Walking the Talk: Big Speak Lands Olympians Phelps, Beard

9/24/04

by Jeni Mintz
STAFF WRITER

Getting Mark Samuel, a specialist in accountability to hold a workshop and speak for 1,500 employees at Thousand Oaks-based Amgen: $10,000.

Hiring medical comedian Patch Adams to speak for 400 to 600 physicians at Santa Barbara-based Direct Relief International: $20,000.

Securing six-time Tour de France winner Lance Armstrong to give a speech on conquering cancer: $175,000.

Big Speak founder Jonathan Wygant's idea of celebrities, executives, authors and athletes sharing their inspirational stories under one agency: Priceless.

By building a network of exclusive arrangements with prominent newsmakers, Santa Barbara-based Big Speak has become its own success story.

During each of the past five years, the company's annual revenue has doubled. This year, projected revenue is $2.6 million.

Wygant attributes his success to his ability to understand people and make a winning pitch to celebrities. "We're all either our greatest advocate or our greatest Achilles' heel," Wygant said. "I really like to provide a service that helps people see their great capabilities. People may walk around and don't know that they have great strengths because they were told at some point that they didn't. That perception needs to change."

Wygant has pursued a three-pronged strategy. First are the celebrity speakers. Secondly, the company has a cadre of motivational speakers, including Samuel, who teach companies to be more effective. The third prong is the Leadership Excellence University , which offers workshops and seminars designed to enhance the effectiveness of employees and improve corporate culture.

The company was established in 1996, and Wygant's greatest challenge was convincing a few big names to join Big Speak, then making a few big sales. Creating a Web site and developing a national customer base followed.

Speakers cost from $4,000 to $175,000, with most priced at $10,000. Big Speak charges its speakers about 10 percent of their appearance fee for finding the client and handling the event details.

Nowadays, Big Speak doesn't have to work quite so hard to book events or find motivational speakers. "Our phone rings off the hook with clients wanting speakers and celebrities wanting to be represented," said Wygant, who began his first company at age 27.

Wygant was the co-founder of Iris Arc Crystal, in INC 500 international giftware company that had $5 million in revenue and 120 employees. Wygant sold the company to an employee in 1995.

Big Speak, which employs five, is expanding into new digs. But the company sees a challenge in finding the next generation of rising stars. It just hired a new employee whose mission is to find out "who is hot and who will draw big audiences," said Big Speak agent Paige Kearin. Mostly, Big Speak serves nationwide Fortune 500 companies. The company has hired speakers for Apple, GE, Microsoft, Oracle, American Express, CNN, Kraft Foods, Proctor & Gamble, Young Presidents' Organization, Hewlett Packard, Cox Communications and many others.

The company works with more than 300 speakers. Big Speak represents big names like: Dr. Phil McGraw, Christopher Reeves, Bill Gates Sr., Jay Leno, Al Franken, Deepak Chopra, Jonathan Winters, Peter Senge, Ken Blanchard and Brian Holloway. This month, featured speakers include Armstrong and Olympic swimmers Michael Phelps and Amanda Beard.

Phelps will attend a corporate gathering for $40,000, but he proves that Big Speak's speakers don't need to speak. For about an hour, the 19-year-old shakes hands and signs autographs. For $25,000, Beard gives a speech about her personal growth and how she has changed throughout her years of competing in the Olympics.

All of the speakers have a nonprofit rate as well, which is usually 25 percent below their regular price. However, costs are altered for certain occasions. For example, Lance Armstrong will do some deeply discounted appearances, or even pro bono talks for some cancer-related causes.

"Obviously, Lance Armstrong is a very in-demand speaker right now," Kearin said. "Clients are willing to pay a lot of money to hear him speak. And actually, Lance Armstrong isn't one of those people who love to do public speaking. He does it more for the people's demand. And a lot of organizations want him to come and speak because he is synonymous with being all you can be in spite of the odds.

"When someone is famous, it's natural for clients to request them. That was the way it went about with Christopher Reeves, with Calgary Health Care asking if we could get him. Our motto is, if they exist, we can bring them to you."

Many times, clients come to Big Speak and ask them to match the company's needs, which was the situation for Direct Relief International. Philanthropic Investment Manager Lori Dinham discovered Big Speak via the Internet. The company suggested Patch Adams.

"We're hoping to raise $100,000 for the event at the Bacara [Resort & Spa] to help us to continue to provide health care to people in need," Dinham said. "Patch Adams matched our mission. Hopefully it will help Patch as well because all of his proceeds will go to his nonprofit organization."

Topics offered are as diverse as Big Speak's speakers, covering leadership, team building, managing change, productivity and accountability, creativity and innovation, technology, sales and marketing, health and wellness, humor and entertainment, and sports and adventure.

Kearin has worked for Big Speak for three years and said one of the most exciting parts of her job is working with people are constantly looking to improve their company for the future. "It's a really fun job because you get to work with very exciting people, both on the talent and client side," Kearin said.

Through fulfilling the dreams of others, Wygant is realizing his own vision.

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