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Asking A 30-Year-Old Billionaire CEO How He’d Make $1,000,000 (Starting From $0) — Transcript

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0:00Is it easier [music] than ever to make a
0:02million dollars right now?
0:02>> The arena doors are wide open.
0:06[music]
0:09>> Ahead, baby.
0:10>> If you guys don't know, Greg and I have
0:11a supplement company named Bloom.
0:13>> What's the most you've made in a single
0:14day?
0:15>> I've had nine figure days.
0:18>> So, what did you do with $100 million
0:19plus?
0:20>> We bought a house in Aston, Colorado
0:22that [music] was over $20 million. If
0:24someone's listening to this right now
0:26and they want to live [music] a life
0:27similar to the life that you live, what
0:28would you tell to this person?
0:30>> I am choosing a life of pursuit. I am
0:33not choosing I'm going to make $100
0:35million [music] and then unplug
0:37everything and lay on a beach every day.
0:38>> Why do some people feel like it's a
0:40grind,
0:40>> dude? Imagine if we had to go work under
0:42like fluorescent [music] lights in a
0:44tiny cubicle this big. That's the grind.
0:46That sucks. Sell Bloom [music] for $3
0:49billion today or let it ride. Um,
0:54[music]
0:56>> Greg Live, thank you so much for coming
0:58on the ice coffee hour.
0:59>> I am so excited to be here. I'm I'm
1:00fangirling walking around this place
1:02right now.
1:02>> Thank you so much. So, I'm curious. Is
1:04it easier than ever to make a million
1:06dollars right now?
1:07>> Oh, dude. The opport the the arena doors
1:10are wide open. Like the the
1:11opportunities have been democratized. I
1:13don't give a what your circumstances
1:15are. If anything, it seems like there's
1:17a direct relationship to your
1:19circumstances means you have a bigger
1:21upside in 2026. But between everything
1:23happening on e-commerce and the way that
1:25these legacy brands and corporations
1:27need these new young entrepreneurs more
1:29than ever,
1:30>> they need us, we need them,
1:33>> the consumer is asking for new products
1:35on the shelves more than ever. They're
1:37sick of these boring legacy brands that
1:38are not even catering to their needs.
1:41And so, yes, it is easier than ever to
1:43make a million dollars without a doubt.
1:45So what's holding people back?
1:46>> I think a lot of what's holding people
1:48back is
1:50unfortunately the lies from the last
1:52generation. I think the world has
1:54changed so much in the last 20 years and
1:56we are still operating from things that
1:58our parents told us from their
2:00generation where they were like stay in
2:01the same career for 30 years, stay in
2:03the same stay the same corporation for
2:0630 40 years. And it's like that's that's
2:09no longer the playbook. It's not about
2:10like chasing this 401k and then like
2:12riding off into the sunset when you're
2:1470 years old anymore. It's like you
2:16could have a prosper, fulfilling life by
2:19the time you enter your 30s, which was
2:21not possible for their generation. So I
2:23think a lot of what's holding people
2:25back is just this misconception of
2:27what's actually these these rules that
2:30the last generation told us exist.
2:31>> So if they know that, then what's the
2:33next step?
2:34>> The step is absolutely action. And I
2:35think that that a lot of people probably
2:37watch my videos and assume that I'm
2:38telling them to go after
2:39entrepreneurship and founding their own
2:41business. I actually don't think that
2:42that's necessarily in any way the only
2:44case. Like there's Bloom millionaires,
2:45right, who are not [clears throat]
2:46founders whatsoever. There's people who
2:47are eight figure people who joined Bloom
2:50years into Bloom. And so I think there's
2:52a world for entrepreneurs. There's a
2:53world for entrepreneurs. And there's so
2:56many different ways to cut that cloth
2:58for what your skill set is. Social media
3:00has just removed the borders from all of
3:02these niche opportunities that used to
3:05be niche because of geographic
3:07constraints of like a zip code. Right
3:08now you can talk about it on social
3:10media and you can find massive
3:11communities of people that have demand
3:13for what you're willing to provide.
3:15Right?
3:16>> Speaking of Bloom, the story of how we
3:18know about you is pretty insane. And we
3:19also must disclose this is not
3:21sponsored. And so Graham's biggest fear
3:23is like I really don't want people to
3:24think this is sponsored. He is not
3:25paying us to be here. This is crazy for
3:28us because this is your company.
3:30>> Yeah.
3:30>> You sell a million cans of this per day
3:34and
3:35>> two
3:36>> two million. [laughter]
3:38>> What did that change recently?
3:40>> Oh, dude, it's it's every day we check
3:41the numbers and it it's really tough cuz
3:43we're trying to make projections of like
3:44what 27 will look like and there's no
3:46way to know cuz like even the the growth
3:48isn't consistent. The growth is
3:50continuing to scale up. So, it's just
3:52it's a wildfire.
3:53>> Do you have a tracker where you see like
3:55every can sold? Do you really see this?
3:56Can I just show this on the camera
3:57really quick? I'll go off airplane mode.
4:00>> Um,
4:00>> is this the first thing you check when
4:01you wake up?
4:02>> No, but there was probably seven years
4:04of my life where every day I woke up and
4:06I checked the sales in every channel. I
4:07checked the followers on every channel.
4:09I, you know, and then I would like
4:10screenshot and see how much it changed 3
4:12hours later. Like I used to be obsessed
4:14with tracking. Now I am definitely not
4:15nearly as obsessed as I used to be. But
4:17575 million right now and that's in 2
4:20and a half. We launched in July 2024.
4:22How accurate is this? We make sure it's
4:24perfect every week. So sometimes it gets
4:27a couple million off and then we reset
4:28the number to what it's supposed to be
4:29once a week.
4:30>> So over half a billion can sold.
4:32>> Yeah. We'll hit 600 million like
4:33definitely by the end of October.
4:35>> So from our perspective, basically we
4:37had just sent our assistant out when we
4:38first got this warehouse and we had a
4:40completely unstocked kitchen. We were
4:41like go to Costco, grab a bunch of
4:43stuff. She comes back with these
4:44>> and I drink some of them and I'm not
4:47like a super big energy drink
4:49afficionado but I'm familiar with a few
4:51of the brands. I was blown away by it
4:53and not that I just want to like shill
4:54your company or anything. It is truly a
4:56great product. I loved it and I told her
4:59no to these things that you restocked.
5:01Yes to these especially Bloom like
5:03continue restocking it. And then I found
5:04out that you you make YouTube videos
5:06which is so fascinating.
5:07>> And that's how I found you separate by
5:08the way from a you see a lot of people
5:11that actually start out as a YouTuber
5:12and then they create the product. But in
5:14this case you actually had created the
5:16product, you're running the company,
5:17you're massively successful and then you
5:20pursue YouTube. People claim it's better
5:23to be rich and unknown than rich and
5:26known. I'm curious, have you found this
5:28to be the case?
5:29>> You know, I think I think that there's
5:31not a one-sizefits-all for all of these
5:33say that people say, "I like being
5:35known, and I I I my whole career was on
5:38the other side of the camera, helping my
5:40wife build her following. My wife and I
5:41co-founded this company in 2019." So,
5:43this beverage launched in July 2024, but
5:45it's not some like 2-year overnight
5:47success. My wife and I started working
5:48out of the dorm room in college together
5:50in 2017. So, this is really an 11-year
5:53overnight success. And
5:55>> I was just like having so much intrinsic
5:58discomfort with like what the new
5:59generation was experiencing in terms of
6:01like confusion of where they should take
6:03their life. I was like, let me just sit
6:04down in my backyard and start filming
6:06some of the lessons that I learned in my
6:0720s and then now I'm entering my 30s. If
6:10I knew these lessons earlier, I'd be
6:12further ahead than I am now a decade
6:14into my career. And then you don't need
6:15to learn them the hard way. and these
6:17videos started to kind of pop off. I'm
6:19I'm really happy with the views and the
6:20reception and the and the positive
6:22comments that I'm getting based off of
6:23them. So, I've just been doubling down
6:25on that. But, I I like people coming up
6:27to me and I like kind of people starting
6:29to know my name. And I think status is
6:31really cool. And I don't know if that's
6:32because I'm insecure and I need my ego
6:34to be juiced up a bit, but like I think
6:37I have experienced wealth being unknown.
6:40And I think having wealth with some
6:42status
6:45exponentially makes that wealth more
6:47fun.
6:47>> But the status could get to a place
6:49where you can't go to a store where you
6:50get recognized everywhere
6:52>> for business. It doesn't quite get that.
6:53>> I mean Kevin Oir might, you know, have
6:56some trouble going to the local Walmart.
6:58You
6:58>> maybe one day I'll have to stop. I don't
7:00know. I'm I'm not even close to there
7:02yet. Like I get recognized, you know, a
7:03couple times a day if I'm having a day
7:05out and about and like it it's always in
7:08a very respectful manner. But I can
7:10imagine it can get out of control.
7:11>> Yeah. You mentioned insecurity. I'm
7:13curious, is that like an actual
7:15motivating factor for you and have you
7:17noticed that across other successful
7:19entrepreneurs that they needed to have
7:20some sort of like thing that they felt
7:22like they were lacking in order to
7:24motivate themselves to push hard? It's
7:25funny like a lot of people will meet a
7:28very successful business entrepreneur
7:30and expect to meet a normal person and
7:33then they're surprised when you know
7:35they're a little they're a little
7:36tweaked out, they're a little messed up.
7:37They, you know, have a little bit of a
7:39anger behind their voice and it's like,
7:41yeah, they did something exceptional.
7:42Did you expect them to be normal? like
7:45you everyone everyone who is building
7:47something of great value or building
7:48something exceptional
7:51there's there's normally something a
7:53little funky going on in the background
7:55inside their head right I definitely
7:56have some of that I grew up in an in in
8:00in a society in a in a neighborhood in
8:02Westchester New York where it was
8:04academia academia academia I had ADHD to
8:08the point where I couldn't even read a
8:09couple sentences straight uh graduated
8:11college with a 2.4 4 GPA. And so
8:13basically the entire town I grew up with
8:15because I wasn't going to an incredible
8:16university made me and I think made my
8:19parents feel like as a result um on a
8:22regular basis, right? And
8:26>> yeah, there was definitely a chip that I
8:27had to chips in your shoulders, put
8:29chips in your pockets that that that
8:30fueled the initial uh start of my
8:34interest in entrepreneurship because I
8:35wanted to prove them wrong. Now that's a
8:37that's gone, thank God. But yes, I do
8:39think most entrepreneurs start with that
8:41chip on their shoulder. So then what do
8:42you tell the viewer right now that feels
8:44like hey I feel like I'm a normal person
8:46I don't think that there's any chip on
8:47my shoulder I think I'm exceptional or
8:49extraordinary or like a weird person but
8:52I want extraordinary results what would
8:54you tell that person if you just want
8:56greater things like that in itself is
8:58not normal right like you you you you
9:01have this this this void that you need
9:03to fill and I think embrace that I think
9:04that a lot of again talking about the
9:06last generation they made you feel
9:08guilty for wanting more they'd be like
9:09are you not are you not grateful for
9:11what you have now. And it's like I
9:12actually think that
9:14>> you're ungrateful if you're not taking
9:16advantage of the opportunity to create
9:18value for society today, which rewards
9:21you with, you know, fiscal freedom and
9:23fulfillment, right? So, I I'm a big
9:25believer of like wanting more is a good
9:27thing, especially when you're young. And
9:29if you want more, it normally means like
9:30you just actually hit a previous goal.
9:32Like that's just like what we're
9:33supposed to feel like as young
9:35testosterone filled, especially men,
9:37right? Like we we should want more. And
9:39I hate when people tell us that that's
9:40not okay.
9:41>> You know what's crazy? Your videos get
9:43me so amped up. Like I woke up this
9:45morning at 6 a.m. which is way earlier
9:47than I usually wake up. And the first
9:49thing I do before listening to any
9:51podcast, I usually put on the guests and
9:52I listen to them. And waking up and then
9:54putting on your video just got me so
9:57excited for the day. Like today's a
9:58brand new day. We got an arena. We do
10:00this and that. And it just gets me amped
10:02up. How are you always so like hyper?
10:05>> It it wasn't always that way. Like there
10:07was definitely years, I'll call them
10:09chapters of Bloom and the businesses we
10:12had previous to Bloom where there was no
10:15motivation cuz nothing was working
10:16correctly. And it was truly like I would
10:18get up I I I figured out getting up
10:21early wasn't unlocked. Like there was
10:23times where I wasn't getting up early
10:24and my whole routine had to be audited
10:26for sure. But like I I was the only one
10:28clapping for myself. I had to drag
10:30myself out of bed in the morning and go
10:32try to do these harder things and not
10:33let my mood dictate what I was going to
10:35do that day or let my emotions dictate
10:37what I was going to do that day. So, I
10:39think once you but once I started to
10:41have some winning, that's when it really
10:45becomes like this limitless energy pill.
10:47I mean, I'm sure you guys get addicted
10:48to this feeling of these these viral
10:50videos and the brand deals that are
10:51coming in as a result. Once you get a
10:53little bit of that initial momentum,
10:55dollar signs aside, like just this
10:57feeling of winning, it's like it's the
10:59most addicting and best feeling in the
11:01world and it happens to generally come
11:04with yeah this this this
11:08monetary reward at the end of it. But
11:09it's I think we're all just addicted to
11:11like going after bigger and bigger goals
11:12and allowing the finish line to move.
11:14And once you start attack uh uh uh
11:17tackling some of those finish lines like
11:19that's just there's nothing better.
11:20There's nothing better, right? That's
11:22what I think motivates me every day. So,
11:24now that I'm starting to like really
11:25compound on hitting some of these goals
11:27that I'm going after, it's like I don't
11:29know. I'm just addicted to it. It's so
11:30fun.
11:31>> What's the most you've made in a single
11:32day?
11:34>> Uh, Bloom, like in revenue-wise,
11:36>> both. Both you personally and Bloom.
11:38>> I've had nine figure days personally.
11:40I've had uh uh I've had more than one.
11:43And I've had uh and Bloom has definitely
11:45had it's not as volatile as it used to
11:47be. Like it's more consistent now as a
11:49business. It used to be like Black
11:50Friday would be this outrageous record
11:52day. Um but now like every day Bloom is
11:56doing a couple million dollars.
11:57>> So what does it mean to have a 9 figure
11:59day?
12:00>> It means 100 million.
12:01>> So you made $100 million in one day.
12:03>> Yeah. But that's because of you know an
12:04enterprise value transaction where you
12:06sell a piece of the business, right?
12:08Yeah. So that wasn't because I uh you
12:10know did I sold a piece of Bloom. My
12:12wife and I sold a piece p piece of Bloom
12:14and we we sold it for cash. And what
12:17does that look like when you get nine
12:18figures in a bank account? Does it just
12:20show up one day?
12:21>> Yeah, it's one. It It was like four wire
12:23transfers in a in a 24 hours.
12:25>> So, what was the bank account value
12:26before that? And then after that,
12:27>> I made a new bank account for it. So,
12:29[laughter]
12:30>> it didn't just go into your college
12:31checking account. Uh, so dude, it's
12:33funny you say that because when Mario
12:34and I first started selling like booty
12:35bands on Instagram,
12:37>> we I was using a TD Bank student account
12:40because I was in college and every day I
12:42would tell the PayPal to move money over
12:44to the TD student bank account and I
12:46knew nothing about business. I knew
12:47nothing about money. I knew I didn't
12:49know what enterprise value was. I would
12:50go to the TD bank every day and withdraw
12:53all of the cash because I didn't know
12:54like that I should keep it in there. And
12:55so every day I would withdraw a couple
12:57hundred bucks and put it into our car
12:58glove box. And then one day TD Bank was
13:00like, "Are you like a dealer? Like what
13:02are you doing with this student bank
13:03account? Why are you stopping by every
13:04day and taking all this cash?" And then
13:07they kicked us out of TD Bank. And so
13:08then Mari and I were like, "Okay, we
13:10should go start one of these like LLC's
13:11and get a business bank account at Chase
13:13Bank." And so we sit down at Chase Bank
13:15and we're like, "We would like to open
13:16up a business bank account." And they
13:17were like, you know, we go through all
13:18the paperwork and everything. So they're
13:19like, "Do you have like any money you
13:20want to put in this account?" And Mari
13:22just puts like 40 grand on the on the
13:23counter in Chase Bank and cash of like,
13:25you know, which is all the cash that
13:26I've been taking out of TD Bank. And uh
13:29that was that was the the first business
13:31bank account that we made and that
13:33business was called Mari Fitness. But
13:36yeah, that was that was like the genesis
13:37of our bank accounts, I guess.
13:39>> So what did you do with $100 million
13:40plus from not even knowing how to handle
13:42a business bank account to trying to
13:44figure out what to do with a $100
13:46million is actually terrifying.
13:48>> Yeah. At that point, one wrong move
13:50could cost you big time. So you want to
13:51understand your options and think things
13:53through before making a decision. Now,
13:55obviously, you don't need $100 million
13:57for that to be true. A lot of decisions
13:59in business have real money riding on
14:00them. And that's exactly why we've been
14:02using our partner, Claude, to help us
14:03think things through. Claude is the AI
14:05for problem solvers. It's the
14:07collaborator that understands your
14:08entire workflow and thinks with you, not
14:11for you. So, whether you're debugging
14:12code at midnight, building a financial
14:14model, or strategizing your next
14:16business move, Claude extends your
14:18thinking to tackle the problems that
14:19matter. We actually use Claude to help
14:21structure this exact episode that we
14:23filmed with Greg. We pulled data from
14:24every single Ice Coffee Hour episode
14:26episode and used it to better understand
14:27which topics you guys find interesting
14:29and build an outline based off of that.
14:31Our editor, Michael, is starting to seem
14:32insane because he trained a model to
14:34edit the episodes of the Ice Coffee
14:36Hour. I kid you not, we've manually
14:38edited for 7 years. Now, Claude is doing
14:4095% of the work. He attached a lav mic
14:42to his shirt and he walks throughout the
14:44warehouse and just speaks into his
14:46Claude to help train the model on how to
14:48better edit the iced coffee hour
14:49episodes. It's absurd. And we use it to
14:52help with invoicing, contracts,
14:54finances, even our clips channel
14:56editing. So, if something in your
14:57business is taking too much time or
14:59you've got a problem you're stuck on,
15:00give Claude the context and work through
15:02it. For problems worth solving, get
15:04started with Claude at claude.ai/iced
15:07coffee. That's claude.ai/iced
15:09coffee and check out Claude Pro, which
15:11includes access to all the features
15:13mentioned in today's episode.
15:15Claude.ai/ic
15:17coffee. So, what did you do with $100
15:19million plus? Uh the first big purchase
15:22that I made was definitely our family
15:23always wanted like a a large second home
15:26in Aspen, Colorado. So we bought a house
15:28in Aspen, Colorado that was over $20
15:30million. And so that house is which is
15:33in the background of a lot of our a lot
15:35of our YouTube videos now. But that's
15:36like a house in the mountains. We can
15:38ski the the we have a son now and so we
15:40want him in the outdoors a lot growing
15:42up and that's become like our happy
15:43place for sure.
15:44>> How did you know $20 million was the
15:46right amount of money to spend?
15:47>> Oh, I'm looking at upgrades already.
15:48Like it's not the right amount. Yeah.
15:49Like for sure, for sure. But it's been a
15:51great investment as well, right? Like
15:53there's something funny about like I'm
15:55not like burning money with these
15:56purchases. Like even the cars, like
15:58people see the cars online. It's not
15:59like I'm buying, you know, my my Ford
16:01Raptor I'm losing money on obviously,
16:03but like dude, my Ferrari, my SLS, like
16:05a couple of my cars I've I've made
16:07significant value on. I haven't cashed
16:09out yet. But if you buy the right
16:11things, it's really just an asset in
16:12your portfolio.
16:13>> Did you have a financial adviser that
16:15was telling you, hey, listen? Yeah, they
16:17I do have
16:19>> because I'm doing the math here. You get
16:20100 after tax, it's going to be probably
16:2360 and then you spend a third of that on
16:26one consumption purchase of a second
16:28home that might get used only a few
16:31months to maybe 5 months of the year, a
16:33lot of upkeep. And I'm thinking maybe we
16:35should have spent a little less on that
16:38or rented the house.
16:39>> So the number was larger than 100 taxes.
16:42And um you know, dude, it's it's you
16:45know, you know, refinances and mortgages
16:48way more than I do. You're a real estate
16:49expert, but I did a cash refinance, so I
16:52I put all of the cash down and then I'm
16:54only paying like 2 or 3%. And I got all
16:57of the money back and that's now in my
16:59portfolio getting invested. You know
17:01what I'm talking about? I mean, you
17:02could probably explain that better than
17:03me, but let's say I put I literally paid
17:0625 million in cash, then told the bank,
17:08"Hey, now let me take a loan against
17:10this house, and then now all of that
17:11money is going to work for me in the
17:13market." So, I I still have the money.
