. I had the best time of my life. I was happy. I was in a happier place. It was just like being in the UK where it’s everything Olympics. I didn’t want to hear anymore. So going away, escaping.
[00:18:01] I felt joy. So I returned back to training in, I believe, September, October, and I was like, bring it on. I had this disappointment happened. I’ve had my fun. I’m ready to go out there, train, ready to go again. I
[00:18:18] Adam Stott: actually love that because it’s a different frame to what most people would say. Cause a lot of people would say, Oh no, I just sort of battled it.
[00:18:24] And I just went and kept going. But actually I had a coach once when I went through a big disappointment. And his actual advice was to me, take a break. It’s time to take a break. Actually, give yourself a break, let yourself recover.
[00:18:37] Perri Shakes-Drayton: Yeah.
[00:18:37] Adam Stott: Let’s replenish your energy and let’s go again. You know, but there’s first of all, take that break.
[00:18:42] Go and enjoy yourself. Get a smile back on your face. So it sounds like you did exactly that, right? Yeah, I did
[00:18:46] Perri Shakes-Drayton: exactly that. And it was big help. Because when I went into my winter training, we had the world in, no, European Indoors. And I was like, okay, this is a chance for me to redeem myself, get a medal.
[00:18:59] And I only went to the European Indoors. Unfortunately, my granddad died just before. And I said, you know what? Because I think he was having a funeral, but I couldn’t attend. And I said, I’m doing this for my granddad. I know he would like to see me. get a medal and do my thing. I went to European Indoors, one of individual in the 400 meters in the gold, I got gold there and also in the 4×4 relay.
[00:19:23] Adam Stott: Brilliant.
[00:19:24] Perri Shakes-Drayton: Oh, I was over the moon because one, the 400 hurdles is not indoors, so I had to do another event. So again, I was able to transition. And then, A couple hours after I had to pick up my socks again and go and do the four by four relay. So I came in with two gold medals. So this is the 2013 in Goberg.
[00:19:46] So now from that success, I’m like, bring it on again. So you have the welding weld championships in Moscow happened in in Moscow. Yeah. And I was like, yes, I’m ready. This is my time. And, went and done the 400 metre hurdles made the semi, you know, ripped to the heats, won that. Done my semis, won that.
[00:20:09] Came to the finals, I’m like, yep, we’re coming home with a medal this time. Gun went off, went over the first hurdle, clattered it. I was like what’s going on? I’m going to keep going. Then my knee starts feeling really wobbly. Oh, man. I’m like what’s going on here? Anyways, I couldn’t control whatever was going on with my knee.
[00:20:32] Ended up finishing the race in last place. Ended up being wheeled off on a wheelchair. I had to do, I couldn’t do any mix zone like talk to the media at this point because Bear Perry’s in a wheelchair and she just looks I was in shock because I was like, What’s going on here? Went and had a drug test, as you do.
[00:20:53] And Then it was like, right, we’re going to get you back to the hotel. And in that time, I’m noticing my knees just swelling up and swelling up. I’m like, okay, what have I done? Anyway, I’d been checked by the doctor. And as I’m going into the hotel and the lobby, everyone’s like, I’m so sorry, Priya, I’m so sorry.
[00:21:07] And I’m like, why are these people apologizing to me? It’s all right. I just knocked my knee. Like, I’ll be back before you know it. Back in training. Flown out, back to the UK. That same night. They’re like, yeah, we need to go and get you to the surgeon. Like, what? What have I done? Anyway, I had all types of scans, MRI.
[00:21:29] And then they told me that I damaged my PCL and cartilage. And first things first, how long am I going to be out for? Give me a time frame, because when I know a time frame, I feel like I can work back from that, but they didn’t have no time frame. They didn’t know how long my recovery was going to be because there was a lack of research done in terms of damaging your PCL and your cartilage.
[00:21:55] So I made a running joke to my coach. I said, you know what? I think I should have a baby. He was like, are you kidding me? Like, it’s not gonna take you that long to recover. It did. It took longer than that. Adam, it took me four years to get back. Really? Wow. Yeah. Some people would have been like, give up.
