4 Fit Fatherhood

In this episode of the 4 Fit Fatherhood Podcast, Rod sits down with John Mulligan, also known as Johnny Utah, for a conversation that goes way beyond hunting.This episode is about discipline, patience, work ethic, marriage, raising kids, masculinity, identity, and what it looks like to lead your family with strength and control.John shares stories about his upbringing, the hard lessons he learned from his father, the meaning behind “work more hours,” how he tries to balance being strong and supportive with his own kids, and why every man needs something that keeps him grounded.If you are a father trying to lead better, stay disciplined, and become harder to break in a distracted world, this one is for you.Connect with John Mulligan:Instagram: @johnny.utahuntSubscribe to the 4 Fit Fatherhood PodcastShare this episode with another dad who needs it.Timestamps00:00 Why this conversation is bigger than hunting01:22 Meet John Mulligan aka Johnny Utah02:34 Growing up with a tough father and learning work ethic05:20 Law enforcement, entrepreneurship, and finding hunting later in life07:41 Why living away from chaos helps John stay grounded09:46 Rod and John on fathers who led through discipline12:18 John’s father softening later in life14:11 The meaning of “work more hours”17:18 Raising respectful kids and balancing support with discipline20:27 Why fathers need balance, not extremes21:21 Becoming a parent without having it all figured out23:17 Sports, hunting, and teaching kids responsibility28:23 What hunting teaches about patience and preparation31:04 Words, actions, and the arrow you can’t take back32:02 iPads, distraction, and being truly present with your kids34:29 Invisible work, making time, and fatherhood discipline36:23 Marriage, family roles, and staying connected as husband and wife38:25 The identity inside every role a man carries44:21 What Primal Divide really means49:22 Why John stepped away from TV hunting51:43 Returning to law enforcement and training with Pepperball56:30 Rod on virtual learning and real-world education1:02:30 Hunting, conservation, and misunderstood truth1:06:14 Why it is never too late to change direction1:08:59 Rapid fire questions1:13:27 The Johnny Utah nickname story1:15:32 Where to follow John1:18:04 Final takeaway: don’t drift, lead#4FitFatherhood #Fatherhood #JohnMulligan #JohnnyUtah #Masculinity #WorkEthic #Discipline #PodcastForDads #IntentionalFatherhood #Brotherhood

This episode starts where it should — not with credentials, but with character.Rod sits down with Dr. Ben Page to talk about who he is as a man and father before ever touching chiropractic, books, or business. Ben shares what it’s like raising a 20-year-old and a 2-year-old at the same time, and how perspective changes when you realize how fast the moments go.From there, the conversation moves into discipline, cold showers, early mornings, and why consistency beats intensity. Ben explains his philosophy that the body heals itself when given proper motion, nutrition, rest, and patience.They cover:Why flexibility may matter more than strength for aging menWhy healing takes time (and meds don’t actually heal)Meat and fat as fuel, plants as medicineThe emotional pillar many dads neglectHow nature helped Ben overcome a dark mental seasonOne practical shift dads can make this weekIf you’re training hard, feeling beat up, or carrying more stress than you admit, this episode will challenge you to rethink healing.Subscribe, share with a dad, and leave a quick review.00:00 – Opening: Who Ben Is as a Man02:00 – Raising a 20-Year-Old and a 2-Year-Old08:00 – Time Management & 5AM Discipline15:00 – Cold Showers & Choosing Hard19:00 – What Chiropractors Really Do24:30 – Meat, Fat & Plants Explained28:45 – The 4 Pillars of Health31:00 – Playing in the Dirt & Emotional Healing35:00 – The Comfrey Story41:00 – Biggest Mistakes Men Make with Injuries49:30 – The Most Neglected Pillar52:00 – One Change Dads Can Make This Week59:00 – Rapid Fire Questions

Fatherhood lessons from a real conversation with James Fouché. We talk about defining a “good day,” fatherhood across countries, breaking cycles, infertility and marriage pressure, choosing presence, the “white noise” season of parenting, being a “silly daddy,” and a message to dads who feel like quitting.Timestamps00:00 Intro00:37 “A good day” as a dad (simple definition of success)01:11 Fatherhood has no time zone04:02 Childhood story + breaking cycles06:41 Infertility journey + marriage pressure09:53 Kids arrive fast + adjusting priorities12:34 “I’m not going to be an absent dad” (choosing presence)18:00 The “white noise” season of parenting21:32 Parenting as a team (marriage + roles)24:28 “Silly daddy” and connection at home29:31 The percentages shift in different seasons of life36:14 Letting your kids see rejection and resilience57:36 Message to dads: don’t give up59:34 Wrap upConnect with James FouchéInstagram: @jamesfouchewritesX (Twitter): @jamesfouche49LinkedIn: James Fouché (search “James Fouché Writes”)Website: jamesfouche.comIf this episode helped you, subscribe, share with a dad, and leave a quick review.

