What Got Us to 300 Million Won’t Get Us to 1 Billion

Added: 2026-05-30

[00:00:00]You see some of the stuff behind me on the wall. You haven't seen the apparel, but it all flows together. And when you see it all start to happen, you're going to be like, "I get it.

[00:00:24]People believe Good morning, sir.

[00:00:56]>> Hello. Hello.

[00:00:57]>> How did we end up in Dallas?

[00:00:59]>> We are shooting for Costco, 7-Eleven, and what is the other one? HB.

[00:01:06]>> HB. About to take [ __ ] Texas over, baby.

[00:01:09]>> All right.

[00:01:10]>> Yeah. So, Costco, uh, Dallas launch, and we're just going to drive. We wanted to obviously make the announcement kind of like the funny commercials we always do for every retailer. Uh, but the 7-Eleven one is going to be that's going to be the best one. So, K's going to make his first appearance in video, too. So, should be good. Uh, but yeah, no, it's great. Chris, this is our first time hanging out with Chris in a minute. Uh, Chris flew in for this, too.

[00:01:35]So, getting a little workout in this morning right now. And then we got to be at 7-Eleven right around 11:00. So, we got 3 hours to get this [ __ ] done. And this is my last work trip, my last overnight work trip until after I go to Europe. And I am [ __ ] cooked. I I need a vacation more than anybody right now. So, I'm excited to finally take a month off and enjoy my life, which is going to be great. My pace of aging is half. So, basically, I'm getting my [ __ ] under control. It's honestly the You know what it was, bro?

[00:02:12]It was um I think it had everything to do with I was training too hard and I wasn't getting enough recovery.

[00:02:19]>> So my I never had a green recovery.

[00:02:22]>> Do you have a loop or no?

[00:02:24]>> No.

[00:02:24]>> So like it gives you like your strain and then it gives you like your recovery. And for the first two months I had this [ __ ] it was never green. It was always yellow. And now it's been green every morning which means that something's working. I don't think it helps that I travel to Europe, though, cuz every time I travel to Europe, it [ __ ] me. It like flips it back and it tells me I'm red again.

[00:02:44]>> Chris, >> what what is today's workout?

[00:02:49]>> I'm not working out today. I'm retired.

[00:02:51]>> You're what?

[00:02:52]>> Yeah, I just sit here on my phone and >> What do you mean?

[00:02:55]>> Watch YouTube videos and bike in beautiful Italy.

[00:02:59]>> So, you're not going to train? You're just going to do >> I don't know. Maybe. I wasn't going to train today. It was going to be a rest day, but they came. So, I'm just like I'm not going to sit alone in the hotel.

[00:03:07]>> Okay.

[00:03:08]>> There are sprints today, but they're 50s.

[00:03:11]>> Oh, that's 50 yard sprints.

[00:03:13]>> Yeah.

[00:03:15]>> I think they're probably burning.

[00:03:17]>> Yeah.

[00:03:18]>> This train heroic.

[00:03:19]>> Yeah.

[00:03:19]>> Did he make it for you guys?

[00:03:20]>> Yeah.

[00:03:21]>> This is what Dom wanted. Matt wants to have a lot.

[00:03:24]>> Yeah. Yeah.

[00:03:24]>> Correct. So, first is thread the needle.

[00:03:28]Um, and pike toe tap push-up. So, easy.

[00:03:32]>> Thread the needle underneath. No, I don't think so. Let me see. Hold on.

[00:03:35]>> Do any of this [ __ ] >> What do you mean? You can do it.

[00:03:38]>> I'll try.

[00:03:39]>> It's honestly like all we're doing right now, bro, is warming up. And then >> I know I'm serious with general the actual program.

[00:03:45]>> Yeah. Yeah. So, first, uh bench press. I think we actually bench press today.

[00:03:49]Banded bench press. Um and then like your bench press, squat, deadlift is like fundamental in every every week's programming.

[00:04:00]Heat.

[00:04:23]Heat.

[00:04:54]My go to market strategy here is We we get this office open as fast as we possibly can. We we we carve out the the IP and the the biomed company, biotech company. You can be a part of that company for sure. Depending on how much equity needs to go into it, no problem.

[00:05:10]We'll figure it out. But that's the way I see it happening. And let's be honest, without treating patients, we're not we're not going to have the capital to fund this company long term anyways. So, I think the the more important thing right now is getting the cells done, getting the clinic open, and then from there, you know, we can start doing all the others.

[00:05:28]>> Okay, we're going to start in the truck.

[00:05:30]>> Yeah, we're going to do the truck scene first, start the establishing shots with it. So, it's going to be three total scenes. Uh, first things first, I just need to get Maddie and Chris outfitted and put the tattoos on them and we'll jump right into your dialogue with Cal.

[00:05:40]>> Can we do like all three of us across the bench in the front? Can you get all of that in one camera shot?

[00:05:44]>> Across the bench in the front.