17:16It's this really It's really odd.
17:18>> Yeah. Like, I'm sure this is like normal
17:19to you what I'm talking about. But like,
17:21yeah, I in my according to my bank
17:23account, I haven't even spent the 20.
17:24>> Okay. So, what does your financial
17:25advisor say you should have done or want
17:28you to do?
17:28>> I don't like when I make large purchases
17:30and then change my mind. that that's
17:32when they get pissed. So, it's like uh
17:34you know, if I because it's only been
17:36two or three years and they and I'm like
17:37already thinking about like what is the
17:39next house because I need something more
17:40if we want to have more kids or whatever
17:41it is. That's when they get a little
17:43stressed out
17:44>> cuz it's more paperwork for them.
17:45>> Dude, it's a lot of work and it's like
17:46you're not really actually probably
17:49going to to to to realize uh uh upsides
17:54in only two or three years, right? So,
17:56like for example, I wanted to buy a
17:58plane and I wanted to buy a G200 jet and
18:01it was I think it was going to be like
18:03seven or eight million and I was
18:05explaining them what my uses would be
18:07and you know it kind of made sense with
18:09how much I'm chartering right now. And
18:10then of course it's like I wanted the
18:11plane to be green so like I can't
18:12charter a green jet. I want everything
18:14green. And so they were like, well, if
18:18you want to upgrade to a G4 in two or
18:20three years because of just, you know,
18:23where the family is going or whatever it
18:24may be, we'd rather you just charter
18:26right now and not buy the G200 right
18:28now. Do you get what I'm trying to say?
18:29So like th those types of scenarios are
18:31trying to slow me down on and start I'm
18:33trying to think longer term. That's
18:35really what they're trying to get my
18:36head around.
18:37>> Do you care how much money you spend?
18:38Because it sounds like you really don't.
18:40>> I don't. I I have always had like a what
18:44some would consider a toxic abundance
18:45mindset. And I see that in a lot of very
18:48successful entrepreneurs. Like whenever
18:50even in the early days of my career, if
18:52I needed to come up with whatever the
18:54relative scary number was, at one point
18:56it was 100 thousand, at one point it was
18:57a couple million, I could figure it out.
18:59And so I've always had an extreme
19:02abundance mindset of I'll figure this
19:05out. And and frankly like with the
19:07whenever I've had to put my back up
19:09against the wall whether it was on a
19:10purchase you know we we bought a $4.5
19:12million house in Santa Monica when we
19:14first when Bloom first started to kind
19:16of take off and that was the first home
19:18that we bought and I did not have $4.5
19:21million but like buying that house and
19:23figuring it out how to at least get the
19:26transaction done and then realizing like
19:28oh I need to I need to pay this off and
19:30still keep up with Scaling Bloom and and
19:32support our lifestyle that motivated me
19:35more than ever to go come up with some
19:38great business ideas.
19:39>> Do you think that's a healthy way to
19:40look at it to go and like take on some
19:42huge obligation as motivation?
19:45>> Early on it was very much like I would
19:47lose sleep over the anxiety around my
19:49backup being being up against the wall.
19:51Today it's not like that. Today I have a
19:53nest egg, right? So it's a little bit
19:55different in terms of like I don't like
19:56need to figure it out. But dude, I still
19:59am super open to going allin. There's
20:02different types of risks, right? There's
20:04there's there's financial risks which
20:06would be like I'm literally moving all
20:08of my chips into the table and like
20:10quite literally my bank account. I've
20:11done that many times. I haven't in the
20:13last one or two years, but up until 29
20:15years old, I went all in well over a
20:17dozen times on opportunities.
20:19>> There's also like I'm going to move my
20:21family to another state to take on this
20:24opportunity. So Mari and I moved five
20:26times in 5 years. We moved Philadelphia,
20:29New York, Boulder, Colorado, uh, back to
20:31Brooklyn, New York, Los Angeles. Now
20:34we're in Austin, Texas. I have a son
20:35now. That's not a risk that I'm willing
20:37to take, right? So, I'm not going to
20:39risk uprooting my family or not spending
20:43as much time with the things that really
20:44matter, like my, you know, our family
20:46tree for example, for the I missed five
20:48Thanksgivings. I missed five Christmases
20:51because the day after Thanksgiving was
20:53Black Friday. The day after Christmas is
20:55when resolution season started and we
20:56had a fitness business and that was the
20:58we had a I just had Thanksgiving with my
21:00team and I had Christmas with my team
21:01because the next day was going to be the
21:03most high revenue day of the entire year
21:04for us. So those are risks that I'm no
21:07longer willing to to to to go all in on.
21:10You know this year I will try to have
21:12Thanksgiving. I will try to have
21:13Christmas. But I am still pretty open to
21:16taking large chips on the table risk.
21:18>> Are people born with an abundance
21:20mindset like that or can you learn it?
21:22Because I am naturally so conservative,
21:24thinking always of downside. Like I'm
21:26building out a new studio at my house
21:28and it's going to be a lot of money.
21:30Yeah. And mentally, I'm now taking on
21:32extra work just to be able to pay for
21:34it. So it would like net out to zero.
21:37>> But granted, let me just say something
21:38like the cost to build out this studio
21:40relative to your net worth is probably
21:4301%. I don't know what [clears throat]
21:45that is. And this is your studio that
21:47makes you all of your money. And the
21:49fact that you have the added stress when
21:51it's such a like an inconsequential, it
21:53really is. Well, I I don't know.
21:55>> Well, it's funny like
21:56>> everything goes over budget.
21:57>> That home I mentioned in Santa Monica,
21:58like my wife was a lifestyle creator and
22:01like that was our studio and we needed
22:02to have a certain lifestyle portrayed
22:04online, especially when like that type
22:06of Los Angeles, you know, lifestyle
22:08mattered on social media. And so all of
22:11those, you know, fiscal investments that
22:13we've made previous to recent had that
22:17it was almost like a build it and they
22:18will come mindset. It's like I need to
22:20get these I need to almost like it's
22:22almost like a fake it till you make it
22:23type of situation. Like I need that I
22:24need the big bloom headquarters because
22:26then people will want to work here. And
22:28like that energy into the universe I
22:30really think matters. Like we weren't
22:33going to get top tier talent working out
22:35of a co-working space anymore. They
22:36would have been like what the hell is
22:37this startup? which we were doing up
22:39until we were doing $100 million in
22:40revenue. We were in like bulk co-working
22:42offices, right? And it's like once I
22:44realized just investing in the movement
22:46and build it and they will come type
22:48mindset and then the universe just kept
22:50rewarding these big investments that we
22:52were making because like the the the
22:54Greg that's speaking to you today in
22:55terms of like these material things
22:57that's new and I'm having fun with that
22:59now. But previous like they they all had
23:02this uh this like bloom was the
23:05epicenter of every decision that I made.
23:07>> You said that you took a bunch of
23:09massive risks like allin risks over and
23:12over and over again. I'm curious when
23:14did you take a risk like that and it
23:15didn't work out?
23:16>> Oh man I mean I could give you an
23:17example of early on in my career like
23:19early on in my career we ran a ton of
23:21marketing and the marketing always said
23:23go follow Mari Llewellyn's Instagram
23:25page. We never had a funnel that said go
23:27buy Bloom. We would say just go follow
23:29Mari because we wanted to build this
23:30large community and we knew that that
23:32was that was the long game. And I was
23:35running buying a lot of ads on meme
23:36pages. Do you remember meme pages?
23:38>> And so I was running a ton of ads on
23:40meme pages. And one day, let's say we
23:41had $15,000 in the bank account. I said,
23:43I'm going to go all in on a massive meme
23:45page campaign. And I think I just found
23:48like the perfect portfolio of pages to
23:50to invest in this 24 hours in. So I went
23:52all in, $15,000, bought ads on all of
23:55these meme pages. and all of the
23:57followers started to come in and they
23:59were all like Indian names and then all
24:01of the comments were like in different
24:03languages and then there was no Shopify
24:05traffic and so like there's small
24:07there's early on examples of going allin
24:09and getting zero award and then it's
24:11like oh my god there was a negative ROI
24:14to that entire you know all-in scenario
24:16that we just parttook in but in more
24:19recent years
24:21especially when I was like 25 26 you
24:23know you get you get distracted from in
24:26my head. I call them like the Miami
24:27boys, like these like day traders and
24:29these growth hackers and people trying
24:31to like manipulate on Amazon and they're
24:33making a quick buck. And you start to
24:35try to play those games and invest your
24:37time in growth hacks instead of just
24:39creating the best possible quality
24:40product for your consumer, whether
24:42that's content or whether that's
24:43actually the, you know, a beverage that
24:44they're sipping on. those scenarios I've
24:47gone all in in
24:49broke some rules that I shouldn't have
24:51broke and ended up
24:54I mean at one point we were kicked off
24:55of Amazon like that was disastrous to
24:58what happens
24:59>> I mean we were kicked off of Amazon for
25:0130 days because I was working with an
25:03agency that I wasn't overseeing properly
25:05and I went all in on growth initiatives
25:08turns out they broke some rules and they
25:10were they bought some fake reviews on
25:12the account which I had no idea that
25:13that was going on and they ended up kick
25:16us off of Amazon for like 45 60 days.
25:18And this was by far the most stressful
25:19the most stressful 45 days.
25:20>> What did that cost you? Oh, we were
25:22probably 24 hours out from doing massive
25:25layoffs to Bloom. Everything would have
25:27gone under. Amazon was majority of our
25:29business. And so there was a ton of
25:31lessons that were learned for that. Now,
25:32when I'm looking back, which was the
25:35ROI, I think to the chaotic situation
25:37that it present that was presented to
25:38us, such as I'm never going to rely on
25:41one channel so much for our businesses
25:43again, which is why we're now in 85,000
25:44doors. I don't care if one of those
25:46doors kicks us out. Like we now we don't
25:48rely on just one customer anymore. But
25:51you know, at the time that was an
25:52example of going all in on growth
25:54instead of going all in on the best
25:55possible product for the consumer. But
25:57that wasn't necessarily active risk.
25:59That was more so being ignorant to a a
26:02portion of the business.
26:03>> So So I'm more curious like this, you
26:05know, could this be survivorship bias of
26:07like, oh, I took massive massive massive
26:09risk, but it does actually seem like a
26:11lot of these risks were really
26:12calculated. The first example you had
26:13was $15,000, which could have 100% been
26:16like allin and that's a massive risk.
26:18However, it just seems like everything
26:20you've done has been successful. Last
26:21year, actually was in 2026. This year, I
26:25went I thought our root beer soda
26:28because we also have a Bloom Pop line
26:30>> was going to be the biggest hit of a
26:33soda product that we had ever made. And
26:35we have a Bloom Pop line that does about
26:36$130 million a year. We bought probably
26:40$20 million worth of this Balloon Pop
26:42root beer and I thought it was going to
26:44fly off the shelves. People didn't feel
26:46that way [laughter] when they when they
26:48when when we released this root beer and
26:50I needed to end up writing off $10
26:52million of that root beer. Just expired.
26:54>> Why' it fail?
26:55>> It just we just didn't sell through
26:56nearly as much as we made. So, we just
26:58overpriced.
26:58>> Was it the taste or was it just like
27:00demand?
27:01>> There wasn't a demand for root beer like
27:03I thought there would be and that was
27:05just a mistake.
27:07>> Did you like it? I like I like root
27:08beer, but there's a reason why root beer
27:10isn't in the top five sodas of the
27:12country, right? I guess a lot of people
27:13don't like root beer. Also, there's a
27:14ton of root beers on the market. There's
27:16not a lot of crisp apples on the market.
27:18There's not a lot of Shirley Temples on
27:19the market. And so, I think we had we
27:21took some expensive lessons from that
27:23mistake, but that was a $10 million
27:25write- off in 2026. That really hurt.
27:27>> So, this is your billion dollar company.
27:29How much does it cost to make a can of
27:31this?
27:31>> This product at a Target, if you were to
27:33buy a single can, would cost about
27:35$2.50.
27:37Most energy drinks on the market, you're
27:39talking about a 50 to 60% gross margin,
27:42which means, you know, you can do the
27:43math watching this show, what probably
27:45Bloom's energy drinks gross margins are,
27:47but it's a profit. Like, is this a
27:49profitable real business with very
27:51healthy margins?
27:52>> So, you could in theory be making about
27:54a dollar a can.
27:55>> I sell it to Target for less than $2.50,
27:58but like in the world of people getting
28:01money from this energy drink, there is a
28:03dollar to go around in most scenarios. A
28:05lot of people take money from this. It's
28:07like, yeah, you sell it at this and they
28:09take this and they ship it over there
28:11and take that.
28:11>> Who takes the money? And who's the
28:12greediest out of all the people to put
28:14this can right here?
28:15>> Once this gets made, like it then needs
28:17to get shipped everywhere, right? Like
28:18it's not like I mean, can you imagine
28:20sending like I send 12 packs to
28:22somebody's doorstep and a lot of time
28:23it's with free shipping. Like moving
28:25this heavy product around is half the
28:27expense. But sure, making this can you
28:30may be able to say it cost you a dollar
28:31to make the can, but then you need to
28:33get it to somebody's doorstep. you need
28:34to get it sold into a Target, putting it
28:37onto a Target shelf, they charge me a
28:38million dollars for that shelf. So, it's
28:41so much more complicated than that. Um,
28:43so if somebody even said that they're
28:45making 50% profit on the or that there
28:47is they're buying it for 50% less than
28:50they sell it for,
28:52there's a lot more expenses involved in
28:54the Bloom business.
28:55>> Yeah, but Bloom is a profitable
28:57business. Could you walk us through like
28:59like what would be surprisingly
29:01expensive? Like I imagine the can itself
29:03is like the cheapest thing imaginable,
29:05right? Like
29:06>> the most expensive is logistics. The
29:08most expensive is just moving this
29:09product around.
29:10>> What's the most profitable way for you
29:12for someone to buy this? Is it like
29:14through you directly? Amazon, Target.
29:16>> I don't care where someone buys it. Like
29:19I I truly just want more people buying
29:21Bloom and then they end up buying in
29:23other places as their journey commences.
29:25Bloom was at its most profitable stage
29:28when we were a 100% Shopify business. I
29:30can say that. So that's prior to us
29:32having the beverage, but the business
29:33was the simplest. We required the least
29:36amount of overhead, the least amount of
29:37employees. It required the least amount
29:39of technology or trucks, whatever it may
29:42be, when we were a 100% direct to
29:44consumer Shopify business.
29:46>> What's funny is that Shopify actually
29:47sponsors quite a bit of our podcast.
29:49They're fantastic. It's how I sold
29:50bankroll coffee in the beginning.
29:51Shopify is such a blessing to again when
29:55I say like the opportunity is wide open
29:57and democratized today for 2026. It's
30:00because of softwares like that. It's
30:01because of how easy it is to get a
30:03YouTube video up. It's because of how
30:04easy it is honestly now to even go fly
30:06to Minneapolis and pitch Target to try
30:08to get your product into the store. That
30:10used to be so difficult to do because
30:12they only wanted to talk to the Proctor
30:13and Gambles of the world, right? So it's
30:15like Shopify though is one of the
30:17biggest reasons why it is so easy to
30:19literally start a business tomorrow. So,
30:20how much does it cost to get a shelf on
30:22Target, Costco? How does that even work?
30:24>> Well, before Greg could even pitch
30:26Target or Costco, he had to figure out
30:27who to talk to. And that's a common
30:29hurdle for business owners, finding the
30:30right contact.
30:31>> Yes, you got a product you want to sell.
30:33But which businesses need it? Who makes
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30:36them?
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31:25means you got to take care of your
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32:27with the link down below in the
32:28description. So, how much does it cost
32:30to get a shelf on Target? Costco? How
32:33does that even work? Bloom's genesis or
32:35what really put us on the map was our
32:37greens powder. And Mari and I and Leo
32:40bootstrapped Bloom to $180 million a
32:42year, which means we took no outside of
32:44investment. And that's previous to the
32:47beverage. Probably 85% of that business
32:50was a greens powder, a greens and
32:51superfoods powder that was almost
32:53entirely fueled by influencer marketing
32:55and my wife being the face of the brand.
32:58We tested that product in retail for the
33:00first time in 600 targets. That was in
33:03July 2022. Let's say
33:07>> a couple months in, our sales were
33:08pretty good in the 600 Targets. And I
33:10said to Target, "Hey, resolution season
33:12is approaching. I need to be in full
33:14chain Target and I need to be on a
33:15premier shelf space by January 1st so
33:18that everybody can stock up on greens to
33:19start their resolutions." They said,
33:21"Whoa, whoa, you e-commerce kids, like
33:23that's not how fast retail moves. We
33:25make one decision a year. We are not we
33:27are keeping you in 600 doors for at
33:28least the next 12 months, and there's
33:302,400 targets." For context, I said,
33:32"Okay." I looked at the bank account.
33:33There was a million dollars. I said, "We
33:35will [clears throat] give you a million
33:36dollars to put these greens in every
33:39Target by January 1st. I don't care
33:41where it is in the store. Just find a
33:43spot to put it. Make sure it scans at
33:44the register and I will give you this $1
33:47million." They said, "Okay." And that
33:50was a transaction that happened with
33:51Target. And I think that you're laughing
33:52because like I think that the average
33:54person doesn't realize that these
33:55retailers are businesses. Like Target is
33:58a publicly traded company that is trying
33:59to make profit and they sell just like
34:02just like real estate. They sell these
34:04shelves just like real estate. Every
34:05time you talk to a retailer, there is a
34:07transaction being made from a brand like
34:10Bloom and talking to a Walmart, Costco,
34:12Sam's Club, whatever it may be. And so,
34:14yeah, we spend millions of dollars a
34:16year, tens of millions of dollars a year
34:18potentially, having the right shelf at
34:197-Eleven. I'm more so laughing cuz I
34:22know 100% where Graham's head was at
34:24when he said
34:25>> which was a million like they just snap
34:27called. You should have just offered 500
34:29grand.
34:29>> I should have I Yeah,
34:30>> I was Okay. No, what I was thinking is
34:32how do we know the guy you pitched a
34:34million dollars to didn't basically just
34:36take that as a bribe?
34:36>> Yeah, that's also possibility.
34:38>> Do you think that I wired the money to
34:40him? [laughter] That's that's what I
34:41know.
34:41>> Oh no, we got this Target account.
34:43>> So funny. Like there's like saying but
34:46maybe he's like getting a commission
34:48you got to give me
34:49>> because to me Target is such a big
34:51company that just from my perspective a
34:53million dollars to them would be like
34:54nothing. They would just care about
34:55>> but they had shelves
34:57>> and I bought one shelf. You get what I'm
34:59saying?
35:00>> Sure.
35:00>> Like so so and by the way that was only
35:02for two or three months
35:03>> to have that premium that premium spot.
35:06So that's a huge part of these retailers
35:07business is like selling these spots in
35:09the store. If I walk into a Sam's Club,
35:11you which is a large, it's almost like a
35:12Costco. And those those products that
35:15you see at the entrance when you first
35:17walk in that are like, you know, clearly
35:18out of the normal aisle that they're in,
35:20you're paying for that spot.
35:22>> You pay for one month to have that spot.
35:24That's called a This is a slotting fee.
35:26>> Yeah.
35:27>> So that that's how retail works.
35:28>> You know what? I feel like someone could
35:29do a lot of guorilla marketing walking
35:31in with one of those vests.
35:32>> Yeah.
35:33>> And putting their own display in the
35:35store. If anyone asks, say, "Oh, you
35:36know, we we you know, from corporate,
35:38put it there." see how long it stays
35:40there. And you could have your products
35:41on display. It wouldn't scan. Yeah.
35:43>> But it's still good marketing. You put
35:44it everywhere.
35:45>> I agree. I I I I'm not going to tell
35:48anyone to do that, but I agree that
35:50there are definitely like people need to
35:54>> flex some rules and try to get their
35:56brand out there for sure. And they need
35:57to be they need to be more comfortable
35:59pressure testing.
36:00>> What's to stop someone from going and
36:01taking their product to the back of the
36:03store and moving it to the front?
36:06Well, there's 2400 Targets or there's,
36:09you know, a thousand Sam's Club. So, you
36:10need to do that at scale to make any
36:12type of impact.
36:12>> You could find a hundred people to go to
36:14three stores each in one day and move
36:16all of the product.
36:17>> I I think they would be stopped. I don't
36:20know what's stopping them from doing
36:21that. I I that may work. Someone please
36:25try and let me know if that works. Yeah.
36:27>> What are the regulations about selling
36:28caffeine? Because I remember Prime
36:31>> got in trouble. I believe it was with
36:33you know Canada or selling to children.