In this 4 Fit Fatherhood episode, Rod and Mike Cooper talk about what it feels like to become a present provider before the baby even arrives. Mike returns to the show as an expecting dad and keeps it real about the excitement, the fear, and the mindset shift that hits when it goes from “someday” to “it’s happening.” He shares the exact moment he found out, plus a next-level story on how he told his mom and in-laws in a way they will never forget.They get into the “girl dad” thoughts a lot of men don’t say out loud: safety, babysitters, and the reality that you can’t control the world, you can only prepare your home. Mike also breaks down the money moves he’s making now, including cutting expenses and stacking cash value, while building business systems so he can step back and show up for his wife and daughter.Rod adds perspective from raising two daughters, including staying connected, learning your kid’s world, and parenting with intention instead of reaction.Subscribe, share with a dad, and leave a quick review.

Rod sits down with Tony Manganiello (Tony Mags), a dad of seven and finance educator, to talk about the pressure most fathers carry but rarely say out loud: money stress. Tony shares how growing up without his dad shaped his view that finances cast a shadow over family life, then breaks down why “I can make the payments” still keeps families trapped.They dig into what Tony calls the “payment matrix,” where your income gets organized around debt payments instead of building freedom. Tony argues the goal isn’t budgeting to survive the month. The goal is cash flow that replaces your income over time. He explains how interest quietly drains families, why traditional snowball debt payoff can leave you with no wealth built during the process, and how he approaches using the same dollars to attack debt while building a growing “banking platform.”The conversation also comes back to fatherhood and legacy. Tony defines prosperity as peace of mind and real connection with your kids, then shares the daily “he time” routine that keeps him grounded.Connect with Tony: [email protected], share with a dad, and leave a quick review. Payments don’t prove you can afford the debt. They only prove you can keep up.Budgeting often turns your income into a payment machine. Think cash flow instead.Interest math hits harder than most people realize, especially early in loans.The goal: liberate cash flow by eliminating debt faster and keeping more of your lifetime income.Tony’s “dual-duty dollar” idea: use the same dollars to attack debt while building wealth.Prosperity means peace of mind and strong relationships, not a bigger lifestyle.“He time” first thing in the morning keeps your compass set before the day hits.Teach the next generation to question money rules and think critically about “good debt.” Time Stamps00:00 Rod intro + 4 pillars setup00:57 Tony’s story: dad left, money pressure, family shadow06:27 “Transforming payments into prosperity” and the payment mindset09:09 The “payment matrix” analogy and what “unplugging” looks like13:30 Life insurance “platform” idea and using money while it grows19:46 Cash flow vs budgeting and liberating debt payments24:10 Retirement cliff and why “retire later” becomes the trap46:34 Prosperity beyond money: relationship with his kids51:03 One change: mindset, faith, and daily “he time”1:01:31 How to reach Tony + wrap-up

Most men can push through intensity. A lot of dads still struggle to hold it.On this episode of the 4 Fit Fatherhood Podcast, Rod Richard sits with Morgan Rich (author of The Invitation Beyond and creator of Threshold Coaching, “Training for the Unknown”) to talk about staying present under pressure, leading with integrity, and building healthy masculinity inside real fatherhood.You’ll hear:What “threshold moments” are and why they change everythingRod’s “matrix moment” that reshaped his life as a fatherCold water + breath as nervous system training (that applies at home)Healthy masculinity: presence, vulnerability, flexibilityA simple in-the-moment reset for chaotic parenting momentsIf you’re a dad trying to lead better:Like, subscribe, and share this with one father you respect.#fatherhood #parenting #masculinity #leadership #mindset #4fitfatherhood0:00 Pushing through vs holding intensity1:03 What strength looks like for dads4:00 Morgan’s background + The Invitation Beyond7:01 Loss, grief, and inner guidance10:10 What a “threshold moment” is (Allegory of the Cave)12:58 Rod’s fatherhood “matrix moment”24:46 Moving through change with integrity28:04 Cold water training and parenting tantrums29:37 Healthy masculinity vs control/shutdown46:39 What to do when home gets chaotic54:25 “Listen with the ears of your heart”56:42 Where to connect with Morgan58:16 Outro recapWhat’s your biggest “threshold moment” as a father so far, and what did it change in you?