[00:22:15] But for me, it was a case of, I was only just getting started. I’m a talent. I know if people who’ve injured their self before, I’m gonna come back even stronger. So in 2017, after going through vigorous rehab, I mean, I had all types of specialists looking at me. Everyone was trying to get me back. I had a lot of ups and downs during it.
[00:22:40] You know, I talk about change of scenery, like there was always a warm weather camp, so we’d go to Florida. You know? We go South Africa and that made me still feel a part of the team, which was really nice even at a time I was learning to walk, couldn’t run, it was, I was really going back to basics, but still having that belief and support from British Athletics and Nike really kept my morale up and I was like, you know, I owe it to these people because they’re still invested in me.
[00:23:10] But yeah After four years in that time I had other niggles to my body, I came back and managed to win a silver medal at the world championships back in London, hometown, made my comeback. That was a nice, that was nice because I’d been through a lot. Being injured was a dark, depressing time for me because I felt like, Yeah, my talent had been taken away from me.
[00:23:36] I’m unable to do what I love.
[00:23:39] Adam Stott: What would you say to someone that, because obviously that was a dark time for you, what would you say to somebody that was going through a dark time in some other area, it doesn’t have to be athletics, but in their life, maybe they’ve lost, had a business go wrong or something happened to them.
[00:23:57] Does somebody continue with that mindset of coming back? Because I think that’s something that a lot of people really struggle with. What would you say to someone to help them keep the faith?
[00:24:07] Perri Shakes-Drayton: You know what it is? I think it’s my support group. And I say my support group is my family, my husband. Forget about everything else and everybody else, the bigger picture.
[00:24:18] My husband believed in me. You know, kept my morale really good. My family were like, you know, we’re going to enjoy it. Let your hair down. You’ve got this. Every, and my coach was very supportive as well. It was like every progress that I made, it was like, okay, we’re getting closer. We’re getting closer. And I feel like pain or certain situations are only temporary in terms of they’re not, it’s not going to be like that forever.
[00:24:43] Especially if you’re putting the work into it and making the right changes and choices, you’re not going to be in this situation forever. That’s how I saw it as well. As much as I was like, Oh no, turn that TV off. I weren’t interested in no sport. What I did do was got work at the time in terms of like making TV appearances, doing a bit of punditry to let people know, Don’t forget me.
[00:25:07] I might be going through what I’m going through. This is a part of the sport, but you’re not going to forget me. And I’m glad I’ve done that. I think my agent was very good at that in terms of give her the opportunities. I was sharing my story as well on socials as much as I felt comfortable with to show people my progress and things like that, because I feel like you’re inspiring other people to let them know.
[00:25:27] That’s kind of part of the puzzle of being a sports person. We go through it. You’re not alone. And people’s like, yeah, we love that about you. So yeah, try and be transparent as you can to others because you never know who you’re inspiring. And I’m not the first person to go through a major injury as well.
[00:25:45] So if you apply it to other things as well, in business as well, not every, There’ll be other people out there who’ve been in bankruptcy, lost their business and things like that, you know, sales ain’t going the best. There’s somebody out there who’s been through something similar, so never really feel alone.
[00:26:02] Yeah,
[00:26:03] Adam Stott: absolutely. I think that’s great advice for people there to help them. And I love the fact you said that pain is temporary and get a great support group as well. Because if somebody hasn’t got a great support group, and in fact, some people’s support group is detrimental. To them. Right.
[00:26:17] Rather than positive. Yep. So it’s very important. You said you had a coach as well that you could lean on and keep coming back to. Yeah. So all of these things are really important, so, so where did we go next? What happened next? .
[00:26:28] Perri Shakes-Drayton: So that year when I made my comeback, it was the same year where I went on a show called Dance on Ass.