36:36How does that work with the amount of
36:38caffeine in
36:38>> Asia? Well, our international energy
36:40drinks definitely have less caffeine
36:41than our American products. Sometime
36:42that's not just because of regulations,
36:44it's because of just like cultural
36:45differences in those countries. Like
36:47they're just not used to having 180
36:48milligs of caffeine. So like in Canada,
36:50I think we don't quote me, but I think
36:52we have 100 milligrams of caffeine and
36:54Bloom Energy in Canada. And yes, there's
36:58different regulations in Canada for sure
36:59with the amount of caffeine that you can
37:01have. What I think happened with Prime,
37:03and this is just my POV, I have no idea
37:05if this is accurate, is that they
37:06marketed so much to kids. That's where
37:09the caffeine regulations get a little
37:11dicey.
37:12>> I wouldn't go sponsor
37:15Spongebob on Nickelodeon and say Bloom
37:18Sparkling Energy. That's where the
37:20government will get a little a little
37:21fussy, which they probably should. An
37:238-year-old should not be having this
37:24energy drink, right? So, as long as
37:26you're keeping things above 18 years old
37:28and it's very clear how much caffeine is
37:30in your product, there's energy drinks
37:31that have 300 milligs of caffeine. I
37:34haven't seen one with more than that to
37:36to to the top on the top of my head. I
37:38don't know if there's a regulation
37:39saying you can't have more than 300
37:40milligrams, but I imagine that you just
37:42don't really have a lot of demand for
37:44that. How many blooms do you drink per
37:45day?
37:46>> Three or four most days.
37:48>> Are you worried about having too much
37:50caffeine?
37:50>> What would happen if I had too much? you
37:52just start getting jittery and maybe
37:54it's just
37:55>> you like that feeling of just kind of
37:56getting anxious.
37:57>> I will have as much as I can tolerate
38:00before like 10:00 a.m. in the day
38:02>> and then I'm like in a bit of an urgent
38:05anxiety panic, a tolerable amount and I
38:08kind of like that feeling for a couple
38:10hours and then I won't have any more in
38:12the afternoon and then I still sleep
38:13like a baby at 9:30 at night. This is
38:16this is a beautiful formula. I mean,
38:17it's definitely overengineered. There's
38:18a couple of ingredients here that like
38:19we actually don't even talk about
38:20enough, but there's also like prebiotics
38:22and it's all natural caffeine. There's
38:24some alenine to balance off, you know,
38:26some of the traditional feelings you'd
38:28get from like a synthetic caffeine. But
38:29I find that the caffeine from green tea
38:31doesn't give me that feeling of anxiety
38:33and jitters and whatever it may be. But
38:35yeah,
38:36>> speaking of Prime, what do you think
38:37went wrong with Prime? Because it seemed
38:39like they started so strong.
38:42>> I know.
38:42>> And then demand started to taper off and
38:44then you hear these stories of like, oh,
38:46they're being sold a little less. We
38:48spoke with Logan Paul about this and he
38:49said they just saw such a big increase
38:52so quickly that that's unsustainable and
38:54now they've returned to like a baseline
38:57that any company
38:58>> he claims they're still doing well.
38:59>> I guess well is relative, right? Like I
39:02no well is relative, right? Like a $50
39:04million business is awesome. It probably
39:06isn't awesome if you were once doing a
39:08billion. Um
39:11I don't think that they will stand the
39:12test of time. Unfortunately, I don't
39:15want any business to ever go do ever go
39:17under. The the owners of Prime, it's
39:20owned by uh a portfolio of brands called
39:22Congo Brands. Congo Brands owned Prime
39:25and owned Alani. Alani energy drink.
39:28They just sold Alani to Celsius, who's
39:31owned by a little bit by Pepsi. And I
39:33would imagine they're handling that $2
39:35billion transaction with Alani that they
39:38just had a little bit more than this
39:39business that they're not sure if it's
39:41going to make it or not. That would be
39:42my POV. I'm I'm rooting for everybody to
39:45win. But this hydration market is really
39:48hard for for ready to drink hydration
39:50products. It's like it seems like only
39:52Gatorade and Electrolit seem to do a
39:54good job. Hydration is a really tough
39:56space. Also, younger consumers isn't
39:59exactly like a consumer who creates a
40:02ritual and a routine around consuming
40:04your product. Like we're in our 20s,
40:05we're in our 30s. I'm 31. Like I kind of
40:08h have a routine now to my morning. when
40:10I was 18, when I was 14, like a prime
40:12consumer. It's not like I was like loyal
40:14to the brands that I was consuming every
40:16single day, right? So, there's a few
40:18reasons why I think that went under.
40:20What's also interesting is like the pull
40:22of the A-list celebrity in terms of
40:24influencing consumption. Dude, this is
40:27crazy. We have a we have we have a Bloom
40:28Pop as I was mentioning earlier. Kylie
40:30Jenner posted us in her story the other
40:33day and it was like the best story post
40:36that I could ever hope for. She could
40:38she literally took our competitor's
40:40Shirley Temples and our Shirley Temple,
40:42tried all three, said that ours is by
40:45far the winner and that she said, you
40:46know, winner winner. Bloom Shirley
40:48Temple is the best the best Shirley
40:49Temple on the market.
40:50>> This was just impromptu.
40:51>> Totally totally organic. We had never
40:54spoken to her team or anything like that
40:55before.
40:56>> We didn't get one Amazon search.
40:58>> We did not see one tick up in sales from
41:00this Kylie Jenner post.
41:02>> If this was 4 years ago, we would be
41:04sold out in 24 hours. we'd be sold out
41:06in in 12 hours, right? Like there's
41:09something going on where people are done
41:12buying things that these celebrities
41:13have told us to buy, you know, once
41:15they've told us to buy the 30th thing.
41:17Do you guys feel that way as
41:19>> unless it's the ice coffee hour if the
41:20ice coffee hour shouts out something or
41:21the brands that we work with. Oh yeah.
41:23>> But you guys speak through experience.
41:25You said I suggest Shopify because I use
41:27Shopify for bankroll coffee and I'm
41:29telling you from experience that that's
41:31right. There be like these celebrities
41:32who are just like clearly taking checks
41:34to talk about something.
41:35>> Yeah. But they weren't in the case of
41:37Bloom. Like
41:38>> she wasn't paid. But like traditionally
41:40we know these Kardashians and insert a
41:42less celebrity are just like monetizing.
41:45>> I tend to agree, but also you're pushing
41:46so much volume now that like it's going
41:48to be harder for something to have a
41:50strong effect onto the sales.
41:51>> Top five most followed person on
41:53Instagram.
41:54>> I would have expected to see a tick up.
41:56No.
41:56>> Yeah. A tick up for sure.
41:58>> Yeah.
41:58>> Dude, this is kind of
41:59>> Yeah.
42:00>> I don't know. I was I I was blown away.
42:02And to be honest, I had set aside
42:05quite a bit of money for 2027 to go sign
42:08some A-list celebrities cuz I was like,
42:09"Okay, we're approaching that billion
42:11dollar goal. It's time to bring in some
42:13celebrities. Talk about Bloom." I I've
42:16I've completely
42:16>> I do think A-list celebrities is very
42:19much different than like, you know,
42:20whatever influencers or something like
42:23that.
42:23>> Yeah. Because I mean I mean you could
42:25argue that Prime was not the best
42:28product. I actually happen to like Prime
42:30as well as their their milkshake was
42:32protein insane. The protein shake was
42:34actually a phenomenal product, but one
42:36could argue that their product was not
42:38phenomenal for like the hydration drink
42:40because it just didn't have the the
42:41retention of their customers. However,
42:43they were still able to build this up
42:45into a business that was doing billions
42:46of dollars based off of celebrity value
42:50and of course some product. But that
42:52it's enough to like get people familiar
42:53with something if you are the right
42:54celebrity. But I do think that A-list
42:56celebrities have sold out for far too
42:58long and way too much that like people
43:00just don't have the trust.
43:01>> I have a couple thoughts. First is it's
43:04very easy to get somebody to buy
43:06something once
43:07>> to build an acquisition business is a
43:10lot easier than building a retention
43:13business. The only reason Bloom Sparkly
43:15Energy is the size that is today, seeing
43:17that 575 million cans number, isn't
43:19because we've sold to 575 million
43:21people. we've probably sold to a tenth
43:23of that and they've bought it 10 times.
43:26That's what an amazing business looks
43:27like. To have one incredible year of
43:29sales where somebody bought your product
43:31once and then you see a massive decline,
43:34that means there's a fundamental issue
43:36with the product that you are selling.
43:37And that's interesting that you guys
43:38enjoyed the product. I'm curious if
43:40you're still buying it, but like that
43:42that there was a fundamental issue with
43:44the retention of the consumer because it
43:45was definitely available that was
43:47everywhere, right? And so it's like it's
43:49not like it was hard to get at least
43:50with, you know, I know there was hype
43:51flavors, but
43:53>> if if the if the consumer is not coming
43:55back, like that's just not a good
43:56business.
43:57>> If they were to hire you as a
43:58consultant, what would you tell them?
44:00>> I would have to understand why people
44:01aren't buying it again. That that'd be
44:03my first project.
44:04>> What do you suspect?
44:05>> Oh, I don't know. I don't I don't know
44:06anything about hydration. I don't sell
44:07hydration products. I don't sell protein
44:08shakes, uh, you know, in ready to drink
44:10form. So, I don't know. But I' I've said
44:13enough of my my my outside perspective
44:16opinions on the brand. And again, don't
44:18want anyone to do poorly. That said, you
44:19said something really important, which
44:21is like, all right, we're sick of these
44:22A-list celebrities selling out. Dude,
44:24Bloom has thousands of [clears throat]
44:26content creators that we work with. And
44:27I think the creator economy is like one
44:29of the most interesting topics that
44:31exists right now. And I'll give you an
44:33example of how extreme the algorithm has
44:35gotten just in the last 5 years. When I
44:38first started running Facebook ads
44:409 years ago, right out of my college
44:42dorm room trying to scale our Booty Band
44:44business, I had to run an ad. Are you a
44:47woman looking to grow your ass? Right?
44:49Let's just say that was the ad because
44:51everyone wanted to grow their ass in
44:522019.
44:54Today I can say, are you the wife of a
44:57plumber in Kansas looking to reduce
45:00cellulite on your glutes? Like something
45:02way more specific.
45:03>> And your name is John.
45:04>> Yeah. His name's John and your name is
45:06Karen. And I can use AI to create 3,000
45:09different specific versions of that.
45:11Meta's algorithm is so powerful that it
45:14will handel to Karen with husband John
45:17in Kansas and go find her specifically.
45:20And so what this creator economy is
45:22becoming is you're seeing UPS drivers,
45:25you're seeing
45:28plumbers in Alabama start to create
45:31content of just their day in the life.
45:33And maybe they're just local
45:34celebrities, but they're starting to get
45:35like thousands of views, tens of
45:37hundreds of thousands of views, just
45:38becoming content creators. But what's
45:40also really funny about that is like
45:43their their job is the content. So once
45:46they start making so much money from the
45:48brand deals, they kind of still need to
45:49keep that bluecollar job. Do you get
45:51what I'm saying? Which is very odd. And
45:53I'm sure you've seen that with some
45:54YouTubers in the past who like started
45:55their channel through being a real
45:57estate broker and then you know they
45:58made enough money or they were they saw
46:00the opportunity to go after this whole
46:02thing and it's like oh wait I followed
46:04you because you were a real estate
46:05broker. You know what I mean? So that
46:07will be interesting. But the creator
46:09economy
46:10>> and I think a lot of this is fueled by
46:11Tik Tok shop and again the power of the
46:13algorithm today is like one of the
46:15greatest opportunities to launch a side
46:18quest to launch a side gig of income for
46:20anyone around the country now. It's
46:22pretty awesome.
46:22>> So what other energy drinks in your
46:24opinion are doing it right?
46:26>> I mean I am formally partnered with C4
46:29energy drink. Uh we we we run our
46:32business together under the umbrella of
46:34Neutra Bolt out of Austin, Texas with
46:35Dos Cunningham. C4 energy drink is a bad
46:38is a badass energy drink. Like if you're
46:40about to go crush a workout, C4 energy
46:42is is badass. Um
46:45I cannot compliment any other energy
46:46drink. Sorry. [laughter]
46:48>> You don't think that they do anything
46:50right? Dude, I don't drink anyone else.
46:51Like I'm a little toxic.
46:53>> Wait, why why wouldn't you drink other
46:54energy drinks? I feel like that could
46:55give you good intake.
46:56>> I'll try it. I'll try a sip
46:57>> and then spit it out afterwards.
46:59>> Perhaps. Perhaps. Like dude, no. Every
47:01single product that hits the market is
47:02in my is in our headquarters and our
47:04team tries it. like we are on top of
47:06everything that's entering the market.
47:08But dude, I just I just like I think we
47:10have the best energy drink.
47:11>> See, I think when it comes to Red Bull,
47:13their social media and their stunts,
47:15>> it's insane. I love it. Monster seems to
47:19have this cult following that I've never
47:22seen before with Monster Energy drinks.
47:24>> Dude, I have truck drivers that that
47:28work with that work for Bloom that have
47:30Monster Energy drink tattoos
47:32>> because when they were like 19 years old
47:33or whatever, they got a monster My only
47:35critique here compared to Monster seems
47:37like a very masculine drink.
47:39>> What if you had like a Bloom Max or
47:41Bloom Bloom masculine version that's
47:43like, you know,
47:44>> Do you think that this is feminine?
47:45>> Yes.
47:46>> I personally don't care. Yeah. Crisp
47:48apple and it's like purple.
47:51>> I do. I do think it's a little compared
47:53to a monster and it's just like a
47:54thicker can with like claw marks on the
47:58side of it. And I like I imagine some
48:00like 40some woman doing Pilates drinking
48:03one of these after the thing. It's
48:05harder to imagine some like 20some
48:08construction worker being like, "Yo, I
48:09got a Bloom."
48:10>> And I think that's okay. I think
48:11Monster's for them. You know what I
48:13mean? But I also think that
48:15>> Bloom
48:16admittedly was reverse engineered for
48:18the female consumer for sure. There's
48:20not estrogen in this can. I consume, you
48:23know, three or four of these a day. And
48:24it's like what I think will happen is
48:26that Bloom will first of all, this also
48:28it's beautiful. Like this is a sick
48:29purple. Like I think purple is less of a
48:31feminine color than it used to be. And I
48:33do think there's a world in 2027 2028
48:35where Bloom is getting so large that we
48:37see more and more men drinking it.
48:39What's also interesting is Do you have a
48:40significant other?
48:43>> No.
48:43>> You do, right? You're married.
48:44>> Does your wife do like the the shopping
48:46for the house like in the in the fridge
48:48and whatnot?
48:49>> Yeah. Yeah, she does. So I just drink
48:51whatever the my wife puts in the fridge
48:53if I'm like trying a new product cuz
48:55like it's because my wife put it in the
48:56pantry. I don't really go to the grocery
48:58store and stuff. That's
49:01generally how a lot of households work.
49:03If I brought home a monster, my wife
49:05would never touch it. If my wife bought
49:08home a Bloom, I would try it.
49:10>> You get where I'm going with that?
49:12>> So, I think that that monster is so
49:14masculine that a woman will never try
49:16it. I don't believe that Bloom is so
49:18feminine that a man will never try it.
49:20In fact, we're starting to see so many
49:21so many more men enjoy it. And I think
49:23that in a couple years, you won't even
49:25see this as a feminine can anymore.
49:26>> What do you think is going to be the
49:28future for energy drinks?
49:30>> You know, it's crazy because as an
49:32entrepreneur who's in this health and
49:34wellness space, the pharmaceutical
49:36intervention that is GLP1s,
49:39we thought was going to shake up all
49:41consumer demand so much. We were like,
49:43everything needs protein in it moving
49:44forward because we knew that people were
49:46going to be having malnutrition issues
49:48and need more protein in their diet. It
49:50turns out no one wants to eat different
49:52than they eat, regardless of what
49:53they're injecting themselves with.
49:54They're just going to eat less of the
49:55same. That said, the energy drink space
49:59in Walmart in the next 5 years is on
50:01track to be larger than unflavored
50:03water. Like energy drinks will sell more
50:05than the waters in Walmart in the next 5
50:08years. That's where we're pacing to be.
50:10The consumers, whether you're on GLP1s,
50:13whether you're a female, whether you're
50:14a male, are obsessed with two things
50:16right now and it doesn't seem to be
50:18slowing down. It is energy drinks and it
50:19is hydration. Those are the two
50:21categories. So I see I see energy just
50:25becoming just really
50:27>> Dude, we're even seeing like Starbucks
50:29and you have a Dutch Bros up the street
50:31and Costa and over overseas.
50:34>> They're doing those like refreshers.
50:35>> They're doing refreshers. Dude, that's
50:36what that is. That's just a energy drink
50:38that you can get through the drive-thru.
50:39So I think we're just going to see like
50:41more of this. Dude, caffeine is the best
50:43in the world, right? And it's
50:44like I want every I think we're just
50:46going to see more things caffeinated.
50:48It's awesome. And we're going to be
50:49eating less because the GOP ones we've
50:51cured obesity.
50:51>> Are there going to be any health
50:52concerns if everything you eat all of a
50:54sudden just has like a little caffeine
50:56in it? Because it does seem like we're
50:58getting the caffeine gums and the
51:00caffeine gummies and the caffeine drinks
51:02and
51:03>> everything now has caffeine in it. It
51:05seems like
51:05>> I know 90year-olds who are having, you
51:07know, seven espressos a day. I don't
51:09really know if energy I think it gives
51:11you some short-term anxiety perhaps if
51:13you have too much. But like what is the
51:15health concern of having too much?
51:16>> I always worry that I just get so used
51:18to it and then that I need more and more
51:20pretty soon. Well, because pretty soon
51:22you need like 10 of these to wake up in
51:23the morning.
51:24>> I like to try to be like
51:25>> if you need 10 of these to wake up in
51:26the morning, you have other Do you have
51:27other concerns we need to address?
51:29>> Like people aren't sleeping. Maybe
51:30productivity would just go through the
51:32roof.
51:33>> Dude, there's there's signs of like
51:34human development over the last couple
51:36hundred years or whatever. It's like
51:38once we discovered the coffee bean and
51:39found caffeine, like human production
51:41just went through the roof, right? But,
51:43you know, there's something to be said
51:45about nicotines come back.
51:46>> Interesting. By the way, this and AI
51:48really started to take off at the same
51:49time. Do you think that's maybe related?
51:51>> You know, dude, what's hilarious? This
51:53is funny. You guys follow basketball at
51:56all?
51:56>> No.
51:57>> Neither do I, but okay, Jack, you'll
51:58know more than me. LeBron just went to
52:00the 76ers in Philadelphia. Did you see
52:02the new sponsors of the 76ers? M.
52:06>> So
52:06>> wait,
52:07>> it's on LeBron's left left breast.
52:09>> Don't you Oh, or is it you or Bloom
52:12Energy?
52:13>> I am Bloom Energy, but
52:14>> like the Bloom Energy,
52:16>> but that is a different Bloom Energy.
52:18>> Sir is an AI company or they create the
52:21power.
52:22>> Yeah, Bloom Energy.
52:23>> Yeah, they got Yeah, they sponsored the
52:2576ers. I
52:26>> It's one of the best performing stocks
52:28of the last couple years.
52:29>> Thanks, Chris Camilo. We were both
52:30invested in Bloom Energy. Bought it $57.
52:33>> Can you really? Yeah,
52:34>> dude. Do you want to text me?
52:36>> It was Chris Chris Camilo posted. We
52:38posted on the podcast before you listen
52:40to the podcast.
52:40>> Dude, I didn't see that podcast. And
52:42there was another one that he suggested.
52:43What was the other stock that also
52:44ripped?
52:44>> Amazon at 197.
52:47>> Wow. Awesome.
52:48>> Yeah,
52:49>> that was awesome. But yeah, I got to be
52:51tuning into this show more to getting
52:52some of these.
52:52>> You have to watch it as soon as we post,
52:54which by subscribe, turn on
52:56notifications, watch the episodes with
52:57Chris Camilo as soon as they post
52:59because we film with Chris days before
53:01we post because we want it to be
53:02relevant. I'm just saying
53:03>> you want you want to buy it before
53:05>> Robin Hood. It was Robin Hood.
53:07>> Oh yeah. Yeah.
53:08>> Okay. Bloom Energy. [clears throat] I
53:09think they paid like $30 million to
53:11sponsor the 76ers.
53:13>> No one other than you finance nerds.
53:15Just kidding. Know know what Bloom
53:17Energy is.
53:18>> Every I the amount of messages I got
53:20that thought I just signed the 76ers is
53:23the funniest thing that's ever happened
53:24to me.