Episode overviewMost men over 40 think their best days are behind them. Ben Brown would disagree.In this conversation, Rod and Ben talk about what it takes for high-performing fathers to build a body they are proud of, without wrecking their marriage, career, or sanity. They break down time, stress, hormones, training, and the mindset shifts dads need if they want long-term health, not another 6-week sprint.The story of Ben’s dad, weight gain, and the wake-up call that shaped Ben’s missionHow Ben’s own health crash and fatigue changed the way he sees training and nutrition Why high-performing men often feel exhausted despite “doing everything right”How to run a simple time and screen-time audit to find training windowsWhat fathers over 40 need to change in their training planHow to think about fatigue, labs, and hormone health without panicThe idea of a personal “operating system” for health, not random hacksPractical non-negotiables for sleep, steps, lifting, and foodHow being a husband and father of three shapes the way Ben coaches men todayBen Brown is the owner and head nutrition and fitness coach at Body Systems, a virtual coaching company focused on helping high-performing men 40+ build a body they can be proud of through personalized nutrition, strength training, and lifestyle systems. He is the co-founder and head coach behind The Smart Nutrition Made Simple Show, a long-running podcast where he interviews experts on nutrition, fitness, and lifestyle for long-term health. Ben is a husband and father of three, and he coaches from the same principles he uses to manage his own health, work, and family life. Site: https://www.bodysystems.com Instagram: @bodysystemscoaching Podcast: The Smart Nutrition Made Simple Show Free Father’s Roadmap & resources: https://4fitfatherhood.comCoaching for fathers: https://youcancallmecoach.comFatherhoodies gear: https://fatherhoodies.printify.meGrow Down brand drops and updates: share in your captions and StoriesInstagram: https://instagram.com/4fitfatherhoodShare this episode with a dad over 35 who says he “doesn’t have time”Leave a rating and review so more fathers can find the showScreenshot the episode, tag @4fitfatherhood and @bodysystemscoaching, and post your biggest takeaway

Healing the Modern Man with Dr. Michael BrasherIn this episode, we sit down with Dr. Michael Brasher for a real conversation about fatherhood, masculinity, and emotional leadership. Michael breaks down why so many men carry unspoken grief, how it shapes the way we show up at home, and what it looks like to finally deal with the weight we’ve been avoiding.We get into generational pain, emotional honesty, and the difference between power over and power with. Michael shares practical tools for building daily emotional strength and why vulnerability is a skill every father needs.If you're working on becoming a more present, grounded man, this one hits deep.The moment that pushed him into men's healing workHow generational wounds show up in fatherhoodWhy men default to control instead of connectionWhat emotional presence looks like day-to-dayHow to model strength without shutting downThe role grief plays in becoming a better dadWhy healed men lead differentlySmall daily habits that change the way you show upYou can’t heal what you refuse to feelYour reactions are often rooted in old painConnection creates influence; control destroys itVulnerability builds trust with your kids and your partnerA healed father leads with clarity instead of fearInstagram: @lifeunboundcoachingWebsite: lifeunboundcoaching.comHere’s everything you can use to grow in your faith, family, finance, and fitness.If you're ready to lead your family with confidence and consistency, my coaching programs are built for fathers who want real change.👉 4-Pillar Fatherhood Coaching: https://youcancallmecoach.com👉 Book a Strategy Call: https://youcancallmecoach.com/applyGear that represents who you are and what you stand for as a father.Hoodies, tees, and more.👉 Shop the collection: https://fatherhoodies.printify.meShort-form content, resources, and tools for men who want to grow deeper and lead stronger.👉 Grow Down on Instagram: @growdown.coDaily content, videos, and tools to help you become the father your family needs.👉 Instagram: https://instagram.com/4fitfatherhood👉 Podcast website: https://4fitfatherhood.comIf you valued this episode, share it with another dad who needs it.Your growth creates theirs.

