About
11 years from bankrupt to 152+ businesses scaled. Belief follows proof.
Levi Santiago. Founder and sales lead across the LSG Group, plus the podcast. I work with owners who came up working and quietly know they've hit a cap they can't talk their way past.
- 30
- Chilean and Irish
- First-gen Aussie
- Gold Coast, building daily
The road in
None of it was handed over. Every line earned.
The people I work with came up the same way. Read it like a commit history. Oldest first, still shipping.
1995, Southwest Sydney
Born and raised
First-gen Aussie, Chilean and Irish blood. No contacts, no map, no shortcut. Just a postcode and an appetite to get out of it.
19, Rock bottom
Bankrupt
Wrong crowds, wrong suburb. Lost a lot, learned more. The kind of reset that either ends you or sets the standard for everything after it.
The working years
Hands, not spreadsheets
Warehousing. Forklifts. Demo and construction. Labouring. Car sales. Workshop equipment and fitout sales. Every job a tradie has done or watched someone do.
2017, Gold Coast
Found my feet
A two-week holiday turned into a life. New city, no safety net, and the first real chance to build something on my terms.
First money, first scars
Made 26k. Lost 35k.
A dropshipping store called Aiva Boutique and trading penny stocks at night. The lessons school can't sell you, paid for in full.
The pivot
Marketing, sales, systems, AI
Joined a workshop equipment startup with Steve, my now business partner. Burned through agency after agency trying to crack digital. None of them moved the number. Took it in-house, beat every result they delivered inside 45 days. That's when this became the work.
The imposter problem
Took three years to shake it
Five years getting real results inside other people's businesses. Sales, marketing, growth. And I still didn't believe I was good at it. What killed the imposter wasn't a mindset shift. It was the results stacking up, making businesses multiple seven figures a year, until the proof was too loud to argue with.
HEAD, now
152+ businesses. $35M+ generated.
New Way Digital, Cracka Digital, Fourge Projects, Home DIY Kits, Cracka Chats, all under LSG Group. 11 years from bankrupt at 19, building in public from here.
What I'm building
New Way Digital is the main one, co-founded with Steve. Growth partner, not an agency. We work with owners running real operations who quietly know they're capped. Usually it's not a marketing problem, it's a belief problem with a marketing symptom. We run the full stack as one connected machine, ad to enquiry to landing page to the AI behind it, plus a fresh set of eyes on the bits they've stopped questioning.
Cracka Digital is the sub-brand I run solo for trades and construction. Trades hate dealing with tech, admin and sales setups. I build the systems so they can focus on what they're actually good at. Most of the industry still runs on paper-era infrastructure. The next ten years belong to whoever fixes that first.
Fourge Projects is property renovation with Bailey Watson, building wealth through real assets and helping homeowners DIY their own along the way. Home DIY Kits is also with Bailey, tools and products so homeowners can skip the call-out fees. Cracka Chats is the podcast, where I help people, brands and businesses tell their story unfiltered.
LSG Group is the parent. Umbrella for the lot, and the vehicle for the mentoring and consulting work starting later this year.
What I believe
Four lines I run everything through.
- 01
Balance is a myth.
You go all in for an extraordinary life. The extra is the whole word, and ordinary people don't like that.
- 02
Never take advice from someone who hasn't done it.
The only credible advisor is one with the scar tissue and the results to back it. Everyone else is selling theory dressed as wisdom.
- 03
Radical accountability.
Everything is your fault. Got screwed over, still your fault for trusting that person. Stop blaming the world and take it back. You can't control everything, but you can control what you let affect you.
- 04
Delusional until I'm not.
I want everyone in my orbit to have whatever life they want, as long as we're willing to work for it. Delusional, right up until it's done.
If you came up the same way and you know you're capped, send me the leak.
I only take on owners who match the standard and the drive. If that's you, tell me what's leaking. No deck, no pitch, no pressure. I'll have a real look and tell you straight if I'm the right person to fix it.
Or text me, no dramas. 0418 417 587“A man has two lives, and his second begins when he realises he only has one.”