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

0:00 Is it easier than ever to make a million dollars right now? >> The arena doors are wide open. >> Ahead, baby. >> If you guys don't know, Greg and I have a supplement company named Bloom. >> What's the most you've made in a single day? >> I've had nine figure days. >> So, what did you do with $100 million plus? >> We bought a house in Aston, Colorado that was over $20 million. If someone's listening to this right now and they want to live a life similar to the life that you live, what would you tell to this person?

0:30 >> I am choosing a life of pursuit. I am not choosing I'm going to make $100 million and then unplug everything and lay on a beach every day. >> Why do some people feel like it's a grind, >> dude? Imagine if we had to go work under like fluorescent lights in a tiny cubicle this big. That's the grind. That sucks. Sell Bloom for $3 billion today or let it ride. >> Greg Live, thank you so much for coming on the ice coffee hour.

0:59 >> I am so excited to be here. I'm I'm fangirling walking around this place right now. >> Thank you so much. So, I'm curious. Is it easier than ever to make a million dollars right now? >> Oh, dude. The opport the the arena doors are wide open. Like the the opportunities have been democratized. I don't give a what your circumstances are. If anything, it seems like there's a direct relationship to your circumstances means you have a bigger upside in 2026. But between everything happening on e-commerce and the way that these legacy brands and corporations need these new young entrepreneurs more than ever, >> they need us, we need them, >> the consumer is asking for new products on the shelves more than ever. They're sick of these boring legacy brands that are not even catering to their needs.

1:41 And so, yes, it is easier than ever to make a million dollars without a doubt. So what's holding people back? >> I think a lot of what's holding people back is unfortunately the lies from the last generation. I think the world has changed so much in the last 20 years and we are still operating from things that our parents told us from their generation where they were like stay in the same career for 30 years, stay in the same stay the same corporation for 30 40 years. And it's like that's that's no longer the playbook. It's not about like chasing this 401k and then like riding off into the sunset when you're 70 years old anymore. It's like you could have a prosper, fulfilling life by the time you enter your 30s, which was not possible for their generation. So I think a lot of what's holding people back is just this misconception of what's actually these these rules that the last generation told us exist.

2:31 >> So if they know that, then what's the next step? >> The step is absolutely action. And I think that that a lot of people probably watch my videos and assume that I'm telling them to go after entrepreneurship and founding their own business. I actually don't think that that's necessarily in any way the only case. Like there's Bloom millionaires, right, who are not founders whatsoever. There's people who are eight figure people who joined Bloom years into Bloom. And so I think there's a world for entrepreneurs. There's a world for entrepreneurs. And there's so many different ways to cut that cloth for what your skill set is. Social media has just removed the borders from all of these niche opportunities that used to be niche because of geographic constraints of like a zip code. Right now you can talk about it on social media and you can find massive communities of people that have demand for what you're willing to provide.

3:15 Right? >> Speaking of Bloom, the story of how we know about you is pretty insane. And we also must disclose this is not sponsored. And so Graham's biggest fear is like I really don't want people to think this is sponsored. He is not paying us to be here. This is crazy for us because this is your company. >> Yeah. >> You sell a million cans of this per day and >> two >> two million. >> What did that change recently?

3:40 >> Oh, dude, it's it's every day we check the numbers and it it's really tough cuz we're trying to make projections of like what 27 will look like and there's no way to know cuz like even the the growth isn't consistent. The growth is continuing to scale up. So, it's just it's a wildfire. >> Do you have a tracker where you see like every can sold? Do you really see this? Can I just show this on the camera really quick? I'll go off airplane mode.

4:00 >> >> is this the first thing you check when you wake up? >> No, but there was probably seven years of my life where every day I woke up and I checked the sales in every channel. I checked the followers on every channel. I, you know, and then I would like screenshot and see how much it changed 3 hours later. Like I used to be obsessed with tracking. Now I am definitely not nearly as obsessed as I used to be. But 575 million right now and that's in 2 and a half. We launched in July 2024.

4:22 How accurate is this? We make sure it's perfect every week. So sometimes it gets a couple million off and then we reset the number to what it's supposed to be once a week. >> So over half a billion can sold. >> Yeah. We'll hit 600 million like definitely by the end of October. >> So from our perspective, basically we had just sent our assistant out when we first got this warehouse and we had a completely unstocked kitchen. We were like go to Costco, grab a bunch of stuff. She comes back with these >> and I drink some of them and I'm not like a super big energy drink afficionado but I'm familiar with a few of the brands. I was blown away by it and not that I just want to like shill your company or anything. It is truly a great product. I loved it and I told her no to these things that you restocked.

5:01 Yes to these especially Bloom like continue restocking it. And then I found out that you you make YouTube videos which is so fascinating. >> And that's how I found you separate by the way from a you see a lot of people that actually start out as a YouTuber and then they create the product. But in this case you actually had created the product, you're running the company, you're massively successful and then you pursue YouTube. People claim it's better to be rich and unknown than rich and known. I'm curious, have you found this to be the case?

5:29 >> You know, I think I think that there's not a one-sizefits-all for all of these say that people say, "I like being known, and I I I my whole career was on the other side of the camera, helping my wife build her following. My wife and I co-founded this company in 2019." So, this beverage launched in July 2024, but it's not some like 2-year overnight success. My wife and I started working out of the dorm room in college together in 2017. So, this is really an 11-year overnight success. And >> I was just like having so much intrinsic discomfort with like what the new generation was experiencing in terms of like confusion of where they should take their life. I was like, let me just sit down in my backyard and start filming some of the lessons that I learned in my 20s and then now I'm entering my 30s. If I knew these lessons earlier, I'd be further ahead than I am now a decade into my career. And then you don't need to learn them the hard way. and these videos started to kind of pop off. I'm I'm really happy with the views and the reception and the and the positive comments that I'm getting based off of them. So, I've just been doubling down on that. But, I I like people coming up to me and I like kind of people starting to know my name. And I think status is really cool. And I don't know if that's because I'm insecure and I need my ego to be juiced up a bit, but like I think I have experienced wealth being unknown.

6:40 And I think having wealth with some status exponentially makes that wealth more fun. >> But the status could get to a place where you can't go to a store where you get recognized everywhere >> for business. It doesn't quite get that. >> I mean Kevin Oir might, you know, have some trouble going to the local Walmart. You >> maybe one day I'll have to stop. I don't know. I'm I'm not even close to there yet. Like I get recognized, you know, a couple times a day if I'm having a day out and about and like it it's always in a very respectful manner. But I can imagine it can get out of control.

7:11 >> Yeah. You mentioned insecurity. I'm curious, is that like an actual motivating factor for you and have you noticed that across other successful entrepreneurs that they needed to have some sort of like thing that they felt like they were lacking in order to motivate themselves to push hard? It's funny like a lot of people will meet a very successful business entrepreneur and expect to meet a normal person and then they're surprised when you know they're a little they're a little tweaked out, they're a little messed up.

7:37 They, you know, have a little bit of a anger behind their voice and it's like, yeah, they did something exceptional. Did you expect them to be normal? like you everyone everyone who is building something of great value or building something exceptional there's there's normally something a little funky going on in the background inside their head right I definitely have some of that I grew up in an in in in a society in a in a neighborhood in Westchester New York where it was academia academia academia I had ADHD to the point where I couldn't even read a couple sentences straight graduated college with a 2.4 4 GPA. And so basically the entire town I grew up with because I wasn't going to an incredible university made me and I think made my parents feel like as a result on a regular basis, right? And >> yeah, there was definitely a chip that I had to chips in your shoulders, put chips in your pockets that that that fueled the initial start of my interest in entrepreneurship because I wanted to prove them wrong. Now that's a that's gone, thank God. But yes, I do think most entrepreneurs start with that chip on their shoulder. So then what do you tell the viewer right now that feels like hey I feel like I'm a normal person I don't think that there's any chip on my shoulder I think I'm exceptional or extraordinary or like a weird person but I want extraordinary results what would you tell that person if you just want greater things like that in itself is not normal right like you you you you have this this this void that you need to fill and I think embrace that I think that a lot of again talking about the last generation they made you feel guilty for wanting more they'd be like are you not are you not grateful for what you have now. And it's like I actually think that >> you're ungrateful if you're not taking advantage of the opportunity to create value for society today, which rewards you with, you know, fiscal freedom and fulfillment, right? So, I I'm a big believer of like wanting more is a good thing, especially when you're young. And if you want more, it normally means like you just actually hit a previous goal.

9:32 Like that's just like what we're supposed to feel like as young testosterone filled, especially men, right? Like we we should want more. And I hate when people tell us that that's not okay. >> You know what's crazy? Your videos get me so amped up. Like I woke up this morning at 6 a.m. which is way earlier than I usually wake up. And the first thing I do before listening to any podcast, I usually put on the guests and I listen to them. And waking up and then putting on your video just got me so excited for the day. Like today's a brand new day. We got an arena. We do this and that. And it just gets me amped up. How are you always so like hyper?

10:05 >> It it wasn't always that way. Like there was definitely years, I'll call them chapters of Bloom and the businesses we had previous to Bloom where there was no motivation cuz nothing was working correctly. And it was truly like I would get up I I I figured out getting up early wasn't unlocked. Like there was times where I wasn't getting up early and my whole routine had to be audited for sure. But like I I was the only one clapping for myself. I had to drag myself out of bed in the morning and go try to do these harder things and not let my mood dictate what I was going to do that day or let my emotions dictate what I was going to do that day. So, I think once you but once I started to have some winning, that's when it really becomes like this limitless energy pill.

10:47 I mean, I'm sure you guys get addicted to this feeling of these these viral videos and the brand deals that are coming in as a result. Once you get a little bit of that initial momentum, dollar signs aside, like just this feeling of winning, it's like it's the most addicting and best feeling in the world and it happens to generally come with yeah this this this monetary reward at the end of it. But it's I think we're all just addicted to like going after bigger and bigger goals and allowing the finish line to move.

11:14 And once you start attack tackling some of those finish lines like that's just there's nothing better. There's nothing better, right? That's what I think motivates me every day. So, now that I'm starting to like really compound on hitting some of these goals that I'm going after, it's like I don't know. I'm just addicted to it. It's so fun. >> What's the most you've made in a single day? >> Bloom, like in revenue-wise, >> both. Both you personally and Bloom.

11:38 >> I've had nine figure days personally. I've had I've had more than one. And I've had and Bloom has definitely had it's not as volatile as it used to be. Like it's more consistent now as a business. It used to be like Black Friday would be this outrageous record day. but now like every day Bloom is doing a couple million dollars. >> So what does it mean to have a 9 figure day? >> It means 100 million.

12:01 >> So you made $100 million in one day. >> Yeah. But that's because of you know an enterprise value transaction where you sell a piece of the business, right? Yeah. So that wasn't because I you know did I sold a piece of Bloom. My wife and I sold a piece p piece of Bloom and we we sold it for cash. And what does that look like when you get nine figures in a bank account? Does it just show up one day?

12:21 >> Yeah, it's one. It It was like four wire transfers in a in a 24 hours. >> So, what was the bank account value before that? And then after that, >> I made a new bank account for it. So, >> it didn't just go into your college checking account. so dude, it's funny you say that because when Mario and I first started selling like booty bands on Instagram, >> we I was using a TD Bank student account because I was in college and every day I would tell the PayPal to move money over to the TD student bank account and I knew nothing about business. I knew nothing about money. I knew I didn't know what enterprise value was. I would go to the TD bank every day and withdraw all of the cash because I didn't know like that I should keep it in there. And so every day I would withdraw a couple hundred bucks and put it into our car glove box. And then one day TD Bank was like, "Are you like a dealer? Like what are you doing with this student bank account? Why are you stopping by every day and taking all this cash?" And then they kicked us out of TD Bank. And so then Mari and I were like, "Okay, we should go start one of these like LLC's and get a business bank account at Chase Bank." And so we sit down at Chase Bank and we're like, "We would like to open up a business bank account." And they were like, you know, we go through all the paperwork and everything. So they're like, "Do you have like any money you want to put in this account?" And Mari just puts like 40 grand on the on the counter in Chase Bank and cash of like, you know, which is all the cash that I've been taking out of TD Bank. And that was that was the the first business bank account that we made and that business was called Mari Fitness. But yeah, that was that was like the genesis of our bank accounts, I guess.

13:39 >> So what did you do with $100 million plus from not even knowing how to handle a business bank account to trying to figure out what to do with a $100 million is actually terrifying. >> Yeah. At that point, one wrong move could cost you big time. So you want to understand your options and think things through before making a decision. Now, obviously, you don't need $100 million for that to be true. A lot of decisions in business have real money riding on them. And that's exactly why we've been using our partner, Claude, to help us think things through. Claude is the AI for problem solvers. It's the collaborator that understands your entire workflow and thinks with you, not for you. So, whether you're debugging code at midnight, building a financial model, or strategizing your next business move, Claude extends your thinking to tackle the problems that matter. We actually use Claude to help structure this exact episode that we filmed with Greg. We pulled data from every single Ice Coffee Hour episode episode and used it to better understand which topics you guys find interesting and build an outline based off of that.