[00:05:46]>> Yeah, let's I'm in the driver's seat, Matty's in the middle or Chris in the middle. Maddy's on the right.

[00:05:50]>> And then I want it to be like the goal is I want it to be like, "All right, boys. You know the deal." And then like that's how it opens and I'll just put it in park and then I'll get out and we'll do the whole thing.

[00:05:58]>> Cool. Let's do it. So we need 14. We need the suction.

[00:06:02]>> Thought this I thought this my head a thousand times. It's going to be great.

[00:06:06]>> Oh, thank you.

[00:06:07]>> Thank you. I was like, I don't want to lose that.

[00:06:12]>> Right here. Nice to meet you. You >> guys ready to [ __ ] bum up and downs or what?

[00:06:15]>> I love it.

[00:06:16]>> What up?

[00:06:17]>> What up? You got [ __ ] all over your lens.

[00:06:20]>> Clean it.

[00:06:24]>> There we go. It's a good intro for the video.

[00:06:29]>> You did. Let's clean it off the lens.

[00:06:32]>> You ready to be our A-RB?

[00:06:34]>> Yep.

[00:06:34]>> All right.

[00:06:48]My balls are soaked. Every my everything is soaked. Just soaked. You step about >> It's hot.

[00:06:56]>> It's hot.

[00:07:00]>> Those are great climbing shoes.

[00:07:02]>> Yeah, I do everything in my Air Force ones.

[00:07:05]>> Okay.

[00:07:07]Let's >> see where else can we go. One of you guys peeking your head up through the bush. Wish you don't miss that.

[00:07:11]>> You can do all three of us peeking our heads out from the gas pump.

[00:07:14]>> I tell you the duck in the bush. Yeah.

[00:07:18]>> So, what are we doing?

[00:07:19]>> I'm not really sure.

[00:07:21]>> We ran out of ideas and time, so we're like, let's just take some random pictures and see what happens. It's called creativity >> here in the beverage aisle. And then he's in between.

[00:07:33]>> This one?

[00:07:33]>> Yeah. We both put our knees out like that >> and he sits in between us.

[00:07:36]>> Sits in between us.

[00:07:37]>> Yeah. Yeah.

[00:07:38]>> Three, two, one, smile.

[00:07:43]Dude, we have to do this one.

[00:07:45]>> This is too funny not to do. I think I can I think I can swing this. I'll hold your waist.

[00:07:49]>> Yo. Yeah.

[00:07:50]>> I'll hold your waist, >> bro. I'm face planting.

[00:07:52]>> No, you're not.

[00:07:53]>> I'm face planting.

[00:07:54]>> Then you want to hold my waist?

[00:07:56]>> I'll put my head under between your leg if you keep it open. So, it's someone's hanging from here and then I'm laying on the ground.

[00:08:02]>> I mean, that's hilarious. God, >> that is the funniest one. I think I can hold you though.

[00:08:07]>> I don't think you can.

[00:08:08]>> I think it would be funnier if I'm holding you.

[00:08:10]>> But I don't think you can.

[00:08:11]>> Well, we can try. How? Just on a face plate.

[00:08:15]>> Maddie will hold you >> in the front. I got to hold you from like >> maybe you and Matt are nose to >> Yeah, there's no way.

[00:08:24]>> What do you mean? Yeah, there is.

[00:08:26]>> I wasn't even leaning forward yet.

[00:08:27]>> I need you to lean forward.

[00:08:31]>> You can't do it. I got way.

[00:08:35]>> You got to lift your legs all the way up.

[00:08:37]>> You got to lift so high. Well, then I answer.

[00:08:40]>> Yeah. No, >> this one.

[00:08:43]>> Where should we do it? Right there.

[00:08:44]>> Switch location.

[00:08:45]>> Yeah. All right. Right here. Ready? I'm doing this quick. I'm not [ __ ] laying on the floor.

[00:08:50]>> Oh, I need I need a bump. Where did I do my bum?

[00:08:54]>> What are you doing?

[00:08:56]>> What's the pose? What's the pose here?

[00:08:57]>> Chris is sitting on my legs.

[00:09:00]>> Oh, yeah. Yeah. Yeah.

[00:09:03]>> No, I'm good.

[00:09:04]>> I can sit on You sit on my lap, my knees, and I'll sit on its legs. What?

[00:09:09]>> Like or I can sit on your lap.

[00:09:12]>> Actually, Chris, if you face the other way, Maddie can sit on your lap.

[00:09:17]>> This will be great. I'm going to break my ankles, but it's okay.

[00:09:22]>> Good.

[00:09:22]>> Yeah. Smiling. Whimsical.

[00:09:30]>> All right. That's nice. We got to do that behind the counter.

[00:09:35]>> Have to.

[00:09:38]I don't know if I can get on top.

[00:09:45]>> Okay, we're good.

[00:09:46]>> That's perfect. How do we do the kick one first?