[00:26:33] Yep. So they was making a comeback with their show, and I was making a comeback with my career. So when I got the ask to do the gig I think my agent and coach were like, you sure you want to do this? And I’m like, yeah, because I could walk down the street and I could hurt myself. So you know what?
[00:26:49] These opportunities don’t come often. I’m going to do it. So even though I was still competing and I had Commonwealth Games in 2018, I took up that opportunity at Put my skates on, you know, I love that. I love the element of it that it was all glammed up. People are going to see me in a different light.
[00:27:04] I love to dance, but dancing on ice very different. It’s meant to be really hard, right?
[00:27:08] Adam Stott: Yeah. Like super challenging.
[00:27:10] Perri Shakes-Drayton: Yes, but I like a challenge. That’s the thing with me. That’s what people will notice. And people will say to me, do you ever keep still? Do you ever stop? What wouldn’t you do? And I feel like life is too short. Sometimes it’s like, Grab the opportunity, do it.
[00:27:25] Adam Stott: You’ve built a brand in a massive way, actually. And I think that it’s really smart that you looked at, you know, being an athlete, that you said, actually, I’ve got these opportunities. I can transition here. And you’ve got a huge following.
[00:27:35] Like you said, you told your story on social media, you built a personal brand, and then you do Dance On Ice. You’re doing Celebrity S. A. S. Udez Wins Now. You’ve got all these different things that you’ve done, which is cultivating that, that new. Personality that TV presenter and that person that you’ll be coming, which is awesome in terms of your which was harder dancing on ice or celebrity.
[00:27:57] So yes, there’s wins.
[00:27:59] Perri Shakes-Drayton: Definitely celebrity.
[00:28:00] Adam Stott: Yes, it was harder.
[00:28:01] Perri Shakes-Drayton: Yeah, because you didn’t. Okay, being a world class athlete, you have to put hours into it. You have to train hard, push your body to all these limits. But I kind of know how many sets I need to do, how many reps I’m going to do, and kind of can figure out when my recovery day is.
[00:28:19] SAS two days wins, very different. You had to, I immersed myself into the whole situation, experience within Vietnam, very wet conditions very humid. That had a bad effect on me as well. We’ll talk about that after. But the fact that I didn’t know what was coming around the corner, Is what shocked me.
[00:28:40] Shocked to the system, like we would be woken up at like 3 a. m. to go and do a circuit session and that may be because of somebody else, what they may have done wrong earlier on that day, answering back and things like that. Athletics is an individual sport. I have, I, there’s no team, only when it came to the relay, right?
[00:29:00] But definitely if I went 100%, then it kind of showed in my performance. My SAS. It was a team. It was teamwork. And I had to learn to be a team player. And I think I was, because I was very understanding in the sense of not everybody probably physically is at a level that I’ve been to. So, I was understanding in that sense.
[00:29:22] And a lot of time I channeled my energy and upsetness into just getting on with it, keeping my head down. Like you don’t answer back. Fun, fun experience. I respect what the guys, the DSs have done. Do you know, the British air forces, special forces, all of that, respect what they do. That’s why I never complained about anything.
[00:29:40] The food on the other hand. Oh, I love my food. I don’t know. Food was so basic. So, so, so, so basic. But I’m like, this is all we got. You’re going to have to suck it up, you know, he’s there for 10 days challenge, different challenge. And guess what? I got through it again. I surprised myself again. I’ve got through it, made it all the way to Oh, when they capture you interrogation.
[00:30:05] Yeah. Yeah. That I didn’t like having someone shout at you, you know, and this is like, Hey, you just captured me. You’ve captured me. I’ve been in a band of clover for how many hours? I don’t know if I’m coming or going. And the reason why I didn’t go any further was because of my feet.
[00:30:24] And because of the conditions I ended up getting trench foot. And I’ve only read about trench foot from learning about the war at school. So I didn’t know it was a thing. And yeah, I got it. It felt like sand and glass were in between my toes. Burned. I found it so hard to walk. And they was like, yeah, she cannot go any further.