53:24>> So, you know what's crazy? I literally
53:26saw that on I think LeBron's jersey and
53:29I I stopped and I was like, "Holy cow."
53:32>> [laughter]
53:32>> And I I knew it was the actual like the
53:35energy energy. You're the only one that
53:36knew that.
53:36>> And then and then I thought I literally
53:38had this exact same thought. I'm like,
53:41Greg is probably so stoked.
53:42>> Like I literally thought that as I saw
53:45cracking up.
53:46>> What is the value of that to you?
53:48>> What's what's going to happen is is, you
53:50know, think of think of Red Bull, think
53:52of Coca-Cola. It's like at some point
53:55Bloom is going to get so large. We'll be
53:56in a 100,000 doors in just the United
53:59States. We're already at 85,000 doors.
54:00It's like just the more times I can have
54:03somebody see Bloom, like just literally
54:05our trademark logo, then the next thing
54:08they walk into a 7-Eleven and they're
54:09thinking about what to buy and they see
54:11this product, they'll be more enticed to
54:12buy it, right? Like I'm not going to
54:14have a short-term ROI or a short-term,
54:16you know, spike in something like that,
54:18but it's brand awareness.
54:20>> Just people saying the word Bloom Energy
54:22more and having that part of like, you
54:23know, our vernacular on a day-to-day
54:25basis, I think is valuable. I would not
54:27have paid for that spot on his jersey. I
54:29don't sponsor pro sports league,
54:30>> but there has to be like a few million
54:32dollars of value just to have Bloom
54:34Energy on
54:35>> Yeah,
54:36>> minimal.
54:36>> That's not how I deploy marketing
54:38dollars, but like that's definitely
54:39valuable. That's why people sponsor
54:40sports teams.
54:41>> So, how much does what is the value for
54:43be? That's my question. Why would they
54:45sponsor the 76ers?
54:46>> Like what are they advertising?
54:47>> They probably have so
54:49>> that's what I think it is too
54:51a fan of the 76ers.
54:53>> Yo, I want LeBron's left.
54:54>> Where on earth is the crossover? You're
54:56right with AI data centers and energy
54:58consumption with LeBron James. I don't
55:01get that.
55:01>> I was playing a little blackjack last
55:02night at the win with the guys and they
55:04were playing the Yankees game and the
55:06whole MLB is sponsored by Zoom.
55:10Why? Like you guys
55:13brand awareness.
55:13>> Yeah, that's all it is.
55:14>> Yeah. It's also older, like more
55:16corporate companies have no idea how to
55:19spend their money and they're still
55:21stuck in the old way of like wanting to
55:22buy TV commercials and like newspaper
55:24ads as opposed to like the things that
55:26convert.
55:27>> Oh, yeah. The magazine cover.
55:29>> Yeah. Like they still think the
55:30influences.
55:31>> I also think it might not be as simple
55:32as I'm thinking about it. Like maybe
55:34they work with another company that, you
55:36know, maybe it's Fox and they're and Fox
55:38said, "We'll use Zoom across our
55:39corporation if you do this concert." So
55:41it's probably more complex. Also, they
55:43probably get a sick suite. at like the
55:45World Series that they can bring like
55:47their biggest investors to
55:48>> probably also just bragging rights at a
55:50certain point. Like look at what I did.
55:51Look at that.
55:51>> I mean, there's definitely that's a lot
55:53of the things that we do as as as as
55:55idiots.
55:56>> So [laughter] So in terms of marketing,
55:58how much does a 1 million subscribed or
56:01followed person make promoting a product
56:04like Bloom?
56:04>> I mean, we reverse engineer most of the
56:06contracts that we do around a CPM basis.
56:07Is that how you guys normally negotiate
56:09your contracts? Like this how many views
56:10we get?
56:11>> Yeah,
56:12>> depends. I we will we will generally
56:13with content creators, if we're not
56:15doing Tik Tok shop affiliate, uh which
56:17is probably 25% of our spend for
56:19influencer marketing, we will
56:21pre-negotiate a rate for a post that
56:23they make based off of how many views we
56:25think they're going to get, which is
56:26based off of the last couple videos they
56:28posted and what the average was. And
56:30hopefully in a perfect world, it goes
56:31viral and we get a lower CPM than we
56:33expected. CPM is cost per thousand
56:35views. Yeah. And so the entire
56:37influencer program for the last eight
56:39years has been reverse engineered around
56:40maintaining a certain CPM which has gone
56:42up over the years as a as an impression
56:44has obviously gotten more expensive. It
56:46could just be inflation whatever but um
56:49>> yeah our entire influencer marketing
56:50engine which by the way is 85% of the
56:52marketing for this product
56:54>> is reverse engineered around a CPM.
56:56>> What is the biggest check that you've
56:57written?
56:58>> Dude, we don't do like this A-list
57:00stuff. Like the biggest check would be
57:02more so like trying a whole new group of
57:06people that we weren't talking to
57:08previous. Like let's say for the first
57:09time we want to go after moms instead of
57:10just college students. And so that would
57:12be like you know a $5 million investment
57:14in a in a in a consumer we weren't going
57:16after before. But like we're not writing
57:18like million dollar content creator
57:20checks. I know for our Tik Tok shop
57:21affiliates, there have been some normal
57:25like, you know, stay-at-home moms like,
57:28and shout out to them, by the way, the
57:29most amazing people on Earth.
57:32$50,000 in one day selling like our
57:34Clear Protein on Tik Tok Shop. Like, Tik
57:36Tok Shop is awesome. U for for anyone
57:39like trying to do a side gig. Are you
57:41guys like do you guys play in that world
57:43at all? You should do Tik Tok.
57:44>> It's super interesting. I mean, it's a
57:46huge part of our business now. What's
57:47cool is Bloom and a lot of other brands,
57:49we we don't think of it as a sales
57:50channel. We operate it profit neutral
57:53and then we see 30 to 40% of that
57:56revenue,
57:57>> immediately translate over to Amazon and
57:59Target and our retailers. So, it's just
58:01been like a huge flywheel for working
58:04with micro creators, which is who we
58:06love working with at Bloom at scale.
58:08>> What's the value of just having
58:09something like this on a table in a
58:11background of a video?
58:12>> I don't know. But that's the best
58:16marketers. I don't care how good you
58:18are, know half of their marketing isn't
58:20working. They just don't know which
58:21half. And if you are addicted to getting
58:24attribution and data around making sure
58:27each marketing dollar is making you
58:29sales, you are just going to be a
58:30company that runs Facebook ads and you
58:32will never build a true brand. And
58:34selling a product going back to an
58:35acquisition model is very different than
58:37just building a brand. So it's like for
58:39example, in two weeks in New York City,
58:40you guys are more than welcome to come.
58:42We have a massive community event in
58:44Soho that we're probably spending a
58:45million dollars on and it will be free
58:47food, free drinks. People will line up
58:48down the streets, an incredible, you
58:50know, experience as you walk through
58:52this Big Apple themed apple flavor, big
58:54apple themed event in the Big Apple, New
58:56York City. And it's like that's a
58:58million dollars that I have no idea if
59:00Target sales will go up the next day,
59:02but it's like that's how you build a
59:04brand. You give experiences back to your
59:06community. or like Mari put over a
59:08million dollars, you guys know how much
59:09it costs into putting on a top tier
59:12podcast for years. It was called The
59:13Pursuit of Wellness and she's just
59:14starting it back up again and she's the
59:16best at this, but she went on maternity
59:17leave. And you know, that's like
59:19something that we just did for our Bloom
59:21community to bring on incredible people
59:24to have conversations about wellness.
59:26That was a total expense for us. And
59:29that's what building a brand is. you
59:31overd deliver value to your consumer and
59:33they join your community which perhaps
59:36is somewhere you know that the brands
59:38that we were talking about went wrong.
59:40They just focused on acquisition.
59:42>> We've prepared five red solo cups that
59:44are all labeled with different energy
59:46drinks. You will not know which one is
59:49which. I would love to hear what you
59:51think. Yeah. And the reason we want to
59:52hear Greg's opinion is because he's an
59:54expert in the space. He's literally
59:56spent years figuring out what makes a
59:58good product. So his opinion carries a
1:00:00lot of weight.
1:00:01>> Yeah. And when you're running a
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1:01:01description. We've prepared five red
1:01:03solo cups that are all labeled with
1:01:05different energy drinks. You will not
1:01:08know which one is which. I would love to
1:01:10hear what you think.
1:01:11>> All right. You want to put one in my
1:01:12hand?
1:01:13>> Yes. Take it.
1:01:14>> This is the founder of a billion dollar
1:01:15energy drink identifying and letting us
1:01:18know their thoughts on different energy
1:01:20drinks.
1:01:27That's a Celsius.
1:01:29How confident are you?
1:01:31>> Not confident at all.
1:01:33>> Are you going to say
1:01:34>> Bingo? You got it.
1:01:35yeah. Celsius identified.
1:01:38>> All right. The reason I said that was
1:01:39because there was a major medicinal
1:01:41aftertaste.
1:01:42>> So, also let us know. Yeah. Let us know
1:01:44your your thoughts before YOU
1:01:45>> NO, I'M NOT saying it before because I'm
1:01:47gonna You're gonna give me a bloom and
1:01:48I'm going to on it. [laughter]
1:02:00It's pretty good.
1:02:07I don't know what that was, but it's
1:02:08pretty good. You don't You don't want to
1:02:10identify it? I have no idea what that
1:02:12flavor is. All right, we'll tell you
1:02:14after. Okay. Okay.
1:02:17But of the two, that's my favorite. The
1:02:19sauce.
1:02:21[sighs]
1:02:22>> That has no smell.
1:02:28That's pretty good, too.
1:02:36Has like a candy
1:02:39situation going on.
1:02:41That is my second favorite. The one I
1:02:44just tried was my favorite. Um, the one
1:02:47I had tried previously was the one that
1:02:49I would pick up every single day. This
1:02:51would be the one that I had that I would
1:02:53choose second.
1:02:54>> Okay. You don't know what it is?
1:02:55>> I don't know. I do. I don't know. I
1:02:57wouldn't know. I wouldn't know.
1:03:01[sighs]
1:03:02>> This is the fourth.
1:03:03>> Oh, a lot of fragrance going on.
1:03:10Uh, citrus orange.
1:03:12It's possibly a bloom orange.
1:03:15>> And the final drink.
1:03:21>> Oh, that's a Red Bull. I don't even need
1:03:22to sip it.
1:03:24>> All right. So, now what we're going to
1:03:26do, you
1:03:26>> I can't believe Red Bull tastes that
1:03:28way. You can open your eyes.
1:03:30>> Red Bull.
1:03:31>> Yeah.
1:03:32>> Citrus orange.
1:03:33>> Ah, yeah. Yeah. Yeah. Yeah. Yeah.
1:03:35>> Your second favorite.
1:03:37>> C4. Pick up every day.
1:03:39>> This is my favorite. The Bloom.
1:03:40>> Yeah. Oh, that's awesome.
1:03:42>> And then yeah, Celsius.
1:03:43>> What flavor bloom was that?
1:03:45>> I don't know who poured him.
1:03:47[laughter]
1:03:48>> All right, we have our editor just
1:03:49going. I I don't even know what kind of
1:03:51operation here. That's a really funny uh
1:03:56>> try it.
1:03:57>> I might be able to tell you actually.
1:03:59>> Yeah.
1:04:01>> Oh, it's it's watermelon.
1:04:02>> Oh, it's strawberry watermelon.
1:04:03>> Okay, that is
1:04:04>> Let me see it. I'll tell you right now.
1:04:06>> You're sipping the raspberry.
1:04:10I'll give you my feelings on all these
1:04:11brands if you want. I think Celsius is a
1:04:13legacy brand that had Pepsi distribution
1:04:17and that is the only reason why they are
1:04:20successful. There was was not a better
1:04:22and more available product that existed
1:04:24and and cultural habits just haven't
1:04:27picked up to like what's actually what's
1:04:30actually um possible in an energy drink
1:04:33today in terms of like flavor and
1:04:34efficacy. C4 is like, you know, we all
1:04:38you guys grew up having C4 pre-workout,
1:04:40right? Likewise, this is the first
1:04:41supplement I ever took. This is we use
1:04:43the same facilities and the same flavor
1:04:45lab and a lot of the same team
1:04:48formulating these products.
1:04:49>> We have in the C4 headquarters, we
1:04:52literally have a training lab to
1:04:56to do like scientific studies around the
1:04:58ingredients that we put into C4. C4 is
1:05:00an overengineered product. It doesn't
1:05:02even make sense that this is only $2.50
1:05:04a can. Monster.
1:05:06I have so much respect for this brand.
1:05:09They're on Coca-Cola trucks. They are
1:05:12They're globally available. You could be
1:05:14at the Egyptian pyramids and see a
1:05:15Monster. The White Monster all hail,
1:05:19right? Like we all like the the the the
1:05:22>> It's the goat.
1:05:23>> It's It's too just like whatever the
1:05:25hell they did with that. And you know
1:05:26the the Call of Duty contract on the
1:05:28back of that thing like they just know
1:05:29what they're doing. Like I'm a I'm an
1:05:31extreme sports guy. Like shout out to
1:05:32Monster Red Bull. Dude, have you ever
1:05:35seen their headquarters in Austria? They
1:05:38have an airport at the headquarters
1:05:40called the Red Bull airport. You could
1:05:42pull your plane into their headquarters.
1:05:44It's on a giant lake with like it looks
1:05:46like Swiss Alp Mountains behind it. Like
1:05:48Red Bull's privately owned. No one knows
1:05:50what their revenue is, but this is a
1:05:52business that without a doubt is worth a
1:05:53quarter trillion dollars. Red Bull is so
1:05:57insanely big.
1:05:58>> Do you think it's one of the biggest
1:05:59private companies then?
1:06:00>> Absolutely.
1:06:02I mean, I don't know. I'm not I'm not
1:06:04like a business. I don't know
1:06:05macroeconomics, but like guys, this is
1:06:08if Monsters trading at 100 billion.
1:06:10>> They're at least 50% larger. Here's a
1:06:13question I have for you. You only
1:06:15smelled Red Bull to be able to identify
1:06:17it as Red Bull.
1:06:19>> Smell this taste is horrible.
1:06:20>> Okay. So, so it's not a good thing that
1:06:23you were able to do that,
1:06:24>> dude. This product was made 40 years ago
1:06:26and they haven't changed it at all,
1:06:27right? It's like it's like everyone
1:06:29knows what a Red Bull tastes like,
1:06:30especially from like college days or
1:06:31whatever it is, but like no,
1:06:33[clears throat] this is this tastes some
1:06:35there's a spectrum of energy drinks that
1:06:37that were was more popular 5 years ago,
1:06:39which was like your either medicinal
1:06:41flavor, which Red Bull is on the extreme
1:06:43side of that. Celsius flirts with that
1:06:46medicinal aftertaste, or you're melted
1:06:49down Swedish fish, which is like,
1:06:52>> you know, shout out to to to the whole
1:06:54team over there, but like it's kind of
1:06:55like ghost, what I would explain. Like
1:06:57they quite literally have a Swedish fish
1:06:58energy drink.
1:06:59>> I think Bloom is the first brand to
1:07:01really find this nice sweet spot of like
1:07:04>> it tastes amazing, but it's not like
1:07:06destroying my pallet with flavor, right?
1:07:08But that's kind of why I was able to I'm
1:07:11actually shocked I was able to do that,
1:07:12but that's kind of why I was able to to
1:07:14to dictate all of that. If you gave me a
1:07:16white monster, I could have smelled it
1:07:17and told you, "Dude, that's grapefruit.
1:07:19A white monster is grapefruit. That's
1:07:21insane."
1:07:21>> So imagine if I called the a grapefruit
1:07:23blue energy. No one would buy it. But
1:07:25it's white monster. It's ultra whatever
1:07:27the it's called. You know,
1:07:28>> I honestly had no idea it was
1:07:29grapefruit. That is my favorite monster
1:07:31flavor. It's It's amazing taste. I hate
1:07:33grapefruit and I will pass on it every
1:07:35single time there's a sparkling water
1:07:36that's flavor. I'm like, why do you put
1:07:37this in the variety packs?
1:07:39>> Do you have a little bit of like guilt
1:07:40drinking a monster? Like, do you feel
1:07:42like it's not as good for you?
1:07:43>> I mean, yeah. Like the white monster,
1:07:46they they're low calorie, right?
1:07:48>> Yeah. But do you like do you maybe not
1:07:49want to be like associated with such a
1:07:51uh
1:07:51>> such like a demon alpha masculine brand
1:07:54like the monster claw?
1:07:56>> I don't I don't think about it like I
1:07:58for me I don't really care like even if
1:08:00this looks feminine. I have such little
1:08:01taste that I couldn't even tell you this
1:08:03looks feminine or a monster looks like
1:08:04masculine. I'm like if it tastes good it
1:08:06tastes good.
1:08:06>> Yeah I know I it'll be very interesting
1:08:09the next 5 years of beverage mostly
1:08:10because the barrier to entry is now gone
1:08:13right. Like dude, if I wanted to start a
1:08:15business 10 years ago, I would have or
1:08:17if I wanted to start an energy drink 10
1:08:19years ago, I would have needed to have
1:08:20trucks. I would need to have owned a
1:08:22warehouse. I wouldn't even need to start
1:08:23like buying manufacturing lines. Each
1:08:26line, we have 11 manufacturers around
1:08:28the country in just the United States
1:08:29for Bloom Energy. We were at a
1:08:31manufacturer that's 1.5 million square
1:08:33feet in Texas last week. There's
1:08:36probably six lines. Each line's over
1:08:38$und00 million. I don't own any of those
1:08:40lines. I've never owned a warehouse.
1:08:42I've only used 3PL's. I never owned, you
1:08:45know, a payment processor. I just used
1:08:48Shopify. Like, this is what I'm talking
1:08:49about when I say the opportunity is
1:08:51democratized. Like, you don't need I
1:08:53started Bloom with $20,000.
1:08:56It was just it was that was the minimum
1:08:57order quantity at a third party
1:08:59manufacturer. And they had the
1:09:01formulators and they had the the flavor
1:09:03scientists and the first product wasn't
1:09:05great by any means, but I was able to
1:09:06start the thing with $20,000. Like,
1:09:09that's that's what I mean when the
1:09:10opportunity is there. And I don't give a
1:09:11who you are. You can come up with
1:09:13$20,000 in 2026.
1:09:14>> So, one thing I noticed is on my
1:09:16Instagram, you're there every single
1:09:18day. You're waking up at
1:09:20>> ungodly hours. I mean, it's like 3 4
1:09:22a.m. and you're just like in the gym.
1:09:24You got these sculpted abs. You're just
1:09:25grinding like every single day. Yeah.
1:09:28[laughter] You're you're entering the
1:09:30arena. First of all, I just need to know
1:09:31what does it mean to enter the arena?
1:09:33>> Dude, the arena is just like the playing
1:09:34field. Like, dude, I really feel like
1:09:36we're all just playing GTA. I really
1:09:38feel like we're all just like trying to
1:09:40rack. We're all just playing.
1:09:40>> Did you see my license plate?
1:09:42>> What is your license plate?
1:09:43>> Hold on. I got to show you this.
1:09:44>> Is it Grand Theft Auto? What is it?
1:09:45>> Uh, maybe. Look at this,
1:09:47>> dude. No way. I wish your car was here
1:09:50right now. Why is it not sitting right
1:09:51here? That's awesome. But, dude, we're
1:09:54all
1:09:54>> You got to get that same license by
1:09:55>> I do, but we're all just like unlocking
1:09:57more pieces of the map. And I feel like
1:09:59there's like no better way to dedicate a
1:10:0110-year run of your life. And I think
1:10:03that there are certain spokespeople for
1:10:06entrepreneurship, many of which I look
1:10:08up to on a regular basis still today, we
1:10:10all know who I'm talking about, who talk
1:10:12about entrepreneurship as if it's like
1:10:13this sacrifice of your 20s or a
1:10:15sacrifice of a 10-year run. One, it's an
1:10:18investment, right? You're not like just
1:10:20getting rid of something and letting it
1:10:21die. Like, but dude, my 20s was super
1:10:24awesome because of entrepreneurship. It
1:10:26brought me around the world. It's what
1:10:28helped me meet my wife. It's what m
1:10:30helped me meet my best friends. And like
1:10:32every day has just been so fun playing
1:10:35GTA in real life, which is what to me
1:10:37entrepreneurship and entrepreneurship
1:10:39is. Like I wouldn't have even if I
1:10:41wasn't getting paid, I would just be
1:10:42playing this game. You know what I mean?
1:10:45So what are your thoughts on the general
1:10:46idea of the grindset? Like the grinding
1:10:48mindset. This is like the old Gary Vee
1:10:50like keep working, keep working harder,
1:10:52like push yourself in your 20s, supposed
1:10:53to sacrifice it. 14-hour days every day.