[00:09:49]>> Chris in the middle, you and me on his shoulder and then we just pick up and like >> Well, it's like a jump like this, right?

[00:09:55]>> And then you snap, >> but you jump like all the way off the >> Yeah. Yeah. Someone give us a countdown.

[00:10:00]>> All right. Ready? Three, two, one.

[00:10:14]That's so good.

[00:10:16]>> The cover photo.

[00:10:16]>> That's the cover photo for [ __ ] sure.

[00:10:19]>> We just wrapped up four retailer shoots back to back to back over the course of two days. Dom came up with this hilarious idea for this like J C Penney style photo shoot carousel that we're going to be doing. So, uh, this is one of our retailers like Quick Trip QT.

[00:10:34]turned out [ __ ] hilarious. I can't wait for you guys to see the carousel.

[00:10:55]>> Ryan, also >> based off of what the data shows. Hey, also on that, I spoke to my a good friend of mine who's the owner of uh I've spoken with him a few times at some events and and they do a lot of uh Walmart business and vitamin BMS and they do really really well on TV commercial like infomercial style commercial for like uh for their product. They have like a beat product for like blood. So, I think what it may make sense to do is Miguel, I would have a conversation with uh Donnie J uh and see like where we could plug that style content in. And it's really that old school infomercial like go now Walmart, you know, this is the product. But the demographic of that skew is older and I think it'll do really well if we if we put a little bit of effort into it. So, it's it's a great way to test. We have the capital to test it. I would like to see if it drives and if it does, we can lean more into that, Ryan, because again, we we've consistently been staying in the same demographic of younger people, Kelly. And I know you're doing a good job of trying to get into that next realm on influencers on socials, but let's be honest, most of the people who are buying kidney, liver, blood pressure, lipid, heart, those people are not on social media at all.

[00:12:05]Um they're they're the ones watching TV late at night, you know, oh [ __ ] I'm going to go to Walmart and buy this.

[00:12:10]Now, the third problem is going to be when they get there and they can't find it cuz it's on the floor. But we'll figure that out when it comes. I think like those are the types of things that are going to make people grab it and then want to pay more for it versus it just being creatine. Um, so clinical creatine I think is one thing that we could do. Matt, I'm not I don't disagree with you. The way we win here is we win by using physicians to talk about this all all the way throughout social, but accredited ones like I think Raza would be great, you know, like using people like him to talk about it, talk about how great it is. Dr. Khan obviously using it, talking about how great it is.

[00:12:42]Um, we need to build this on Amazon and on DTOC and have the massive review, have the massive following, and then take it into retail. Do I think it's going to sell in Sam's Club? It scares the [ __ ] out of me if I'm being honest with you guys. Um, I just think, you know, we have ours in there at $18, you know, at for 100 serve and we have half the servings at twice the price.

[00:13:04]Granted, it's also a place that you don't really go to innovate. You know, Sams is not a place to innovate. seems as a place to build on super popular things. Um, I think creatine in general as a base is pretty popular right now. I do not think that it's a place where people are going to jump on this specifically unless there's a very good reason for it. Um, which would mean QR code tied to a physician video, making sure that the product was labeled clinical creatine, physician everywhere on it, doctor recommended everywhere on it. Like that's the way that this would have to move in Sam's. Um, kind of similar to how Physicians Choice positions their brand, you know, without the obviously the physicians behind it, but the name just kind of does it for them. We really need to uh we need to think that way.

[00:13:56]What are the things that the Revive athlete are lacking of like in terms >> what are they lacking?

[00:14:01]>> Yeah. In term of >> uh it's just the wrong it's the wrong person. We tried to use the same people from Raw when we obviously had Raw and Revive under the same like roof and it's just not the right audience. We're much more clinical, much more physicianbacked, much more like premium.

[00:14:17]And I mean I hate to say it, but that the raw consumer is is not that consumer. They're young kids who want pre-workout. They want to get they want to feel it. I mean there are a a there's a good group of raw raw a or consumers that want premium product. Obviously we have premium product but for the majority it's younger kids who are buying essential pre-workout and creatine right it's just we were targeting the wrong audience and that showed directly in you know sales. So going out and finding the right influencer that can push the brand the right way. Once we've now that we've split out the Revive team away from Raw after the sale, it's taken time to really like differentiate and build the brands back up and you'll see like the the branding for Revive that's about to launch is like very very beautiful. It's very very premium. Um, so we're we're just getting the physicians behind it and getting all the right people behind it to get it get it right. Truly, I think like we have such a solid [ __ ] team and I think like what we've done is unbelievable. Let's just be honest. But I think once we can really nail this down, I I think there's no ceiling to how big this can really be and how many levers we can pull and I think it's going to be these events are just going to be more like me, say what's up, and really just building a community that's just absolutely massive. And obviously like this is going to come probably later cuz I got a lot of [ __ ] going on now. But like maybe like towards the end of this year, the beginning of next year, I think it'd be cool to start it.