14:31 Our editor, Michael, is starting to seem insane because he trained a model to edit the episodes of the Ice Coffee Hour. I kid you not, we've manually edited for 7 years. Now, Claude is doing 95% of the work. He attached a lav mic to his shirt and he walks throughout the warehouse and just speaks into his Claude to help train the model on how to better edit the iced coffee hour episodes. It's absurd. And we use it to help with invoicing, contracts, finances, even our clips channel editing. So, if something in your business is taking too much time or you've got a problem you're stuck on, give Claude the context and work through it. For problems worth solving, get started with Claude at claude.ai/iced coffee. That's claude.ai/iced coffee and check out Claude Pro, which includes access to all the features mentioned in today's episode.

15:15 Claude.ai/ic coffee. So, what did you do with $100 million plus? the first big purchase that I made was definitely our family always wanted like a a large second home in Aspen, Colorado. So we bought a house in Aspen, Colorado that was over $20 million. And so that house is which is in the background of a lot of our a lot of our YouTube videos now. But that's like a house in the mountains. We can ski the the we have a son now and so we want him in the outdoors a lot growing up and that's become like our happy place for sure.

15:44 >> How did you know $20 million was the right amount of money to spend? >> Oh, I'm looking at upgrades already. Like it's not the right amount. Yeah. Like for sure, for sure. But it's been a great investment as well, right? Like there's something funny about like I'm not like burning money with these purchases. Like even the cars, like people see the cars online. It's not like I'm buying, you know, my my Ford Raptor I'm losing money on obviously, but like dude, my Ferrari, my SLS, like a couple of my cars I've I've made significant value on. I haven't cashed out yet. But if you buy the right things, it's really just an asset in your portfolio.

16:13 >> Did you have a financial adviser that was telling you, hey, listen? Yeah, they I do have >> because I'm doing the math here. You get 100 after tax, it's going to be probably 60 and then you spend a third of that on one consumption purchase of a second home that might get used only a few months to maybe 5 months of the year, a lot of upkeep. And I'm thinking maybe we should have spent a little less on that or rented the house.

16:39 >> So the number was larger than 100 taxes. And you know, dude, it's it's you know, you know, refinances and mortgages way more than I do. You're a real estate expert, but I did a cash refinance, so I I put all of the cash down and then I'm only paying like 2 or 3%. And I got all of the money back and that's now in my portfolio getting invested. You know what I'm talking about? I mean, you could probably explain that better than me, but let's say I put I literally paid 25 million in cash, then told the bank, "Hey, now let me take a loan against this house, and then now all of that money is going to work for me in the market." So, I I still have the money.

17:16 It's this really It's really odd. >> Yeah. Like, I'm sure this is like normal to you what I'm talking about. But like, yeah, I in my according to my bank account, I haven't even spent the 20. >> Okay. So, what does your financial advisor say you should have done or want you to do? >> I don't like when I make large purchases and then change my mind. that that's when they get pissed. So, it's like you know, if I because it's only been two or three years and they and I'm like already thinking about like what is the next house because I need something more if we want to have more kids or whatever it is. That's when they get a little stressed out >> cuz it's more paperwork for them.

17:45 >> Dude, it's a lot of work and it's like you're not really actually probably going to to to to realize upsides in only two or three years, right? So, like for example, I wanted to buy a plane and I wanted to buy a G200 jet and it was I think it was going to be like seven or eight million and I was explaining them what my uses would be and you know it kind of made sense with how much I'm chartering right now. And then of course it's like I wanted the plane to be green so like I can't charter a green jet. I want everything green. And so they were like, well, if you want to upgrade to a G4 in two or three years because of just, you know, where the family is going or whatever it may be, we'd rather you just charter right now and not buy the G200 right now. Do you get what I'm trying to say?

18:29 So like th those types of scenarios are trying to slow me down on and start I'm trying to think longer term. That's really what they're trying to get my head around. >> Do you care how much money you spend? Because it sounds like you really don't. >> I don't. I I have always had like a what some would consider a toxic abundance mindset. And I see that in a lot of very successful entrepreneurs. Like whenever even in the early days of my career, if I needed to come up with whatever the relative scary number was, at one point it was 100 thousand, at one point it was a couple million, I could figure it out.

18:59 And so I've always had an extreme abundance mindset of I'll figure this out. And and frankly like with the whenever I've had to put my back up against the wall whether it was on a purchase you know we we bought a $4.5 million house in Santa Monica when we first when Bloom first started to kind of take off and that was the first home that we bought and I did not have $4.5 million but like buying that house and figuring it out how to at least get the transaction done and then realizing like oh I need to I need to pay this off and still keep up with Scaling Bloom and and support our lifestyle that motivated me more than ever to go come up with some great business ideas.

19:39 >> Do you think that's a healthy way to look at it to go and like take on some huge obligation as motivation? >> Early on it was very much like I would lose sleep over the anxiety around my backup being being up against the wall. Today it's not like that. Today I have a nest egg, right? So it's a little bit different in terms of like I don't like need to figure it out. But dude, I still am super open to going allin. There's different types of risks, right? There's there's there's financial risks which would be like I'm literally moving all of my chips into the table and like quite literally my bank account. I've done that many times. I haven't in the last one or two years, but up until 29 years old, I went all in well over a dozen times on opportunities.

20:19 >> There's also like I'm going to move my family to another state to take on this opportunity. So Mari and I moved five times in 5 years. We moved Philadelphia, New York, Boulder, Colorado, back to Brooklyn, New York, Los Angeles. Now we're in Austin, Texas. I have a son now. That's not a risk that I'm willing to take, right? So, I'm not going to risk uprooting my family or not spending as much time with the things that really matter, like my, you know, our family tree for example, for the I missed five Thanksgivings. I missed five Christmases because the day after Thanksgiving was Black Friday. The day after Christmas is when resolution season started and we had a fitness business and that was the we had a I just had Thanksgiving with my team and I had Christmas with my team because the next day was going to be the most high revenue day of the entire year for us. So those are risks that I'm no longer willing to to to to go all in on.

21:10 You know this year I will try to have Thanksgiving. I will try to have Christmas. But I am still pretty open to taking large chips on the table risk. >> Are people born with an abundance mindset like that or can you learn it? Because I am naturally so conservative, thinking always of downside. Like I'm building out a new studio at my house and it's going to be a lot of money. Yeah. And mentally, I'm now taking on extra work just to be able to pay for it. So it would like net out to zero.

21:37 >> But granted, let me just say something like the cost to build out this studio relative to your net worth is probably 01%. I don't know what that is. And this is your studio that makes you all of your money. And the fact that you have the added stress when it's such a like an inconsequential, it really is. Well, I I don't know. >> Well, it's funny like >> everything goes over budget. >> That home I mentioned in Santa Monica, like my wife was a lifestyle creator and like that was our studio and we needed to have a certain lifestyle portrayed online, especially when like that type of Los Angeles, you know, lifestyle mattered on social media. And so all of those, you know, fiscal investments that we've made previous to recent had that it was almost like a build it and they will come mindset. It's like I need to get these I need to almost like it's almost like a fake it till you make it type of situation. Like I need that I need the big bloom headquarters because then people will want to work here. And like that energy into the universe I really think matters. Like we weren't going to get top tier talent working out of a co-working space anymore. They would have been like what the hell is this startup? which we were doing up until we were doing $100 million in revenue. We were in like bulk co-working offices, right? And it's like once I realized just investing in the movement and build it and they will come type mindset and then the universe just kept rewarding these big investments that we were making because like the the the Greg that's speaking to you today in terms of like these material things that's new and I'm having fun with that now. But previous like they they all had this this like bloom was the epicenter of every decision that I made.

23:07 >> You said that you took a bunch of massive risks like allin risks over and over and over again. I'm curious when did you take a risk like that and it didn't work out? >> Oh man I mean I could give you an example of early on in my career like early on in my career we ran a ton of marketing and the marketing always said go follow Mari Llewellyn's Instagram page. We never had a funnel that said go buy Bloom. We would say just go follow Mari because we wanted to build this large community and we knew that that was that was the long game. And I was running buying a lot of ads on meme pages. Do you remember meme pages?

23:38 >> And so I was running a ton of ads on meme pages. And one day, let's say we had $15,000 in the bank account. I said, I'm going to go all in on a massive meme page campaign. And I think I just found like the perfect portfolio of pages to to invest in this 24 hours in. So I went all in, $15,000, bought ads on all of these meme pages. and all of the followers started to come in and they were all like Indian names and then all of the comments were like in different languages and then there was no Shopify traffic and so like there's small there's early on examples of going allin and getting zero award and then it's like oh my god there was a negative ROI to that entire you know all-in scenario that we just parttook in but in more recent years especially when I was like 25 26 you know you get you get distracted from in my head. I call them like the Miami boys, like these like day traders and these growth hackers and people trying to like manipulate on Amazon and they're making a quick buck. And you start to try to play those games and invest your time in growth hacks instead of just creating the best possible quality product for your consumer, whether that's content or whether that's actually the, you know, a beverage that they're sipping on. those scenarios I've gone all in in broke some rules that I shouldn't have broke and ended up I mean at one point we were kicked off of Amazon like that was disastrous to what happens >> I mean we were kicked off of Amazon for 30 days because I was working with an agency that I wasn't overseeing properly and I went all in on growth initiatives turns out they broke some rules and they were they bought some fake reviews on the account which I had no idea that that was going on and they ended up kick us off of Amazon for like 45 60 days.

25:18 And this was by far the most stressful the most stressful 45 days. >> What did that cost you? Oh, we were probably 24 hours out from doing massive layoffs to Bloom. Everything would have gone under. Amazon was majority of our business. And so there was a ton of lessons that were learned for that. Now, when I'm looking back, which was the ROI, I think to the chaotic situation that it present that was presented to us, such as I'm never going to rely on one channel so much for our businesses again, which is why we're now in 85,000 doors. I don't care if one of those doors kicks us out. Like we now we don't rely on just one customer anymore. But you know, at the time that was an example of going all in on growth instead of going all in on the best possible product for the consumer. But that wasn't necessarily active risk.

25:59 That was more so being ignorant to a a portion of the business. >> So So I'm more curious like this, you know, could this be survivorship bias of like, oh, I took massive massive massive risk, but it does actually seem like a lot of these risks were really calculated. The first example you had was $15,000, which could have 100% been like allin and that's a massive risk. However, it just seems like everything you've done has been successful. Last year, actually was in 2026. This year, I went I thought our root beer soda because we also have a Bloom Pop line >> was going to be the biggest hit of a soda product that we had ever made. And we have a Bloom Pop line that does about $130 million a year. We bought probably $20 million worth of this Balloon Pop root beer and I thought it was going to fly off the shelves. People didn't feel that way when they when they when when we released this root beer and I needed to end up writing off $10 million of that root beer. Just expired.

26:54 >> Why' it fail? >> It just we just didn't sell through nearly as much as we made. So, we just overpriced. >> Was it the taste or was it just like demand? >> There wasn't a demand for root beer like I thought there would be and that was just a mistake. >> Did you like it? I like I like root beer, but there's a reason why root beer isn't in the top five sodas of the country, right? I guess a lot of people don't like root beer. Also, there's a ton of root beers on the market. There's not a lot of crisp apples on the market.

27:18 There's not a lot of Shirley Temples on the market. And so, I think we had we took some expensive lessons from that mistake, but that was a $10 million write- off in 2026. That really hurt. >> So, this is your billion dollar company. How much does it cost to make a can of this? >> This product at a Target, if you were to buy a single can, would cost about $2.50. Most energy drinks on the market, you're talking about a 50 to 60% gross margin, which means, you know, you can do the math watching this show, what probably Bloom's energy drinks gross margins are, but it's a profit. Like, is this a profitable real business with very healthy margins?

27:52 >> So, you could in theory be making about a dollar a can. >> I sell it to Target for less than $2.50, but like in the world of people getting money from this energy drink, there is a dollar to go around in most scenarios. A lot of people take money from this. It's like, yeah, you sell it at this and they take this and they ship it over there and take that. >> Who takes the money? And who's the greediest out of all the people to put this can right here?

28:15 >> Once this gets made, like it then needs to get shipped everywhere, right? Like it's not like I mean, can you imagine sending like I send 12 packs to somebody's doorstep and a lot of time it's with free shipping. Like moving this heavy product around is half the expense. But sure, making this can you may be able to say it cost you a dollar to make the can, but then you need to get it to somebody's doorstep. you need to get it sold into a Target, putting it onto a Target shelf, they charge me a million dollars for that shelf. So, it's so much more complicated than that.

28:43 so if somebody even said that they're making 50% profit on the or that there is they're buying it for 50% less than they sell it for, there's a lot more expenses involved in the Bloom business. >> Yeah, but Bloom is a profitable business. Could you walk us through like like what would be surprisingly expensive? Like I imagine the can itself is like the cheapest thing imaginable, right? Like >> the most expensive is logistics. The most expensive is just moving this product around.

29:10 >> What's the most profitable way for you for someone to buy this? Is it like through you directly? Amazon, Target. >> I don't care where someone buys it. Like I I truly just want more people buying Bloom and then they end up buying in other places as their journey commences. Bloom was at its most profitable stage when we were a 100% Shopify business. I can say that. So that's prior to us having the beverage, but the business was the simplest. We required the least amount of overhead, the least amount of employees. It required the least amount of technology or trucks, whatever it may be, when we were a 100% direct to consumer Shopify business.