1:10:56Dude, for me, a 14-hour day is running
1:10:58around New York City, having lunch
1:11:00meetings, talking to suppliers of the
1:11:02energy drink, trying tons of beverages.
1:11:05Like, this sounds like an awesome day. I
1:11:07think what that grind looked like in
1:11:08Gary Ve's era, which it's changed so
1:11:11much in the last 20 years, was sitting
1:11:13on your computer in a white closet with
1:11:15no windows and just like grinding on
1:11:18your laptop all day. There's per there's
1:11:20days like that, of course, sometimes
1:11:22months like that, but like that's not
1:11:24what entrepreneurship is to me. And I
1:11:26think that if that's not the life you
1:11:27want and that's what your job is looking
1:11:28like, then you're not in the right
1:11:30industry. I'm sure that's what like AI
1:11:32coding entrepreneurship looks like or
1:11:33something like that, like you're just
1:11:34coding all day. But like, dude, my job
1:11:36is like I'm feet on the ground running
1:11:38around the world every day with my best
1:11:41friends.
1:11:42>> So, if an average viewer listening to
1:11:44this right now, if you're just thinking
1:11:45about, you know, 18 to 35year-old guy,
1:11:47they're listening and they want to apply
1:11:49your philosophy towards work
1:11:52productivity and like scheduling out a
1:11:54day. What would their life look like?
1:11:56>> Bro, I like working out. I just have a
1:11:59son who wakes up at 7 a.m. So, I start
1:12:01working out at 5:30 in the morning and
1:12:02my workout's over when he wakes up.
1:12:04Like, I have an iPad that isn't shown in
1:12:06all of these videos and I'm watching him
1:12:08sleep on the on the camera. And when he
1:12:11wakes up, my workout's over. So, I've
1:12:13just had to fit it in before he wakes
1:12:15up. So, like, you know, what looks like
1:12:17work to them feels like play to us. And
1:12:19that is why we are winning so much,
1:12:21right? It's like, I love working out. If
1:12:23you don't love working out, find a
1:12:24different morning activity that you like
1:12:25to do, but the whole point is just to
1:12:26get active. So, there's something active
1:12:28that everyone likes to do. I love
1:12:31selling energy drinks. I love energy
1:12:33drinks. I love the whole idea of going
1:12:36to Minneapolis and pitching Target,
1:12:38going to Bentonville and pitching
1:12:39Walmart. And like this, the whole
1:12:41lifestyle that comes with this. I love
1:12:43working with a hundred people and seeing
1:12:45their lives improve and the and the and
1:12:46the the the the fulfillment and
1:12:48fruitfulness that comes from providing
1:12:49value to society. Like this is awesome.
1:12:51Why do some people feel like it's a
1:12:53grind? People think that what you do is
1:12:55like that sounds awful. Is it the person
1:12:57or is it the idea? Is it the business
1:12:59they're not excited about?
1:13:01>> I think it's that last generation. I
1:13:02think it's like they passed it down to
1:13:04us that that is what it used to look
1:13:05like. Like even the gym, my fitness
1:13:08early days in New York,
1:13:11>> dude, I would be like made fun of if I
1:13:12wore a tank top. like especially if I
1:13:14was like one of the younger or newer
1:13:16guys to the gym like even in my high
1:13:17school like I wasn't allowed to wear a
1:13:18tank wasn't allowed to wear a tank top
1:13:20until I was a senior and in you know on
1:13:22the football team whatever it was and
1:13:23it's like now I just work out shirtless
1:13:25all day in the sun like I where I'm
1:13:29going with this is like these things are
1:13:30supposed it used to be like you put your
1:13:32hood up and you'd walk in on a cold day
1:13:34in New York and you'd hit the bench
1:13:35press with like angry music in your
1:13:37ears. I don't know like why this rocky
1:13:41scene has turned to like what our life
1:13:43is supposed to look like. Like these
1:13:45things are fun going we're playing
1:13:48games.
1:13:49>> Like I don't need to go to the gym in
1:13:51the morning. I I want to I don't need to
1:13:53show up to the office at 9:00 a.m. but I
1:13:55want to enter the arena and turn on the
1:13:58Xbox with this amazing team that I get
1:14:00to work with every day. Like, dude,
1:14:02imagine if we had to go work in one of
1:14:04these like, you know, Birkshshire or
1:14:05Hathaway type buildings under like
1:14:08fluorescent lights in a tiny cubicle
1:14:10this big. That's what that's the grind.
1:14:12That sucks. So, if someone's listening
1:14:15to this right now and they're in the
1:14:16grind, but they want to have financial
1:14:19success, they want to live a life
1:14:21similar to the life that you live where
1:14:22they feel like they get to choose the
1:14:23things that they want to do.
1:14:24>> Sure.
1:14:25>> What would you what would you tell to
1:14:26this person? Well, dude, if you have
1:14:27like a finish line in mind, I think
1:14:30that's where things get a little messed
1:14:32up. Like, I I am choosing a life of
1:14:36pursuit. I am not choosing I'm going to
1:14:39make $100 million and then unplug
1:14:41everything and lay on a beach every day.
1:14:43I think those are the people that kind
1:14:45of gave entrepreneurship a bad rap
1:14:47because they sold their businesses and
1:14:49then they were depressed as and had to
1:14:51go do Iaska six times to try to go find
1:14:53themselves because they didn't have an
1:14:54identity after their business.
1:14:57The reason you're depressed isn't
1:14:58because you made $100 million. The
1:15:00reason is depressed because you stopped
1:15:01working. Like we're supposed to be
1:15:03taking on challenges if we're in our
1:15:0520s, in our 30s, in our 40s. That is
1:15:08what we are intrinsically designed for
1:15:11is taking on challenges and moving the
1:15:13finish line forward every day. So it's
1:15:15like just figure out a way to have that
1:15:17feel like fun and not work and you will
1:15:20beat everyone else who thinks that
1:15:21that's work. So when I tell you that
1:15:23we're going to beat Celsius, it's
1:15:24because those are just like hired
1:15:26employees running that company at this
1:15:28point who are suits and they are
1:15:30checking in every day from 9 to5 and
1:15:32leaving at 5:00 p.m. and saying, "All
1:15:34right, finally I can check out and go
1:15:35enjoy my Saturday and Sunday." It's like
1:15:37those are the people that just fail in
1:15:39this game because they haven't
1:15:41subscribed to what I'm talking about,
1:15:43which is like your life is all kind of
1:15:45one thing. Like we were just talking
1:15:46about some of the heydays of Iced Coffee
1:15:48Hour where you had the studio in your
1:15:49house. It's like you probably had your
1:15:51significant other in the house and it's
1:15:53like there wasn't a work life balance.
1:15:54It was all one thing. Like my office was
1:15:56my house. My studio was my house. It's
1:15:58like dude, the Bloom headquarters for
1:16:00years was our first Airbnb in Santa
1:16:02Monica. It was a onebedroom, one
1:16:04bathroom. That means that the seven
1:16:05employees in that Airbnb that came every
1:16:07day used my wife and I's personal
1:16:09bathroom in our master bathroom. You
1:16:11know what I'm saying? Cuz it was a one
1:16:12bathroom and that's where we had
1:16:13Thanksgiving for a year straight. And
1:16:14it's like that was my home. There was no
1:16:16work life balance. It was just life. And
1:16:19I have fallen in love with that. I think
1:16:21this idea of like check in and check.
1:16:23Dude, the best thing in the world has
1:16:24been like taking my son on these work
1:16:26trips now. It's like I it used to be
1:16:29obviously when he was first born, I'd go
1:16:30on a work trip and then have to go check
1:16:32into dad mode and come back home. But
1:16:34it's like now even at just almost a year
1:16:35old, I can bring him to LA when I go to
1:16:38LA and I can bring he didn't come to
1:16:39Vegas, but like you know if it makes
1:16:41sense, he comes and it's like
1:16:42>> now this is also family time. he, you
1:16:45know, he's he can come watch me speak on
1:16:47stage at this, you know, investment
1:16:49thing that I was working at or his mom,
1:16:51you know, she he can just sit in the
1:16:52room while she's doing a podcast. Like,
1:16:53that's awesome. And that's family time.
1:16:56And to be honest, I am so much more
1:16:58excited about passing down that
1:17:00knowledge to him of what he's learning
1:17:02through through through uh
1:17:06leading by example, learning through
1:17:07example, than what he's ever going to
1:17:09get from this trust that I'm potentially
1:17:12building for him. Do you worry though
1:17:13the trust and all of your success is
1:17:15going to somewhat take away from his
1:17:17ambition and motivation?
1:17:18>> It's that is one of the biggest reasons
1:17:20I bought the Colorado House. The
1:17:22Colorado House has a incredibly hard
1:17:24hike out of the backyard.
1:17:26>> It's a mountain biking, skiing,
1:17:28snowboarding, you know, adventurous
1:17:30lifestyle where like it the mountain
1:17:32doesn't care how much money you have.
1:17:34Sports don't care how much money you
1:17:36have. So it's like how can I make sure
1:17:38to replicate real challenge that where
1:17:40he doesn't have the uh the the comforts
1:17:44that come with wealth. I do think that I
1:17:46am doing more of a disservice giving him
1:17:49this potentially leaving this money to
1:17:51him versus leaving him with no money.
1:17:54Right? We talked earlier in this episode
1:17:55like I've actually noticed more
1:17:57successful people coming from
1:17:58circumstances than coming from good
1:18:00circumstances. So therefore you may be
1:18:02actually having better luck if you have
1:18:04circumstances right now. And so
1:18:05therefore in theory on paper my son has
1:18:08better circumstances. How do I try to
1:18:11replicate or reverse engineer to get the
1:18:14same outcome as what circumstances would
1:18:16have given him? And that's I think
1:18:18simulating challenges for his life which
1:18:21are probably going to be physical. Who
1:18:22do you look up to? Like who do you
1:18:23research to curate your philosophy?
1:18:26>> I'm really excited that you asked me
1:18:27that. And who do I research? I get
1:18:30questioned so often. Who are my mentors?
1:18:34Did I apprentice anybody? Dude, I would
1:18:36I didn't ask anybody anything for the
1:18:37first eight years of Bloom. It's why I
1:18:39didn't A lot of the success of Bloom was
1:18:40because my ignorance of what I could
1:18:42have done or what my other options were.
1:18:44I didn't h I didn't know anyone to talk
1:18:46to who was doing this. I was a very like
1:18:49I just knew the Bloom team and we just
1:18:51worked on Bloom all day. I didn't know
1:18:52what enterprise value was. I didn't know
1:18:54I could sell a piece of Bloom. I thought
1:18:55it was crazy when someone first brought
1:18:57that idea to me. All I wanted to do is
1:18:59build a sick as big brand, right? And
1:19:03yeah, I didn't I didn't have anyone to
1:19:05look up to, but what I did have was
1:19:07people around me that I knew I didn't
1:19:09like what they were doing. And so I
1:19:11think I've learned a lot more based off
1:19:13of what I don't want to be like than
1:19:14what I do want to be like. And I think
1:19:16that if you ask somebody, especially in
1:19:18their 20s, what do you want? I mean, I
1:19:20was even asking Graham like, you know,
1:19:22what what do you think the 40-year-old
1:19:24version of your life looks like?
1:19:25>> I think it might look like this. I'm not
1:19:27totally sure what I want when I'm 40
1:19:29years old. That's how most people would
1:19:30answer that question.
1:19:31>> But I bet I could say, "Well, do you
1:19:33want this life?" And you'd be like, "No,
1:19:35I definitely don't want that." It's
1:19:36easier to say what we don't want than
1:19:38what we do want. And so I'm constantly
1:19:40trying to grow this list of con of of on
1:19:43a binary level listing what do I not
1:19:46want. And that has been far more of an
1:19:48inspiration and therefore my mentor of
1:19:50what I do want to become. And so
1:19:52sometimes I'll even, you know, I'm a
1:19:54huge fan of thinking of like the, you
1:19:56know, I mentioned some like childhood
1:19:57stuff that maybe put a little bit of a
1:19:58chip on my shoulder. What would how do I
1:20:01make that 14-year-old version of myself
1:20:02proud? How do I make that 70-year-old
1:20:04version of myself proud? And when I just
1:20:06like explain myself, for example, as a
1:20:07father, which is like a whole new bucket
1:20:09of fulfillment that I have, I'll like
1:20:11say out loud like, "Okay, Greg spent 2
1:20:14hours with his son every morning before
1:20:17he went to work last week." And then
1:20:20I'll say to myself, "Well, that that
1:20:21sounds like a pretty good dad to me."
1:20:22Like, I think I think that means that
1:20:24I'm a good dad. Like, you get what I'm
1:20:25trying to say? Like, I just try to like
1:20:27boil everything down to like a pretty
1:20:28objective sentence of things that I
1:20:31definitely don't want. And when I
1:20:32explain what I'm doing, it's like, yeah,
1:20:34I would I I respect that action.
1:20:36>> Would you agree with the sentiment that
1:20:38a good entrepreneur is almost first and
1:20:41foremost a good problem solver?
1:20:42>> That's all, dude. Dude, especially the
1:20:44early days of Bloom, it's that's really
1:20:45all that it is. It's it's just you are
1:20:47constantly putting out fires. And so you
1:20:49consistently use the phrase reverse
1:20:51engineering. I'm curious like how do you
1:20:54use that idea of reverse engineering to
1:20:57solve problems?
1:20:58>> Yeah. So we we knew this product would
1:21:00be for retail and would be for
1:21:02influencer marketing. That's how we
1:21:03would grow the business. So if we if
1:21:05somebody if if an influencer's hand is
1:21:07holding the can and it was a you know
1:21:09similar to a monster logo right where my
1:21:11palm is, it would be covering the logo.
1:21:13So, I wanted to make sure that the Bloom
1:21:15logo was properly on top of their hand
1:21:17when they were holding the can. But, so
1:21:19that'd be like a product reverse
1:21:20engineered for good digital marketing or
1:21:22good content creation.
1:21:23>> I'm sure you guys think about that a
1:21:24lot, but like the studio that you're
1:21:25building, how do we reverse engineer the
1:21:27studio for the acoustics and what shows
1:21:29up well on camera? But yeah, like dude,
1:21:31especially now, like I'm not just
1:21:33thinking about what it looks like on a
1:21:34TikTok. I'm also thinking about what it
1:21:35looks like on a Target shelf. And so,
1:21:37it's like, okay, there's these white
1:21:38lights, they shine down. like how does
1:21:40should I have a gloss can or a matte can
1:21:42or a satin can? There's a hundred
1:21:44different types of purple like and just
1:21:46trying to bring my prototypes to the
1:21:48stores and reverse engineer it to look
1:21:50good on a target shelf. So, it's funny
1:21:52that I've used that word as a consistent
1:21:54pattern on this show, but like I guess I
1:21:56do think that way a lot about
1:21:58I think everyone thinks of problems that
1:22:00they're that they're addressing as like
1:22:01how do I reverse engineer a solution
1:22:02here,
1:22:03>> right? So, a lot of people have
1:22:04problems. They first of all don't
1:22:06necessarily identify the problems. is
1:22:08they just think that it's kind of just
1:22:09normal to have like a inconvenience or
1:22:11whatever is actually a problem uh
1:22:14sheathed in something else.
1:22:16>> Like if they're able to first identify
1:22:18the problem, then what step should they
1:22:19go about to solve the actual problem?
1:22:21Like any problem I would you would
1:22:23probably argue any problem can be
1:22:24solved.
1:22:25>> I think that the answer is
1:22:29you get better of this you get better at
1:22:31this just as your experience compounds,
1:22:33right? Like our first product in Target
1:22:36was unstable. It was a little bit of a
1:22:38topheavy product because it was a
1:22:40Shopify product and it never needed to
1:22:42be quite literally shelf stable. Not
1:22:45like you know perishable but shelf
1:22:46stable on a retail shelf. We did not
1:22:49reverse engineer it for retail. Then we
1:22:51launched a e-commerce product on Target
1:22:53shelves and it whenever I walked into
1:22:55Target it was on its side. it, you know,
1:22:57didn't look well if it was slightly
1:22:58turned. And so it's like we had to go,
1:23:00oh, so this is how like us this I I just
1:23:03learned through the issue how moving
1:23:05forward all products should be designed
1:23:07for retail. Oh, we had a logo right
1:23:09here. Actually, our initial logo was
1:23:11just the B.
1:23:12>> And then everyone started to Google on
1:23:14Amazon the B brand. It didn't say Bloom
1:23:16anywhere on this. And so we realized we
1:23:18had to change our logo from a B to a to
1:23:20a to a word mark that said Bloom. Right.
1:23:22And so it's like as a 20-year-old, I
1:23:24wasn't reverse engineering for I didn't
1:23:26have any experience in anything. But now
1:23:28it's like I've launched a 100 products
1:23:30in retail. So I have this, you know,
1:23:32receipt of issues that I've that I've
1:23:35unfortunately or fortunately encountered
1:23:37previously that I can now make sure I
1:23:39can check off so they don't happen
1:23:40again.
1:23:41>> Are you happier now that you have a lot
1:23:43more money?
1:23:44>> Because of the resources that we have, I
1:23:46am able to make sure my day looks
1:23:49exactly how I want it to look. going
1:23:51back to like I am really just doing what
1:23:53I am good at and what I enjoy doing. I
1:23:56am not on a lot of supply chain calls. I
1:23:58am not on a lot of finance calls. I'm on
1:24:00a lot of brand calls. I'm on a lot of,
1:24:02you know, commercial relationships with
1:24:04the retailers calls. And I'm on a lot of
1:24:06like, you know, tasting meetings, right?
1:24:08Like that's what I love to do. So money
1:24:12has brought me the freedom to delegate
1:24:14things that I don't like. I hate doing
1:24:16dishes. Like I truly really don't like
1:24:18doing dishes. I don't like taking out
1:24:20the trash. I I know I've come off as
1:24:21this disciplined guy, but like I've
1:24:23never made my I've never ran a load of
1:24:24laundry in my life. Like I am I'm a
1:24:26slob. So to be able to delegate all of
1:24:29these things that I kind of hated about
1:24:31myself has truly made me a happier
1:24:33person for sure. Um money's awesome.
1:24:36Money's awesome, but the best memories
1:24:38that I have with my wife are not at a
1:24:41fivestar hotel in Sanrope, although
1:24:43those are awesome. It's literally like
1:24:45in our camper van doing road trips
1:24:47across the United States going to like
1:24:48Yellowstone for a $50 day pass. So,
1:24:51>> I mean, Joe Rogan has always said this
1:24:53really well. It's like once you can kind
1:24:55of order anything on the menu at the
1:24:56restaurant, a lot of the financial
1:24:58happiness like slows down from there.
1:25:01That said, I I'm very good and really
1:25:04enjoy spending money. I have a very high
1:25:06burn rate and I enjoy having the ability
1:25:08to do that.
1:25:09>> What's the best thing to spend money on?
1:25:10>> I don't I don't like flying commercial.
1:25:12I don't like flying commercial, you
1:25:13know. I I charter jets a lot and that
1:25:15has been incredible to be able to
1:25:16experience that with my family and my
1:25:18team and uh you know the convenience
1:25:19that comes with having tra removing the
1:25:23the the uncomfortableness with traveling
1:25:25a lot. Um so that's like a huge expense
1:25:27that I take on happily. Um I love cars.
1:25:31I love you know taking our our sports
1:25:33cars to the racetrack or whatever it may
1:25:35be and not like worrying about what the
1:25:36cost of that is. The homes have been
1:25:39great.
1:25:40>> What about consumable things to spend
1:25:42money? Yeah, it would be an example of
1:25:43that.
1:25:44>> Like going out and dropping 30k at a
1:25:47club or like
1:25:48>> that stuff
1:25:48>> at a dinner buying. But what about
1:25:51expensive clothing? Like things that
1:25:52aren't really like,
1:25:54>> you know, a house, car,
1:25:56>> those are luxury things.
1:25:57>> Those buckets for me only really started
1:25:59to get burned once like it truly didn't
1:26:02matter. Like, you know, I probably spend
1:26:03tens of thousands of dollars or whatever
1:26:04it is on clothes every year, but it's
1:26:06like it's not something that I think
1:26:07about. I wouldn't care if I I most days
1:26:10I wear a $7 Unilo shirt and I throw it
1:26:13away. Or sorry, I put [laughter] in a
1:26:14donation pile. I put in a donation pile
1:26:16at the end of the day and it gets
1:26:17donated.
1:26:18>> So you only wear clothes once.
1:26:20>> I buy a $7 Unilo white tea and then it
1:26:23just gets donated after that. So I spend
1:26:24$7 a wash,
1:26:26>> dude. It doesn't fit right after I wash
1:26:27it.