🎓 College planning without breaking the bank? In this episode of the 4 Fit Fatherhood Podcast, Rod sits down with Paul Compeau, Certified Financial Planner and founder of BridgeWise College Planning.Paul breaks down how to help your kids attend top-tier universities like NYU, Stanford, and Michigan — without derailing your retirement or going into debt. We talk mindset shifts, 529 plans vs Roth IRAs, and what it means to build a financial legacy for your family.💬 Topics Covered:– What most financial advisors miss about college planning– The $40K mistake middle-class families make– How to plan for your child’s future and your retirement– Why connection > cost when it comes to college– How dads can lead financially and emotionally📌 Book a Free Consultation: https://www.bridgewisecp.com🔔 Don’t forget to like, subscribe, and share with another dad who needs this message.🎧 Listen to more: https://www.4fitfatherhood.com📸 Follow Rod: https://www.instagram.com/4fitfatherhood

The banks don’t buy what they sell us. They buy cash value policies and use them like a vault. Today, Coach Doug Peacock shows dads how to run that same play at home.After 40 years on the football field building young men, Coach Peacock is now helping fathers become the financial leaders of their households. This episode covers:Why football taught his kids more than school ever couldThe problem with 401ks, college loans, and Wall Street liesWhy “being the bank” can change your family's financial futureHow he sets up policies to create generational wealth and liquidityThe difference between being insured vs building a legacyDoug simplifies complex financial concepts with the same clarity he brought to the football field—coaching dads to lead, protect, and provide.🔗 Connect with Doug Peacock:Website: Peacock Wealth GroupFacebook: Coach Doug PeacockLinkedIn: Doug Peacock🎯 Don’t just play defense with your finances. Learn to be the bank.Connect with Rod:www.ucancallmecoach.comwww.4fitfatherhood.comwww.4fitfatherhood.caard.co

Executive coach Jeff Hittner, founder of Ambitious Dads, joins Rod to unpack why so many high-performing men feel confident at work yet uncertain at home. Jeff shares his personal journey into intentional fatherhood, the six big gaps he sees in modern dads (balance, confidence, emotional regulation, community, clarity, and aligned co‑parenting), and how to raise emotionally intelligent kids without losing your identity. We go deep on triggers, repair, redefining what it means to “provide,” and integrating your leadership skills from the office into the living room. If you’ve ever thought, “I’d die for my family,” Jeff challenges you to grow for them—starting today. Practical, vulnerable, and immediately actionable.In this episode:Jeff’s intentional path to fatherhood and why it changed his definition of “dad.”The Six Gaps modern fathers face (and how to close them): balance, confidence, emotional regulation, community, clarity/vision for home, co‑parenting expectations.Triggers → tools: spotting overreactions, tagging out, apologizing, and repair.The new meaning of “provider”: nurture and presence alongside finances.Integrating leadership: using your strengths from work to create calm, clear systems at home.How to talk with your kids sooner (and better) about hard topics.Resources MentionedMindset: The New Psychology of Success — Carol DweckAmbitious Dads (blog, podcast, programs) — ambitiousdads.comCoaching site — jeffhittner.comConnect with JeffWeb: ambitiousdads.com | jeffhittner.comPodcast: Ambitious DadsConnect with RodPodcast hub: 4fitfatherhood.comIG: @4fitfatherhoodCTAIf this hit home, share it with a dad who’s leading at work and wants to lead with love at home. Rate the show ★★★★★ and drop a review—it helps more fathers find the conversation.00:40 Welcome • The four pillars & why fatherhood changes the world02:46 Jeff’s story: intentional fatherhood & redefining “father”04:50 From 50 to 200 interviews: what ambitious dads are missing07:19 Confidence at work vs. uncertainty at home08:23 The “low bar” of dad success—and raising the standard09:14 The Six Gaps: balance, confidence, emotions, community, clarity, co‑parenting12:37 Kids mirror us; building emotional self‑awareness & repair15:53 First steps: notice overreactions (triggers) & ask for help19:54 Buckets, valves, and overreaction vs. effective response29:42 Change is uncomfortable: helping kids (and dads) stick with it31:34 Provider, redefined: nurture + presence, not just income35:09 Why two incomes are common—and rewriting role expectations38:48 Integrating work leadership at home (authenticity & energy)55:01 Prepping the “hard talks” (sex, tech, culture) before school does1:01:21 The message Jeff hopes his sons will say about him1:03:12 Rapid fire: book, unlearn, one word, reconnection, brotherhood1:05:23 Where to find Jeff & Ambitious Dads