29:46 >> What's funny is that Shopify actually sponsors quite a bit of our podcast. They're fantastic. It's how I sold bankroll coffee in the beginning. Shopify is such a blessing to again when I say like the opportunity is wide open and democratized today for 2026. It's because of softwares like that. It's because of how easy it is to get a YouTube video up. It's because of how easy it is honestly now to even go fly to Minneapolis and pitch Target to try to get your product into the store. That used to be so difficult to do because they only wanted to talk to the Proctor and Gambles of the world, right? So it's like Shopify though is one of the biggest reasons why it is so easy to literally start a business tomorrow. So, how much does it cost to get a shelf on Target, Costco? How does that even work?

30:24 >> Well, before Greg could even pitch Target or Costco, he had to figure out who to talk to. And that's a common hurdle for business owners, finding the right contact. >> Yes, you got a product you want to sell. But which businesses need it? Who makes the decisions? And how do you reach them? >> Well, that's what today's sponsor, Clay, does. Clay finds businesses and people that need what you sell right now. Just type in your website, and Clay uses agents to research your business across over 200 different data providers. And it also shows you who your best prospects are, why they're a fit, and what signals you should use to find more.

30:53 >> Yeah, it's really the fastest way to grow your business because it gives you all the data like emails, phone numbers, funding information, your website visitors, revenue, and so much more. The fastest growing companies in the world like Anthropic, Google, Uber, and Microsoft use Clay to Grow. Again, it is free to start with the link down below in the description. And when you use our link, you'll get 2,000 free credits. It's free to start. No credit card needed. All you got to do is use the link down below in the description. Just type in your website and see companies who need what you sell today. And with all those new customers, you need a team that can help take care of them, which means you got to take care of your employees, too.

31:27 >> Exactly. Getting everyone paid on time, setting up new hires, handling benefits, that work grows right along with the business. It could be a real pain in the Caleb Hammer, but our partner Gusto can handle it for you. For those unaware, Gusto is an online payroll and benefits software built for small businesses. It's all-in-one, remote friendly, and incredibly easy to use. So, you could pay, hire, onboard, and support your team from anywhere. We actually use it ourselves. I've used it since I was 21 years old. I just turned 28 a couple of days ago, and we just hired a new editor, Michael, and it helped us set up literally everything. And if you're already using something else, switching over is so simple. All you got to do is transfer over your existing data. You don't pay a single scent until you run your first payroll. Plus, it handles payroll tax filings automatically along with direct deposit. So, there's less for us to manage every time payday comes around. So, try Gusto today at gusto.com/istic and get 3 months free when you run your first payroll. So, that's 3 months of free payroll at gusto.com/ic.

32:24 One more time, that is gusto.com/ic with the link down below in the description. So, how much does it cost to get a shelf on Target? Costco? How does that even work? Bloom's genesis or what really put us on the map was our greens powder. And Mari and I and Leo bootstrapped Bloom to $180 million a year, which means we took no outside of investment. And that's previous to the beverage. Probably 85% of that business was a greens powder, a greens and superfoods powder that was almost entirely fueled by influencer marketing and my wife being the face of the brand.

32:58 We tested that product in retail for the first time in 600 targets. That was in July 2022. Let's say >> a couple months in, our sales were pretty good in the 600 Targets. And I said to Target, "Hey, resolution season is approaching. I need to be in full chain Target and I need to be on a premier shelf space by January 1st so that everybody can stock up on greens to start their resolutions." They said, "Whoa, whoa, you e-commerce kids, like that's not how fast retail moves. We make one decision a year. We are not we are keeping you in 600 doors for at least the next 12 months, and there's 2,400 targets." For context, I said, "Okay." I looked at the bank account.

33:33 There was a million dollars. I said, "We will give you a million dollars to put these greens in every Target by January 1st. I don't care where it is in the store. Just find a spot to put it. Make sure it scans at the register and I will give you this $1 million." They said, "Okay." And that was a transaction that happened with Target. And I think that you're laughing because like I think that the average person doesn't realize that these retailers are businesses.

33:57 Like Target is a publicly traded company that is trying to make profit and they sell just like just like real estate. They sell these shelves just like real estate. Every time you talk to a retailer, there is a transaction being made from a brand like Bloom and talking to a Walmart, Costco, Sam's Club, whatever it may be. And so, yeah, we spend millions of dollars a year, tens of millions of dollars a year potentially, having the right shelf at 7-Eleven. I'm more so laughing cuz I know 100% where Graham's head was at when he said >> which was a million like they just snap called. You should have just offered 500 grand.

34:29 >> I should have I Yeah, >> I was Okay. No, what I was thinking is how do we know the guy you pitched a million dollars to didn't basically just take that as a bribe? >> Yeah, that's also possibility. >> Do you think that I wired the money to him? That's that's what I know. >> Oh no, we got this Target account. >> So funny. Like there's like saying but maybe he's like getting a commission you got to give me >> because to me Target is such a big company that just from my perspective a million dollars to them would be like nothing. They would just care about >> but they had shelves >> and I bought one shelf. You get what I'm saying?

35:00 >> Sure. >> Like so so and by the way that was only for two or three months >> to have that premium that premium spot. So that's a huge part of these retailers business is like selling these spots in the store. If I walk into a Sam's Club, you which is a large, it's almost like a Costco. And those those products that you see at the entrance when you first walk in that are like, you know, clearly out of the normal aisle that they're in, you're paying for that spot.

35:22 >> You pay for one month to have that spot. That's called a This is a slotting fee. >> Yeah. >> So that that's how retail works. >> You know what? I feel like someone could do a lot of guorilla marketing walking in with one of those vests. >> Yeah. >> And putting their own display in the store. If anyone asks, say, "Oh, you know, we we you know, from corporate, put it there." see how long it stays there. And you could have your products on display. It wouldn't scan. Yeah.

35:43 >> But it's still good marketing. You put it everywhere. >> I agree. I I I I'm not going to tell anyone to do that, but I agree that there are definitely like people need to >> flex some rules and try to get their brand out there for sure. And they need to be they need to be more comfortable pressure testing. >> What's to stop someone from going and taking their product to the back of the store and moving it to the front?

36:06 Well, there's 2400 Targets or there's, you know, a thousand Sam's Club. So, you need to do that at scale to make any type of impact. >> You could find a hundred people to go to three stores each in one day and move all of the product. >> I I think they would be stopped. I don't know what's stopping them from doing that. I I that may work. Someone please try and let me know if that works. Yeah.

36:27 >> What are the regulations about selling caffeine? Because I remember Prime >> got in trouble. I believe it was with you know Canada or selling to children. How does that work with the amount of caffeine in >> Asia? Well, our international energy drinks definitely have less caffeine than our American products. Sometime that's not just because of regulations, it's because of just like cultural differences in those countries. Like they're just not used to having 180 milligs of caffeine. So like in Canada, I think we don't quote me, but I think we have 100 milligrams of caffeine and Bloom Energy in Canada. And yes, there's different regulations in Canada for sure with the amount of caffeine that you can have. What I think happened with Prime, and this is just my POV, I have no idea if this is accurate, is that they marketed so much to kids. That's where the caffeine regulations get a little dicey.

37:12 >> I wouldn't go sponsor Spongebob on Nickelodeon and say Bloom Sparkling Energy. That's where the government will get a little a little fussy, which they probably should. An 8-year-old should not be having this energy drink, right? So, as long as you're keeping things above 18 years old and it's very clear how much caffeine is in your product, there's energy drinks that have 300 milligs of caffeine. I haven't seen one with more than that to to to the top on the top of my head. I don't know if there's a regulation saying you can't have more than 300 milligrams, but I imagine that you just don't really have a lot of demand for that. How many blooms do you drink per day?

37:46 >> Three or four most days. >> Are you worried about having too much caffeine? >> What would happen if I had too much? you just start getting jittery and maybe it's just >> you like that feeling of just kind of getting anxious. >> I will have as much as I can tolerate before like 10:00 a.m. in the day >> and then I'm like in a bit of an urgent anxiety panic, a tolerable amount and I kind of like that feeling for a couple hours and then I won't have any more in the afternoon and then I still sleep like a baby at 9:30 at night. This is this is a beautiful formula. I mean, it's definitely overengineered. There's a couple of ingredients here that like we actually don't even talk about enough, but there's also like prebiotics and it's all natural caffeine. There's some alenine to balance off, you know, some of the traditional feelings you'd get from like a synthetic caffeine. But I find that the caffeine from green tea doesn't give me that feeling of anxiety and jitters and whatever it may be. But yeah, >> speaking of Prime, what do you think went wrong with Prime? Because it seemed like they started so strong.

38:42 >> I know. >> And then demand started to taper off and then you hear these stories of like, oh, they're being sold a little less. We spoke with Logan Paul about this and he said they just saw such a big increase so quickly that that's unsustainable and now they've returned to like a baseline that any company >> he claims they're still doing well. >> I guess well is relative, right? Like I no well is relative, right? Like a $50 million business is awesome. It probably isn't awesome if you were once doing a billion.

39:11 I don't think that they will stand the test of time. Unfortunately, I don't want any business to ever go do ever go under. The the owners of Prime, it's owned by a portfolio of brands called Congo Brands. Congo Brands owned Prime and owned Alani. Alani energy drink. They just sold Alani to Celsius, who's owned by a little bit by Pepsi. And I would imagine they're handling that $2 billion transaction with Alani that they just had a little bit more than this business that they're not sure if it's going to make it or not. That would be my POV. I'm I'm rooting for everybody to win. But this hydration market is really hard for for ready to drink hydration products. It's like it seems like only Gatorade and Electrolit seem to do a good job. Hydration is a really tough space. Also, younger consumers isn't exactly like a consumer who creates a ritual and a routine around consuming your product. Like we're in our 20s, we're in our 30s. I'm 31. Like I kind of h have a routine now to my morning. when I was 18, when I was 14, like a prime consumer. It's not like I was like loyal to the brands that I was consuming every single day, right? So, there's a few reasons why I think that went under.

40:20 What's also interesting is like the pull of the A-list celebrity in terms of influencing consumption. Dude, this is crazy. We have a we have we have a Bloom Pop as I was mentioning earlier. Kylie Jenner posted us in her story the other day and it was like the best story post that I could ever hope for. She could she literally took our competitor's Shirley Temples and our Shirley Temple, tried all three, said that ours is by far the winner and that she said, you know, winner winner. Bloom Shirley Temple is the best the best Shirley Temple on the market.

40:50 >> This was just impromptu. >> Totally totally organic. We had never spoken to her team or anything like that before. >> We didn't get one Amazon search. >> We did not see one tick up in sales from this Kylie Jenner post. >> If this was 4 years ago, we would be sold out in 24 hours. we'd be sold out in in 12 hours, right? Like there's something going on where people are done buying things that these celebrities have told us to buy, you know, once they've told us to buy the 30th thing.

41:17 Do you guys feel that way as >> unless it's the ice coffee hour if the ice coffee hour shouts out something or the brands that we work with. Oh yeah. >> But you guys speak through experience. You said I suggest Shopify because I use Shopify for bankroll coffee and I'm telling you from experience that that's right. There be like these celebrities who are just like clearly taking checks to talk about something. >> Yeah. But they weren't in the case of Bloom. Like >> she wasn't paid. But like traditionally we know these Kardashians and insert a less celebrity are just like monetizing.

41:45 >> I tend to agree, but also you're pushing so much volume now that like it's going to be harder for something to have a strong effect onto the sales. >> Top five most followed person on Instagram. >> I would have expected to see a tick up. No. >> Yeah. A tick up for sure. >> Yeah. >> Dude, this is kind of >> Yeah. >> I don't know. I was I I was blown away. And to be honest, I had set aside quite a bit of money for 2027 to go sign some A-list celebrities cuz I was like, "Okay, we're approaching that billion dollar goal. It's time to bring in some celebrities. Talk about Bloom." I I've I've completely >> I do think A-list celebrities is very much different than like, you know, whatever influencers or something like that.

42:23 >> Yeah. Because I mean I mean you could argue that Prime was not the best product. I actually happen to like Prime as well as their their milkshake was protein insane. The protein shake was actually a phenomenal product, but one could argue that their product was not phenomenal for like the hydration drink because it just didn't have the the retention of their customers. However, they were still able to build this up into a business that was doing billions of dollars based off of celebrity value and of course some product. But that it's enough to like get people familiar with something if you are the right celebrity. But I do think that A-list celebrities have sold out for far too long and way too much that like people just don't have the trust.

43:01 >> I have a couple thoughts. First is it's very easy to get somebody to buy something once >> to build an acquisition business is a lot easier than building a retention business. The only reason Bloom Sparkly Energy is the size that is today, seeing that 575 million cans number, isn't because we've sold to 575 million people. we've probably sold to a tenth of that and they've bought it 10 times. That's what an amazing business looks like. To have one incredible year of sales where somebody bought your product once and then you see a massive decline, that means there's a fundamental issue with the product that you are selling.