[00:30:48] Perry cannot go any further. So, yeah, before going on to the last challenge, they put me aside. I went to a room. All of the DSs came in and said, Perry. We love your mentality, your work ethic, and you always, you still always had a smile on your face, regardless of what you was going through. And they loved that about me.
[00:31:06] They said, you know what, we wish you all the best. And people always ask as well, how are they in real life? Incredible. I respect what they do and they were, they’re normal people down to earth.
[00:31:17] Adam Stott: Yeah. Yeah. For sure. Yeah.
[00:31:19] Perri Shakes-Drayton: Yeah.
[00:31:19] Adam Stott: That sounds amazing. Did you really enjoy that experience then?
[00:31:22] Perri Shakes-Drayton: Yeah. And someone said, if you do it again, would I do it again? Yeah. I would do it again.
[00:31:26] Adam Stott: Yeah.
[00:31:26] Perri Shakes-Drayton: Yeah, because it was different. It was very different. I mean, it took me to Vietnam. When would I think I’d have the opportunity to go to that part of the world? And I mean, Asia is a continent that I love. I love the culture and everything about it.
[00:31:40] But yeah, it was something special.
[00:31:43] Adam Stott: You know, without a doubt, that sounds, it sounds incredible. And with where you’re going next in terms of building this brand, I think there’s a lot of people that are listening that are business owners that want to be business owners. And they’re realizing now and noticing how much they need to build a personal brand, how they need to build their social media following.
[00:32:04] And this is something you’ve done really effectively and you’ve leveraged. I think when we look at the things that we’ve talked about, you said yes. to a lot of opportunities. How important is saying yes, taking action, even when you’re not sure what the outcome is?
[00:32:18] Perri Shakes-Drayton: I feel like it’s important to say yes, because you never know where it can lead to when it comes to opportunities.
[00:32:24] But I feel like also, Adam, I’m a point now that I kind of know what I want to do. So some things I’m gonna have to turn down because if it’s not in line with my brand or my messaging, then we’re gonna have to say no to it. Yeah. So before the beginning, yes, it was yes. To get started though, that’s, yeah, that’s
[00:32:43] Adam Stott: right.
[00:32:43] To get the, get it going. But now I’m like,
[00:32:46] Perri Shakes-Drayton: now I’m like, Hey, listen, Perry’s was the athlete. Great attributes, you know, that can be transferable. But I feel like hosting, presenting, There, that is where I want to be. That’s what I want to be known for. I have a story that should be shared and told. I, not that I try to, I stay true to who I am.
[00:33:05] Just being who I am. And like I say, people love my post face interviews. I have a likable personality and it’s not even, I’m not even trying. I’m just being myself. You may, I love that. How
[00:33:15] Adam Stott: important is that? That’s such a good point. I think a lot, you’ve obviously done very well with your social media as well.
[00:33:20] Cause there’s a lot of athletes and the majority of them got nowhere near the type of following you’ve got, the type of engagement you’ve got. So you’ve done a really great job of building that brand, getting that personality across. One of the things I always say to people is being yourself is just critically important.
[00:33:35] And it seems like you do that well. How could someone listening, If you were to sit with someone and say, hey, let’s build out your personal brand, what type of things would you say to them?
[00:33:45] Perri Shakes-Drayton: I would say to them, for an athlete or individual, whatever your core is, you’re more than that. You can have multiple things or umbrellas and branches to you.
[00:33:56] You’re more than just an athlete. If you have a hobby, like do it, you can do it. Aside of being an athlete, we don’t spend 24 hours training, show people that you’re normal, give them that insight, you know, that was a big help for me. People may feel sometimes I was oversharing Adam, but everyone would look forward to what she’s going to put up.
[00:34:18] You know what I mean? And then I had my fat, I became a mother. Yeah. And I showed my birth and started up a YouTube channel. People really loved seeing what I was doing with my family, you know? And it’s just like, these are just normal everyday things. Try not to think too hard about it. Being your own true self is the easiest thing you can do, because if you’re being someone else, it’s like, you’re going to have moments when you don’t want to be that person.