1:26:28>> Yeah.
1:26:28>> Why buy a different shirt that doesn't
1:26:30do that?
1:26:31>> Like this. This is a nicer shirt. This
1:26:32is like a linen shirt that will just get
1:26:34dry cleananed after this. Like I have
1:26:35those shirts as well, but I just like
1:26:36putting on a fresh tea most mornings
1:26:38when I head to the office.
1:26:39>> Doesn't it have that smell though? Like
1:26:41>> it it smells great to me.
1:26:42>> It's like a plasticky smell.
1:26:44>> I don't know. Unilo figured it out.
1:26:45>> At what point did you feel rich? I have
1:26:48felt more rich
1:26:53by more people knowing about Bloom and
1:26:56like the status and and and recognition
1:26:59and fun that comes with that and the
1:27:02community that I feel like I'm now part
1:27:03of that I've I've I've I've helped spawn
1:27:06more than like any any money maybe has
1:27:09brought me. But I guess I really started
1:27:11to feel rich when like yeah just like
1:27:13the restaurant experiences when you can
1:27:14just go buy whatever you want on the
1:27:16menu and like you know oh I didn't like
1:27:18that but I just want to get as a side
1:27:20dish like that type of
1:27:21>> But I don't know when like one day if I
1:27:24just like felt rich.
1:27:25>> It's interesting that you sort of define
1:27:27rich as freedom and access and then
1:27:29Graham's question like knowing it's
1:27:31100%. He's like, "Oh, when you hit $20
1:27:33million net worth or like
1:27:35>> Yeah.
1:27:35>> Yeah. Mine is more like a dollar amount
1:27:37is like, "Oh, I hit this and I felt
1:27:39this."
1:27:39>> Dude, I I would like I like
1:27:42>> I'm not a planner, so I like to be able
1:27:45to do things spontaneously.
1:27:47And so
1:27:49that has created friction in wanting to
1:27:52do special things that generally require
1:27:54planning. And so money, but especially
1:27:57having a little bit of status has
1:27:59allowed me to not need to fix this skill
1:28:02of planning and be able to, you know,
1:28:05book a trip and get a room and get a
1:28:07reservation and like do things that I
1:28:08want to do. And that also obviously
1:28:10comes from like when Mari started to
1:28:12grow her following. Like we started like
1:28:13notice those kind of benefits of
1:28:15lifestyle. But
1:28:18there wasn't like a day when just
1:28:20because it just all happened so
1:28:22gradually. I didn't have like one large
1:28:24day where like we went from poor to
1:28:25rich. It was still
1:28:26>> have a nine figure day though.
1:28:27>> Yeah. But I was already I was already a
1:28:28millionaire like you know what I mean? I
1:28:30had and I didn't
1:28:30>> but still going from like let's say 5
1:28:32million to 100 million. Like that's
1:28:34>> dude I had like we we we were we were
1:28:37eight figures liquid. My daily driver
1:28:40was a McLaren. Like it was a $4 half
1:28:42million house. Like it wasn't like that
1:28:43substantial of a crazy lifestyle change
1:28:45after that. The really the big change
1:28:47after that was really just chartering
1:28:48jets. So that was kind of the milestone
1:28:50that needed to be hit in order for you
1:28:51to justify charging.
1:28:52>> I couldn't afford it like literally.
1:28:53Yeah. Like that. It would just be
1:28:55ridiculous to have.
1:28:56>> So at this point, how do you know what
1:28:58you can afford? Because you said that
1:29:00there's a certain amount of money that
1:29:01you're just you just write off. Ah, it
1:29:03doesn't matter. It's like, you know,
1:29:04under a certain amount. Like how do you
1:29:06approach your finances?
1:29:07>> I have a team that I talk to every two
1:29:09or three months that first of all, I'm
1:29:11not like a responsible money guy like at
1:29:13all. But um and I would love maybe you
1:29:16guys should give me some advice here. I
1:29:18uh again I have this abundance mindset
1:29:20where I know I will figure it out. I try
1:29:22to keep a like a a monthly kind of
1:29:25budget going on.
1:29:26>> What's your monthly budget?
1:29:27>> It's you know it's it's that I won't
1:29:30share publicly cuz it's grotesque. But I
1:29:32think
1:29:33>> is it 500 grand?
1:29:34>> No, I think it's going to be probably
1:29:35300 grand a month.
1:29:36>> No, I think it's I think it's 500
1:29:37>> perhaps.
1:29:38>> I think it's actually more if we count
1:29:40chartering because some of that though
1:29:42is true. Some of that could be a
1:29:43[clears throat] business expense right
1:29:45off any of the flights. what even if
1:29:47it's a business
1:29:48>> I don't think it's the right thing to do
1:29:49it's not it's not the right thing it's
1:29:51not actually a business expense
1:29:53>> right it's it's a luxury and so if that
1:29:56if that means that if my team who has
1:29:59some scenario stock options in bloom can
1:30:04if I am spending that on my want of
1:30:07having a private jet instead of allowing
1:30:09them to spend it on community events for
1:30:11bloom and therefore grow the brand that
1:30:13they are dedicating investing their
1:30:16lives to. I think that would
1:30:18>> Oh, I see. So, you're treating this as a
1:30:19personal expense rather than a business
1:30:21expense because it's unnecessary
1:30:23>> for the for Bloom's growth. And I think
1:30:25that would be a disservice to my
1:30:26shareholders.
1:30:27>> That makes sense. What if it was
1:30:28necessary though for Bloom's growth,
1:30:30you'd be traveling to New York?
1:30:32>> Dude, if I take if I take some business
1:30:34partners out to like a very luxurious
1:30:35meal that I felt like was necessary to
1:30:37get a deal done, yeah, that's a business
1:30:39expense, of course. like that that was
1:30:41that was an investment, but like I don't
1:30:43need to, you know, be picked up in an
1:30:45Escalade instead of an Uber X. That's
1:30:48ridiculous to write off.
1:30:49>> Is there any downside to having too much
1:30:52money or a lot of money?
1:30:54>> Here's what I would align it to. You
1:30:56know when you go to the Cheesecake
1:30:57Factory and there's like a thousand
1:30:58things on the menu and you're like, I
1:31:00don't know what I want to eat because
1:31:01there's a thousand options versus if you
1:31:03go to like a nice boutique Italian
1:31:05restaurant and there's just like six
1:31:06perfect dishes and you're like, I want
1:31:08the chicken parm.
1:31:11When you have money, you have so many
1:31:13options. And so the we're not supposed
1:31:16to intrinsically have all of this
1:31:17ability and all of these options. And I
1:31:20think options create anxiety. The
1:31:22cheesecake the cheesecake menu paradox
1:31:24of choice par that sounds really smart.
1:31:27The That's great. The the paradox of
1:31:30choice creates
1:31:33anxiety because it's like let's say I'm
1:31:35not happy in Austin, Texas. Well, then
1:31:39let's move somewhere else, right? Where
1:31:41I'm not happy in Austin, Texas. Let's go
1:31:43move somewhere else. And then you keep
1:31:44moving around almost having like
1:31:45escapism trying to figure out what it
1:31:47is. But in reality, you were just
1:31:49choosing the wrong options because you
1:31:51were deploying cash to solve your
1:31:53problem when you you actually were just
1:31:54like intrinsically not happy. And so if
1:31:58you couldn't afford moving, maybe you
1:32:00would have gotten right to the point of
1:32:02fixing your intrinsic happiness. Do you
1:32:04get where I'm going with this? So it's
1:32:05almost like having so many options makes
1:32:07it more difficult to solve problems. So
1:32:10the anxiety that you're describing is
1:32:12actually the symptom of the paradox of
1:32:15choice, which states that like the more
1:32:17choices that you have, the less
1:32:19satisfied you are with the result.
1:32:20>> Dude, I've walked into people's homes
1:32:22and I' I've I've experienced this and
1:32:24quickly caught on to how silly it is.
1:32:25You have a cleaner, you have a chef, you
1:32:27have a nanny for the kid, you have all
1:32:29of this staff in your home, and then
1:32:30it's like, I can't just have like a
1:32:32quiet one-on-one moment with my wife in
1:32:34my kitchen, right? Or it's like we had a
1:32:36chef for a year or two and then we're
1:32:37like, "Wait, one of our favorite things
1:32:39to do was just cooking every night when
1:32:41we got home and then we've lost that
1:32:44experience and we didn't know what was
1:32:45missing from our life." Oh, it was us
1:32:47cooking together every night.
1:32:49>> And so
1:32:51it's like these you just like start
1:32:52doing like, "Oh, I'm rich now. I should
1:32:54have a chef." But it's like, "No, we
1:32:56love cooking dinner every night. And I
1:32:58want I want to cook my son dinner, you
1:33:00know, and know what he's eating and
1:33:02whatever it Okay. So, it's like some
1:33:03sometimes like all of these options you
1:33:05need to figure out the hard way because
1:33:07you have to go try everything because
1:33:08you have the ability to do it.
1:33:11>> What about lawsuits? Because as a brand
1:33:13starts getting bigger, you start getting
1:33:14people who say, "I had one of these and
1:33:16we didn't put this little note on the
1:33:18side."
1:33:19>> I get sued when our website isn't like
1:33:22blind person friendly.
1:33:24>> Correct.
1:33:25>> So, it's like I get I get these things
1:33:26once a week. Uh it's crazy how often we
1:33:29get served some nonsense. We have
1:33:31in-house counsel now and they're
1:33:32incredible and they don't let us get
1:33:34pushed around. In the past, we would
1:33:36call it the cost of doing business and
1:33:38like I just didn't have time to address
1:33:39these things and I definitely didn't
1:33:40have the, you know, the the legal
1:33:42arsenal that we have now and the legal
1:33:45soldiers that we have now who are
1:33:46amazing. But yeah, there's lawsuits all
1:33:48the time. We thank God we haven't had
1:33:50anything too crazy. all just, you know,
1:33:52uh, par for the course of what I hear
1:33:54everyone
1:33:56>> after 50 million after 50 million in
1:33:59revenue is when you're kind of on some
1:34:01radars. And so you can't you got to
1:34:03start playing way way more careful,
1:34:05which is funny because like a lot of
1:34:07people have a lot of like granola heads.
1:34:09I'm in the mountains a lot of the time.
1:34:10Um, you know, I I like the outdoors,
1:34:13>> which maybe which maybe based off of how
1:34:15this conversation is going is surprising
1:34:16to some people. Like I like just being
1:34:18in the mud with my son most of the time.
1:34:20They're like, "Oh, you're with Dr.
1:34:21Pepper now." Like, does that mean you've
1:34:24sold out and the product's not going to
1:34:25be as good anymore? Dude, our quality
1:34:28assurance team and the manufacturers
1:34:30that we have to use now to keep up with
1:34:32the standards of a company like Dr.
1:34:34Pepper, there's a reason why every Dr.
1:34:36Pepper you taste tastes exactly the
1:34:39same. It's because like, dude, I could I
1:34:42would I was just at a manufacturer. I
1:34:44would have literally put spaghetti and
1:34:45meatballs on the floor and eaten it off
1:34:47of the ground, right? It's like
1:34:48>> you should do that for a video.
1:34:50>> I should I I could I would I would
1:34:52happily do that. Uh that's so funny. And
1:34:54uh but yeah, it's just like as as you
1:34:56level up to some of these larger
1:34:58corporations,
1:35:00>> they they have the wisdom of everything
1:35:02that could go wrong because they're
1:35:04hundred years old. And that's one of the
1:35:05reasons you're partnering with them. One
1:35:07of the reasons I partnered with
1:35:08Neutrabolt, one because Doss was a
1:35:10family man who was actually a hyper
1:35:13successful entrepreneur that still had
1:35:14his first wife and had his and his kids
1:35:16talk to him, which seemed to be rare of
1:35:18everyone else that I was pitching. And I
1:35:20wanted that as an apprentice, but but
1:35:23it's because like they have made all of
1:35:25those mistakes that did get them sued
1:35:26already. And I am not speaking
1:35:28specifically on DOSs, but like Dr.
1:35:30Pepper has definitely had their fair
1:35:31share of lawsuits, I would guess. And
1:35:33they're not now going to make those
1:35:35mistakes again. and they can point me in
1:35:36the right direction to make sure that
1:35:38doesn't happen to us. So,
1:35:41these larger corporations have have been
1:35:43able to pass down their wisdom of how to
1:35:45make sure we follow all the rules
1:35:46correctly.
1:35:47>> Why does it seem so common that some of
1:35:48these guys like you just said are like
1:35:50three times divorced, their kids don't
1:35:52talk to them. Like, why? I don't know if
1:35:54it's the paradox of choice and like, you
1:35:56know, they think money will just solve
1:35:57all of their problems, but like one of
1:35:59the reasons I'm in the gym every day and
1:36:00one of the reasons I talk about becoming
1:36:02the man that can handle your goals is
1:36:04because a lot of people like just focus
1:36:07so much of their time on just of just
1:36:09the business and they're like a shell of
1:36:13an actual identity. And I think a lot of
1:36:16entrepreneurs are catching on that
1:36:17there's more to life than just that. But
1:36:20I don't know, man. It's it's rampant in
1:36:21this community. It's rampant in this
1:36:23community of uh
1:36:26you know I see a lot of people in their
1:36:2850s who are spending a little bit too
1:36:30much time in Vegas trying to like go
1:36:32chase happiness and it's like
1:36:34unfortunately they they they they did
1:36:37sacrifice their younger years for the
1:36:39name of their business and they didn't
1:36:40focus on intrinsic values. Um because of
1:36:44my wife who is like very mental health
1:36:46forward. Thank god I have her. I'm sure
1:36:48I would be having a different answer for
1:36:49you right now if I didn't. I uh mental
1:36:52health is a very big topic in my home
1:36:54and so I've just which and it wasn't in
1:36:57the house that I grew up in by any means
1:37:00>> and so I think I've just had to and and
1:37:03I'm surrounded by people who are like
1:37:04very pro mental health like Leo the
1:37:06president of Bloom has been an
1:37:07incredible influence on me in terms of
1:37:09like how to take care of my head up here
1:37:11but yeah dude it's just like you need to
1:37:13you need that's a that's a top priority
1:37:15you can't just be focusing on you know
1:37:17the the business alone you mentioned
1:37:20ADHD when you were a kid.
1:37:21>> Yeah, it's bad.
1:37:22>> Do you still like have the symptoms of
1:37:25ADHD? Do you take any prescription
1:37:27medication? How did you figure out to
1:37:29live an organized, structured, probably
1:37:32pretty calendar adhering life while also
1:37:35having ADHD?
1:37:36>> I was thrown into public schools where I
1:37:39don't think because of my ADHD, I was
1:37:43put into special ed. And special ed for
1:37:46my school was you're either like truly
1:37:49having disabilities like physically or
1:37:52mentally and learning wise or you're
1:37:54just like Greg with ADHD, right? And
1:37:57because the academic system, especially
1:37:59in public schools in America, is this
1:38:01oneizefits-all for like the status quo,
1:38:04there wasn't really like a route of
1:38:07learning that made sense for me. Like I
1:38:09couldn't read. So, it was like a super
1:38:12frustrating system of me trying so hard
1:38:15but still just getting, you know, a C
1:38:16minus on a test after working so hard
1:38:18for it. And it's because my ability to
1:38:21concentrate so or on things that I don't
1:38:24like really. And it's cuz I am able to
1:38:26hyperfocus on things that I do like. And
1:38:30yeah, dude, they put me on these
1:38:31pharmaceuticals when I was like 9 years
1:38:33old, I think. Like it was crazy. Like
1:38:35they just they just, oh, this your kid
1:38:36can't focus. Take this pill and it's out
1:38:39of control. Like I don't know if that's
1:38:41still the culture for kids today. That
1:38:42definitely won't be the house that my
1:38:43son has grown up in, but uh yeah, they
1:38:46tried to medicate me for a bit. I
1:38:48dabbled with them probably through
1:38:49university. Um I have not touched them
1:38:52since university. Now it's caffeine,
1:38:55nicotine, and uh you know, I'm always
1:38:58playing with some natural neutropics and
1:38:59stuff, but again, if it's something that
1:39:02I enjoy doing, I'm able to borderline
1:39:05obsess and focus on that thing. So I'
1:39:08I've turned it into a superpower in the
1:39:10real world that clearly academia was not
1:39:12a real reflection of the real world. We
1:39:14talked about delegating like the things
1:39:15that I don't like doing. But what is
1:39:17also a common pattern in my life is all
1:39:21I do is bloom in terms of like you asked
1:39:23maybe you know you might ask what my
1:39:25portfolio looks like. Dude, I don't I
1:39:26don't focus on that. I don't invest in
1:39:28other businesses. I'm not on the board
1:39:30of other businesses. Like I know me. I
1:39:33can't have like a day where I'm going
1:39:35from bloom to another business to what
1:39:37my investment portfolio looks like. Like
1:39:39I'm only really my mind share cannot be
1:39:42that diverse and I there are definitely
1:39:44people who can do that. I cannot do
1:39:46that. And so I am like 100% in bloom.
1:39:49And something that I really try to tell
1:39:51a lot of up andcoming entrepreneurs is
1:39:53like you just go all in on one thing for
1:39:55as long as you can. And when I meet the
1:39:57It's crazy. I was just talking to this
1:39:59uh somebody that we just hired and his
1:40:02father-in-law
1:40:05probably worth a couple hundred million
1:40:06bucks all through real estate and he
1:40:09bought like you know 20,000 acres in
1:40:12Montana before COVID and it was a dollar
1:40:14per acre type of scenario and now he's
1:40:16selling a lot of land on each one
1:40:18>> and just been printing cash and I was
1:40:21like wow what an opportunity to have a
1:40:23father-in-law who's that successful that
1:40:24you could just like have a Sunday dinner
1:40:26with you know they they have gatherings
1:40:27and whatnot that you can pick his brain
1:40:29on how to be successful. And he goes,
1:40:30"Bro, you don't understand. All he knows
1:40:32to talk about is real estate. I have
1:40:34nothing that I can learn from him." I
1:40:36was like, "No, bro. I think that's the
1:40:37lesson." Like, the lesson is that the
1:40:40true goats of any industry.
1:40:43They only know and think about and
1:40:46become an expert at that one thing. You
1:40:49know where I'm going with this? It's
1:40:50like that's probably why you guys you
1:40:52guys spend half of your time over the
1:40:54last decade on media and on this podcast
1:40:57and it's like you are hyper experts on
1:40:59this thing and it's like based off of
1:41:02kind of what you say you do kind of have
1:41:04a conservative and low resource
1:41:07intensive portfolio for the rest of your
1:41:09investments. Is that fair to say?
1:41:10>> For the most part.
1:41:11>> For the most part. And it's like it's
1:41:12because like dude that stuff this is
1:41:15what matters and this is what you are
1:41:17the expert at and this is how you become
1:41:19like the best at something. So, I don't
1:41:20know. That's just been I don't know if
1:41:22that will continue for more than five
1:41:23more years, but like I'm all in on just
1:41:26doing Bloom in terms of my career stuff
1:41:30for at least the next 5 years.
1:41:31>> One thing I'm curious about, what do you
1:41:33do for your physique? Because you're
1:41:35always walking around shirtless, it
1:41:37seems.
1:41:38>> First of all, social media is a funny
1:41:40place.
1:41:40>> Why are you Why are you looking at me?
1:41:42>> I was I was just saying it's you just
1:41:45it's just it's he's always walking
1:41:46around. [laughter]
1:41:48>> Yes. No, I'm on I'm sure on social
1:41:50media.
1:41:50>> On your feed.
1:41:52>> No, you just showed me your feed. I was
1:41:54sureless on your feed, too. Uh,
1:41:57>> no.
1:41:57>> No, but I see you in these videos and
1:41:58you're just like after a workout just
1:42:00sitting there like
1:42:01>> Yeah, dude. I mean, I I I I am shirtless
1:42:05a lot in my life. Obviously, I would
1:42:06never do that in a in a professional
1:42:08setting for the most part, but I think
1:42:10um
1:42:10>> what is this natural? Is this uh
1:42:13>> TRT? I mean, dude, I'm pro science. I
1:42:17mean there is no question that like if
1:42:19you I am I am pro all of these things to
1:42:22be the best version of myself.
1:42:23>> TRT I think would help with the ADHD I
1:42:25mean I
1:42:25>> doctors please excitate me if I'm wrong.
1:42:28>> What's your test scores?
1:42:29>> It's been a massive unlock to my ADHD is
1:42:32having stable hormones. In fact, earlier
1:42:34on in my career, I wasn't on TRT and
1:42:36then like, you know, not having my sleep
1:42:38optimized and and h and traveling so
1:42:40much and being so stressed.
