<![CDATA[What Lasts with Joe Sugg, Generational Wealth Advocate]]>What Lasts with Joe Sugg, Generational Wealth Advocate.


Quiet the noise. Get what lasts.


Every week there's a new headline... a law, a market, a machine. That's the noise. We bring in the people who know the topic and ask the only question that matters to a family. What lasts?


Each episode takes the headline, hears from the expert on what it actually means, and brings it back to what lasts for a family... trust, communication, the next generation, and the four F's (faith, family, financial freedom, fun). Then one question to take home to your family that week.


Hosted by Joe Sugg, Generational Wealth Advocate, founder of HeyFi Generational Wealth Advocates, a family dynamics and governance firm for families building first-generation wealth.


Nothing on What Lasts is investment, tax or legal advice. Consult your own licensed professionals before you act on anything you hear.


More at heyfi.io/podcast

]]>https://heyfi.io/podcast/Riverside.fm (https://riverside.com)Tue, 20 Oct 2026 03:45:21 GMTTue, 28 Jul 2026 16:45:27 GMT60Joe Sugg, Generational Wealth Advocate<p>What Lasts with Joe Sugg, Generational Wealth Advocate.</p><p><br /></p><p>Quiet the noise. Get what lasts.</p><p><br /></p><p>Every week there's a new headline... a law, a market, a machine. That's the noise. We bring in the people who know the topic and ask the only question that matters to a family. What lasts?</p><p><br /></p><p>Each episode takes the headline, hears from the expert on what it actually means, and brings it back to what lasts for a family... trust, communication, the next generation, and the four F's (faith, family, financial freedom, fun). Then one question to take home to your family that week.</p><p><br /></p><p>Hosted by Joe Sugg, Generational Wealth Advocate, founder of HeyFi Generational Wealth Advocates, a family dynamics and governance firm for families building first-generation wealth.</p><p><br /></p><p>Nothing on What Lasts is investment, tax or legal advice. Consult your own licensed professionals before you act on anything you hear.</p><p><br /></p><p>More at heyfi.io/podcast</p>episodicJoe Sugg, Generational Wealth Advocateceo@heyfi.iono<![CDATA[Episode 5: Break Self-Sabotage with NLP & Hypnosis: Rewire Your Mind for High Performance Mary Ligon]]>Joe Sugg, Generational Wealth Advocate, talks with Mary Ligon, a clinical hypnotherapist who has spent decades helping executives, high performers and business owners get unstuck.

Mary calls self-sabotage a slump. The brain replays a past failure, predicts it will happen again, and the body follows. She explains why clients who come in for one problem end up working on every area of life... how the mind travels in time, for better or worse... and why learning NLP and persuasion is the best defense against being manipulated.

Her closing word is the one to sit with. The biggest blind spot is believing your problems come from the outside.

"We are human beings, not human doings. We aren't what we do." Mary Ligon

Chapters
00:00 Cold open
01:17 What self-sabotage is
05:27 Working on the whole person
10:29 A lifelong student of consciousness
12:34 Reactivity and blind spots
17:24 Real hypnotherapy, not stage hypnosis
21:18 Mental time travel and brain programs
24:35 Instant gratification and bouncing back
29:50 NLP, persuasion and manipulation
35:18 Critical thinking and group pressure
38:51 The biggest blind spot

Connect with Mary: maryligonco.com

What Lasts with Joe Sugg, Generational Wealth Advocate
Recorded when the show was called F'd Up Wealth... Faith, Family, Financial freedom and Fun.

Be a Topic Expert on the show: heyfi.io/podcast
HeyFi Generational Wealth Advocates: heyfi.io

Nothing on What Lasts is investment, tax, legal or medical advice. Consult your own licensed professionals before you act on anything you hear.