43:37 And that's interesting that you guys enjoyed the product. I'm curious if you're still buying it, but like that that there was a fundamental issue with the retention of the consumer because it was definitely available that was everywhere, right? And so it's like it's not like it was hard to get at least with, you know, I know there was hype flavors, but >> if if the if the consumer is not coming back, like that's just not a good business.

43:57 >> If they were to hire you as a consultant, what would you tell them? >> I would have to understand why people aren't buying it again. That that'd be my first project. >> What do you suspect? >> Oh, I don't know. I don't I don't know anything about hydration. I don't sell hydration products. I don't sell protein shakes, you know, in ready to drink form. So, I don't know. But I' I've said enough of my my my outside perspective opinions on the brand. And again, don't want anyone to do poorly. That said, you said something really important, which is like, all right, we're sick of these A-list celebrities selling out. Dude, Bloom has thousands of content creators that we work with. And I think the creator economy is like one of the most interesting topics that exists right now. And I'll give you an example of how extreme the algorithm has gotten just in the last 5 years. When I first started running Facebook ads 9 years ago, right out of my college dorm room trying to scale our Booty Band business, I had to run an ad. Are you a woman looking to grow your ass? Right?

44:49 Let's just say that was the ad because everyone wanted to grow their ass in 2019. Today I can say, are you the wife of a plumber in Kansas looking to reduce cellulite on your glutes? Like something way more specific. >> And your name is John. >> Yeah. His name's John and your name is Karen. And I can use AI to create 3,000 different specific versions of that. Meta's algorithm is so powerful that it will handel to Karen with husband John in Kansas and go find her specifically.

45:20 And so what this creator economy is becoming is you're seeing UPS drivers, you're seeing plumbers in Alabama start to create content of just their day in the life. And maybe they're just local celebrities, but they're starting to get like thousands of views, tens of hundreds of thousands of views, just becoming content creators. But what's also really funny about that is like their their job is the content. So once they start making so much money from the brand deals, they kind of still need to keep that bluecollar job. Do you get what I'm saying? Which is very odd. And I'm sure you've seen that with some YouTubers in the past who like started their channel through being a real estate broker and then you know they made enough money or they were they saw the opportunity to go after this whole thing and it's like oh wait I followed you because you were a real estate broker. You know what I mean? So that will be interesting. But the creator economy >> and I think a lot of this is fueled by Tik Tok shop and again the power of the algorithm today is like one of the greatest opportunities to launch a side quest to launch a side gig of income for anyone around the country now. It's pretty awesome.

46:22 >> So what other energy drinks in your opinion are doing it right? >> I mean I am formally partnered with C4 energy drink. we we we run our business together under the umbrella of Neutra Bolt out of Austin, Texas with Dos Cunningham. C4 energy drink is a bad is a badass energy drink. Like if you're about to go crush a workout, C4 energy is is badass. I cannot compliment any other energy drink. Sorry. >> You don't think that they do anything right? Dude, I don't drink anyone else.

46:51 Like I'm a little toxic. >> Wait, why why wouldn't you drink other energy drinks? I feel like that could give you good intake. >> I'll try it. I'll try a sip >> and then spit it out afterwards. >> Perhaps. Perhaps. Like dude, no. Every single product that hits the market is in my is in our headquarters and our team tries it. like we are on top of everything that's entering the market. But dude, I just I just like I think we have the best energy drink.

47:11 >> See, I think when it comes to Red Bull, their social media and their stunts, >> it's insane. I love it. Monster seems to have this cult following that I've never seen before with Monster Energy drinks. >> Dude, I have truck drivers that that work with that work for Bloom that have Monster Energy drink tattoos >> because when they were like 19 years old or whatever, they got a monster My only critique here compared to Monster seems like a very masculine drink.

47:39 >> What if you had like a Bloom Max or Bloom Bloom masculine version that's like, you know, >> Do you think that this is feminine? >> Yes. >> I personally don't care. Yeah. Crisp apple and it's like purple. >> I do. I do think it's a little compared to a monster and it's just like a thicker can with like claw marks on the side of it. And I like I imagine some like 40some woman doing Pilates drinking one of these after the thing. It's harder to imagine some like 20some construction worker being like, "Yo, I got a Bloom."

48:10 >> And I think that's okay. I think Monster's for them. You know what I mean? But I also think that >> Bloom admittedly was reverse engineered for the female consumer for sure. There's not estrogen in this can. I consume, you know, three or four of these a day. And it's like what I think will happen is that Bloom will first of all, this also it's beautiful. Like this is a sick purple. Like I think purple is less of a feminine color than it used to be. And I do think there's a world in 2027 2028 where Bloom is getting so large that we see more and more men drinking it.

48:39 What's also interesting is Do you have a significant other? >> No. >> You do, right? You're married. >> Does your wife do like the the shopping for the house like in the in the fridge and whatnot? >> Yeah. Yeah, she does. So I just drink whatever the my wife puts in the fridge if I'm like trying a new product cuz like it's because my wife put it in the pantry. I don't really go to the grocery store and stuff. That's generally how a lot of households work.

49:03 If I brought home a monster, my wife would never touch it. If my wife bought home a Bloom, I would try it. >> You get where I'm going with that? >> So, I think that that monster is so masculine that a woman will never try it. I don't believe that Bloom is so feminine that a man will never try it. In fact, we're starting to see so many so many more men enjoy it. And I think that in a couple years, you won't even see this as a feminine can anymore.

49:26 >> What do you think is going to be the future for energy drinks? >> You know, it's crazy because as an entrepreneur who's in this health and wellness space, the pharmaceutical intervention that is GLP1s, we thought was going to shake up all consumer demand so much. We were like, everything needs protein in it moving forward because we knew that people were going to be having malnutrition issues and need more protein in their diet. It turns out no one wants to eat different than they eat, regardless of what they're injecting themselves with.

49:54 They're just going to eat less of the same. That said, the energy drink space in Walmart in the next 5 years is on track to be larger than unflavored water. Like energy drinks will sell more than the waters in Walmart in the next 5 years. That's where we're pacing to be. The consumers, whether you're on GLP1s, whether you're a female, whether you're a male, are obsessed with two things right now and it doesn't seem to be slowing down. It is energy drinks and it is hydration. Those are the two categories. So I see I see energy just becoming just really >> Dude, we're even seeing like Starbucks and you have a Dutch Bros up the street and Costa and over overseas.

50:34 >> They're doing those like refreshers. >> They're doing refreshers. Dude, that's what that is. That's just a energy drink that you can get through the drive-thru. So I think we're just going to see like more of this. Dude, caffeine is the best in the world, right? And it's like I want every I think we're just going to see more things caffeinated. It's awesome. And we're going to be eating less because the GOP ones we've cured obesity.

50:51 >> Are there going to be any health concerns if everything you eat all of a sudden just has like a little caffeine in it? Because it does seem like we're getting the caffeine gums and the caffeine gummies and the caffeine drinks and >> everything now has caffeine in it. It seems like >> I know 90year-olds who are having, you know, seven espressos a day. I don't really know if energy I think it gives you some short-term anxiety perhaps if you have too much. But like what is the health concern of having too much?

51:16 >> I always worry that I just get so used to it and then that I need more and more pretty soon. Well, because pretty soon you need like 10 of these to wake up in the morning. >> I like to try to be like >> if you need 10 of these to wake up in the morning, you have other Do you have other concerns we need to address? >> Like people aren't sleeping. Maybe productivity would just go through the roof.

51:33 >> Dude, there's there's signs of like human development over the last couple hundred years or whatever. It's like once we discovered the coffee bean and found caffeine, like human production just went through the roof, right? But, you know, there's something to be said about nicotines come back. >> Interesting. By the way, this and AI really started to take off at the same time. Do you think that's maybe related? >> You know, dude, what's hilarious? This is funny. You guys follow basketball at all?

51:56 >> No. >> Neither do I, but okay, Jack, you'll know more than me. LeBron just went to the 76ers in Philadelphia. Did you see the new sponsors of the 76ers? M. >> So >> wait, >> it's on LeBron's left left breast. >> Don't you Oh, or is it you or Bloom Energy? >> I am Bloom Energy, but >> like the Bloom Energy, >> but that is a different Bloom Energy. >> Sir is an AI company or they create the power.

52:22 >> Yeah, Bloom Energy. >> Yeah, they got Yeah, they sponsored the 76ers. I >> It's one of the best performing stocks of the last couple years. >> Thanks, Chris Camilo. We were both invested in Bloom Energy. Bought it $57. >> Can you really? Yeah, >> dude. Do you want to text me? >> It was Chris Chris Camilo posted. We posted on the podcast before you listen to the podcast. >> Dude, I didn't see that podcast. And there was another one that he suggested.

52:43 What was the other stock that also ripped? >> Amazon at 197. >> Wow. Awesome. >> Yeah, >> that was awesome. But yeah, I got to be tuning into this show more to getting some of these. >> You have to watch it as soon as we post, which by subscribe, turn on notifications, watch the episodes with Chris Camilo as soon as they post because we film with Chris days before we post because we want it to be relevant. I'm just saying >> you want you want to buy it before >> Robin Hood. It was Robin Hood.

53:07 >> Oh yeah. Yeah. >> Okay. Bloom Energy. I think they paid like $30 million to sponsor the 76ers. >> No one other than you finance nerds. Just kidding. Know know what Bloom Energy is. >> Every I the amount of messages I got that thought I just signed the 76ers is the funniest thing that's ever happened to me. >> So, you know what's crazy? I literally saw that on I think LeBron's jersey and I I stopped and I was like, "Holy cow."

53:32 And I I knew it was the actual like the energy energy. You're the only one that knew that. >> And then and then I thought I literally had this exact same thought. I'm like, Greg is probably so stoked. >> Like I literally thought that as I saw cracking up. >> What is the value of that to you? >> What's what's going to happen is is, you know, think of think of Red Bull, think of Coca-Cola. It's like at some point Bloom is going to get so large. We'll be in a 100,000 doors in just the United States. We're already at 85,000 doors.

54:00 It's like just the more times I can have somebody see Bloom, like just literally our trademark logo, then the next thing they walk into a 7-Eleven and they're thinking about what to buy and they see this product, they'll be more enticed to buy it, right? Like I'm not going to have a short-term ROI or a short-term, you know, spike in something like that, but it's brand awareness. >> Just people saying the word Bloom Energy more and having that part of like, you know, our vernacular on a day-to-day basis, I think is valuable. I would not have paid for that spot on his jersey. I don't sponsor pro sports league, >> but there has to be like a few million dollars of value just to have Bloom Energy on >> Yeah, >> minimal.

54:36 >> That's not how I deploy marketing dollars, but like that's definitely valuable. That's why people sponsor sports teams. >> So, how much does what is the value for be? That's my question. Why would they sponsor the 76ers? >> Like what are they advertising? >> They probably have so >> that's what I think it is too a fan of the 76ers. >> Yo, I want LeBron's left. >> Where on earth is the crossover? You're right with AI data centers and energy consumption with LeBron James. I don't get that.

55:01 >> I was playing a little blackjack last night at the win with the guys and they were playing the Yankees game and the whole MLB is sponsored by Zoom. Why? Like you guys brand awareness. >> Yeah, that's all it is. >> Yeah. It's also older, like more corporate companies have no idea how to spend their money and they're still stuck in the old way of like wanting to buy TV commercials and like newspaper ads as opposed to like the things that convert.

55:27 >> Oh, yeah. The magazine cover. >> Yeah. Like they still think the influences. >> I also think it might not be as simple as I'm thinking about it. Like maybe they work with another company that, you know, maybe it's Fox and they're and Fox said, "We'll use Zoom across our corporation if you do this concert." So it's probably more complex. Also, they probably get a sick suite. at like the World Series that they can bring like their biggest investors to >> probably also just bragging rights at a certain point. Like look at what I did.

55:51 Look at that. >> I mean, there's definitely that's a lot of the things that we do as as as as idiots. >> So So in terms of marketing, how much does a 1 million subscribed or followed person make promoting a product like Bloom? >> I mean, we reverse engineer most of the contracts that we do around a CPM basis. Is that how you guys normally negotiate your contracts? Like this how many views we get? >> Yeah, >> depends. I we will we will generally with content creators, if we're not doing Tik Tok shop affiliate, which is probably 25% of our spend for influencer marketing, we will pre-negotiate a rate for a post that they make based off of how many views we think they're going to get, which is based off of the last couple videos they posted and what the average was. And hopefully in a perfect world, it goes viral and we get a lower CPM than we expected. CPM is cost per thousand views. Yeah. And so the entire influencer program for the last eight years has been reverse engineered around maintaining a certain CPM which has gone up over the years as a as an impression has obviously gotten more expensive. It could just be inflation whatever but >> yeah our entire influencer marketing engine which by the way is 85% of the marketing for this product >> is reverse engineered around a CPM.

56:56 >> What is the biggest check that you've written? >> Dude, we don't do like this A-list stuff. Like the biggest check would be more so like trying a whole new group of people that we weren't talking to previous. Like let's say for the first time we want to go after moms instead of just college students. And so that would be like you know a $5 million investment in a in a in a consumer we weren't going after before. But like we're not writing like million dollar content creator checks. I know for our Tik Tok shop affiliates, there have been some normal like, you know, stay-at-home moms like, and shout out to them, by the way, the most amazing people on Earth.

