The VICI Code: Purpose-Driven Profits

Joseph
  • 5.0 (3)
  • ENTREPRENEURSHIP

Welcome to The VICI Code — the podcast where small business owners stop pretending, start confessing, and finally get what it takes to win financially. We talk real numbers. Real faith. Real stories of underdogs who got hit hard — by bad decisions, burnout, even bankruptcy — and chose to rise anyway. I’m Joe Dunaway, founder of VICI Financial, and every week, I sit down with entrepreneurs who’ve walked through fire, fixed their finances, and found purpose in the process. If you’ve ever felt like the only one who doesn’t “get it” when it comes to business money… If your story feels too messy, too behind, or too far gone… You belong here. Because the comeback isn’t just possible — it’s coded into you. This is The VICI Code.Let’s crack it together.

  1. 9H AGO

    The Pivot to Purpose: How to Build a 7-Figure Real Estate Empire by Serving Displaced Families and Mastering Systems-Driven Freedom

    In episode 30 of The VICI Code, Joe Dunaway interviews Ryan Mueller, CEO of Plexa Housing, as he shares how he leverages daily fitness and purposeful routines to maintain mental grit, balancing wealth creation with being present for his family. Tune in to this episode, apply the proven systems, and take action to build stability, freedom, and legacy—both for your family and those you serve.  TIMESTAMPS [00:00:02] Introducing Ryan Mueller: Building a Purpose-Driven 7-Figure Real Estate Business [00:02:24] The Breakthrough: Pivoting from Airbnb to Insurance-Funded Rentals [00:05:32] Owner Mindset: Service, Stability, and Revenue Transformation [00:08:24] The Secret Sauce: Relationships with Insurance Companies [00:11:34] Systems, Speed, and Stability: Building Team and Tech [00:14:05] Fitness as Mental Grit: Daily Routines for Business Leaders [00:22:06] Protecting Family Time: Wealth, Discipline, and Non-Negotiables [00:25:51] Faith, Service, and Helping Displaced Families [00:31:07] Connect With Ryan: Instagram, LinkedIn, and Plexa Housing QUOTES "It's all about speed, right? If you have a fire, water, and you're damaged... " You want to be back in your house like right now." – Ryan Mueller"The system is the only way to scale. Everything I approach my business now is like, how can I McDonaldize this?" – Ryan Mueller"No amount of money is worth missing seeing your kids and being there for your family." – Ryan Mueller ========================== Less supplements. More consistency. AG1 every day. SHOP HERE: https://click-myl.ink/2p8hck3h ========================== SOCIAL MEDIA Joe Dunaway Instagram: https://www.instagram.com/thejoedunaway/  LinkedIn: https://www.linkedin.com/in/joseph-dunaway  Ryan Mueller Instagram: https://www.instagram.com/ryangramsmueller/#  LinkedIn: www.linkedin.com/in/ryan-mueller-996623120  Facebook: https://www.facebook.com/ryan.mueller.391        WEBSITE VICI Finance: https://www.vicifinance.com/ Plexa Housing: https://plexahousing.com/

    34 min

  2. MAR 10

    From Moscow to Victoria: Navigating the Highs and Lows of Immigration, Mastering Technical Leadership, and Building Multi-Industry Wealth

    In episode 29 of The VICI Code, Joe Dunaway interviews Alex Gorelik, Partner at Polaris Land Surveying & Founder of Squeakly Cleaning, as he shares the process of pivoting from short-term rental services after legislative changes—demonstrating adaptability and resilience in the face of industry upheaval. Tune in now and learn how immigrant grit, technical precision, and unwavering purpose can transform your business and your life.  TIMESTAMPS [00:00:02] Welcome & Alex Gorelik’s introduction [00:02:39] Immigration lows & breakthrough moments [00:06:37] Community leadership in surveying vs. oil & gas [00:09:47] Attention to detail: Surveying & Squeakly [00:12:34] Delegation & systems for business growth [00:17:00] Pivoting Squeakly: Adapting to change [00:20:30] Fitness & cognitive performance [00:26:11] Cultivating health in teams [00:27:31] Family legacy & mentorship [00:30:35] Leadership shaped by Moscow roots [00:34:52] How to connect with Alex QUOTES "I constantly thought about how I could get out of it… It's a slow, gradual process when your mind slowly shifts towards something great." – Alex Gorelik"Our goal is for our customers, our clients, to say wow. And this wow is about quality and is also about speed." – Alex Gorelik"You can't reach your goals unless you've planned things out. Planning and setting goals is just really important." – Joe Dunaway ========================== Less supplements. More consistency. AG1 every day. SHOP HERE: https://click-myl.ink/2p8hck3h ========================== SOCIAL MEDIA Joe Dunaway Instagram: https://www.instagram.com/thejoedunaway/  LinkedIn: https://www.linkedin.com/in/joseph-dunaway  Alex Gorelik Instsgram: https://www.instagram.com/alex.gorelik.now/ https://www.instagram.com/squeaklycleaning/ https://www.instagram.com/polarislandsurveying/  LinkedIn: https://www.linkedin.com/in/alexgorelik1/        WEBSITE VICI Finance: https://www.vicifinance.com/ Squeakly: https://squeakly.ca/our-story/