1:42:42I had volatile hormones and so to be
1:42:45able to remove the volatility of those
1:42:46hormones, which has so much to do with
1:42:49how you feel and just have a stable uh,
1:42:52you know, test level throughout time has
1:42:55been a massive unlock. Uh, you know, I
1:42:57have in terms of fertility issues, like
1:42:59we actually did have a little bit of a
1:43:00fertility issue. I don't know if it was
1:43:02an effect of TRT, but I was I was able
1:43:04to get sperm no problem. And then now I
1:43:06have a ton frozen in Creole Bank in New
1:43:08York City. It's like I don't know why
1:43:10there's these stigmas attached to
1:43:13performance enhancers. It's funny like
1:43:14even when you were just talking about
1:43:16caffeine, I know you mentioned this
1:43:18maybe you would one day need 10 a day,
1:43:19which would be crazy and I don't think
1:43:20that that would happen, but people have
1:43:22this like feeling that caffeine, oh, I
1:43:24don't want it to become this crutch to
1:43:26my life. And I'm I'm just like why? Like
1:43:29why not use these things? like we have
1:43:31access to them and they are capable of
1:43:33making us like a way better, happier,
1:43:35more capable and I think healthier
1:43:37version of ourselves. So I am very pro
1:43:41peptides, TRT. Um, you know, I get the I
1:43:45I use doctors. That's a nice part of
1:43:47having money is I'm not using some black
1:43:49market, you know, scenario for any of
1:43:51these things. I have to I have a I have
1:43:52several concier doctors that I'm using
1:43:54on a regular basis to make sure my dude
1:43:56I'm using hyperar I have a $100,000
1:43:58hyperbaric chamber in my house which you
1:44:00know brings me down to 30 ft deep worth
1:44:02of water pure oxygen I'm breathing in I
1:44:04do that three times a week the red light
1:44:05panels I have a massive sauna like these
1:44:08are the things that I spend money on for
1:44:09optimization and to me it's like why is
1:44:12me going into a 205 degree barrel for 30
1:44:15minutes five nights a week not weirder
1:44:18than me saying I'm taking exogenous
1:44:19bioididentical testosterone
1:44:21Like why does that discount anything
1:44:23that I've done? And if it does, okay,
1:44:25you go play in that arena because I
1:44:27don't think they test in the arena that
1:44:29I'm playing in. So, [laughter] so dude,
1:44:33and again, like if someone wants to take
1:44:34ADHD medicines, like that's that's their
1:44:36choice if they really think it's a
1:44:37performance enhancer. I don't think it
1:44:38is. I think it's I think it's a
1:44:40performance retractor. But, uh, yeah, I
1:44:43take I take I don't know I think it's
1:44:45150 milligrams a week of bioididentical
1:44:46testosterone. Do you notice any
1:44:48crossover between people who are ripped
1:44:51at the gym and success in other areas?
1:44:54>> Growing up, I didn't notice that.
1:44:56Growing up, like the meatthead
1:44:58stereotype was definitely a real thing,
1:45:00>> but growing up the fitness trend was
1:45:02like be massive.
1:45:05>> You remember like that? Grow it was like
1:45:07these Jay Cutlers and shout out to Jay
1:45:09Cutler by the Rich Piana and like have
1:45:11you had Jay Cutler on the show? Oh man,
1:45:13I got to watch that.
1:45:14>> He's great. He's the nicest guy. except
1:45:16Okay, I'm going to admit something here.
1:45:18He created this dog peanut butter and
1:45:22it's for dogs cuz he wanted to give his
1:45:23dog peanut butter and it wasn't healthy
1:45:25and so he sent me some dog peanut
1:45:27butter.
1:45:28>> I ate all of it. [laughter]
1:45:30>> I didn't know where that was going.
1:45:32>> Explained that it was like this
1:45:33allnatural peanut butter and I was like
1:45:34I was curious about it and
1:45:35>> yeah,
1:45:36>> it's really good.
1:45:36>> That's hilarious.
1:45:37>> And so I just ate all of it.
1:45:39>> I
1:45:39>> Are you kidding me? You You didn't even
1:45:42give any to your dog? I I I gave Bailey
1:45:44a scoop [laughter]
1:45:46>> and Bailey was like, "Please, where's
1:45:47the rest of my
1:45:48>> I smelled it." I'm like, "There's no
1:45:49This smells like normal peanut butter."
1:45:51And then I tasted it. I was like, "Holy,
1:45:53this is good." A Cavalier King Charles.
1:45:55Those are great dogs.
1:45:56>> Did you buy more?
1:45:58>> No.
1:45:59>> Poor Jay.
1:46:00>> All right.
1:46:00>> He He sent He sent a a package and I
1:46:02used the entire bag. Dude, I am seeing
1:46:05and maybe this is just, you know, the
1:46:06people that I attract to be friends
1:46:08with,
1:46:09>> the amount of ninef figureure
1:46:11entrepreneurs who are under 40 years old
1:46:13that I have met who are training every
1:46:16day like a professional athlete and have
1:46:19the doctors that I have to make sure
1:46:20they're in tip-top shape at all times.
1:46:23It's more than not. Like even at like
1:46:26the, you know, if I'm at like a
1:46:27networking event of relatively
1:46:29successful people, I'm not like seeing
1:46:31guts like I used to see. And honestly,
1:46:34we were we were talking about watches
1:46:36before this podcast.
1:46:38We can all afford a P. Like if I walk
1:46:41into a room with this watch, like
1:46:43perhaps some people aren't impressed,
1:46:44but like anyone can afford this at a
1:46:46certain caliber if they want to.
1:46:48>> That's a replica.
1:46:49>> No. What do you mean?
1:46:50>> I'm kidding. [laughter]
1:46:53I'm just kidding.
1:46:54>> But but but
1:46:55>> that's a really good rep. [laughter]
1:46:57>> Yeah, for real. But but
1:47:00>> anyone can afford it. So it's like what
1:47:02are the things that we can't buy? I
1:47:04think it's a status symbol to be lean. I
1:47:07think that if you have yet to contribute
1:47:08any any value to society and you are a
1:47:11young man and you walk into a room and
1:47:13you are Dude, I was walking around this
1:47:15expo yesterday and that's why I'm in
1:47:17Vegas right now.
1:47:19They like I was like, "Did you why is
1:47:21your shirt wrinkly, bro? Why didn't you
1:47:24shave for this now? You guys look
1:47:25great."
1:47:25>> I was talking about a jacket.
1:47:26>> Why Why didn't Why didn't like you You
1:47:28could go meet a an executive at the top
1:47:32retailer at 7-Eleven that you want to
1:47:33sell your product into at this
1:47:35convenience store expo and you look like
1:47:36you haven't shaved and you're out of
1:47:38shape and like you are you you have not
1:47:42you have no status or or resume yet of
1:47:45what you have built. If you want to walk
1:47:47into a room and at least show that you
1:47:49are capable of something, be clean and
1:47:51be in shape. And so early on, I was
1:47:55trying to walk into rooms that I didn't
1:47:57deserve to be in based off of what I
1:47:59had, you know, created yet. And the way
1:48:02that I was able to kind of like, you
1:48:03know, break the ice or at least feel
1:48:06like I had something to contribute to
1:48:07the room was I had something that they
1:48:09couldn't buy, which was fitness. And
1:48:13it's been it's been like a major pillar
1:48:16of my life. Uh it's what got me through,
1:48:19you know, a tough academia
1:48:21relationship and it's been very much
1:48:23something that has brought a lot of
1:48:24stability to a bit of a chaotic
1:48:26entrepreneurship career, right? Like
1:48:28it's not like this was a smooth up and
1:48:30to the right billion dollar run. So
1:48:32having like the consistency of like,
1:48:34well, I know I can get a good workout in
1:48:35today regardless of what the happens,
1:48:37you know, tomorrow. Um, so having this
1:48:40like thing that I can control has been
1:48:42really good for my mental health.
1:48:43>> So, how do you make a really good first
1:48:44impression? 20 seconds.
1:48:46>> I mean, I'm not some looks maxer, but
1:48:48dude, it's like just have a haircut,
1:48:50have a clean shaved face, you know,
1:48:52whatever your facial hair is. And just
1:48:54have clean clothes. If you want to wear
1:48:56a $7 uniclo shirt and tuck it into some
1:48:58suit pants, like you're good to go. But
1:49:00just just just look clean.
1:49:03>> What about what you say?
1:49:04>> I've always had a dirty mouth. You know,
1:49:06it's funny. That's such a good question
1:49:08because when we first wanted to raise
1:49:10money for Bloom and I was looking for a
1:49:12partner to make this energy drink and we
1:49:13were bootstrapped and I would enter
1:49:15these rooms and they were full of suits.
1:49:17And so I was like, "Okay, I'm going to
1:49:19go buy a suit cuz I want to make sure
1:49:21they take me seriously." And I called
1:49:24some of like these private equity
1:49:25friends that I went to high school with
1:49:26that were doing decent in New York and I
1:49:28was like, "Where do I buy suits? Like
1:49:31how should I talk? Like is there
1:49:32anything that I shouldn't say?" And they
1:49:33were like, "No, dude. Be you." Like
1:49:35that's what's valuable in 2024 at the
1:49:38time. In 2026, the most valuable thing
1:49:40you can be is is a unique person with
1:49:43some personality. And be yourself. And I
1:49:44don't care if that means you say the
1:49:46f-word. I don't care if that means that
1:49:47you know you have veins on your form. I
1:49:50don't care if that means you want to
1:49:50wear a yellow gold watch. Like just be
1:49:53yourself and stand out. And try not to
1:49:55just be like this another another what
1:49:57do they call it? An NPC.
1:49:59>> Another you know what I'm saying?
1:50:00Another sim in this in this in this in
1:50:02the simulator that we're in. I I think
1:50:05just embrace being yourself in this
1:50:07world of like cookie cutter people.
1:50:09>> What are your long-term goals? Like I
1:50:11imagine that you probably based off of
1:50:13the amount of sales your company has
1:50:15achieved by now and selling off some of
1:50:17the equity. You're not a billionaire
1:50:18yet, but I is that like a a big goal of
1:50:20yours or if you already are one, like is
1:50:22that
1:50:23>> I have enough money? Um
1:50:25>> you're comfortable.
1:50:27>> I'm able to keep the lights on for sure,
1:50:29[laughter] dude. I have I have weird
1:50:31goals, man. Like if if you know we It's
1:50:34funny. I mentioned Thanksgiving and how
1:50:37I didn't go to one for 5 years. I
1:50:38mentioned Christmas, how I didn't go to
1:50:39one for 5 years.
1:50:41The reality is that now I have a son and
1:50:45I now want to have a large family
1:50:48gathering on Thanksgiving and Christmas.
1:50:49So, I call my mom, who's the best mom in
1:50:51the entire world, and I call my siblings
1:50:54and I'm like, "All right, I'm ready.
1:50:56Let's have Thanksgiving. Let's have
1:50:58Christmas this year. Like, I'll fly you
1:51:00out. I'll go to New York. Whatever you
1:51:01guys want. I'll get our house. Like,
1:51:02let's have Thanksgiving, Greg. We don't
1:51:04do Thanksgiving anymore. You never You
1:51:06never came, so we stopped that
1:51:07tradition. All right. Well, what about
1:51:09December 24th? Like, let's do Christmas.
1:51:11We don't even do that anymore. Like, you
1:51:14you're the I'm one of two kids. I wasn't
1:51:17coming. And so, they've kind of made
1:51:18their own individual traditions of what
1:51:20they do on that day. And there was no
1:51:21longer a family gathering. And it was a
1:51:25bit of a uh
1:51:27reality hit of some of the real
1:51:30sacrifice of what entrepreneurship is,
1:51:31which I don't mean to say it's all just
1:51:33fun and games, by the way. But those are
1:51:36my goals is is is is putting together
1:51:40this uh
1:51:42a beautiful larger family. Like that's
1:51:44really what I'm going for. Now that
1:51:46said,
1:51:48I am continuing to be the biggest savage
1:51:51that I can possibly be in the arena of
1:51:53consumer packaged goods for as long as
1:51:55possible.
1:51:55>> And what do you think would stop you
1:51:57from doing that?
1:51:58>> Health. Health would get in the way of
1:52:00any goal that anyone has. Like you need,
1:52:03dude, like the second that you can
1:52:04afford to even when you can't just eat
1:52:07well and try to stay healthy. Like if
1:52:09you've had a health scare, the one that
1:52:12really put it on the map for me was when
1:52:13we had a bit of a fertility scare scare
1:52:15and it's like nothing matters. You can't
1:52:18focus on anything until that problem is
1:52:20solved, let alone the, you know,
1:52:22physical disability that could come with
1:52:24it. So it's like health. What about a
1:52:26concierge doctor?
1:52:27>> Yeah, I have a bunch of those.
1:52:29>> You have multiple.
1:52:30>> I'm always hopping around. I have
1:52:31different ones for different things.
1:52:32>> And at what point in terms of income or
1:52:34net worth do you think it makes sense to
1:52:36actually get a concierge doctor? And
1:52:37what is it? What is life like when you
1:52:39have one?
1:52:39>> I would get it as soon as you can
1:52:41justify getting it. I think it's one of
1:52:42the best investments that you can make.
1:52:43I think that people don't realize how
1:52:45much more productive they can be if
1:52:46their hormones and biomarkers are
1:52:49optimized. Um, imagine, you know, if I
1:52:52was like, hey, are you more productive
1:52:53on 5 hours of sleep versus 8 hours of
1:52:55sleep? You would probably say 8 hours of
1:52:57sleep. Now, imagine 8 hours of sleep and
1:52:59your biomarkers are perfect and your
1:53:02hormones are perfect. Like you, it feels
1:53:04similar to being on an aderall. like you
1:53:07just feel s a true high performer. I
1:53:11think most people don't know if they
1:53:12feel like a seven out of 10 or a 10 out
1:53:14of 10, but when you're really putting
1:53:15yourself on the line every single day
1:53:16trying to make, you know, high value
1:53:18decisions, I know when I'm a 9 out of
1:53:2010. I know when I'm a 10 out of 10. I
1:53:22know right now I'm in Vegas, you know, I
1:53:24had a crazy day yesterday. I'm an 8.5
1:53:26today. That's okay. I can go do that for
1:53:28this convention show and hopefully I'm
1:53:29not in the bed on this podcast right
1:53:31now. But most days I want to be as close
1:53:33as possible to a 10 out of 10. And
1:53:35that's only possible because I'm I'm I'm
1:53:39making sure that this is operate. I
1:53:40brought I brought meal prep on this
1:53:41trip.
1:53:42>> I posted a video. It's funny. I I just
1:53:43posted a video about Amazon Prime Day
1:53:45and I was on a private jet. Um just cuz
1:53:47we had a film and I had chicken thighs
1:53:51cut up in a Tupperware and cut fruit in
1:53:53a Tupperware and that's what I eat every
1:53:55day. And I travel so much that I'm not
1:53:56like having champagne on a private jet.
1:53:58Like that's just me getting to this this
1:53:59this this arena which is Vegas. And uh
1:54:03it's like
1:54:06once you know what 10 out of 10 feels
1:54:08like, there is no cheeseburger in the
1:54:11world that is worth having when you know
1:54:13what you're capable of when you feel
1:54:15like a 10 out of 10. And eating healthy
1:54:16for one day doesn't do it. Eating
1:54:18healthy for a month doesn't do it. It's
1:54:19like creating a routine where for a year
1:54:22straight plus your blood work is
1:54:24optimized. Dude, it would be like you
1:54:28will crush your goals if you can become
1:54:30that person. How often should someone
1:54:32get their blood work done? And when you
1:54:33did yours, what were the findings and
1:54:35what did you need to improve?
1:54:36>> I had like high inflammation.
1:54:40Um, probably from Dude, I come from a
1:54:42fitness background of bulking and
1:54:44cutting and so one of the ways that we
1:54:46would go viral on Instagram early on was
1:54:48we would intentionally get super fat in
1:54:51the winter. I would go up to like 245
1:54:53pounds, be pale, be hairy, go have an
1:54:56Indian buffet, and then go take a photo
1:54:58on Instagram, and then go shred for
1:55:01summer. Don't, that is not necessary to
1:55:04be in good shape. I don't know why that
1:55:05was the fitness culture back then, but
1:55:07that's what would go viral. And I think
1:55:09it took a major toll on my health on top
1:55:11of trying to grow this business and
1:55:12having a lot of, you know, career
1:55:14stress. Um, so stress plus being having
1:55:18a a volatile weight gain and loss is
1:55:20just very unhealthy. As a result, I had
1:55:22just like high inflammatory markers,
1:55:24which is not good. And the side effect
1:55:26that I was feeling without realizing it
1:55:28was brain fog. And so that plus ADHD was
1:55:32like, dude, I just like can't focus on
1:55:34what I want to focus on. And so most of
1:55:37my optimizations, believe it or not, are
1:55:39not for having a six-pack. They're for
1:55:42my cognitive function because I'm dude
1:55:44I'm not I'm not I don't have a great
1:55:47memory. I'm not academic academically
1:55:50charged. I'm not or gifted. I'm not uh
1:55:53you know I'm not that smart, right? So I
1:55:57need to be a 10 out of 10 to compete
1:55:58with the people that I want to be able
1:56:00to compete with. And they may be able to
1:56:01be a seven out of 10 when I'm competing
1:56:02with them, but I need to be a 10 out of
1:56:0410 to compete with their seven out of
1:56:0610. And I really feel that way. And so
1:56:07the only way that I've been able to
1:56:08become a legitimate competitor is is as
1:56:12the 10 out of 10 version of myself. But
1:56:15yeah, it was it was inflammation. That's
1:56:17what I had. Sorry for that super long
1:56:18answer.
1:56:19>> No, you're good. How often should you
1:56:20get your blood work done?
1:56:20>> I got it quarterly.
1:56:21>> See, I am fully on board with that. I
1:56:24would 100,000% do that right now. I'm
1:56:27scared of needles.
1:56:28>> No way.
1:56:29>> Function health is so do I. Needles.
1:56:32>> Oh, they they fully like
1:56:34>> I've injected myself twice today. Oh, I
1:56:36know.
1:56:36>> I woke up. I took testosterone in my ass
1:56:38[clears throat] and I took BPC57 in my
1:56:41>> I want to talk about BPC157. I had a
1:56:43torn torn hamstring for five months. But
1:56:45>> Oh, that sucks.
1:56:46>> I know. But we'll get to that cuz I
1:56:47actually would love this.
1:56:48>> Dude, that's also How did you tear it?
1:56:50>> Soccer.
1:56:52>> You know, there's something to be said.
1:56:54We talked about like keeping your health
1:56:56on point. Like there's some physical
1:56:59risks that I don't take anymore that I
1:57:00used to take. It's like, bro, I have a
1:57:0210-month old son now that I like to hike
1:57:04in a backpack. It's I broke my leg. That
1:57:07would suck. And I realized that because
1:57:10when when we were first growing Mari's
1:57:12page and she was the face of Bloom,
1:57:13dude, we didn't ski. I was like, the
1:57:16risk of you breaking a leg and then we
1:57:18can't go film workout videos for 4
1:57:19months. I mean, this wasn't me telling
1:57:21her this. We said this. And so, it's
1:57:23like there's an element of health that
1:57:26is not just eating chicken, rice, and
1:57:27vegetables and fruit. It's like
1:57:30>> don't multiply by zero. Don't go 100
1:57:32miles an hour in your car on the
1:57:34highway. Like those are the biggest
1:57:35things that you can really do. And I
1:57:37wonder like did you not warm up that
1:57:38day? Like is there something that
1:57:39>> Yeah, I didn't warm up and like I'm
1:57:41generally pretty tight. Like my hip
1:57:42flexors are tight, you know? So like
1:57:44yeah, I just I lunged and then I totally
1:57:46felt it and then I didn't I didn't
1:57:48address it. Now I'm going to PT and
1:57:49stuff, but I'm I really actually do want
1:57:51to consider BPC157 because it's just not
1:57:53getting better.
1:57:54>> So I need to talk to a concierge doctor
1:57:55probably for that or I could just go
1:57:57talk to I have horrible insurance. But
1:57:58anyways,
1:57:59>> it's super cheap. The thing is, I'm not
1:58:00just saying that I'm scared of needles
1:58:02because I'm proud to be scared of
1:58:03needles. Like, I literally will go and
1:58:05get my blood drawn. I've done it maybe
1:58:07three times in my life and they have to
1:58:08hold me after the fact.
1:58:09>> Wow. Like, they're like they're like,
1:58:10"You can't
1:58:11>> Oh, yeah. I panic. You can't drive home.
1:58:14Your face is white. Like, you have to
1:58:15stay here.
1:58:17>> What if What if like
1:58:18>> Graham just jabbed your hamstring and
1:58:20you weren't looking?"
1:58:21>> I couldn't do it.