[00:15:38]I have a [ __ ] ton of awesome guests we can bring on, which is cool. I'd like to start it with my mom though, like because that's like the person who like made me who I am. And I know it kind of be corny to like do that, but I think she is the most valuable person we'll interview. Um, and then from there, I think we go into like we'll do like massive heavy hitters. Like maybe we go from her to like Andy Friscilla, right?

[00:15:58]And then from there, we just bring everyone else in. But I have a lot of [ __ ] cool people that I can interview and just talk about. And I think over the next few months, let's really think about things that I can discuss that would make it different. The comments on this podcast, by the way, are nuts. The f the first 30, 40 comments from this morning are insane.

[00:16:17]>> The more we can have you talking in front of people, it's game over, dude.

[00:16:21]>> Yeah. No, these are these comments are sick. By far the best and most inspirational entrepreneur out there.

[00:16:26]The amount of free game you get from his YouTubes. Dom's on another level. One of the biggest inspirations in the space.

[00:16:31]Like, this is they're crazy. He did such a good job with this guys. Like, unreal.

[00:16:36]like the way he even delivered the content and like how he chopped it and edited it like and the reason why I say towards the end of the year is my goal is to get like a family office built.

[00:16:45]>> I have a really cool spot I want to buy.

[00:16:47]I sent it to you forever ago, James. I'm still trying to get that same spot to be honest with you. Um, >> but ideally it would be like set up with a full studio, podcast studio and and really build like the persona of Lunetti Capital and you know having it's going to be sick. Like I have the in the podcast I have a sick idea for that no one's ever done. Like the back wall of the podcast would be a glass wall and there'd be a garage behind it and I could rotate cars like different cars through there. So there'd be like a different car behind it. Like it'd be sick. Like [ __ ] I literally put up a post. Do not comment Dom to me. And I have 400 DOMs in my DMs, dude.

[00:17:25]>> Yeah, I saw that story.

[00:17:28]>> Every DM I have is Dom.

[00:17:31]That's like I feel bad cuz we're not going to get it. That's really it.

[00:17:36]>> So, we moved from the planning phase, execution phase.

[00:17:40]>> Okay.

[00:17:41]>> So, we're on track for 71 readiness across the technical stack. So, like order of cat, order to cache operations, backend setup, seller central, like all the stuff that's going to commercialize that demand is pacing to be done between completely commercially ready. So like as an example website that should be done. We should have the the Figma and the scale of that done with Miguel and the team to look at.

[00:18:07]>> Okay. So the so the website's not done.

[00:18:09]The Figma's done.

[00:18:10]>> Yeah.

[00:18:10]>> Okay.

[00:18:11]>> The website we're still we're still pulling together the design now. But we can kind of like there's a place for people to land. They're having a good experience when they land there. It's still going to do all the things the mouse trap but it gives us a better I think visual experience and it's the premium flag for the brand. So, we're taking as much of it as we can, but we're developing it for the US specifically.

[00:18:30]>> Then, Miguel, Kaylee, and the team are going through that process now. All of the initial designs were approved with Mev and Donnie, >> and all that stuff should be coming to a conclusion by >> the creative director for more.

[00:18:43]>> Yeah, >> that's wild. I didn't know that. Okay. I love Me. He's a good dude.

[00:18:46]>> Yeah, super good dude. So, he's working with us closely to help do that translation piece. Um, but him and Donnie have been super tight on it and that's all going to come together uh by the >> and we're going to get all that content pulled together by mid refine it throughout get it all ready. It's not like an evolution.

[00:19:02]>> How how much how long will that content last?

[00:19:04]>> The first we're aiming for.

[00:19:06]>> Okay.

[00:19:07]>> So, we're going to load up the hopper.

[00:19:09]Donniey's got that covered. So, we're going to do all that content and then we'll have obviously like the Instagram grid ready. We'll have everything ready and staged to go for like mid mid the date we're targeting.

[00:19:20]But our aim is to have everything refined and ready to go buy. So that's the next big hurdle for us. That's the the bottleneck is just get all the content.

[00:19:28]>> Okay.

[00:19:28]>> But everything else on the other side like order to cash, the website, Amazon, all that stuff is progressing as planned.

[00:19:36]>> Appreciate it.

[00:19:37]>> When are we doing dinner? What night?

[00:19:38]>> Um I we asked Nicole to set that up for tomorrow. Are you free or >> Yeah, free whenever. I'm here until next Tuesday.

[00:19:44]>> Okay. I'll finalize that with her. the tattoo. This time I want the glass to be on the So like if there's a perimeter on our booth, I want the glass to be on the outside so people see the tattoos happening from the outside.

[00:19:56]>> Having to see the full sides inside.

[00:19:58]>> Yeah. Yeah.

[00:19:59]>> Make it three times as big with the outside visible too.

[00:20:04]>> Okay.