    36 min

  3. MAR 3

    Reclaiming the Fundamentals: How Unconventional Health Strategies Drive Business Productivity, Profit, and Community Impact

    In episode 28 of The VICI Code, Joe Dunaway interviews Kalvin Langenberg, Founder of Long Haul Coaching & The Savage Man Project, who shares how he rebuilt his philosophy and now empowers CEOs, business owners, and driven individuals to reshape their lives and organizations. Tune in for practical strategies for implementation that don’t require a massive budget but deliver enormous results. TIMESTAMPS [00:00:02] Meet Calvin Langenberg—From Health Coach to Culture Shifter [00:06:18] Why the System Is Broken (and How to Fix It) [00:08:44] The Power of Long-term Mindset and Perseverance [00:14:20] Health as a Profit Driver—ROI for Leaders & Teams [00:17:37] Actionable Strategies for Workspace Wellness on Any Budget [00:23:05] Discipline, Masculinity, and Leading Your Family by Example [00:30:52] Faith, Fundamentals, and Staying Grounded in Your Purpose QUOTES "It's never like the big massive breakthrough things—it's the really small aspects that add up." – Kalvin Langenberg"Leading by example is setting the proof of, 'Hey, this is how I do things, and I'm loving life.' – Joe Dunaway"If your spouse isn't on the same page or if you're not able to lead by example, your health is just going to struggle. Everything comes back to you as your responsibility." – Kalvin Langenberg ========================== Less supplements. More consistency. AG1 every day. SHOP HERE: https://click-myl.ink/2p8hck3h ========================== SOCIAL MEDIA Joe Dunaway Instagram: https://www.instagram.com/thejoedunaway/  LinkedIn: https://www.linkedin.com/in/joseph-dunaway  Kalvin Langenberg Instsgram: https://www.instagram.com/kalvinlangenberg/  LinkedIn: https://www.linkedin.com/in/kalvin-langenberg-7a066b210/        WEBSITE VICI Finance: https://www.vicifinance.com/ Long Haul Coaching: https://longhaulcoaching.my.canva.site/savagemanproject

    38 min

  4. FEB 24

    Transitioning from Corporate Tax to Purpose-Driven Entrepreneurship: How to Scale a Close-Knit Business While Raising A Family and Leading with Faith

    In episode 27 of The VICI Code, Joe Dunaway interviews powerhouse CPA and entrepreneur, Vanessa Lay, co-owner of Lay & Company, LLC, as they dive into the transformative journey of a leader who traded the rigid corporate climb for the meaningful impact of boutique business ownership—building a company grounded in faith, family, and authentic relationships. Tune in for inspiration, actionable insights, and a blueprint for thriving in business and life. TIMESTAMPS [00:00:02] Welcome & Episode Introduction [00:02:19] Vanessa’s Corporate to Boutique Breakthrough [00:05:14] Serving Clients Beyond the Balance Sheet [00:07:17] Leveraging Automation for Relationship-Driven Growth [00:13:41] Navigating Family Dynamics in Business [00:21:51] Resilience, Reflection, and Iteration [00:29:16] Leading as a Woman in Purpose-Driven Business [00:32:21] Final Takeaways & Action Steps QUOTES "Tax expense is one of the biggest expenses in a person's life. Making the investment to ensure it's done well and you pay the least amount you can—that's worth its weight in gold." – Vanessa Lay"Some people think, 'I'll start a business to have more time for family.' That's a good goal, but you have to do it right. The right systems and leadership tactics have to be number one." – Joe Dunaway"Clear boundaries. Very clear boundaries. And knowing that it's okay to have those boundaries." – Vanessa Lay ========================== Less supplements. More consistency. AG1 every day. SHOP HERE: https://click-myl.ink/2p8hck3h ========================== SOCIAL MEDIA Joe Dunaway Instagram: https://www.instagram.com/thejoedunaway/  LinkedIn: https://www.linkedin.com/in/joseph-dunaway  Vanessa Lay Instsgram: https://www.instagram.com/vanessalay28/  LinkedIn: https://www.linkedin.com/in/vanessa-lay-cpa/        WEBSITE VICI Finance: https://www.vicifinance.com/ LayCo Tax: https://www.layco.tax/