In this episode of the 4 Fit Fatherhood Podcast, Rod sits down with Matt Morizio — husband, father of seven, former pro baseball player, and wealth advisor — to talk about faith, family, fitness, and finance.Matt shares his journey from professional baseball to fatherhood and finance, how chapel in the clubhouse grew his faith, and why being intentional is the secret weapon for parenting. Together, Rod and Matt dive deep into:Why intention > busyness when raising kidsPractical ways to teach kids about money (including “Money Mondays” and chocolate chip economics)Shifting from a scarcity mindset to an abundance mindsetHow faith, family, fitness, and finance work together to keep the “roof” of fatherhood standingThe most powerful words every dad must say to their kidsIf you’ve ever struggled to balance providing for your family while being present with them, this episode will give you encouragement and practical tools to lead well.Follow Matt:Instagram: @mattmorizioFree Money Mindset Course: DM him “COURSE” on IGFollow Rod & 4 Fit Fatherhood:Instagram: @4fitfatherhoodPodcast: www.4fitfatherhood.comYouTube: Potential 4 Performance

📝 Episode SummaryOn this episode of the 4 Fit Fatherhood Podcast, Rod sits down with Myer Krah, Navy veteran, father of five, and the voice behind the Here 4 The Dads movement. This is more than just a conversation—it’s a powerful exchange between two men committed to breaking generational cycles and showing up as intentional fathers.Myer shares how vulnerability became his superpower after military life and why the three C’s—Conversations, Community, and Coaching—are the foundation of everything he’s building for fathers. Rod and Myer dive deep into emotional intelligence, co-parenting empathy, mental health, and the messy, funny realities of raising kids.Whether you're crushing grapes, forgetting church shoes, or just trying to get your kids to tie their laces, this episode reminds you that you're not alone. It’s honest, funny, and packed with moments that will challenge and encourage any dad to grow.📍 Learn more about Myer at hereforthedads.com🎙️ Founder of Here 4 The Dads Podcast & Platform📍 Website: www.hereforthedads.com📸 Instagram: @here4thedads▶️ YouTube: @Here4theDadsPodcast🔗 Connect with Rod Richard (Host)🎙️ Host of the 4 Fit Fatherhood Podcast📍 Website: www.4fitfatherhood.com📚 Coaching: www.youcancallmecoach.com📸 Instagram: @4fitfatherhood▶️ YouTube: @potentialperformance🎧 Spotify: 4 Fit Fatherhood on Spotify

In this powerful episode of the 4 Fit Fatherhood Podcast, Rod Richard sits down with Dr. Cedric B. Howard—author, speaker, and higher education leader with over 30 years of experience—to explore what it means to be a father, a leader, and a generational change-maker.Dr. Howard shares his inspiring journey from being a first-generation college student to becoming a father of two high-achieving children, including a urologist and a naval officer. Together, they unpack the impact of intentional parenting, financial literacy, and building long-term family systems like trusts and generational wealth strategies.Rod and Dr. Howard dive deep into topics like:Raising strong kids by teaching through adversityWhy every child doesn’t need college, but every child needs post-secondary trainingHow to create a family banking system and normalize financial conversationsThe difference between money and finances (and why most of us get it wrong)Leading from example and building a fatherhood legacyWhether you're a new dad or a seasoned father looking to level up, this episode will challenge, inspire, and equip you to lead your family with purpose and intention.📲 Connect with Dr. Howard: cedricbhoward.com📕 Book: Freedom: A Step-by-Step Guide to Wealth and Financial Independence🎧 Listen to more episodes at 4FitFatherhood.com💪 Want to level up as a father, leader, and man?Join the 4 Pillar Fatherhood Mastery Program—a transformational coaching experience designed to help you lead with purpose at home and beyond.Start building the legacy your family deserves.👉 Learn more at www.youcancallmecoach.com