57:32 $50,000 in one day selling like our Clear Protein on Tik Tok Shop. Like, Tik Tok Shop is awesome. U for for anyone like trying to do a side gig. Are you guys like do you guys play in that world at all? You should do Tik Tok. >> It's super interesting. I mean, it's a huge part of our business now. What's cool is Bloom and a lot of other brands, we we don't think of it as a sales channel. We operate it profit neutral and then we see 30 to 40% of that revenue, >> immediately translate over to Amazon and Target and our retailers. So, it's just been like a huge flywheel for working with micro creators, which is who we love working with at Bloom at scale.

58:08 >> What's the value of just having something like this on a table in a background of a video? >> I don't know. But that's the best marketers. I don't care how good you are, know half of their marketing isn't working. They just don't know which half. And if you are addicted to getting attribution and data around making sure each marketing dollar is making you sales, you are just going to be a company that runs Facebook ads and you will never build a true brand. And selling a product going back to an acquisition model is very different than just building a brand. So it's like for example, in two weeks in New York City, you guys are more than welcome to come.

58:42 We have a massive community event in Soho that we're probably spending a million dollars on and it will be free food, free drinks. People will line up down the streets, an incredible, you know, experience as you walk through this Big Apple themed apple flavor, big apple themed event in the Big Apple, New York City. And it's like that's a million dollars that I have no idea if Target sales will go up the next day, but it's like that's how you build a brand. You give experiences back to your community. or like Mari put over a million dollars, you guys know how much it costs into putting on a top tier podcast for years. It was called The Pursuit of Wellness and she's just starting it back up again and she's the best at this, but she went on maternity leave. And you know, that's like something that we just did for our Bloom community to bring on incredible people to have conversations about wellness.

59:26 That was a total expense for us. And that's what building a brand is. you overd deliver value to your consumer and they join your community which perhaps is somewhere you know that the brands that we were talking about went wrong. They just focused on acquisition. >> We've prepared five red solo cups that are all labeled with different energy drinks. You will not know which one is which. I would love to hear what you think. Yeah. And the reason we want to hear Greg's opinion is because he's an expert in the space. He's literally spent years figuring out what makes a good product. So his opinion carries a lot of weight.

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60:59 upwork.com. The link down below in the description. We've prepared five red solo cups that are all labeled with different energy drinks. You will not know which one is which. I would love to hear what you think. >> All right. You want to put one in my hand? >> Yes. Take it. >> This is the founder of a billion dollar energy drink identifying and letting us know their thoughts on different energy drinks. That's a Celsius.

61:29 How confident are you? >> Not confident at all. >> Are you going to say >> Bingo? You got it. yeah. Celsius identified. >> All right. The reason I said that was because there was a major medicinal aftertaste. >> So, also let us know. Yeah. Let us know your your thoughts before YOU >> NO, I'M NOT saying it before because I'm gonna You're gonna give me a bloom and I'm going to on it.

62:00 It's pretty good. I don't know what that was, but it's pretty good. You don't You don't want to identify it? I have no idea what that flavor is. All right, we'll tell you after. Okay. Okay. But of the two, that's my favorite. The sauce. >> That has no smell. That's pretty good, too.

62:36 Has like a candy situation going on. That is my second favorite. The one I just tried was my favorite. the one I had tried previously was the one that I would pick up every single day. This would be the one that I had that I would choose second. >> Okay. You don't know what it is? >> I don't know. I do. I don't know. I wouldn't know. I wouldn't know. >> This is the fourth. >> Oh, a lot of fragrance going on.

63:10 citrus orange. It's possibly a bloom orange. >> And the final drink. >> Oh, that's a Red Bull. I don't even need to sip it. >> All right. So, now what we're going to do, you >> I can't believe Red Bull tastes that way. You can open your eyes. >> Red Bull. >> Yeah. >> Citrus orange. >> yeah. Yeah. Yeah. Yeah. Yeah. >> Your second favorite. >> C4. Pick up every day. >> This is my favorite. The Bloom.

63:40 >> Yeah. Oh, that's awesome. >> And then yeah, Celsius. >> What flavor bloom was that? >> I don't know who poured him. >> All right, we have our editor just going. I I don't even know what kind of operation here. That's a really funny >> try it. >> I might be able to tell you actually. >> Yeah. >> Oh, it's it's watermelon. >> Oh, it's strawberry watermelon. >> Okay, that is >> Let me see it. I'll tell you right now.

64:06 >> You're sipping the raspberry. I'll give you my feelings on all these brands if you want. I think Celsius is a legacy brand that had Pepsi distribution and that is the only reason why they are successful. There was was not a better and more available product that existed and and cultural habits just haven't picked up to like what's actually what's actually possible in an energy drink today in terms of like flavor and efficacy. C4 is like, you know, we all you guys grew up having C4 pre-workout, right? Likewise, this is the first supplement I ever took. This is we use the same facilities and the same flavor lab and a lot of the same team formulating these products.

64:49 >> We have in the C4 headquarters, we literally have a training lab to to do like scientific studies around the ingredients that we put into C4. C4 is an overengineered product. It doesn't even make sense that this is only $2.50 a can. Monster. I have so much respect for this brand. They're on Coca-Cola trucks. They are They're globally available. You could be at the Egyptian pyramids and see a Monster. The White Monster all hail, right? Like we all like the the the the >> It's the goat.

65:23 >> It's It's too just like whatever the hell they did with that. And you know the the Call of Duty contract on the back of that thing like they just know what they're doing. Like I'm a I'm an extreme sports guy. Like shout out to Monster Red Bull. Dude, have you ever seen their headquarters in Austria? They have an airport at the headquarters called the Red Bull airport. You could pull your plane into their headquarters. It's on a giant lake with like it looks like Swiss Alp Mountains behind it. Like Red Bull's privately owned. No one knows what their revenue is, but this is a business that without a doubt is worth a quarter trillion dollars. Red Bull is so insanely big.

65:58 >> Do you think it's one of the biggest private companies then? >> Absolutely. I mean, I don't know. I'm not I'm not like a business. I don't know macroeconomics, but like guys, this is if Monsters trading at 100 billion. >> They're at least 50% larger. Here's a question I have for you. You only smelled Red Bull to be able to identify it as Red Bull. >> Smell this taste is horrible. >> Okay. So, so it's not a good thing that you were able to do that, >> dude. This product was made 40 years ago and they haven't changed it at all, right? It's like it's like everyone knows what a Red Bull tastes like, especially from like college days or whatever it is, but like no, this is this tastes some there's a spectrum of energy drinks that that were was more popular 5 years ago, which was like your either medicinal flavor, which Red Bull is on the extreme side of that. Celsius flirts with that medicinal aftertaste, or you're melted down Swedish fish, which is like, >> you know, shout out to to to the whole team over there, but like it's kind of like ghost, what I would explain. Like they quite literally have a Swedish fish energy drink.

66:59 >> I think Bloom is the first brand to really find this nice sweet spot of like >> it tastes amazing, but it's not like destroying my pallet with flavor, right? But that's kind of why I was able to I'm actually shocked I was able to do that, but that's kind of why I was able to to to dictate all of that. If you gave me a white monster, I could have smelled it and told you, "Dude, that's grapefruit.

67:19 A white monster is grapefruit. That's insane." >> So imagine if I called the a grapefruit blue energy. No one would buy it. But it's white monster. It's ultra whatever the it's called. You know, >> I honestly had no idea it was grapefruit. That is my favorite monster flavor. It's It's amazing taste. I hate grapefruit and I will pass on it every single time there's a sparkling water that's flavor. I'm like, why do you put this in the variety packs?

67:39 >> Do you have a little bit of like guilt drinking a monster? Like, do you feel like it's not as good for you? >> I mean, yeah. Like the white monster, they they're low calorie, right? >> Yeah. But do you like do you maybe not want to be like associated with such a >> such like a demon alpha masculine brand like the monster claw? >> I don't I don't think about it like I for me I don't really care like even if this looks feminine. I have such little taste that I couldn't even tell you this looks feminine or a monster looks like masculine. I'm like if it tastes good it tastes good.

68:06 >> Yeah I know I it'll be very interesting the next 5 years of beverage mostly because the barrier to entry is now gone right. Like dude, if I wanted to start a business 10 years ago, I would have or if I wanted to start an energy drink 10 years ago, I would have needed to have trucks. I would need to have owned a warehouse. I wouldn't even need to start like buying manufacturing lines. Each line, we have 11 manufacturers around the country in just the United States for Bloom Energy. We were at a manufacturer that's 1.5 million square feet in Texas last week. There's probably six lines. Each line's over $und00 million. I don't own any of those lines. I've never owned a warehouse.

68:42 I've only used 3PL's. I never owned, you know, a payment processor. I just used Shopify. Like, this is what I'm talking about when I say the opportunity is democratized. Like, you don't need I started Bloom with $20,000. It was just it was that was the minimum order quantity at a third party manufacturer. And they had the formulators and they had the the flavor scientists and the first product wasn't great by any means, but I was able to start the thing with $20,000. Like, that's that's what I mean when the opportunity is there. And I don't give a who you are. You can come up with $20,000 in 2026.

69:14 >> So, one thing I noticed is on my Instagram, you're there every single day. You're waking up at >> ungodly hours. I mean, it's like 3 4 a.m. and you're just like in the gym. You got these sculpted abs. You're just grinding like every single day. Yeah. You're you're entering the arena. First of all, I just need to know what does it mean to enter the arena? >> Dude, the arena is just like the playing field. Like, dude, I really feel like we're all just playing GTA. I really feel like we're all just like trying to rack. We're all just playing.

69:40 >> Did you see my license plate? >> What is your license plate? >> Hold on. I got to show you this. >> Is it Grand Theft Auto? What is it? >> maybe. Look at this, >> dude. No way. I wish your car was here right now. Why is it not sitting right here? That's awesome. But, dude, we're all >> You got to get that same license by >> I do, but we're all just like unlocking more pieces of the map. And I feel like there's like no better way to dedicate a 10-year run of your life. And I think that there are certain spokespeople for entrepreneurship, many of which I look up to on a regular basis still today, we all know who I'm talking about, who talk about entrepreneurship as if it's like this sacrifice of your 20s or a sacrifice of a 10-year run. One, it's an investment, right? You're not like just getting rid of something and letting it die. Like, but dude, my 20s was super awesome because of entrepreneurship. It brought me around the world. It's what helped me meet my wife. It's what m helped me meet my best friends. And like every day has just been so fun playing GTA in real life, which is what to me entrepreneurship and entrepreneurship is. Like I wouldn't have even if I wasn't getting paid, I would just be playing this game. You know what I mean?

70:45 So what are your thoughts on the general idea of the grindset? Like the grinding mindset. This is like the old Gary Vee like keep working, keep working harder, like push yourself in your 20s, supposed to sacrifice it. 14-hour days every day. Dude, for me, a 14-hour day is running around New York City, having lunch meetings, talking to suppliers of the energy drink, trying tons of beverages. Like, this sounds like an awesome day. I think what that grind looked like in Gary Ve's era, which it's changed so much in the last 20 years, was sitting on your computer in a white closet with no windows and just like grinding on your laptop all day. There's per there's days like that, of course, sometimes months like that, but like that's not what entrepreneurship is to me. And I think that if that's not the life you want and that's what your job is looking like, then you're not in the right industry. I'm sure that's what like AI coding entrepreneurship looks like or something like that, like you're just coding all day. But like, dude, my job is like I'm feet on the ground running around the world every day with my best friends.

71:42 >> So, if an average viewer listening to this right now, if you're just thinking about, you know, 18 to 35year-old guy, they're listening and they want to apply your philosophy towards work productivity and like scheduling out a day. What would their life look like? >> Bro, I like working out. I just have a son who wakes up at 7 a.m. So, I start working out at 5:30 in the morning and my workout's over when he wakes up.

72:04 Like, I have an iPad that isn't shown in all of these videos and I'm watching him sleep on the on the camera. And when he wakes up, my workout's over. So, I've just had to fit it in before he wakes up. So, like, you know, what looks like work to them feels like play to us. And that is why we are winning so much, right? It's like, I love working out. If you don't love working out, find a different morning activity that you like to do, but the whole point is just to get active. So, there's something active that everyone likes to do. I love selling energy drinks. I love energy drinks. I love the whole idea of going to Minneapolis and pitching Target, going to Bentonville and pitching Walmart. And like this, the whole lifestyle that comes with this. I love working with a hundred people and seeing their lives improve and the and the and the the the the fulfillment and fruitfulness that comes from providing value to society. Like this is awesome.

72:51 Why do some people feel like it's a grind? People think that what you do is like that sounds awful. Is it the person or is it the idea? Is it the business they're not excited about? >> I think it's that last generation. I think it's like they passed it down to us that that is what it used to look like. Like even the gym, my fitness early days in New York, >> dude, I would be like made fun of if I wore a tank top. like especially if I was like one of the younger or newer guys to the gym like even in my high school like I wasn't allowed to wear a tank wasn't allowed to wear a tank top until I was a senior and in you know on the football team whatever it was and it's like now I just work out shirtless all day in the sun like I where I'm going with this is like these things are supposed it used to be like you put your hood up and you'd walk in on a cold day in New York and you'd hit the bench press with like angry music in your ears. I don't know like why this rocky scene has turned to like what our life is supposed to look like. Like these things are fun going we're playing games.