]]>52187cdc-42a7-47a0-8a66-82f158aafd8aWed, 12 Aug 2026 11:30:00 GMT<p>Joe Sugg, Generational Wealth Advocate, talks with Mary Ligon, a clinical hypnotherapist who has spent decades helping executives, high performers and business owners get unstuck.</p><p>Mary calls self-sabotage a slump. The brain replays a past failure, predicts it will happen again, and the body follows. She explains why clients who come in for one problem end up working on every area of life... how the mind travels in time, for better or worse... and why learning NLP and persuasion is the best defense against being manipulated.</p><p>Her closing word is the one to sit with. The biggest blind spot is believing your problems come from the outside.</p><p>"We are human beings, not human doings. We aren't what we do." Mary Ligon</p><p>Chapters<br />00:00 Cold open<br />01:17 What self-sabotage is<br />05:27 Working on the whole person<br />10:29 A lifelong student of consciousness<br />12:34 Reactivity and blind spots<br />17:24 Real hypnotherapy, not stage hypnosis<br />21:18 Mental time travel and brain programs<br />24:35 Instant gratification and bouncing back<br />29:50 NLP, persuasion and manipulation<br />35:18 Critical thinking and group pressure<br />38:51 The biggest blind spot</p><p>Connect with Mary: <a rel="noopener noreferrer nofollow" href="https://maryligonco.com" target="_blank">maryligonco.com</a></p><p>What Lasts with Joe Sugg, Generational Wealth Advocate<br />Recorded when the show was called F'd Up Wealth... Faith, Family, Financial freedom and Fun.</p><p>Be a Topic Expert on the show: <a rel="noopener noreferrer nofollow" href="https://heyfi.io/podcast/" target="_blank">heyfi.io/podcast</a><br />HeyFi Generational Wealth Advocates: <a rel="noopener noreferrer nofollow" href="https://heyfi.io" target="_blank">heyfi.io</a></p><p>Nothing on What Lasts is investment, tax, legal or medical advice. Consult your own licensed professionals before you act on anything you hear.</p>no00:40:395Episode 5: Break Self-Sabotage with NLP & Hypnosis: Rewire Your Mind for High Performance Mary Ligonfull<![CDATA[Episode 4: Wealth is Wisdom: Faith, Adventure & Overcoming Self-Doubt | Mauro Schiavo]]>Joe Sugg, Generational Wealth Advocate, talks with Mauro Schiavo of The Academy for Adventurers.

Mauro defines wealth as wisdom. Joe points to Solomon, who asked for understanding... and the rest followed. From there they take on work-life balance. Joe says balance is a myth and alignment is the goal. Mauro says the phrase contradicts itself, because work is part of life.

Joe tells the story of losing a business in 2010 and climbing back, using the false summits on Colorado's 14ers as the picture. They close on gratitude, natural instincts and how to find your blind spots... listen to the people who love you.

"Life is an adventure because you're here and you're no accident." Mauro Schiavo

Chapters
00:00 Cold open
01:22 Wealth is wisdom
06:14 Faith meets practicality
12:51 Mauro's path from scattered to focused
16:40 Alignment over balance
19:45 Adventure in ordinary life
24:19 False summits and a comeback
27:46 The Academy for Adventurers
31:48 Gratitude and natural instincts
36:00 Finding your blind spots
39:37 Where to find Mauro

Connect with Mauro: theacademyforadventurers.info | YouTube and Instagram @theacademyforadventurers | theacademyforadventurers@gmail.com

What Lasts with Joe Sugg, Generational Wealth Advocate
Recorded when the show was called F'd Up Wealth... Faith, Family, Financial freedom and Fun.

Be a Topic Expert on the show: heyfi.io/podcast
HeyFi Generational Wealth Advocates: heyfi.io

Nothing on What Lasts is investment, tax, legal or medical advice. Consult your own licensed professionals before you act on anything you hear.

]]>2fce9dbb-2bf4-49ef-8f4e-f34b10cbcb00Wed, 05 Aug 2026 12:00:00 GMT<p>Joe Sugg, Generational Wealth Advocate, talks with Mauro Schiavo of The Academy for Adventurers.</p><p>Mauro defines wealth as wisdom. Joe points to Solomon, who asked for understanding... and the rest followed. From there they take on work-life balance. Joe says balance is a myth and alignment is the goal. Mauro says the phrase contradicts itself, because work is part of life.</p><p>Joe tells the story of losing a business in 2010 and climbing back, using the false summits on Colorado's 14ers as the picture. They close on gratitude, natural instincts and how to find your blind spots... listen to the people who love you.</p><p>"Life is an adventure because you're here and you're no accident." Mauro Schiavo</p><p>Chapters<br />00:00 Cold open<br />01:22 Wealth is wisdom<br />06:14 Faith meets practicality<br />12:51 Mauro's path from scattered to focused<br />16:40 Alignment over balance<br />19:45 Adventure in ordinary life<br />24:19 False summits and a comeback<br />27:46 The Academy for Adventurers<br />31:48 Gratitude and natural instincts<br />36:00 Finding your blind spots<br />39:37 Where to find Mauro</p><p>Connect with Mauro: <a href="https://theacademyforadventurers.info" rel="noopener noreferrer nofollow" target="_blank">theacademyforadventurers.info</a> | YouTube and Instagram @theacademyforadventurers | <a href="mailto:theacademyforadventurers@gmail.com" rel="noopener noreferrer nofollow" target="_blank">theacademyforadventurers@gmail.com</a></p><p>What Lasts with Joe Sugg, Generational Wealth Advocate<br />Recorded when the show was called F'd Up Wealth... Faith, Family, Financial freedom and Fun.</p><p>Be a Topic Expert on the show: <a href="https://heyfi.io/podcast/" rel="noopener noreferrer nofollow" target="_blank">heyfi.io/podcast</a><br />HeyFi Generational Wealth Advocates: <a href="https://heyfi.io" rel="noopener noreferrer nofollow" target="_blank">heyfi.io</a></p><p>Nothing on What Lasts is investment, tax, legal or medical advice. Consult your own licensed professionals before you act on anything you hear.</p>no00:40:094Episode 4: Wealth is Wisdom: Faith, Adventure & Overcoming Self-Doubt | Mauro Schiavofull<![CDATA[Episode 3: Next Play Mentality: Building Real Leadership Through Relationships | Tex McQuilkin]]>Joe Sugg, Generational Wealth Advocate, talks with Tex McQuilkin, founder of Captains & Coaches. Tex is going into his 17th year of coaching. He builds social and emotional leadership in teen and college athletes... and in the coaches who lead them.