    33 min

  5. FEB 17

    Transitioning from Corporate IT to Trade Leadership: Using Lean Systems and Executive Support to Scale Past $1M

    In episode 26 of The VICI Code, Joe Dunaway interviews Rob Ladabouche, owner of Stacked Systems, as he discusses the importance of building lean systems to eliminate tech waste, allowing business owners to reclaim their time and focus on what they love. Tune in for an engaging conversation that highlights the power of effective systems in achieving business success. TIMESTAMPS [00:03:19] Tech debt and scaling challenges. [00:06:37] Personal phone model bottleneck. [00:09:05] Automation vs. human touch. [00:12:34] Hiring an executive assistant. [00:15:17] Data-driven decision making. [00:21:15] Mindset shift in business. [00:23:41] The importance of systems in business. [00:28:40] Caught not taught culture. [00:30:46] Investing in your people. [00:35:51] The importance of rest. [00:39:09] The power of asking why. [00:45:59] Child trafficking and wealth impact. [00:48:25] Business growth and time management. [00:51:05] Business growth through systems. QUOTES "If you don't make decisions based on data in your business, it's not gonna scale well." -Rob Ladadouche"Nothing is better than the present moment." -Rob Ladabouche"We all have a limited amount of time, and anybody that are closing in on the final days just wishes they had more time with family and people." -Joe Dunaway========================== Less supplements. More consistency. AG1 every day. SHOP HERE: https://click-myl.ink/2p8hck3h ========================== SOCIAL MEDIA Joe Dunaway Instagram: https://www.instagram.com/thejoedunaway/  LinkedIn: https://www.linkedin.com/in/joseph-dunaway  Rob Ladabouche Instsgram: https://www.instagram.com/robladabouche/  Facebook:  https://www.facebook.com/rob.bobby.7161/ LinkedIn: https://www.linkedin.com/in/rob-ladabouche-757783175/       WEBSITE VICI Finance: https://www.vicifinance.com/ Stacked Systems: https://stackedsystems.com/

    53 min

  6. FEB 10

    Navigating the Toughest Terrain: How a CEO Integrates Faith, Family, and Fitness to Scale a Global Adventure Empire

    In episode 25 of The VICI Code, Joe Dunaway interviews Luke Schnacke, CEO of Ironman 4x4, a global leader in off-road armor, suspension, and camping gear, as he shares his personal mission of creating empowering products that inspire courage and dreams, emphasizing that true character is revealed not in smooth sailing but in how we navigate life's challenges.  Tune in for raw and honest conversations that decode the path to victory in business and life. TIMESTAMPS [00:02:40] Legacy and modernization challenges. [00:07:19] Family-oriented adventure experiences. [00:10:06] Core values of the business. [00:15:04] Product recall challenges. [00:21:29] Faith and fitness as support. [00:25:26] Youth sports and character building. [00:30:45] Morning routines for success. [00:34:20] Family communication and scheduling. [00:38:06] Believe in yourself, self-worth. [00:41:37] Promotional seasons and margin impact. QUOTES "When you start a business, and you want it to succeed, you have to have buckets of grit, stamina, endurance, a sense of community, and service working together." -Luke Schnacke"The non-negotiables are clear communication of what we've got ahead of us, making sure that's on the calendar." -Luke Schnacke"Strength is built in the struggle." -Joe Dunaway ========================== Less supplements. More consistency. AG1 every day. SHOP HERE: https://click-myl.ink/2p8hck3h ========================== SOCIAL MEDIA Joe Dunaway Instagram: https://www.instagram.com/thejoedunaway/  LinkedIn: https://www.linkedin.com/in/joseph-dunaway  Luke Schnacke Instsgram: https://www.instagram.com/luke_schnacke/   Facebook:  https://www.facebook.com/luke.schnacke.7/  LinkedIn: https://www.linkedin.com/in/luke-schnacke/        WEBSITE VICI Finance: https://www.vicifinance.com/ IronMan 4x4:  https://www.ironman4x4.com/

    43 min

  7. FEB 3

    The Clarity Breakthrough: Teaching Creative Leaders to Master Technology, Wow Clients, and Drive Business Forward