73:49 >> Like I don't need to go to the gym in the morning. I I want to I don't need to show up to the office at 9:00 a.m. but I want to enter the arena and turn on the Xbox with this amazing team that I get to work with every day. Like, dude, imagine if we had to go work in one of these like, you know, Birkshshire or Hathaway type buildings under like fluorescent lights in a tiny cubicle this big. That's what that's the grind.

74:12 That sucks. So, if someone's listening to this right now and they're in the grind, but they want to have financial success, they want to live a life similar to the life that you live where they feel like they get to choose the things that they want to do. >> Sure. >> What would you what would you tell to this person? Well, dude, if you have like a finish line in mind, I think that's where things get a little messed up. Like, I I am choosing a life of pursuit. I am not choosing I'm going to make $100 million and then unplug everything and lay on a beach every day.

74:43 I think those are the people that kind of gave entrepreneurship a bad rap because they sold their businesses and then they were depressed as and had to go do Iaska six times to try to go find themselves because they didn't have an identity after their business. The reason you're depressed isn't because you made $100 million. The reason is depressed because you stopped working. Like we're supposed to be taking on challenges if we're in our 20s, in our 30s, in our 40s. That is what we are intrinsically designed for is taking on challenges and moving the finish line forward every day. So it's like just figure out a way to have that feel like fun and not work and you will beat everyone else who thinks that that's work. So when I tell you that we're going to beat Celsius, it's because those are just like hired employees running that company at this point who are suits and they are checking in every day from 9 to5 and leaving at 5:00 p.m. and saying, "All right, finally I can check out and go enjoy my Saturday and Sunday." It's like those are the people that just fail in this game because they haven't subscribed to what I'm talking about, which is like your life is all kind of one thing. Like we were just talking about some of the heydays of Iced Coffee Hour where you had the studio in your house. It's like you probably had your significant other in the house and it's like there wasn't a work life balance.

75:54 It was all one thing. Like my office was my house. My studio was my house. It's like dude, the Bloom headquarters for years was our first Airbnb in Santa Monica. It was a onebedroom, one bathroom. That means that the seven employees in that Airbnb that came every day used my wife and I's personal bathroom in our master bathroom. You know what I'm saying? Cuz it was a one bathroom and that's where we had Thanksgiving for a year straight. And it's like that was my home. There was no work life balance. It was just life. And I have fallen in love with that. I think this idea of like check in and check.

76:23 Dude, the best thing in the world has been like taking my son on these work trips now. It's like I it used to be obviously when he was first born, I'd go on a work trip and then have to go check into dad mode and come back home. But it's like now even at just almost a year old, I can bring him to LA when I go to LA and I can bring he didn't come to Vegas, but like you know if it makes sense, he comes and it's like >> now this is also family time. he, you know, he's he can come watch me speak on stage at this, you know, investment thing that I was working at or his mom, you know, she he can just sit in the room while she's doing a podcast. Like, that's awesome. And that's family time.

76:56 And to be honest, I am so much more excited about passing down that knowledge to him of what he's learning through through through leading by example, learning through example, than what he's ever going to get from this trust that I'm potentially building for him. Do you worry though the trust and all of your success is going to somewhat take away from his ambition and motivation? >> It's that is one of the biggest reasons I bought the Colorado House. The Colorado House has a incredibly hard hike out of the backyard.

77:26 >> It's a mountain biking, skiing, snowboarding, you know, adventurous lifestyle where like it the mountain doesn't care how much money you have. Sports don't care how much money you have. So it's like how can I make sure to replicate real challenge that where he doesn't have the the the comforts that come with wealth. I do think that I am doing more of a disservice giving him this potentially leaving this money to him versus leaving him with no money.

77:54 Right? We talked earlier in this episode like I've actually noticed more successful people coming from circumstances than coming from good circumstances. So therefore you may be actually having better luck if you have circumstances right now. And so therefore in theory on paper my son has better circumstances. How do I try to replicate or reverse engineer to get the same outcome as what circumstances would have given him? And that's I think simulating challenges for his life which are probably going to be physical. Who do you look up to? Like who do you research to curate your philosophy?

78:26 >> I'm really excited that you asked me that. And who do I research? I get questioned so often. Who are my mentors? Did I apprentice anybody? Dude, I would I didn't ask anybody anything for the first eight years of Bloom. It's why I didn't A lot of the success of Bloom was because my ignorance of what I could have done or what my other options were. I didn't h I didn't know anyone to talk to who was doing this. I was a very like I just knew the Bloom team and we just worked on Bloom all day. I didn't know what enterprise value was. I didn't know I could sell a piece of Bloom. I thought it was crazy when someone first brought that idea to me. All I wanted to do is build a sick as big brand, right? And yeah, I didn't I didn't have anyone to look up to, but what I did have was people around me that I knew I didn't like what they were doing. And so I think I've learned a lot more based off of what I don't want to be like than what I do want to be like. And I think that if you ask somebody, especially in their 20s, what do you want? I mean, I was even asking Graham like, you know, what what do you think the 40-year-old version of your life looks like?

79:25 >> I think it might look like this. I'm not totally sure what I want when I'm 40 years old. That's how most people would answer that question. >> But I bet I could say, "Well, do you want this life?" And you'd be like, "No, I definitely don't want that." It's easier to say what we don't want than what we do want. And so I'm constantly trying to grow this list of con of of on a binary level listing what do I not want. And that has been far more of an inspiration and therefore my mentor of what I do want to become. And so sometimes I'll even, you know, I'm a huge fan of thinking of like the, you know, I mentioned some like childhood stuff that maybe put a little bit of a chip on my shoulder. What would how do I make that 14-year-old version of myself proud? How do I make that 70-year-old version of myself proud? And when I just like explain myself, for example, as a father, which is like a whole new bucket of fulfillment that I have, I'll like say out loud like, "Okay, Greg spent 2 hours with his son every morning before he went to work last week." And then I'll say to myself, "Well, that that sounds like a pretty good dad to me."

80:22 Like, I think I think that means that I'm a good dad. Like, you get what I'm trying to say? Like, I just try to like boil everything down to like a pretty objective sentence of things that I definitely don't want. And when I explain what I'm doing, it's like, yeah, I would I I respect that action. >> Would you agree with the sentiment that a good entrepreneur is almost first and foremost a good problem solver? >> That's all, dude. Dude, especially the early days of Bloom, it's that's really all that it is. It's it's just you are constantly putting out fires. And so you consistently use the phrase reverse engineering. I'm curious like how do you use that idea of reverse engineering to solve problems?

80:58 >> Yeah. So we we knew this product would be for retail and would be for influencer marketing. That's how we would grow the business. So if we if somebody if if an influencer's hand is holding the can and it was a you know similar to a monster logo right where my palm is, it would be covering the logo. So, I wanted to make sure that the Bloom logo was properly on top of their hand when they were holding the can. But, so that'd be like a product reverse engineered for good digital marketing or good content creation.

81:23 >> I'm sure you guys think about that a lot, but like the studio that you're building, how do we reverse engineer the studio for the acoustics and what shows up well on camera? But yeah, like dude, especially now, like I'm not just thinking about what it looks like on a TikTok. I'm also thinking about what it looks like on a Target shelf. And so, it's like, okay, there's these white lights, they shine down. like how does should I have a gloss can or a matte can or a satin can? There's a hundred different types of purple like and just trying to bring my prototypes to the stores and reverse engineer it to look good on a target shelf. So, it's funny that I've used that word as a consistent pattern on this show, but like I guess I do think that way a lot about I think everyone thinks of problems that they're that they're addressing as like how do I reverse engineer a solution here, >> right? So, a lot of people have problems. They first of all don't necessarily identify the problems. is they just think that it's kind of just normal to have like a inconvenience or whatever is actually a problem sheathed in something else.

82:16 >> Like if they're able to first identify the problem, then what step should they go about to solve the actual problem? Like any problem I would you would probably argue any problem can be solved. >> I think that the answer is you get better of this you get better at this just as your experience compounds, right? Like our first product in Target was unstable. It was a little bit of a topheavy product because it was a Shopify product and it never needed to be quite literally shelf stable. Not like you know perishable but shelf stable on a retail shelf. We did not reverse engineer it for retail. Then we launched a e-commerce product on Target shelves and it whenever I walked into Target it was on its side. it, you know, didn't look well if it was slightly turned. And so it's like we had to go, oh, so this is how like us this I I just learned through the issue how moving forward all products should be designed for retail. Oh, we had a logo right here. Actually, our initial logo was just the B.

83:12 >> And then everyone started to Google on Amazon the B brand. It didn't say Bloom anywhere on this. And so we realized we had to change our logo from a B to a to a to a word mark that said Bloom. Right. And so it's like as a 20-year-old, I wasn't reverse engineering for I didn't have any experience in anything. But now it's like I've launched a 100 products in retail. So I have this, you know, receipt of issues that I've that I've unfortunately or fortunately encountered previously that I can now make sure I can check off so they don't happen again.

83:41 >> Are you happier now that you have a lot more money? >> Because of the resources that we have, I am able to make sure my day looks exactly how I want it to look. going back to like I am really just doing what I am good at and what I enjoy doing. I am not on a lot of supply chain calls. I am not on a lot of finance calls. I'm on a lot of brand calls. I'm on a lot of, you know, commercial relationships with the retailers calls. And I'm on a lot of like, you know, tasting meetings, right?

84:08 Like that's what I love to do. So money has brought me the freedom to delegate things that I don't like. I hate doing dishes. Like I truly really don't like doing dishes. I don't like taking out the trash. I I know I've come off as this disciplined guy, but like I've never made my I've never ran a load of laundry in my life. Like I am I'm a slob. So to be able to delegate all of these things that I kind of hated about myself has truly made me a happier person for sure. money's awesome.

84:36 Money's awesome, but the best memories that I have with my wife are not at a fivestar hotel in Sanrope, although those are awesome. It's literally like in our camper van doing road trips across the United States going to like Yellowstone for a $50 day pass. So, >> I mean, Joe Rogan has always said this really well. It's like once you can kind of order anything on the menu at the restaurant, a lot of the financial happiness like slows down from there.

85:01 That said, I I'm very good and really enjoy spending money. I have a very high burn rate and I enjoy having the ability to do that. >> What's the best thing to spend money on? >> I don't I don't like flying commercial. I don't like flying commercial, you know. I I charter jets a lot and that has been incredible to be able to experience that with my family and my team and you know the convenience that comes with having tra removing the the the uncomfortableness with traveling a lot. so that's like a huge expense that I take on happily. I love cars.

85:31 I love you know taking our our sports cars to the racetrack or whatever it may be and not like worrying about what the cost of that is. The homes have been great. >> What about consumable things to spend money? Yeah, it would be an example of that. >> Like going out and dropping 30k at a club or like >> that stuff >> at a dinner buying. But what about expensive clothing? Like things that aren't really like, >> you know, a house, car, >> those are luxury things.

85:57 >> Those buckets for me only really started to get burned once like it truly didn't matter. Like, you know, I probably spend tens of thousands of dollars or whatever it is on clothes every year, but it's like it's not something that I think about. I wouldn't care if I I most days I wear a $7 Unilo shirt and I throw it away. Or sorry, I put in a donation pile. I put in a donation pile at the end of the day and it gets donated.

86:18 >> So you only wear clothes once. >> I buy a $7 Unilo white tea and then it just gets donated after that. So I spend $7 a wash, >> dude. It doesn't fit right after I wash it. >> Yeah. >> Why buy a different shirt that doesn't do that? >> Like this. This is a nicer shirt. This is like a linen shirt that will just get dry cleananed after this. Like I have those shirts as well, but I just like putting on a fresh tea most mornings when I head to the office.

86:39 >> Doesn't it have that smell though? Like >> it it smells great to me. >> It's like a plasticky smell. >> I don't know. Unilo figured it out. >> At what point did you feel rich? I have felt more rich by more people knowing about Bloom and like the status and and and recognition and fun that comes with that and the community that I feel like I'm now part of that I've I've I've I've helped spawn more than like any any money maybe has brought me. But I guess I really started to feel rich when like yeah just like the restaurant experiences when you can just go buy whatever you want on the menu and like you know oh I didn't like that but I just want to get as a side dish like that type of >> But I don't know when like one day if I just like felt rich.

87:25 >> It's interesting that you sort of define rich as freedom and access and then Graham's question like knowing it's 100%. He's like, "Oh, when you hit $20 million net worth or like >> Yeah. >> Yeah. Mine is more like a dollar amount is like, "Oh, I hit this and I felt this." >> Dude, I I would like I like >> I'm not a planner, so I like to be able to do things spontaneously. And so that has created friction in wanting to do special things that generally require planning. And so money, but especially having a little bit of status has allowed me to not need to fix this skill of planning and be able to, you know, book a trip and get a room and get a reservation and like do things that I want to do. And that also obviously comes from like when Mari started to grow her following. Like we started like notice those kind of benefits of lifestyle. But there wasn't like a day when just because it just all happened so gradually. I didn't have like one large day where like we went from poor to rich. It was still >> have a nine figure day though.