Ask Tex to define wealth and he talks about former players who come back years later to say thank you. X's and O's are easy. People are hard.

They cover the five capacities behind social emotional leadership, Tex's define, model, shape, reinforce method, the difference between guilt and shame, and why every leader needs someone pouring into them too. For coaches, parents and anyone leading a team or a household.

"Guilt is like, man, I made a mistake. Shame is I am a mistake." Tex McQuilkin

Chapters
00:00 Cold open
01:21 How Tex defines wealth
03:39 Meeting athletes where they want to go
09:22 X's and O's are easy... people are hard
15:06 Jerry Jones and upside potential
22:45 Coaches as father figures... define, model, shape, reinforce
31:01 Guilt versus shame
36:40 Forgiving yourself... coach needs a coach
44:17 The players who come back
47:22 Where to find Tex

Connect with Tex: captainsandcoaches.com | tex@captainsandcoaches.com

What Lasts with Joe Sugg, Generational Wealth Advocate
Recorded when the show was called F'd Up Wealth... Faith, Family, Financial freedom and Fun.

Be a Topic Expert on the show: heyfi.io/podcast
HeyFi Generational Wealth Advocates: heyfi.io

Nothing on What Lasts is investment, tax, legal or medical advice. Consult your own licensed professionals before you act on anything you hear.

]]>edd9b614-b0c2-4813-830d-0efef361b2d8Wed, 29 Jul 2026 11:15:00 GMT<p>Joe Sugg, Generational Wealth Advocate, talks with Tex McQuilkin, founder of Captains &amp; Coaches. Tex is going into his 17th year of coaching. He builds social and emotional leadership in teen and college athletes... and in the coaches who lead them.</p><p>Ask Tex to define wealth and he talks about former players who come back years later to say thank you. X's and O's are easy. People are hard.</p><p>They cover the five capacities behind social emotional leadership, Tex's define, model, shape, reinforce method, the difference between guilt and shame, and why every leader needs someone pouring into them too. For coaches, parents and anyone leading a team or a household.</p><p>"Guilt is like, man, I made a mistake. Shame is I am a mistake." Tex McQuilkin</p><p>Chapters<br />00:00 Cold open<br />01:21 How Tex defines wealth<br />03:39 Meeting athletes where they want to go<br />09:22 X's and O's are easy... people are hard<br />15:06 Jerry Jones and upside potential<br />22:45 Coaches as father figures... define, model, shape, reinforce<br />31:01 Guilt versus shame<br />36:40 Forgiving yourself... coach needs a coach<br />44:17 The players who come back<br />47:22 Where to find Tex</p><p>Connect with Tex: <a rel="noopener noreferrer nofollow" href="https://captainsandcoaches.com" target="_blank">captainsandcoaches.com</a> | <a rel="noopener noreferrer nofollow" href="mailto:tex@captainsandcoaches.com" target="_blank">tex@captainsandcoaches.com</a></p><p>What Lasts with Joe Sugg, Generational Wealth Advocate<br />Recorded when the show was called F'd Up Wealth... Faith, Family, Financial freedom and Fun.</p><p>Be a Topic Expert on the show: <a rel="noopener noreferrer nofollow" href="https://heyfi.io/podcast/" target="_blank">heyfi.io/podcast</a><br />HeyFi Generational Wealth Advocates: <a rel="noopener noreferrer nofollow" href="https://heyfi.io" target="_blank">heyfi.io</a></p><p>Nothing on What Lasts is investment, tax, legal or medical advice. Consult your own licensed professionals before you act on anything you hear.</p>no00:49:413Episode 3: Next Play Mentality: Building Real Leadership Through Relationships | Tex McQuilkinfull<![CDATA[Episode 1: EMDR, Anxiety & High Achievers: Why Therapy Isn't a Crutch It's a Superpower | Celia Sugg]]>Joe Sugg, Generational Wealth Advocate, sits down with his wife, Celia Sugg.