    In episode 24 of The VICI Code, Joe Dunaway interviews John Kaplar, founder of FOCUSED SketchUp, as they dive deep into the world of 3D design and rendering, exploring how John empowers interior and kitchen designers to overcome the overwhelming learning curve and create stunning visuals with confidence. Tune in as we explore John's insights on navigating the learning curve and driving business success in the design industry. TIMESTAMPS [00:03:18] Challenge of complexity in design. [00:05:45] Conveying design visions to clients. [00:10:41] Proprietary workflows impact finances. [00:12:23] 3D design financial breakthrough. [00:16:47] Leading by example in parenting. [00:20:25] Instilling confidence in designers. [00:22:24] Balancing work and family life. [00:27:09] Clarity through personal discipline. [00:30:28] AI's impact on design jobs. [00:34:23] Growing business through visuals. [00:37:08] Entrepreneurial breakthrough and purpose. QUOTES "Your kids may not always remember the things you did or said, but they remember how you made them feel." -Joe Dunaway"The heart of the entrepreneurial breakthrough is what makes us who we are." -Joe Dunaway"There was a better way to learn what I need to know to do what I need to do." -John Kaplar ========================== Less supplements. More consistency. AG1 every day. SHOP HERE: https://click-myl.ink/2p8hck3h ========================== SOCIAL MEDIA Joe Dunaway Instagram: https://www.instagram.com/thejoedunaway/  LinkedIn: https://www.linkedin.com/in/joseph-dunaway  John Kaplar Instsgram: https://www.instagram.com/focused.sketchup/  Facebook: https://www.facebook.com/profile.php?id=100089929190898  YouTube:  https://www.youtube.com/channel/UCBW_e3hE_1kY-nI1UnAYHoA  LinkedIn: https://www.linkedin.com/in/johnkaplar/        WEBSITE VICI Finance: https://www.vicifinance.com/ FOCUSED SketchUp: https://focusedsketchup.com/

    39 min

  8. JAN 27

    The Ultimate Test of Resilience: Translating CrossFit Discipline into Leadership, Advocacy, and Family Breakthroughs

    In episode 23 of The VICI Code, Joe Dunaway interviews Jaon Khalipa, CrossFit Games champion and founder of NC Fit Gym, as he shares how this personal crisis reshaped his definition of strength and resilience, and how he translated the discipline of CrossFit into leadership and advocacy. Tune in as we unlock Jason's insights on maximizing purpose and overcoming challenges. TIMESTAMPS [00:03:11] Pediatric cancer diagnosis resilience. [00:05:09] Strength through adversity and resilience. [00:08:42] Balancing business and family crisis. [00:12:39] Train hard, ethos, and discipline. [00:14:22] Fitness as a life tool. [00:19:50] Acting like an owner. [00:22:33] Prioritizing fitness in entrepreneurship. [00:24:38] Exercise as a stress relief. [00:28:35] Embracing challenges for growth. [00:32:26] Strength is measured in resilience. QUOTES "Strength was removing all distractions that took me away from my purpose and what we needed to accomplish at the moment." -Jason Khalipa"The best thing you can do for yourself is go exercise because when you come out the other side of that workout, you're going to feel better than you did when you walked in." -Jason Khalipa"Embrace that long-suffering, because on the other side of that pain, of that challenge, is something special." -Joe Dunaway========================== Less supplements. More consistency. AG1 every day. SHOP HERE: https://click-myl.ink/2p8hck3h ========================== SOCIAL MEDIA Joe Dunaway Instagram: https://www.instagram.com/thejoedunaway/  LinkedIn: https://www.linkedin.com/in/joseph-dunaway  Jason Khalipa Instsgram: https://www.instagram.com/jasonkhalipa/?hl=en Facebook: https://www.facebook.com/jasonkhalipapage/ YouTube: https://www.youtube.com/jasonkhalipa       WEBSITE VICI Finance: https://www.vicifinance.com/ Jason Khalipa: https://www.jasonkhalipa.com/

    35 min
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3 Ratings

About

Welcome to The VICI Code — the podcast where small business owners stop pretending, start confessing, and finally get what it takes to win financially. We talk real numbers. Real faith. Real stories of underdogs who got hit hard — by bad decisions, burnout, even bankruptcy — and chose to rise anyway. I’m Joe Dunaway, founder of VICI Financial, and every week, I sit down with entrepreneurs who’ve walked through fire, fixed their finances, and found purpose in the process. If you’ve ever felt like the only one who doesn’t “get it” when it comes to business money… If your story feels too messy, too behind, or too far gone… You belong here. Because the comeback isn’t just possible — it’s coded into you. This is The VICI Code.Let’s crack it together.

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