88:27 >> Yeah. But I was already I was already a millionaire like you know what I mean? I had and I didn't >> but still going from like let's say 5 million to 100 million. Like that's >> dude I had like we we we were we were eight figures liquid. My daily driver was a McLaren. Like it was a $4 half million house. Like it wasn't like that substantial of a crazy lifestyle change after that. The really the big change after that was really just chartering jets. So that was kind of the milestone that needed to be hit in order for you to justify charging.

88:52 >> I couldn't afford it like literally. Yeah. Like that. It would just be ridiculous to have. >> So at this point, how do you know what you can afford? Because you said that there's a certain amount of money that you're just you just write off. it doesn't matter. It's like, you know, under a certain amount. Like how do you approach your finances? >> I have a team that I talk to every two or three months that first of all, I'm not like a responsible money guy like at all. But and I would love maybe you guys should give me some advice here. I again I have this abundance mindset where I know I will figure it out. I try to keep a like a a monthly kind of budget going on.

89:26 >> What's your monthly budget? >> It's you know it's it's that I won't share publicly cuz it's grotesque. But I think >> is it 500 grand? >> No, I think it's going to be probably 300 grand a month. >> No, I think it's I think it's 500 >> perhaps. >> I think it's actually more if we count chartering because some of that though is true. Some of that could be a business expense right off any of the flights. what even if it's a business >> I don't think it's the right thing to do it's not it's not the right thing it's not actually a business expense >> right it's it's a luxury and so if that if that means that if my team who has some scenario stock options in bloom can if I am spending that on my want of having a private jet instead of allowing them to spend it on community events for bloom and therefore grow the brand that they are dedicating investing their lives to. I think that would >> Oh, I see. So, you're treating this as a personal expense rather than a business expense because it's unnecessary >> for the for Bloom's growth. And I think that would be a disservice to my shareholders.

90:27 >> That makes sense. What if it was necessary though for Bloom's growth, you'd be traveling to New York? >> Dude, if I take if I take some business partners out to like a very luxurious meal that I felt like was necessary to get a deal done, yeah, that's a business expense, of course. like that that was that was an investment, but like I don't need to, you know, be picked up in an Escalade instead of an Uber X. That's ridiculous to write off.

90:49 >> Is there any downside to having too much money or a lot of money? >> Here's what I would align it to. You know when you go to the Cheesecake Factory and there's like a thousand things on the menu and you're like, I don't know what I want to eat because there's a thousand options versus if you go to like a nice boutique Italian restaurant and there's just like six perfect dishes and you're like, I want the chicken parm.

91:11 When you have money, you have so many options. And so the we're not supposed to intrinsically have all of this ability and all of these options. And I think options create anxiety. The cheesecake the cheesecake menu paradox of choice par that sounds really smart. The That's great. The the paradox of choice creates anxiety because it's like let's say I'm not happy in Austin, Texas. Well, then let's move somewhere else, right? Where I'm not happy in Austin, Texas. Let's go move somewhere else. And then you keep moving around almost having like escapism trying to figure out what it is. But in reality, you were just choosing the wrong options because you were deploying cash to solve your problem when you you actually were just like intrinsically not happy. And so if you couldn't afford moving, maybe you would have gotten right to the point of fixing your intrinsic happiness. Do you get where I'm going with this? So it's almost like having so many options makes it more difficult to solve problems. So the anxiety that you're describing is actually the symptom of the paradox of choice, which states that like the more choices that you have, the less satisfied you are with the result.

92:20 >> Dude, I've walked into people's homes and I' I've I've experienced this and quickly caught on to how silly it is. You have a cleaner, you have a chef, you have a nanny for the kid, you have all of this staff in your home, and then it's like, I can't just have like a quiet one-on-one moment with my wife in my kitchen, right? Or it's like we had a chef for a year or two and then we're like, "Wait, one of our favorite things to do was just cooking every night when we got home and then we've lost that experience and we didn't know what was missing from our life." Oh, it was us cooking together every night.

92:49 >> And so it's like these you just like start doing like, "Oh, I'm rich now. I should have a chef." But it's like, "No, we love cooking dinner every night. And I want I want to cook my son dinner, you know, and know what he's eating and whatever it Okay. So, it's like some sometimes like all of these options you need to figure out the hard way because you have to go try everything because you have the ability to do it.

93:11 >> What about lawsuits? Because as a brand starts getting bigger, you start getting people who say, "I had one of these and we didn't put this little note on the side." >> I get sued when our website isn't like blind person friendly. >> Correct. >> So, it's like I get I get these things once a week. it's crazy how often we get served some nonsense. We have in-house counsel now and they're incredible and they don't let us get pushed around. In the past, we would call it the cost of doing business and like I just didn't have time to address these things and I definitely didn't have the, you know, the the legal arsenal that we have now and the legal soldiers that we have now who are amazing. But yeah, there's lawsuits all the time. We thank God we haven't had anything too crazy. all just, you know, par for the course of what I hear everyone >> after 50 million after 50 million in revenue is when you're kind of on some radars. And so you can't you got to start playing way way more careful, which is funny because like a lot of people have a lot of like granola heads.

94:09 I'm in the mountains a lot of the time. you know, I I like the outdoors, >> which maybe which maybe based off of how this conversation is going is surprising to some people. Like I like just being in the mud with my son most of the time. They're like, "Oh, you're with Dr. Pepper now." Like, does that mean you've sold out and the product's not going to be as good anymore? Dude, our quality assurance team and the manufacturers that we have to use now to keep up with the standards of a company like Dr.

94:34 Pepper, there's a reason why every Dr. Pepper you taste tastes exactly the same. It's because like, dude, I could I would I was just at a manufacturer. I would have literally put spaghetti and meatballs on the floor and eaten it off of the ground, right? It's like >> you should do that for a video. >> I should I I could I would I would happily do that. that's so funny. And but yeah, it's just like as as you level up to some of these larger corporations, >> they they have the wisdom of everything that could go wrong because they're hundred years old. And that's one of the reasons you're partnering with them. One of the reasons I partnered with Neutrabolt, one because Doss was a family man who was actually a hyper successful entrepreneur that still had his first wife and had his and his kids talk to him, which seemed to be rare of everyone else that I was pitching. And I wanted that as an apprentice, but but it's because like they have made all of those mistakes that did get them sued already. And I am not speaking specifically on DOSs, but like Dr.

95:30 Pepper has definitely had their fair share of lawsuits, I would guess. And they're not now going to make those mistakes again. and they can point me in the right direction to make sure that doesn't happen to us. So, these larger corporations have have been able to pass down their wisdom of how to make sure we follow all the rules correctly. >> Why does it seem so common that some of these guys like you just said are like three times divorced, their kids don't talk to them. Like, why? I don't know if it's the paradox of choice and like, you know, they think money will just solve all of their problems, but like one of the reasons I'm in the gym every day and one of the reasons I talk about becoming the man that can handle your goals is because a lot of people like just focus so much of their time on just of just the business and they're like a shell of an actual identity. And I think a lot of entrepreneurs are catching on that there's more to life than just that. But I don't know, man. It's it's rampant in this community. It's rampant in this community of you know I see a lot of people in their 50s who are spending a little bit too much time in Vegas trying to like go chase happiness and it's like unfortunately they they they they did sacrifice their younger years for the name of their business and they didn't focus on intrinsic values. because of my wife who is like very mental health forward. Thank god I have her. I'm sure I would be having a different answer for you right now if I didn't. I mental health is a very big topic in my home and so I've just which and it wasn't in the house that I grew up in by any means >> and so I think I've just had to and and I'm surrounded by people who are like very pro mental health like Leo the president of Bloom has been an incredible influence on me in terms of like how to take care of my head up here but yeah dude it's just like you need to you need that's a that's a top priority you can't just be focusing on you know the the business alone you mentioned ADHD when you were a kid.

97:21 >> Yeah, it's bad. >> Do you still like have the symptoms of ADHD? Do you take any prescription medication? How did you figure out to live an organized, structured, probably pretty calendar adhering life while also having ADHD? >> I was thrown into public schools where I don't think because of my ADHD, I was put into special ed. And special ed for my school was you're either like truly having disabilities like physically or mentally and learning wise or you're just like Greg with ADHD, right? And because the academic system, especially in public schools in America, is this oneizefits-all for like the status quo, there wasn't really like a route of learning that made sense for me. Like I couldn't read. So, it was like a super frustrating system of me trying so hard but still just getting, you know, a C minus on a test after working so hard for it. And it's because my ability to concentrate so or on things that I don't like really. And it's cuz I am able to hyperfocus on things that I do like. And yeah, dude, they put me on these pharmaceuticals when I was like 9 years old, I think. Like it was crazy. Like they just they just, oh, this your kid can't focus. Take this pill and it's out of control. Like I don't know if that's still the culture for kids today. That definitely won't be the house that my son has grown up in, but yeah, they tried to medicate me for a bit. I dabbled with them probably through university. I have not touched them since university. Now it's caffeine, nicotine, and you know, I'm always playing with some natural neutropics and stuff, but again, if it's something that I enjoy doing, I'm able to borderline obsess and focus on that thing. So I' I've turned it into a superpower in the real world that clearly academia was not a real reflection of the real world. We talked about delegating like the things that I don't like doing. But what is also a common pattern in my life is all I do is bloom in terms of like you asked maybe you know you might ask what my portfolio looks like. Dude, I don't I don't focus on that. I don't invest in other businesses. I'm not on the board of other businesses. Like I know me. I can't have like a day where I'm going from bloom to another business to what my investment portfolio looks like. Like I'm only really my mind share cannot be that diverse and I there are definitely people who can do that. I cannot do that. And so I am like 100% in bloom.

99:49 And something that I really try to tell a lot of up andcoming entrepreneurs is like you just go all in on one thing for as long as you can. And when I meet the It's crazy. I was just talking to this somebody that we just hired and his father-in-law probably worth a couple hundred million bucks all through real estate and he bought like you know 20,000 acres in Montana before COVID and it was a dollar per acre type of scenario and now he's selling a lot of land on each one >> and just been printing cash and I was like wow what an opportunity to have a father-in-law who's that successful that you could just like have a Sunday dinner with you know they they have gatherings and whatnot that you can pick his brain on how to be successful. And he goes, "Bro, you don't understand. All he knows to talk about is real estate. I have nothing that I can learn from him." I was like, "No, bro. I think that's the lesson." Like, the lesson is that the true goats of any industry.

100:43 They only know and think about and become an expert at that one thing. You know where I'm going with this? It's like that's probably why you guys you guys spend half of your time over the last decade on media and on this podcast and it's like you are hyper experts on this thing and it's like based off of kind of what you say you do kind of have a conservative and low resource intensive portfolio for the rest of your investments. Is that fair to say?

101:10 >> For the most part. >> For the most part. And it's like it's because like dude that stuff this is what matters and this is what you are the expert at and this is how you become like the best at something. So, I don't know. That's just been I don't know if that will continue for more than five more years, but like I'm all in on just doing Bloom in terms of my career stuff for at least the next 5 years.

101:31 >> One thing I'm curious about, what do you do for your physique? Because you're always walking around shirtless, it seems. >> First of all, social media is a funny place. >> Why are you Why are you looking at me? >> I was I was just saying it's you just it's just it's he's always walking around. >> Yes. No, I'm on I'm sure on social media. >> On your feed. >> No, you just showed me your feed. I was sureless on your feed, too.

101:57 >> no. >> No, but I see you in these videos and you're just like after a workout just sitting there like >> Yeah, dude. I mean, I I I I am shirtless a lot in my life. Obviously, I would never do that in a in a professional setting for the most part, but I think >> what is this natural? Is this >> TRT? I mean, dude, I'm pro science. I mean there is no question that like if you I am I am pro all of these things to be the best version of myself.

102:23 >> TRT I think would help with the ADHD I mean I >> doctors please excitate me if I'm wrong. >> What's your test scores? >> It's been a massive unlock to my ADHD is having stable hormones. In fact, earlier on in my career, I wasn't on TRT and then like, you know, not having my sleep optimized and and h and traveling so much and being so stressed. I had volatile hormones and so to be able to remove the volatility of those hormones, which has so much to do with how you feel and just have a stable you know, test level throughout time has been a massive unlock. you know, I have in terms of fertility issues, like we actually did have a little bit of a fertility issue. I don't know if it was an effect of TRT, but I was I was able to get sperm no problem. And then now I have a ton frozen in Creole Bank in New York City. It's like I don't know why there's these stigmas attached to performance enhancers. It's funny like even when you were just talking about caffeine, I know you mentioned this maybe you would one day need 10 a day, which would be crazy and I don't think that that would happen, but people have this like feeling that caffeine, oh, I don't want it to become this crutch to my life. And I'm I'm just like why? Like why not use these things? like we have access to them and they are capable of making us like a way better, happier, more capable and I think healthier version of ourselves. So I am very pro peptides, TRT. you know, I get the I I use doctors. That's a nice part of having money is I'm not using some black market, you know, scenario for any of these things. I have to I have a I have several concier doctors that I'm using on a regular basis to make sure my dude I'm using hyperar I have a $100,000 hyperbaric chamber in my house which you know brings me down to 30 ft deep worth of water pure oxygen I'm breathing in I do that three times a week the red light panels I have a massive sauna like these are the things that I spend money on for optimization and to me it's like why is me going into a 205 degree barrel for 30 minutes five nights a week not weirder than me saying I'm taking exogenous bioididentical testosterone Like why does that discount anything that I've done? And if it does, okay, you go play in that arena because I don't think they test in the arena that I'm playing in. So, so dude, and again, like if someone wants to take ADHD medicines, like that's that's their choice if they really think it's a performance enhancer. I don't think it is. I think it's I think it's a performance retractor. But, yeah, I take I take I don't know I think it's 150 milligrams a week of bioididentical testosterone.