Celia is an anxiety and trauma therapist in Colorado Springs, seeing clients online across Colorado and Florida. She created The Anxiety Reset Protocol™ and is a Certified EMDR Therapist and EMDRIA Approved Consultant.

Joe used to think therapy was a crutch for people who weren't strong enough. This conversation is where that belief went.

Celia explains why capable, high-achieving people still battle anxiety... why it is a nervous system response and not a character flaw... and how EMDR helps the brain finish processing memories that got stuck. They talk about faith and therapy working together, why prayer alone may not fix a physical problem, what it means to charge well in a helping profession, and how to choose the right therapist.

"If there's a reason, then there's a solution." Celia Sugg

Chapters
00:00 Cold open
00:56 Meet Celia... who therapy is for
04:03 Anxiety in high achievers
06:46 How EMDR works and how long it takes
13:14 Faith and therapy working together
18:18 Therapy with a goal... and a therapist's own self-care
23:02 Money mindset and a no-insurance practice
27:52 Trauma, survival mode and EMDR intensives
36:14 Blind spots... and choosing the right therapist
40:23 Where to find Celia

Connect with Celia: celiasugg.com. Her blog covers EMDR, anxiety and what to ask a therapist before you start.

What Lasts with Joe Sugg, Generational Wealth Advocate
Recorded when the show was called F'd Up Wealth... Faith, Family, Financial freedom and Fun.

Be a Topic Expert on the show: heyfi.io/podcast
HeyFi Generational Wealth Advocates: heyfi.io

Nothing on What Lasts is investment, tax, legal or medical advice. Consult your own licensed professionals before you act on anything you hear.

]]>dcb6569d-9aed-4ae7-93c8-96b04f2b9bbcWed, 29 Jul 2026 11:15:00 GMT<p>Joe Sugg, Generational Wealth Advocate, sits down with his wife, Celia Sugg.</p><p>Celia is an anxiety and trauma therapist in Colorado Springs, seeing clients online across Colorado and Florida. She created The Anxiety Reset Protocol™ and is a Certified EMDR Therapist and EMDRIA Approved Consultant.</p><p>Joe used to think therapy was a crutch for people who weren't strong enough. This conversation is where that belief went.</p><p>Celia explains why capable, high-achieving people still battle anxiety... why it is a nervous system response and not a character flaw... and how EMDR helps the brain finish processing memories that got stuck. They talk about faith and therapy working together, why prayer alone may not fix a physical problem, what it means to charge well in a helping profession, and how to choose the right therapist.</p><p>"If there's a reason, then there's a solution." Celia Sugg</p><p>Chapters<br />00:00 Cold open<br />00:56 Meet Celia... who therapy is for<br />04:03 Anxiety in high achievers<br />06:46 How EMDR works and how long it takes<br />13:14 Faith and therapy working together<br />18:18 Therapy with a goal... and a therapist's own self-care<br />23:02 Money mindset and a no-insurance practice<br />27:52 Trauma, survival mode and EMDR intensives<br />36:14 Blind spots... and choosing the right therapist<br />40:23 Where to find Celia</p><p>Connect with Celia: <a rel="noopener noreferrer nofollow" href="https://celiasugg.com" target="_blank">celiasugg.com</a>. Her blog covers EMDR, anxiety and what to ask a therapist before you start.</p><p>What Lasts with Joe Sugg, Generational Wealth Advocate<br />Recorded when the show was called F'd Up Wealth... Faith, Family, Financial freedom and Fun.</p><p>Be a Topic Expert on the show: <a rel="noopener noreferrer nofollow" href="https://heyfi.io/podcast/" target="_blank">heyfi.io/podcast</a><br />HeyFi Generational Wealth Advocates: <a rel="noopener noreferrer nofollow" href="https://heyfi.io" target="_blank">heyfi.io</a></p><p>Nothing on What Lasts is investment, tax, legal or medical advice. Consult your own licensed professionals before you act on anything you hear.</p>no00:43:321Episode 1: EMDR, Anxiety & High Achievers: Why Therapy Isn't a Crutch It's a Superpower | Celia Suggfull<![CDATA[Episode 2: Quick-Win Facebook Ads + Rebuilding Faith After Church Hurt | Jana Bishop]]>Joe Sugg, Generational Wealth Advocate, reconnects with Jana Bishop. He was her youth leader more than 30 years ago. Today she teaches small business owners to run Meta ads, and her Facebook Ads Bootcamp has passed 17,000 students.

