Mitch Hills: Claude Code, niching down and liking your business again

What happens when an agency owner who was ready to quit rebuilds his whole business around AI? In this episode of The BraindAI Podcast, Lenka sits down with Mitch Hills, founder of Mastered Marketing in Brisbane, to talk about niching down to Allied Health and rebuilding his agency on AI. Mitch started his first business in high school, spent 10 years as a DJ, learned the hard way with an app that didn't work out, and has spent the last decade building Mastered Marketing. In this conversation: Why he went from every industry to just physios, chiros and osteos, and swapped lead generation for direct bookings How burnout pushed him to finally go deep on AI "Trust me, the first 10 hours is gonna suck": getting through the learning curve Starting small: reporting first, then an ad watchdog that checks every account daily Getting a team to adopt AI without overwhelming them What happened to his margins, and why he thinks one account manager will soon run 20 to 25 clients If you run a service business or an agency, this is an honest look at what rebuilding around AI actually takes, including the parts that suck. Connect with Mitch: Website: https://masteredmarketing.com Find Mitch Hills on LinkedIn and Instagram If this was useful, subscribe and tell us in the comments what stuck with you. Chapters 0:00 Intro 0:49 A DJ, a failed app and an expensive lesson 2:34 Burnout and why he never quit 3:41 Why Allied Health 6:45 Where AI started: copywriting 9:00 Finding the time: the first 10 hours will suck 11:14 The hardest part, and getting the team on board 12:47 Start small: reporting and an ad watchdog 14:25 What AI still can't do 16:15 Margins: from 10% to 30% profit 19:03 The next six months 21:12 Where to find Mitch #BraindAIPodcast #AIForBusiness #AgencyLife #AlliedHealth #ClaudeCode