[00:34:42] Just be who you are and people will see your true colors and things like that. And yeah, definitely guys. It’s a thing. Brand yourself and put out the messaging that you want and whatever you feel passionate about. Put it out there. You know, it’s not got to be something. For the majority to like whatever you want to do, talk about it, speak on it.
[00:35:02] Adam Stott: So in terms of, there’s a lot of people out there. You, this seems to be something you’re really comfortable with and something that you do naturally. Yeah. And like you said, naturally got a smile on your face, naturally really positive person, which is awesome, right? And I think that’s incredible. It’s a lot of people that have a lot of fears, have a fear of being judged, they have a fear of people saying something about them.
[00:35:24] You’ve gone out, told your story, you’ve gone out there, you’ve took opportunities, done all the things an entrepreneur should do to push themselves forward which is incredible. But some people have those fears. What would you say to the people that are afraid? To put themselves out there. What would you say to them to try and nurture them along the way?
[00:35:43] Perri Shakes-Drayton: I mean you don’t have to be This big character. That’s another thing You may there’s some people that I follow and I admire them in the case of they haven’t got a big following But they have a message. I like what they do or maybe like what they wear And I’m just like they’re just doing what they enjoy and long as you’re enjoying what you’re doing I think that’s the important thing.
[00:36:07] Adam Stott: I think that’s a brilliant piece of advice. Yeah. Yeah,
[00:36:10] Perri Shakes-Drayton: definitely. As long as you’re enjoying what you’re doing, it’s okay. Who, those who are meant to see it will see it and opportunities will definitely follow.
[00:36:18] Adam Stott: You’re very positive. Yeah, which is a maintaining a positive mindset. Another thing that I wanted to ask you, which I think is really important, obviously we coach business owners at this stage, we coach thousands of business owners.
[00:36:28] Coaching is a very prominent part of business. athletics competitive sport. What I’d really love to know is what are some of the messages that you’ve had over the years from your coach that have really sat with you and helped you to get to where you are? Was there one or two things that you’ve been told, maybe a mindset thing that you want to share?
[00:36:47] Perri Shakes-Drayton: Yep. So one thing I’ve, and I still stick by this is hard work pays off. Whatever you put into something, you’re going to outcome is going to be what you put into it. Not becoming complacent. That was another thing that I would stick by because there’s somebody out there who will come and take your spot because I feel like there’s enough for everyone as well.
[00:37:06] Yeah. So never become too comfortable and yeah, enjoy it and try and enjoy the process as much as you can. Enjoy the process. Yeah. And
[00:37:14] Adam Stott: how much repetition did you get on those messages?
[00:37:17] Perri Shakes-Drayton: I remind him, like,
[00:37:18] Adam Stott: yeah, how many times did your coach remind you to not be complacent? How many times did he remind you to, you know, how many times have you heard those messages?
[00:37:28] Perri Shakes-Drayton: It was constant. Yeah, constant reminder. And also I used to have a diary, Adam, because during my time when I was going through my injury, I didn’t always think I could speak to somebody, even though I said about a support group, network, family. Not everyone. Got what I was going through, so I would write in my diary and then I would have little messages, you know, like the hard work pays off, you know, what you get into, what you’re going to get out of it.
[00:37:54] Just little reminders. And not that saying I’m going to always go back and read, you know, when I was going through a dark place. Because to me, it’s I’ve written it down and I’m going to put it to the back of me. Cause yeah, I’ve never gone through that diary, but I have a note on my phone. I know some people may put things on the screen of their phone affirmations and things like that, you know, motivational quotes.
[00:38:19] I think that having those being seen can definitely help. My husband, he’s very positive as well. I definitely think he’s rubbed onto me. My husband big time. Yeah. We may have an argument the night before, but he’s like, we’re not going to bed without us talking about what’s happened, you know, and tomorrow is a new day.