Jana's path ran from photography and Lightroom presets to one-on-one "ads in an hour" calls... and those calls taught her what people actually needed. Quick wins keep people going. True wins are the point.

Then the conversation gets honest. Her years as a youth pastor's wife, the guilt about earning money she picked up in church, and the slow work of rebuilding faith. Joe draws the line between survival and sustainability.

"They were looking for the quick win and I was looking for a true win." Jana Bishop

Chapters
00:00 Cold open
00:56 A 30-year friendship
03:17 From a $17,000 coach to 17,000 students
07:15 A sick son, photography and presets
10:05 Quick win versus true win
13:26 Ministry roots... and skipping the flashy image
16:33 The hidden cost of ministry life
22:24 Deconstruction, money guilt and rebuilding faith
32:05 Survival versus sustainability
39:25 Jana's membership and wrap-up

Content note: from about 17:55, Jana talks about pregnancy loss.

Connect with Jana: Instagram @thejanabishop | jana@janabishop.com | First Wave Meta Ads Membership

What Lasts with Joe Sugg, Generational Wealth Advocate
Recorded when the show was called F'd Up Wealth... Faith, Family, Financial freedom and Fun.

Be a Topic Expert on the show: heyfi.io/podcast
HeyFi Generational Wealth Advocates: heyfi.io

Nothing on What Lasts is investment, tax, legal or medical advice. Consult your own licensed professionals before you act on anything you hear.

]]>8ecd96fc-473e-4bcc-9062-fa3a9733f987Wed, 29 Jul 2026 11:15:00 GMT<p>Joe Sugg, Generational Wealth Advocate, reconnects with Jana Bishop. He was her youth leader more than 30 years ago. Today she teaches small business owners to run Meta ads, and her Facebook Ads Bootcamp has passed 17,000 students.</p><p>Jana's path ran from photography and Lightroom presets to one-on-one "ads in an hour" calls... and those calls taught her what people actually needed. Quick wins keep people going. True wins are the point.</p><p>Then the conversation gets honest. Her years as a youth pastor's wife, the guilt about earning money she picked up in church, and the slow work of rebuilding faith. Joe draws the line between survival and sustainability.</p><p>"They were looking for the quick win and I was looking for a true win." Jana Bishop</p><p>Chapters<br />00:00 Cold open<br />00:56 A 30-year friendship<br />03:17 From a $17,000 coach to 17,000 students<br />07:15 A sick son, photography and presets<br />10:05 Quick win versus true win<br />13:26 Ministry roots... and skipping the flashy image<br />16:33 The hidden cost of ministry life<br />22:24 Deconstruction, money guilt and rebuilding faith<br />32:05 Survival versus sustainability<br />39:25 Jana's membership and wrap-up</p><p>Content note: from about 17:55, Jana talks about pregnancy loss.</p><p>Connect with Jana: Instagram @thejanabishop | <a rel="noopener noreferrer nofollow" href="mailto:jana@janabishop.com" target="_blank">jana@janabishop.com</a> | <a rel="noopener noreferrer nofollow" href="https://www.skool.com/first-wave/about?ref=7c6e881e7eb548ab9042063cd92aa826" target="_blank">First Wave Meta Ads Membership</a></p><p>What Lasts with Joe Sugg, Generational Wealth Advocate<br />Recorded when the show was called F'd Up Wealth... Faith, Family, Financial freedom and Fun.</p><p>Be a Topic Expert on the show: <a rel="noopener noreferrer nofollow" href="https://heyfi.io/podcast/" target="_blank">heyfi.io/podcast</a><br />HeyFi Generational Wealth Advocates: <a rel="noopener noreferrer nofollow" href="https://heyfi.io" target="_blank">heyfi.io</a></p><p>Nothing on What Lasts is investment, tax, legal or medical advice. Consult your own licensed professionals before you act on anything you hear.</p>no00:43:172Episode 2: Quick-Win Facebook Ads + Rebuilding Faith After Church Hurt | Jana Bishopfull