GoFundMe vs. Life Insurance: Muscles Don’t Make You Immortal

A few weeks ago, I saw a GoFundMe circulating online. It was for Mr. Beast’s personal trainer—a guy who looked like he could outlift time itself.

But he couldn’t.

He passed suddenly. Young, strong, admired, and gone.

And just like that, his family—his legacy—was left to depend on the generosity of strangers.

Let me be clear: GoFundMe is a beautiful tool. But it’s not a plan.

If you’ve spent any time in the entrepreneurial space, you know we live in a culture of hustle. Push through. Grind it out. Delay the “soft stuff” for later

.

But here’s the thing: death doesn’t wait for later.

Especially not for fit bodies, optimistic founders, or young parents who “have time.”

When tragedy hits, there’s no pause button. And if you don’t have a plan in place, your family will be forced to play financial catch-up in the middle of their grief.

I've Seen Both Sides

Before I ever set foot in the insurance world, I spent over a decade running The Crazy Canuck, as I've mentioned before. I built it from the ground up with two great partners—hustling for every table, every customer, every chance to keep the lights on.

Back then, I wasn’t thinking about life insurance. I was thinking about payroll.

But everything changed when my wife lost her father. Because life insurance showed up.

The mortgage was paid. The car loan disappeared. The weight of “what now?” was lifted—just enough for the family to grieve without fear.

It was in that moment I understood the real difference between a donation link and a legacy plan.

GoFundMe is Hope. Life Insurance is a Strategy.

Let’s break this down plainly:

GoFundMe	Life Insurance
After-the-fact	Proactive
Based on donations	Based on guarantees
Often raises less than needed	Pays exactly what’s promised
Tied to virality	Tied to contract
Leaves gaps	Closes them

GoFundMe fills a void. Life insurance prevents the void.

Especially in Fitness & Founding

This isn’t just about fitness professionals. It’s about anyone whose life looks strong from the outside—but whose financial foundation is unprotected.

Founders are especially at risk.

You’re the glue of the business, the safety net at home, the decision-maker in every direction. But what happens if you’re not there tomorrow?

If your family wouldn’t be okay without you… that’s not just a risk. That’s a responsibility waiting to be fulfilled.

What Now?

If you’ve built a business…If you’ve built a family…Then build the protection to match.

Life insurance doesn’t just pay bills. It protects dreams. It prevents displacement. It buys time to mourn.

It’s not for you—it’s for them. - Liam