[00:20:04]>> Yeah. Yeah. So now we're looking at probably just doing double sack containers with the lounge on top. The full gym and that's where the DJ and influencers would be just like last year. full gym in front and then just towards the back part where the containers are where we sell either sell apparel, tattoo, tattoos and that's really it. That's where >> we can give away bars, we can give away the phone, >> give away creatine gummies.

[00:20:28]>> If we can get the protein gummy bags made by that, which we should probably be, >> we should just give a [ __ ] away 20 g protein bags. Yeah. So, all I need is just a space for me and drinks with athletes, tattoos, giveaway spot, store, and the rest is just a gym >> and I'll just have it open. I proposed like >> is more in our booth or are they?

[00:20:50]>> They'll be part of it. I talked to Donnie about it. I said maybe we offer like a dance and all we kept saying was just we really have to promote this if he's giving us.

[00:20:59]>> So, let's put TQG on like one like if we have a thing on the top like TQG and then the logos.

[00:21:06]>> Yeah. 3D more.

[00:21:09]>> The licensing piece of this is very very important to understand the difference between licensing and franchising because that also got me into a lawsuit when I first started. Um when I licensed my and granted it was totally out of ill intent. But at the time when I first started Relive, I didn't have the money to go out and pay a franchise attorney to set up the whole entire franchising system and organization and all the documents. And I truly wanted to like test it before I went that route, right?

[00:21:38]I wanted to give it to a friend and a couple other people to say, "Hey, look, like take the model, use my name, let's see how this thing works." And then if this thing has legs, we're good, right?

[00:21:49]And then unfortunately, one of those people that I did this with that was in the state of New York kind of used it to my to their advantage. So I did the licensing deal with them in New York and grew the business super healthy, did really well. that was on Long Island.

[00:22:03]And then it came time to this is after we kind of proved concept they were cranking. They were with us for about 2 years, 2 and 1/2 years. And during that 2 and 1/2 years, I decided it was the right move to franchise, right? And then when I ultimately went to them and said, "Hey guys, look, we're going to move to a franchising agreement eventually once this licensing agreement is up." Um, they took the new franchising agreement, took their old licensing agreement, went to an attorney, and then sued me for basically putting them in a franchise agreement previously like labeled as a licensing agreement. And the beauty of it is you have to claim damages for those types of lawsuits. And they had zero damages. They only had profit. So, they got zero from it. except I got [ __ ] out of get I had I lost the location because they basically said this was not a true true document you know we were we shouldn't have been in this in the first place which was pretty frustrating for me was I basically taught them how to run a really successful business they took it rebranded it and now they own it on their own because of a loophole and then the other piece of of IP which we you didn't get talked about really much at all is on any type of an acquisition your IP is one of the most valuable things you have Uh like truly it is it is one of the most valuable things you have because what what we're all trying to do here is we're trying to build brand, right? We're trying to build something really special. We're trying to build a name, image, and likeness for what we do. And a lot of that comes down to logo, font, design, words, how we speak, what we do. And uh in in my world, in the CPG world, as well as my my brickandmortar uh medical offices, a lot of labels and names and you know, certain beverages that have logos on them and and even flavor names that are p are controlled by us. Um the number one thing and the number one feedback we got after getting acquired by CBC was simple. It was you guys have the worst IP protection in the world and you need to spend a lot of time now going back and getting all this IP taken care of, you know? And again, as founders, as super scrappy as we were when we that was the last [ __ ] thing on our radar, right? Like that was not important to us. Our we were trying to make money, right? We're trying to build something, make money, but you know those $1,200 I don't remember what it costed, but it was somewhere between $1,500 and $2,000 to file a trademark at the time. and through through like an like a lawyer at whoever we used and looking back on it like you know when we were making these big bets on product we should and granted and I think Thomas can say this like there is a piece of this where if you use it before someone else and then they go to try to copy it after you you have first in use I think provisional some some type of a claim against it but you know the things that I've learned along the way and I could go back and change this is one of them I would really try to protect my IP more um and then going back to relive used to be called revive my medical offices. We had 13 of these. I think it was 13 or 14 of these open when I decided to make the name change. And he said it best like the trademark association does not protect your business. Like they do not care. They want money, you know, and they do these trademark searches. And also when you get a trademark, it doesn't necessarily mean you deserve to have it, right? So I had revived trademark. It was fully trademarked. It went through the whole process. I had it trademarked for everything it was supposed to be trademarked for. I still got sued for trademark infringement. I still had to go to federal court for two years. And at the end of it, the way that I I I realized this was if I don't change the name and I still have to go through this settlement and I have to, you know, be careful of what I say here and how I say this and I can't use this verbiage or, you know, whatever the the settlement was, it made no sense for me to continue to build someone else's brand, right? And when you look at your brain and when you look at how if they're saying that people are confusing, you know, you for them, they're probably not wrong. They're probably there is some merit to it. So thinking bigger, it's like when I when I'm bigger than them, I don't want anyone confusing me with them either, right? So I think it's best to rip this band-aid off, start fresh with a name that I know that I can police very well from the beginning. And and that's what we did, right? And now if you look at Revive, and you can do this today, if you type in Revive Med Spa in Google, there will be 500 different brands that have that name literally to this day, right? And I'm sure that that same those same people are still fighting all those trademark issues and all these people trying to get it all down because they didn't police it from the beginning.