1:58:22>> I [laughter] No, no, no. Even for me, I
1:58:25don't want to hold it because I could
1:58:26get poked. Maybe like someone one of
1:58:28your homies or someone on the team could
1:58:29just inject a hamstring and you're not
1:58:30looking at it.
1:58:31>> I I would be able to inject easier than
1:58:33draw blood. Injections are are fine.
1:58:36Drawing blood is disgusting.
1:58:37>> So another another health thing that I
1:58:39had especially because I I spend a lot
1:58:41of time at high altitude was I have a
1:58:43lot of red blood cells because you know
1:58:44you get more uh red blood cells at high
1:58:46altitude because it's lower oxygen.
1:58:48>> And as a result I got thick blood like
1:58:50high hemocrit. And so I donate blood
1:58:53once a quarter now and that's taking
1:58:55care of the issue. So, it wasn't even
1:58:56like a pharmaceutical intervention to
1:58:57fix that issue, but I now donate blood
1:59:00almost every quarter, which just keeps
1:59:02my blood thinner, which, you know, helps
1:59:04with inflammation and and not feeling
1:59:06sluggish.
1:59:07>> H
1:59:07>> Yeah. But yeah, I I dude, I'm I'm needle
1:59:09me up.
1:59:10>> What do you use BBC1574?
1:59:13>> I use it, dude. I because of that
1:59:16bulking aka binging lifestyle and then
1:59:18starving myself lifestyle that I used to
1:59:20live. I think my gut health had a lot of
1:59:23disruption from that volatility. And so
1:59:26it help it seems to help a lot with uh
1:59:29this this this brain fog effect of foods
1:59:31that I eat. Like even when I came here,
1:59:34you were like, "Oh, do you want a do you
1:59:35want a protein bar or something?" And I
1:59:36was like, "No, I should really just have
1:59:37fruit if I'm about to talk for 3 hours."
1:59:39Like I'm very sensitive to the foods
1:59:41that I eat.
1:59:42>> I'm the same way. If I eat before
1:59:43filming certain foods, I just feel
1:59:45sluggish. Like I'd rather just not eat
1:59:47and then eat at night.
1:59:49>> I I like fruit, I'm fine. some chicken
1:59:51and fruit, I'm fine. And then for
1:59:53dinner, I'll eat whatever the I want,
1:59:54whatever the family wants. But, uh,
1:59:57yeah, I really try to eat clean during
1:59:58the day cuz I I'm super sensitive to how
2:00:00I feel after I eat.
2:00:02>> Yeah.
2:00:02>> Since you do sell a greens powder and
2:00:04you're in the supplement industry, I'm
2:00:06curious if there are any supplements
2:00:07that you think are just completely
2:00:09pointless or what red flags should a
2:00:12consumer look out for when they're
2:00:13looking into getting into greens, powder
2:00:15supplements, etc. I'm traditionally a
2:00:18more is better person and as I've I
2:00:21takes I've taken every supplement under
2:00:24the sun a lot of pharmaceuticals under
2:00:26the sun in the name of optimization and
2:00:28a lot of the time I would go about that
2:00:30journey thinking more was better even
2:00:33with testosterone like more is not
2:00:35better uh I only take 150 milligrams a
2:00:38week which is like probably what just
2:00:39like a normal 18-year-old guy has a
2:00:41testosterone level right and that would
2:00:44be what I would say more though, like
2:00:46don't assume, okay, a probiotic, I
2:00:48should take three of these a day. It's
2:00:49like, dude, you might want to even open
2:00:51up that capsule and pour half of it out
2:00:54and take a half dose of that probiotic
2:00:56every day. And so, you really need to be
2:00:59cognizant of how you feel as you're
2:01:01starting a new supplement. And I would
2:01:03start I tend to start high and taper
2:01:06down because then I know what to to to
2:01:08look for, how I'll feel versus uh start
2:01:11low and slowly taper up. But obviously,
2:01:13that works as well. But don't just like
2:01:14assume like if one makes me feel good I
2:01:16should have three. Like don't assume
2:01:18like one fit fluorite fuate of broccoli
2:01:20is good for me therefore I should have
2:01:2210. Well when I have 10 I my pants you
2:01:24know. So it's like therefore broccoli
2:01:26isn't good for me when I have too much
2:01:27of it. Um so like though that's like my
2:01:30biggest thing that I would say.
2:01:32>> But are there any like industry scams in
2:01:34the supplement?
2:01:35>> Yeah. And I think like just don't be a
2:01:36Like you know what I mean? Like,
2:01:38dude, we're all taking, you know,
2:01:40magnesium now and creatine now. And I
2:01:43love digestive enzymes. I think those
2:01:44are a big unlock for I I require a lot
2:01:47of calories. Um, scams. Like, dude, it's
2:01:51like anything that sounds too good to be
2:01:53true. You know what I mean? It's
2:01:54generally too good to be true. Like,
2:01:56it's a lot of the time it's like just
2:01:59simplicity wins. I used to take like 50
2:02:02supplements a day. Now I take like four
2:02:03or five a day.
2:02:04>> What supplements do you take? I take I I
2:02:06do love our greens powder. I love uh
2:02:09magnesium. I take an oral BPC57 to help
2:02:12my gut lining. I take um
2:02:16Oh, I'll take a sealis. That's a fun
2:02:19one.
2:02:19>> I was going to ask you if you took that.
2:02:21>> Why?
2:02:21>> Vascularity.
2:02:23>> Yeah, I'll take uh I'll take a micro
2:02:25dose of Seialis every day.
2:02:26>> Okay. So, we had Greg Ducet on this
2:02:30podcast like literally last week and he
2:02:32was saying every man should be taking
2:02:33sealis
2:02:34>> and not for like the bedroom
2:02:36performance.
2:02:37>> Well, that's a great reason too. Yeah,
2:02:38>> that that you know that could be a
2:02:40reason for some people, but for the
2:02:41others it is also good just for like
2:02:44general vascularity and like
2:02:45>> it's vazo dilator.
2:02:47>> Yeah, exactly. Could help you hit your
2:02:48workouts harder and get a better pump.
2:02:50>> Yeah, I I I have definitely noticed um
2:02:54better pumps. I am a little more
2:02:56vascular probably, but I've taken it for
2:02:57so long, I'm sure I've become used to
2:02:59it. I uh yeah, it wasn't like a game
2:03:01changer, but it sounds like
2:03:02>> I was thinking I was thinking about
2:03:04taking it because I'm not very vasco. I
2:03:05think it'd be kind of nice like when I'm
2:03:06going to like getting some pumps in.
2:03:08>> Take one and see if you
2:03:09>> But I didn't walk around the warehouse
2:03:11the entire time knocking things over.
2:03:14[laughter]
2:03:14>> That's crazy.
2:03:15>> What is it? Explain the joke. I don't
2:03:16quite get
2:03:16>> like you had boner all day.
2:03:18>> I know. [laughter]
2:03:20>> Dude, I'm still catching on to y'all
2:03:22since
2:03:23Yeah. Yeah. I mean, not not necessarily
2:03:25[laughter] that your HR may have a
2:03:27problem with that, but I would like to
2:03:29mention that I think it would be nice to
2:03:30go to the gym. I did some research. I
2:03:32didn't know it needed to be prescribed.
2:03:33So, I'm like, okay, that's basically the
2:03:34only obstacle I needed to not do it.
2:03:36>> Yeah. I think it sounds like I don't
2:03:37know why I'm talking about this. I
2:03:38shouldn't be, but it sounds like one of
2:03:39the biggest issues with age is the uh
2:03:42hardening of your arteries, right? So,
2:03:45one of the big benefits of sauna use is
2:03:48that it seems to keep your arteries
2:03:49nice, like soft and limber as you age.
2:03:52It sounds like the visodiilator effect
2:03:55of micro doiialis also helps with just
2:03:58like keeping those arteries soft as you
2:03:59age. That's the dude that's the thing
2:04:02with like I don't really like these NAD
2:04:04supplements. I don't like all these like
2:04:06glutathione stuff like this stuff that's
2:04:08like longevity supplements and it's like
2:04:10>> so am I supposed to know that this works
2:04:12when I don't die when I'm 90? Like you
2:04:15know what I mean?
2:04:16>> I I avoid a lot of that. I really just
2:04:18try to optimize for every single day
2:04:19performance.
2:04:21I don't take any of those like crazy
2:04:22weird antioxidant type things.
2:04:24>> All right, so now before we wrap, we
2:04:26have rapid fire questions. Just give us
2:04:28the first answer that comes to your
2:04:29head.
2:04:30>> Okay.
2:04:31>> Would you rather only drink Bloom or
2:04:32coffee for the rest of your life?
2:04:34>> Bloom.
2:04:35>> Really? Took you a moment to say that.
2:04:38>> No, that is tough. I drink coffee every
2:04:40day. I drink coffee every day.
2:04:41>> And you pick Bloom,
2:04:42>> dude. I also like caffeine pills.
2:04:44Caffeine pills are a nice unlock.
2:04:45>> That's interesting. But especially if
2:04:47I'm traveling like you know and I uh and
2:04:49I don't like trust the coffee where I'm
2:04:51at and I can't get Bloom especially
2:04:52overseas. Whenever I travel overseas I
2:04:54have a bag of caffeine pills with me.
2:04:56But um
2:04:58yeah I would I have to drink Bloom. It's
2:05:00my job.
2:05:01>> How many milligrams of caffeine do you
2:05:03have per day?
2:05:03>> What probably I don't even talk
2:05:05milligrams these days. You know what I'm
2:05:06saying?
2:05:06>> Are you kidding me?
2:05:07>> Probably up there with a gram.
2:05:08>> Oh my [laughter]
2:05:10probably 700 to a gram.
2:05:12>> Wow.
2:05:12>> Yeah. Dude Huberman just said that he
2:05:14takes 800 plus a day. I want to try one
2:05:16day just documenting what it's like to
2:05:18take like 800 milligrams of caffeine.
2:05:20>> But your 800 versus his 800 are going to
2:05:22look like you at 800 would be like 2 g.
2:05:25>> I didn't start there. You know what I
2:05:26mean? But again, I have extreme one or
2:05:29two of these a day.
2:05:29>> Extreme ADHD. Like a stimulant helps
2:05:32that. Like it's I use it as a as a as a
2:05:35medicine to help. You know what I mean?
2:05:37>> If you could delete one product category
2:05:39from the store forever, what would it
2:05:40be? The the section of the story that
2:05:42kind of for some reason disgruntles me
2:05:45is uh is like discretionary goods. Like
2:05:50Christmas trees. Like when you walk into
2:05:52a Target, I'm just like someone's just
2:05:53going to buy this once.
2:05:54>> No. I keep my Christmas trees.
2:05:56>> Exactly. That's why it's a bad thing to
2:05:58sell cuz you just buy it once.
2:06:00>> Oh, I see.
2:06:01>> So, or like a grill. And I'm just like,
2:06:03put more Bloom there. You'll make a lot
2:06:04more money if you just fill that spot
2:06:05with Bloom and people are buying a few
2:06:07every day. Which one would you rather
2:06:09give up, cigars or greens?
2:06:10>> I'd give up greens before before cigars.
2:06:13>> That's an honest one for you. [laughter]
2:06:16>> Does school GPA matter? no, dude.
2:06:19My My wife I was on academic probation
2:06:21three times. My wife dropped out.
2:06:23>> Sell Bloom for $3 billion today.
2:06:26>> Do that.
2:06:26>> Or let it ride.
2:06:28>> No, that's a good number.
2:06:31>> See, that's the thing. It's like we The
2:06:32original prompt was 1 billion. We're
2:06:34like, "No, he wouldn't do that."
2:06:35And then he said too and I was like no
2:06:38it would probably have to be like a
2:06:40really cuz I know that you're also doing
2:06:41this for like reasons outside of like
2:06:43monetary. It's like it has to be you
2:06:44know also paying for that.
2:06:45>> I I I I wouldn't sell it right now for 3
2:06:48billion. No
2:06:50>> cash in hand.
2:06:51>> Well I don't own 100%. Anymore
2:06:53>> but let's just say you you had the
2:06:55decision and it's cash.
2:06:56>> Dude, I don't know what I would I but
2:06:57like I just like don't know what I would
2:06:59but my son what would I do every day?
2:07:00Like I want him to see me and that's
2:07:03that's very scary to me. I'm still
2:07:04dealing with that. Like what what is
2:07:06after Bloom if there is an Afterb Bloom?
2:07:08>> Yeah. Okay. So 3 billion but a non
2:07:10>> you're like you'll figure out
2:07:11>> 3 billion cash but a non-compete. So you
2:07:14just can't start another energy drink
2:07:16category.
2:07:17>> Yeah.
2:07:17>> For 10 years.
2:07:18>> You could you could start an iced
2:07:19coffee.
2:07:20>> Yeah.
2:07:20>> Yeah. You could do but it cannot it
2:07:22cannot be a carbonated energy drink
2:07:24>> in a category that competes with Bloom.
2:07:26>> I would be
2:07:28honored if somebody made that offer at
2:07:30Bloom and I would have to highly
2:07:32consider it.
2:07:33I also would have my my board would need
2:07:36to tell me if I could do it or not, but
2:07:37[laughter]
2:07:38>> do you own more than 50% of Bloom?
2:07:40>> No. No. I did at one point. Yeah.
2:07:42>> Which celebrity brand is going to zero?
2:07:45>> Depends. I don't even know how much of
2:07:46them they even own when they're the face
2:07:48of them. You know what I mean? But like
2:07:50Kim Kardashian just launched an energy
2:07:51drink. Like that's not going to do well.
2:07:54>> Would you take Bloom public?
2:07:56>> Dude, I hate suits. Like I, you know,
2:08:00Bloom's big enough now. only had large
2:08:01enough transactions where we have to get
2:08:03audited by like one of the big five or
2:08:04whatever it's called like these big uh
2:08:06these big accounting firms.
2:08:09It is like they probably know my blood
2:08:11work. The the audits are so intense and
2:08:14I can't even imagine needing to operate
2:08:16my business with public shareholders and
2:08:19needing to like perform quarterly. It's
2:08:21kind of like anti- entrepreneurship to
2:08:23me
2:08:23>> to need to operate a business that way.
2:08:25I am curious how much to change our name
2:08:28from the iced coffee hour to the iced
2:08:30bloom hour.
2:08:31>> Yeah. You know, if this was a female
2:08:33demographic show, [laughter]
2:08:35>> I'd be could give you a way higher a way
2:08:37higher number.
2:08:37>> Give us a number. I'm just curious,
2:08:39>> dude.
2:08:39>> If we actually permanently on all
2:08:42socials changed it to the Iced Bloom
2:08:44Hour.
2:08:44>> Yeah. I tell you like it would
2:08:46definitely be it would definitely be
2:08:47less than 5 million a year, but it would
2:08:49be it would be between 1 and 5 million a
2:08:52year
2:08:52>> in perpetuity as long as we kept the
2:08:54iced bloom hour
2:08:56>> in theory. Yeah. And like this would be
2:08:58there for everyone and then your guest
2:09:00would all be drinking them even if it
2:09:02was just filled with water. Would you
2:09:05consider
2:09:07gifting us a Cyber Truck wrapped in
2:09:10Bloom
2:09:11>> head to toe and we just drive it around
2:09:13with a minimum 8,000 to 10,000 mi a
2:09:17year?
2:09:17>> It wouldn't be in the background of the
2:09:18show.
2:09:18>> Would not be in the background, but it
2:09:19would be driven everywhere. We'd even
2:09:21pick up guests from the airport.
2:09:23>> Be associated with you all and maybe in
2:09:25some content.
2:09:26>> Yeah.
2:09:26>> Yeah. I would consider that. What is
2:09:27that like 80 grand?
2:09:28>> About 80 grand
2:09:29>> for sure.
2:09:31>> Dude, come on.
2:09:31>> What other ideas you got? I know
2:09:33Graham's head turn. He's like, he's
2:09:35like, "This guy's got money. He's got a
2:09:36company I love. We got to make that do
2:09:38that." I mean, like, you want to do
2:09:39that? You know, I was in a YouTube video
2:09:41once a month. We kind of like
2:09:42>> Because think of it, think of it this
2:09:43way. We're driving to LA next week to go
2:09:46film with Jason and Nitia Ramen. Imagine
2:09:48driving to LA in a cyber truck wrapped
2:09:50in Bloom Energy and it's parked outside
2:09:53of where we film.
2:09:54>> That'd be sick.
2:09:55>> I agree.
2:09:55>> Yeah. Let's Let's follow up.
2:09:57>> All right.
2:09:57>> Yeah.
2:09:58>> All right. Well, maybe
2:09:58>> I got I got to think of more ideas.
2:10:00>> Yeah. Maybe we'll you guys will tune in
2:10:02next week to the uh the iced bloom hour.
2:10:04[laughter]
2:10:06>> Maybe it doesn't have to be ice. This is
2:10:08the bloom hour.
2:10:08>> Yeah,
2:10:09>> dude. I I you know, so fun. I was on a
2:10:11flight the other day and the stewartist
2:10:12poured my bloom over ice and I thought
2:10:14it looked great. I'm kind of down with
2:10:16the ice.
2:10:17>> Well, there you go.
2:10:19>> Okay, I got it. I should have been more
2:10:20prepared here. I was thinking of ideas.
2:10:22>> No, I you actually had LIKE A PRETTY
2:10:23GOOD idea there. Like we [laughter]
2:10:24should do that.
2:10:25>> Well, I wanted to build a pickle ball
2:10:27court that we would be filming. We would
2:10:28be
2:10:29>> You mentioned the gym.
2:10:31So, you would sponsor the ice coffee.
2:10:32>> Maybe I'd sponsor the ice coffee hour
2:10:33gym.
2:10:34>> That could be good. We put the Bloom
2:10:35logo and a little Bloom fridge that has
2:10:38>> Dude, basically my garage gym at home.
2:10:40>> Yeah.
2:10:41>> Yeah. But no, but no cars. Yeah.
2:10:43>> All right. Well, we'll talk. Guys,
2:10:45>> thank you so much for watching. This is
2:10:46an episode I was truly so excited about
2:10:49because
2:10:50>> I genuinely love the product. Like, I
2:10:52like we bought this product. I told our
2:10:54assistant, "Continue buying this
2:10:56product. We drink it." Our editor just
2:10:58gets jacked up on this every single day.
2:11:00We I probably I mean I have the most
2:11:03I've had is two in a day, but usually
2:11:04I'm at probably one and a half a day.
2:11:06Phenomenal product. Super excited to see
2:11:08what else you launch and uh thank you
2:11:10for watching. Thank you for coming on
2:11:11the show. This is such an honor to have
2:11:13you.
2:11:13>> I'm new at this stuff. I'm a true early
2:11:16fan of Grahams and now Jack and Grams.
2:11:18Thank you for having me and like dealing
2:11:20with my novice media skills.
2:11:22>> No, this has got me so amped today. Like
2:11:25I am actually more motivated today after
2:11:28this podcast.
2:11:29>> I don't think you realize how good you
2:11:30guys how talented you guys are. Like
2:11:32when we were talking about the show and
2:11:33you were like I could do this all day.
2:11:35>> That's a lot of people cannot do this
2:11:37all day.
2:11:38>> Granted, you do a lot of the talking cuz
2:11:40we're prompting. So there's a bit of
2:11:42>> All we got to do is just kind of banter
2:11:43back and forth a little bit. That's
2:11:45>> charisma. Like that's a lot. That's
2:11:47hard. Anyway, thank you for having and
2:11:49by the way, for all the channel members
2:11:51out there, if you want to see next
2:11:52week's episode, here's a preview for
2:11:54you. It's a it's a doozy. So, enjoy.
2:11:57Thank you so much. We'll link to all
2:11:58your info in the description. Till next
2:12:00time. I watched Bitcoin fall 50% in
2:12:02[music] a 10-hour period, and I was on
2:12:05the couch curled up in a ball and like
2:12:07saying to my now wife, I think our net
2:12:09worth might go to zero today.
2:12:10>> Bitcoin is a resilient asset that is
2:12:11really serving as global insurance. And
2:12:13so anytime that there's chaos in [music]
2:12:14the world, there's going to be people
2:12:15who run to Bitcoin.
2:12:16>> In one sentence, what is your strongest
2:12:19argument for Bitcoin?
2:12:20>> They will never ever stop printing
2:12:21money. There's two assets [music] you
2:12:23need for the future we're headed
2:12:24towards. Bitcoin and AI. Is it too late
2:12:26to buy Bitcoin?
2:12:27>> Bitcoin is going to continue to go up
2:12:29[music] for the rest of our lives
2:12:30because the politicians are going to
2:12:32print money for the rest of our lives.
2:12:33>> So, do you think then memecoins are bad
2:12:36for the overall market of Bitcoin? If
2:12:39you were to take one guess at who
2:12:41Satoshi is, who would you say?

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