🔑 Episode SummaryIn this powerful episode of the 4 Fit Fatherhood Podcast, Rod sits down with Barry Garapedian—former Wall Street executive turned youth mentor, speaker, and author of Winning the Game of Life: The 7 Lessons You Never Learned in School. Together, they unpack actionable ways fathers can instill values, vision, and confidence in their kids while preparing them for real-world success. From family constitutions and value-based leadership to vision boards, “practice going first,” and handwritten notes, Barry delivers a masterclass in intentional fatherhood.Whether you're raising toddlers or teens, this episode will shift your mindset on how to lead your family forward.🎯 Topics Covered:Creating a family constitutionBuilding self-esteem through actionTeaching kids to provide value and serve othersVision boards as parenting toolsProfiles in success: a powerful writing exercise for kidsFinancial literacy and “healthy struggle”The ROI of impact📘 Get Barry’s book: Winning the Game of Life📩 Contact Barry: [email protected]📲 Connect with Rod: www.4fitfatherhood.com

Episode Summary:In this heartfelt and powerful episode of the 4 Fit Fatherhood Podcast, Rod sits down with Jeremy B. Hill—entrepreneur, husband of 29 years, father of three, and founder of JB Capital—for a raw and insightful conversation on what it means to lead a legacy-driven life as a man and father.Jeremy shares how his definition of fatherhood has evolved over time, what it looks like to parent adult children with influence instead of authority, and how faith has become a non-negotiable anchor in his life. From family values to fitness discipline to the pressures of balancing business and belief, this episode is a masterclass in what it means to show up every day as a provider and protector. Connect with Jeremy: Website: www.thejeremybhill.comPodcast: https://podcasts.apple.com/us/podcast/the-jeremy-b-hill-show/id1527579772Instagram: @thejeremybhill Connect with Rod: Instagram: @4fitfatherhoodWebsite: www.4fitfatherhood.com Don’t forget to like, subscribe, and share with another dad who needs this!

On this episode of 4 Fit Fatherhood, Rod sits down with Pastor Aaron Levy – a father of three girls, longtime pastor, and founder of Daily Drip Faith. You’ve heard his voice in our weekly segments, but today we take the time to go deeper.This episode hits on:Authority vs. influence in parentingWhy you should parent adults-in-training, not just kidsLessons from girl dad life and softball gamesPraying for your kids versus preaching at themThe importance of fatherly presence over perfectionAaron also opens up about building connection before correction, navigating blended family dynamics, and how a simple act of showing up at a softball field started a friendship built on brotherhood.This episode is for any dad who wants to lead with integrity, raise resilient kids, and build a legacy rooted in love and faith.📻 Listen to the full episode on all podcast platforms: 4 Fit Fatherhood📚 Aaron's Devotionals: Amazon - Aaron Levy📸 Instagram: @dailydrip.faith🎧 Podcast: Daily Drip Podcast👤 Guest Bio – Pastor Aaron LevyAaron Levy is a husband, father of three daughters, pastor, and founder of DailyDrip.Faith. With over 15 years in ministry, Aaron is passionate about making faith accessible and practical for men and fathers navigating real-life challenges.Through his Daily Drip books and podcast, he offers spiritual insight in bite-sized, actionable doses — helping others build a habit of seeking wisdom daily. His transparency, humor, and heart for fatherhood shine in everything he does.

In this week’s episode of 4 Fit Fatherhood, Rod sits down with David Maus Jr., a former auto executive turned wellness advocate and content creator who’s passionate about legacy, intentional living, and being fully present as a father.They talk about:How David learned to stop performing and start being with his familyHis turning point moment as a father—and how it changed everythingWhat it means to lead your home like you lead your teamWhy faith and humility are essential to lasting legacyThe challenge and blessing of raising daughters with intentionDavid brings transparency, wisdom, and a challenge to all of us: If you want to be a high performer, start at home.👤 Follow David:📸 Instagram – @dmausjr📺 YouTube – David Maus Jr.🎧 Podcast – The DMJR Podcast🎙️ Hosted by Rod RichardHelping fathers lead through fitness, fatherhood, and focused faith📲 Instagram: @4fitfatherhood🌐 Podcast & Resources: www.4fitafatherhood.com🎥 YouTube: @4FitFatherhoodLike what you heard?✔️ Rate & review the show✔️ Subscribe for weekly episodes✔️ Send it to a fellow dad who needs it