[00:26:40]I don't know why, but my life turns into a giant construction project like 90% of the time. So, I'm adding a master edition, like a master suite edition on the that side of my house, which I've learned is going to require me to move all my pool equipment. So, we are now draining the pool, as you can see. So, the pool is being drained. Uh hot tub is already drained. Sun shelf is already drained. They're actually uh forming out the foundation right now and forming the stem wall. And they're going to be pouring the stem wall tomorrow. So, this project should start when I'm gone. But it'll be about from now, 3 weeks from now, we should be fully built and dried in. So, plywood, roof, walls, windows, uh, and then obviously the inside and the finish work takes some time, but really excited. It's a It's about a 1300 ft² master suite edition. So, turning the master suite we have now into or the master bedroom now into like a sitting/ movie theater room. Building like a beautiful breezeway that's Florida ceiling grass to the new master suite.

[00:27:39]And then off the back of the master suite, like an outdoor recovery area, so sauna, coal plunge, stuff like that.

[00:27:45]>> This is all about like who are the high performance driven athletes, but also individuals. And I think part of you know who this includes like the current audience like bodybuilders, anyone that competes, but even the study like signature is about high performance people. I know we were talking about founders like founders and entrepreneurs and coming back to the comm's principle is like the founders of raw as a filter for the kind of work that goes out into the world because like if it's true of you guys it's going to be true of the brand like I can imagine under the signature lines like yes there's like safari like right now who are the founders and entrepreneurs that are like again building things from the ground up have put in all of the work and you build that to create aspiration and inspiration for other people And so right now the reason like why aren't these kinds of people choosing raw? It's like they probably they're loyal. They probably found the thing that they love.

[00:28:39]Like I don't really have a reason to switch. And so again, how do you start to bring in different kinds of people to build that inspiration and finding partners are going to tell the hard truth. And I know we were talking about you can imagine a brand level from raw but even down to a signature maybe like times raw.

[00:28:56]>> It's the only collab I would ever do.

[00:28:58]Like that's that's it. That's my like dream collab.

[00:29:00]>> So you can imagine raw time but then you can imagine the signature line >> maybe it's like you know you have sulf >> however you pronounce his name.

[00:29:10]>> So are you saying that we categorize we pair basically these style products with this specific subject to >> to me tying together brand and product especially when we're like in this particular vector makes perfect sense.

[00:29:24]It's like we're not just telling a story, we're also pulling it through products that now have that story, right? And I think that that's like the specificity of like why these products with this personality I think is really compelling even down to the ingredients.

[00:29:38]Why is it formulated in this way for this person because of what their life looks like, right? Like I think that that's a huge opportunity to to >> content, product, everything. It's like for the audiences, it's like consider these like this is the entry point for all of these different audiences that we're trying to connect to that we can then expose them to like the rest of the world. Someone comes in at maybe they're ready for like other maybe they want signature cuz they get serious. Maybe they want, you know, sport because they like running. It's almost like what's the gateway to raw? And it's like I think aligning these stories and to specific product lines makes sense as like the first thing in >> we started noticing in Germany we started doing like the cycle of advertising. We started doing TV >> and it it like works again.

[00:30:27]>> Interesting.

[00:30:28]>> Like TV to Tik Tok like so basically the way that we saw it fluctuate was like TV start drove to Tik Tok. Tik Tok obviously bled into Amazon and then bled into retail. So, you know, as we go into this like high level and exactly what you're saying of like trying to touch every audience and how to touch on every audience, if there's a way to like at a high level showcase even just like that like not know not sure what it's for sport to, you know, I think if we can tell that in a really unique way in like a commercial, I think that would be a really awesome thing to put on TV. these level of productions which we pulled off with like hardly any budget were these can be multi-purposed for TTV right off the bat. What we did with the gym shark bomb energy yesterday that can easily be a CCTV spot for sure.

[00:31:16]>> Yeah.

[00:31:16]>> Yeah.

[00:31:17]>> Totally. I think, you know, from the campaign standpoint, the idea is that we do something that can tell a lot of stories for RAW, but cut together in something that operates as like a, you know, 15 to 30 second like just banger, you know, and so each person is another story that you can >> it's all into one at the end.

[00:31:33]>> Yeah. Yeah.

[00:31:34]>> I always tell like the team like the validity and verality to me is when you don't have an A+ celebrity in the content, right? Cuz then the content tells the story. like you're hitting on an emotional string that's making people share and it doesn't have to be Chris in the photo or any of us in the photo. It could be just someone who no one knows.

[00:31:52]>> Yeah.