[00:38:36] And on the other hand, that
[00:38:37] Adam Stott: again is a great affirmation. Actually, tomorrow is a new day. Tomorrow is a new day. Yeah. That’s one that, and I think it’s really cool what you’re saying, because people tend to have a disempowering story or an empowering story. And these. Sayings and phrases and affirmations that you have are empowering hard way.
[00:38:57] Her hard work pays off. It’s like, okay, well, I’ll keep saying to that myself. What’s the likelihood that you’re going to work hard? Well, it’s a lot, you’re a lot more likely to work hard. If your story was, I don’t know why I’m working so hard.
[00:39:10] Perri Shakes-Drayton: Yeah.
[00:39:10] Adam Stott: I don’t know why I’m working so hard. And you kept that sound that yourself over and over again.
[00:39:14] Guess what? You wouldn’t do it. Right. So, so what our thoughts are. Is what we end up holding in our hand and it sounds and this is why I love having a conversation like this because we’re pulling out these positive thoughts that you have and the tomorrow’s a new day is a great one as well. I’ve used that personally for a long time.
[00:39:30] I remember Tony Robbins when I was very young, I got that from Tony Robbins. He always used to say tomorrow’s a new day, tomorrow’s a new day. And if you ever go through a bad time really doing that, it is you wake up feeling different, don’t you? And you can, you know, you can go and you can. Push on.
[00:39:45] Can’t you? Well, I’ve really loved the talk that we’ve had today. I think there’s so much value there for anyone that is looking to create more greatness in their life. Is there any would you like to just finish up? We just maybe Three pieces of advice that you would give to either a business owner, someone that wanted to start a personal brand, or someone that just wants to create more in their life.
[00:40:12] Just like three little pieces of advice for them that they can use to go and empower them in the same way some of these things have empowered you.
[00:40:19] Perri Shakes-Drayton: Yeah first piece of advice I would say is that Just do it. Don’t overthink it. In the
[00:40:25] Adam Stott: words of Nike, yeah.
[00:40:29] But is it, no, but it’s beautiful, right? Because that is one of the, you know, from a brand perspective, one of the best phrases of all time, right? Yep. Yeah. Yeah. I love that.
[00:40:38] Perri Shakes-Drayton: I am still an ambassador for them as well. Yeah, no, I know. I know you are, yeah. Naturally, yes, it just came out. Just do it, yeah. Just do it.
[00:40:46] Number two again, make sure you’re enjoying it. Do it for the passion. Do it for the passion and if you’re enjoying it, it makes life a lot easier. And three, I would say, if you can find your niche, it’s even better. Finding your niche.
[00:41:05] Adam Stott: Finding your little place in the market. Finding your little spot.
[00:41:08] It’s something that we talk about, but a lot of people don’t do. They go very generalist and people don’t do that. So I love those advice. I want to say a big thank you. You’ve been absolutely amazing. I’ve loved the talk that we’ve had today. It was absolutely incredible. I’m sure people are going to find a lot of value in this.
[00:41:23] Thanks again, Barry. Where can people, where’s the best place for people? I know you’ve got big Instagram following.
[00:41:29] Perri Shakes-Drayton: Instagram. It’s PSD. So at it SPSD. Also tiktok, you’ll find me on there at it’s PSD again. Okay. At
[00:41:39] Adam Stott: it’s PSD. Yeah. Go and check out, go and follow Perry. Like I said, she’s got some massive motivation, inspiration that she can bring to you.
[00:41:48] And if you have enjoyed this episode of business growth secrets, which I hope you have go and tell us if you are watching on YouTube, tell us in the comments what your favorite moments have been, what your phrases that you’ve enjoyed, some of the biggest moments have had an impact on you. And if you are listening along and you’re not actually watching, Go over and leave us a review on a channel of your choice.
[00:42:11] A big thank you for watching and I look forward very soon to meeting you in person. Thanks again. And thanks again, Perry. You’ve been incredible.
[00:42:19] Perri Shakes-Drayton: My pleasure.