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 multi-generational 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
Episode 3: Break Self-Sabotage with NLP & Hypnosis: Rewire Your Mind for High Performance Mary Ligon
Joe Sugg sits down with Mary Ligon, Clinical Hypnotherapist and NLP Master Trainer with 30+ years helping high-performers, executives, and small business owners overcome self-sabotage.
Mary breaks down why even top performers get stuck (slumps, limiting beliefs, past traumas), how NLP and hypnosis rapidly rewire the brain, the power of timelines and recovery strategies, and navigating reactivity in a divided world. They explore consciousness, faith/spiritual integration, and protecting yourself from manipulation.
Practical wisdom for breaking free from blind spots in business, relationships, health, and wealth-building.
Connect with Mary at maryligonco.com (http://maryligonco.com) for sessions and trainings
Joe Sugg welcomes Mauro Schiavo (The Holy Hero) of The Academy for Adventurers for a powerful conversation on wealth as wisdom, faith-integrated entrepreneurship, and embracing life as an adventure.
Mauro shares how understanding leads to wisdom (Solomon story), navigating ADHD in business, gratitude amid complexity, and creating meaningful adventures that blend physical challenges with spiritual growth. They explore work-life alignment (not balance), blind spots, and leaning on God through change.
Inspiring for entrepreneurs, leaders, and faith-driven high-achievers seeking purpose beyond profit.
Connect with Mauro: theacademyforadventurers@gmail.com (mailto:theacademyforadventurers@gmail.com) | theacademyforadventurers.info (http://theacademyforadventurers.info) | YouTube/Instagram @theacademyforadventurers
29 Jul 2026
Episode 2: Quick-Win Facebook Ads + Rebuilding Faith After Church Hurt | Jana Bishop
Joe Sugg reconnects with longtime friend Jana Bishop — former youth group connection turned Meta Ads powerhouse (17,000+ students).
Jana shares her raw journey from ministry heartbreak (including painful church experiences and miscarriage) to building a successful online education business teaching simple, effective Facebook/Instagram Ads.
They dive into deconstructing faith while building wealth, money guilt from church teachings, authenticity over flash, and why relationships matter more than strategies. Packed with practical advice for entrepreneurs on running ads without overwhelm and pursuing genuine success.
A powerful episode on turning pain into purpose and making complicated things simple.
Connect with Jana: jana@janabishop.com (mailto:jana@janabishop.com) | @thejanabishop on Instagram | First Wave membership: First Wave Meta Ads Membership (https://www.skool.com/first-wave/about?ref=7c6e881e7eb548ab9042063cd92aa826)
29 Jul 2026
Episode 1: EMDR, Anxiety & High Achievers: Why Therapy Isn't a Crutch It's a Superpower | Celia Sugg
Joe Sugg sits down with his wife and renowned therapist Celia Sugg for an honest conversation about mental health, anxiety in high-achievers, and the power of EMDR therapy.
Celia breaks down why even successful business owners battle anxiety and negative beliefs, how past experiences (even “small” ones) create big blind spots, and why EMDR can deliver life-changing results in just a few sessions — not years. They also explore integrating faith with therapy, the difference between guilt and shame, nervous system regulation, and practical advice for anyone hesitant about seeking help.
A must-listen for entrepreneurs, leaders, perfectionists, and anyone ready to break free from what’s holding them back.
Visit celiasugg.com (http://celiasugg.com) for her blog on EMDR, anxiety tools, and intensives.
29 Jul 2026
Episode 3: Next Play Mentality: Building Real Leadership Through Relationships | Tex McQuilkin
In this powerful conversation, Joe Sugg sits down with Tex McQuilkin, Founder of Captains & Coaches and leadership strategist with 15+ years coaching high school and college athletes. Tex shares how relationships — not just X's and O's — are the true foundation of winning teams and developing leaders.
They dive deep into social-emotional leadership, the power of self-compassion, the "define, model, shape, reinforce" framework, why coaches must be the last line of defense, and lessons from Jerry Jones on upside potential. Packed with practical tools for coaches, parents, business leaders, and anyone mentoring the next generation.
Tune in for raw wisdom on turning mistakes into growth and building cultures that last.
Connect with Tex: captainsandcoaches.com (http://captainsandcoaches.com) | tex@captainsandcoaches.com (mailto:tex@captainsandcoaches.com)
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