[00:31:52]>> Um like I I always go back to I think it's the Chevy commercial that was like from right around the Super Bowl where like it's the husband and the wife in the front seat and they're getting in their old Chevy and they're pulling out of their driveway and the mom's like looking out the window and she's like seeing like their kids in the back seat and then the dog and like they're driving to their kids' house now. But it's like missing the like but it pulls on your heartstrings. It ties into your emotion. And like I'm crying by the end of the commercial and I'm like, "Holy [ __ ] this is the best thing I've ever watched."

[00:32:19]>> Like we got to get to that level, you know? And it doesn't need to be sad. It needs to be motivational.

[00:32:26]>> How can we get someone so motivated that they put down, like you said, whatever brand that they've been loyal to for 10 years because we have a special story to tell.

[00:32:34]>> And you know, it for me it goes back to less [ __ ] more intent behind the [ __ ] we do. Yes.

[00:32:40]>> You know, like I look at it as we don't need to be focused on delivering this crazy amount. It just needs to be amazing at what we do that leaves a lasting impression for a certain amount of time.

[00:32:51]>> Um, even like the campaign I was talking about for the creatine gummies, like I thought a cool idea when we launched creatine gummies more everywhere, like getting crushed cars, putting them in like the major cities, like you know, LA, New York City, Dallas, Austin, and having a massive creatine gummy container like smashed into the roof of the car and then there's a QR code on the side of the car. It's like creatine gummies taste so good they're out of this world or some [ __ ] like that like they fell from space >> and then you literally scan the QR code on the car and you can order your gummies and maybe they're half off if you use the QR code to scan. But the verality of those moments and then tying in our celebrity influencers to go and talk about them in those cities to just like get more hype around them. Like that's the type of [ __ ] that we we have to think outside the box.

[00:33:29]>> Yeah.

[00:33:30]>> We can't do the same [ __ ] everyone does.

[00:33:31]My wife, I love you babe. You're my favorite person in the whole world. But bruised apples like you know that's my kryptonite. I never feel I threw away more apples.

[00:33:41]>> You're not going to eat that.

[00:33:42]>> No, you want it. It's a great apple. I just don't like bruises. There's two big ones. See it?

[00:33:46]>> It's not going to be >> It's nasty.

[00:33:48]>> I kind of agree with him here.

[00:33:49]>> It's disgusting >> cuz it is cuz you bite >> a honey crisp apple with no bruises on it is like >> needs to be crisp.

[00:33:54]>> It's like a candy bar, you know? But this is just >> when you have a bruise, it it definitely like ruins part of the apple.

[00:34:01]>> And it's okay to to make up for it. My wife makes the best chicken noodle soup.

[00:34:06]And I'm Italian, so I layered cheese on chicken noodle soup. So I I put it she even layered the top layer. So I always have to do with cheese on chicken noodle soup.

[00:34:14]>> Well, I think it's like an Italian thing. You like layer like a lasagna with cheese as you eat it. So like I'll eat the top layer and then once the top layer is gone, I'll re cheese it.

[00:34:23]>> And then >> there's cheese already.

[00:34:24]>> Yeah. Yeah. The first layer is done. She did that for me. But then I'll eat that layer and then I sprinkle again. And then I sprinkle until there's nothing left. Every layer. That's why I have my back.

[00:34:33]>> He loves cheese.

[00:34:33]>> It's cheesy. Parmesan Reiano, baby.

[00:34:36]>> Yeah, but you got to have like the right cheese.

[00:34:38]>> Yeah. No, you can use like No, no, no, no.

[00:34:41]>> Fully alignment. What is the go to market strategy now? Like what are the deliverables? What are the timelines?

[00:34:47]How are we going to get there? How are you going to lead this to make sure that this comes fluid and it continues after?

[00:34:52]Cuz like we're doing a great job at the rebrand launch, but like we can't treat this like a product launch where it launches and then it dies, >> right? I think there needs to be some sort of punctuation to from what was and what is going to establish like day one of the rebrand. And I don't hate the idea of archiving post and starting fresh with the rebrand. I think it's we've gone to massive lengths to get here, but starting fresh moving forward where we do have consistent color schemes that we follow for video and for skills. We have a very specific style that we need to stay within the the the guide of and that would be like I would say we can launch this as early as >> I think so too. I think we can start and I think what's been really good is that already things like the gummies coming out it's it's not going to be a surprise to people. It's and that's the way to do it. It's not like in a big puff of smoke everything's changed. It's like step by step changing perception. So it's we we will do the biggest moment around it, the biggest clearest articulation on the campaign level all the way through, but like people are not going to be surprised. They've been seeing the raw orange. I mean, we we saw I think it was like last year on on a helicopter, you know, it's it's happened like that.

[00:36:04]>> That to me is for a brand of this size with this level of awareness, you don't want to like pull, you know, >> no, if you do that, you're going to lose sight immediately. You got to slow the transition. But we've done that. We've done a good job with that. My other thing is I understand the want to archive, but I also I want you to take in mind like we don't want to also show people we're not proud of what we were.

[00:36:25]>> Sure.

[00:36:26]>> Does that make sense?

[00:36:27]>> Like I I think there's beauty in like elevating and seeing the elevation real time.

[00:36:31]>> Like but what that means to me is maybe you archive for >> for an actual period of time where you're like, "All right, we're going to go dark on the website. We're going to do this crazy. We're going to post three times a day for two weeks." So that way it shows like a whole new feud. then unarchive and then we can go back and you can tell a story of like this. We weren't not proud of this but you know at RAW like we're we're constantly trying to take it to the next level.

[00:36:54]We're constantly trying to get better at what we do and this is this is that.

[00:36:58]>> All right. So today was a very important day and and again guys like what you're going to see me talk about and see me preach about a lot is what got us here isn't going to get us to the next level, right? And one of the things that we've we've noticed is if you look at raw on shelf in retail, there's a lot of uh miscommunication label label-wise, right? So all the brands sits next to each other on shelf and it doesn't cohesively look like it's the same brand. Uh but then as we kept digging into this in general, what we've realized is there needs to be a lot more cohesiveness in a lot of things. the the way we we post on socials and YouTube and email and SMS and all these things cohesively working together to tell the same story, right? Um and and how do you tell that story in a funnel like like setting? So, are you leading with brand and then are you going into um from brand, you know, which is like viral, cool, dope, exciting from brand going into validity, right? Why we're the best? What's in the products that makes them the best? And then the last is emotion, right? like and an emotion is connecting to your audience in multiple different ways. Um, and what we've realized is, you know, we've done really good at getting to where we are, but in order to become that billion-dollar brand, um, or multi-billion dollar brand, we need to win on all fronts. And that starts by visual production and visual packaging. And then it goes from that into how we execute in a in a timely fashion. So, is Tik Tok communicating the same way, Instagram is communicating the same way, email is communicating to the same way SMS? And then obviously eventually TV. And if is this rotation working in a way where if you see what we do and you see uh a shoot that we have, can you know it's raw without seeing our logo on it? And that's really like what this comes down to, right? We want to build such a strong brand identity that you don't have to have our logo on it at all, but when you see it and you see the style in which it's shot and you see the motion in which the athlete or the influencer is moving, you're like, that's a raw photo shoot. That's a raw athlete. Um, so again, you know, I think as you analyze and we have great content, we do great work, we do we have great product, we have great packaging, but how can we get better? How can we make it to the next level? How can we become impossible to ignore, right? That's really what it comes down to. How can we become impossible to ignore and how can we be we become the staple of performance sports nutrition and really performance living, right? It's it's so far it's so it's it's now surpassed sports nutrition and it's now in creatine. everyone should be taking it right. So, how can we penetrate all those households? And it's by doing this the right way. And the right way sometimes takes flying in your whole entire team uh of creative, which we outsource these big plans. So, when we're doing a big rebrand or a big reset and and and visual, um again, you don't know what you don't know. So, you bring in a team that's much more elevated than yours. And we've been working with our team here from Canada um that's done a lot of great stuff for us for almost a year on this rebrand.

[00:39:49]and now it's finally coming to fruition.

[00:39:50]So, you see some of the stuff behind me on the wall. You haven't seen the apparel, but it all flows together. And when you see it all start to happen, you're going to be like, I get it. And you're not even going to realize you get it until one day you're going to look at your phone and be like, holy [ __ ] it's already done. Like, they did it right.

[00:40:05]It's all it's all cohesive. It all flows. It all makes sense. I can tell it's raw. Um, but again, you know, it's it's bringing in a team much better than my own, working with my team who's incredible that just they don't know what they don't know and elevating their skill set and giving them the SOPs and all of the empowering them to know and understand how to get to that next level. So, what you saw these last two days is a master class where we brought in that agency. That agency worked with our team. Our team did a shoot with that agency on site. So, yesterday we had a full heavy production day. Um, Jack learned a lot on, you know, pre pre-production planning, pre-etting up the shoot, pre-lighting the shoot, bringing in models before the day of the models, the celebrity models coming in and and using them to get all the shots ready, show the shot list, storyboard it. Um, ju again, just getting to that next level and and I think in in anything in life, like if you're consistently focused on getting to the next level and and how you can consistently improve, um, you'll win. So that was what a lot of what today was.

[00:41:05]Uh and I was super blessed to to be a part of it. And and the cool part is is we went through all of it, right? We went through every single piece of this redesign and rebrand and restructure and re re-engage the audience and how we're going to do it. But then on top of that, what do I always say? You don't have [ __ ] until you have the plan on how you execute. And I came back in in the afternoon after I had my meetings and we went through exactly that. How are we building out these SOPs so this does none of these balls gets dropped? And I'm really proud of what the team did.

[00:41:32]I'm excited to see the shoe.