104:47 Do you notice any crossover between people who are ripped at the gym and success in other areas? >> Growing up, I didn't notice that. Growing up, like the meatthead stereotype was definitely a real thing, >> but growing up the fitness trend was like be massive. >> You remember like that? Grow it was like these Jay Cutlers and shout out to Jay Cutler by the Rich Piana and like have you had Jay Cutler on the show? Oh man, I got to watch that.

105:14 >> He's great. He's the nicest guy. except Okay, I'm going to admit something here. He created this dog peanut butter and it's for dogs cuz he wanted to give his dog peanut butter and it wasn't healthy and so he sent me some dog peanut butter. >> I ate all of it. >> I didn't know where that was going. >> Explained that it was like this allnatural peanut butter and I was like I was curious about it and >> yeah, >> it's really good.

105:36 >> That's hilarious. >> And so I just ate all of it. >> I >> Are you kidding me? You You didn't even give any to your dog? I I I gave Bailey a scoop >> and Bailey was like, "Please, where's the rest of my >> I smelled it." I'm like, "There's no This smells like normal peanut butter." And then I tasted it. I was like, "Holy, this is good." A Cavalier King Charles. Those are great dogs.

105:56 >> Did you buy more? >> No. >> Poor Jay. >> All right. >> He He sent He sent a a package and I used the entire bag. Dude, I am seeing and maybe this is just, you know, the people that I attract to be friends with, >> the amount of ninef figureure entrepreneurs who are under 40 years old that I have met who are training every day like a professional athlete and have the doctors that I have to make sure they're in tip-top shape at all times.

106:23 It's more than not. Like even at like the, you know, if I'm at like a networking event of relatively successful people, I'm not like seeing guts like I used to see. And honestly, we were we were talking about watches before this podcast. We can all afford a P. Like if I walk into a room with this watch, like perhaps some people aren't impressed, but like anyone can afford this at a certain caliber if they want to.

106:48 >> That's a replica. >> No. What do you mean? >> I'm kidding. I'm just kidding. >> But but but >> that's a really good rep. >> Yeah, for real. But but >> anyone can afford it. So it's like what are the things that we can't buy? I think it's a status symbol to be lean. I think that if you have yet to contribute any any value to society and you are a young man and you walk into a room and you are Dude, I was walking around this expo yesterday and that's why I'm in Vegas right now.

107:19 They like I was like, "Did you why is your shirt wrinkly, bro? Why didn't you shave for this now? You guys look great." >> I was talking about a jacket. >> Why Why didn't Why didn't like you You could go meet a an executive at the top retailer at 7-Eleven that you want to sell your product into at this convenience store expo and you look like you haven't shaved and you're out of shape and like you are you you have not you have no status or or resume yet of what you have built. If you want to walk into a room and at least show that you are capable of something, be clean and be in shape. And so early on, I was trying to walk into rooms that I didn't deserve to be in based off of what I had, you know, created yet. And the way that I was able to kind of like, you know, break the ice or at least feel like I had something to contribute to the room was I had something that they couldn't buy, which was fitness. And it's been it's been like a major pillar of my life. it's what got me through, you know, a tough academia relationship and it's been very much something that has brought a lot of stability to a bit of a chaotic entrepreneurship career, right? Like it's not like this was a smooth up and to the right billion dollar run. So having like the consistency of like, well, I know I can get a good workout in today regardless of what the happens, you know, tomorrow. so having this like thing that I can control has been really good for my mental health.

108:43 >> So, how do you make a really good first impression? 20 seconds. >> I mean, I'm not some looks maxer, but dude, it's like just have a haircut, have a clean shaved face, you know, whatever your facial hair is. And just have clean clothes. If you want to wear a $7 uniclo shirt and tuck it into some suit pants, like you're good to go. But just just just look clean. >> What about what you say? >> I've always had a dirty mouth. You know, it's funny. That's such a good question because when we first wanted to raise money for Bloom and I was looking for a partner to make this energy drink and we were bootstrapped and I would enter these rooms and they were full of suits.

109:17 And so I was like, "Okay, I'm going to go buy a suit cuz I want to make sure they take me seriously." And I called some of like these private equity friends that I went to high school with that were doing decent in New York and I was like, "Where do I buy suits? Like how should I talk? Like is there anything that I shouldn't say?" And they were like, "No, dude. Be you." Like that's what's valuable in 2024 at the time. In 2026, the most valuable thing you can be is is a unique person with some personality. And be yourself. And I don't care if that means you say the f-word. I don't care if that means that you know you have veins on your form. I don't care if that means you want to wear a yellow gold watch. Like just be yourself and stand out. And try not to just be like this another another what do they call it? An NPC.

109:59 >> Another you know what I'm saying? Another sim in this in this in this in the simulator that we're in. I I think just embrace being yourself in this world of like cookie cutter people. >> What are your long-term goals? Like I imagine that you probably based off of the amount of sales your company has achieved by now and selling off some of the equity. You're not a billionaire yet, but I is that like a a big goal of yours or if you already are one, like is that >> I have enough money?

110:25 >> you're comfortable. >> I'm able to keep the lights on for sure, dude. I have I have weird goals, man. Like if if you know we It's funny. I mentioned Thanksgiving and how I didn't go to one for 5 years. I mentioned Christmas, how I didn't go to one for 5 years. The reality is that now I have a son and I now want to have a large family gathering on Thanksgiving and Christmas. So, I call my mom, who's the best mom in the entire world, and I call my siblings and I'm like, "All right, I'm ready.

110:56 Let's have Thanksgiving. Let's have Christmas this year. Like, I'll fly you out. I'll go to New York. Whatever you guys want. I'll get our house. Like, let's have Thanksgiving, Greg. We don't do Thanksgiving anymore. You never You never came, so we stopped that tradition. All right. Well, what about December 24th? Like, let's do Christmas. We don't even do that anymore. Like, you you're the I'm one of two kids. I wasn't coming. And so, they've kind of made their own individual traditions of what they do on that day. And there was no longer a family gathering. And it was a bit of a reality hit of some of the real sacrifice of what entrepreneurship is, which I don't mean to say it's all just fun and games, by the way. But those are my goals is is is is putting together this a beautiful larger family. Like that's really what I'm going for. Now that said, I am continuing to be the biggest savage that I can possibly be in the arena of consumer packaged goods for as long as possible.

111:55 >> And what do you think would stop you from doing that? >> Health. Health would get in the way of any goal that anyone has. Like you need, dude, like the second that you can afford to even when you can't just eat well and try to stay healthy. Like if you've had a health scare, the one that really put it on the map for me was when we had a bit of a fertility scare scare and it's like nothing matters. You can't focus on anything until that problem is solved, let alone the, you know, physical disability that could come with it. So it's like health. What about a concierge doctor?

112:27 >> Yeah, I have a bunch of those. >> You have multiple. >> I'm always hopping around. I have different ones for different things. >> And at what point in terms of income or net worth do you think it makes sense to actually get a concierge doctor? And what is it? What is life like when you have one? >> I would get it as soon as you can justify getting it. I think it's one of the best investments that you can make.

112:43 I think that people don't realize how much more productive they can be if their hormones and biomarkers are optimized. imagine, you know, if I was like, hey, are you more productive on 5 hours of sleep versus 8 hours of sleep? You would probably say 8 hours of sleep. Now, imagine 8 hours of sleep and your biomarkers are perfect and your hormones are perfect. Like you, it feels similar to being on an aderall. like you just feel s a true high performer. I think most people don't know if they feel like a seven out of 10 or a 10 out of 10, but when you're really putting yourself on the line every single day trying to make, you know, high value decisions, I know when I'm a 9 out of 10. I know when I'm a 10 out of 10. I know right now I'm in Vegas, you know, I had a crazy day yesterday. I'm an 8.5 today. That's okay. I can go do that for this convention show and hopefully I'm not in the bed on this podcast right now. But most days I want to be as close as possible to a 10 out of 10. And that's only possible because I'm I'm I'm making sure that this is operate. I brought I brought meal prep on this trip.

113:42 >> I posted a video. It's funny. I I just posted a video about Amazon Prime Day and I was on a private jet. just cuz we had a film and I had chicken thighs cut up in a Tupperware and cut fruit in a Tupperware and that's what I eat every day. And I travel so much that I'm not like having champagne on a private jet. Like that's just me getting to this this this this arena which is Vegas. And it's like once you know what 10 out of 10 feels like, there is no cheeseburger in the world that is worth having when you know what you're capable of when you feel like a 10 out of 10. And eating healthy for one day doesn't do it. Eating healthy for a month doesn't do it. It's like creating a routine where for a year straight plus your blood work is optimized. Dude, it would be like you will crush your goals if you can become that person. How often should someone get their blood work done? And when you did yours, what were the findings and what did you need to improve?

114:36 >> I had like high inflammation. probably from Dude, I come from a fitness background of bulking and cutting and so one of the ways that we would go viral on Instagram early on was we would intentionally get super fat in the winter. I would go up to like 245 pounds, be pale, be hairy, go have an Indian buffet, and then go take a photo on Instagram, and then go shred for summer. Don't, that is not necessary to be in good shape. I don't know why that was the fitness culture back then, but that's what would go viral. And I think it took a major toll on my health on top of trying to grow this business and having a lot of, you know, career stress. so stress plus being having a a volatile weight gain and loss is just very unhealthy. As a result, I had just like high inflammatory markers, which is not good. And the side effect that I was feeling without realizing it was brain fog. And so that plus ADHD was like, dude, I just like can't focus on what I want to focus on. And so most of my optimizations, believe it or not, are not for having a six-pack. They're for my cognitive function because I'm dude I'm not I'm not I don't have a great memory. I'm not academic academically charged. I'm not or gifted. I'm not you know I'm not that smart, right? So I need to be a 10 out of 10 to compete with the people that I want to be able to compete with. And they may be able to be a seven out of 10 when I'm competing with them, but I need to be a 10 out of 10 to compete with their seven out of 10. And I really feel that way. And so the only way that I've been able to become a legitimate competitor is is as the 10 out of 10 version of myself. But yeah, it was it was inflammation. That's what I had. Sorry for that super long answer.

116:19 >> No, you're good. How often should you get your blood work done? >> I got it quarterly. >> See, I am fully on board with that. I would 100,000% do that right now. I'm scared of needles. >> No way. >> Function health is so do I. Needles. >> Oh, they they fully like >> I've injected myself twice today. Oh, I know. >> I woke up. I took testosterone in my ass and I took BPC57 in my >> I want to talk about BPC157. I had a torn torn hamstring for five months. But >> Oh, that sucks.

116:46 >> I know. But we'll get to that cuz I actually would love this. >> Dude, that's also How did you tear it? >> Soccer. >> You know, there's something to be said. We talked about like keeping your health on point. Like there's some physical risks that I don't take anymore that I used to take. It's like, bro, I have a 10-month old son now that I like to hike in a backpack. It's I broke my leg. That would suck. And I realized that because when when we were first growing Mari's page and she was the face of Bloom, dude, we didn't ski. I was like, the risk of you breaking a leg and then we can't go film workout videos for 4 months. I mean, this wasn't me telling her this. We said this. And so, it's like there's an element of health that is not just eating chicken, rice, and vegetables and fruit. It's like >> don't multiply by zero. Don't go 100 miles an hour in your car on the highway. Like those are the biggest things that you can really do. And I wonder like did you not warm up that day? Like is there something that >> Yeah, I didn't warm up and like I'm generally pretty tight. Like my hip flexors are tight, you know? So like yeah, I just I lunged and then I totally felt it and then I didn't I didn't address it. Now I'm going to PT and stuff, but I'm I really actually do want to consider BPC157 because it's just not getting better.

117:54 >> So I need to talk to a concierge doctor probably for that or I could just go talk to I have horrible insurance. But anyways, >> it's super cheap. The thing is, I'm not just saying that I'm scared of needles because I'm proud to be scared of needles. Like, I literally will go and get my blood drawn. I've done it maybe three times in my life and they have to hold me after the fact. >> Wow. Like, they're like they're like, "You can't >> Oh, yeah. I panic. You can't drive home.

118:14 Your face is white. Like, you have to stay here. >> What if What if like >> Graham just jabbed your hamstring and you weren't looking?" >> I couldn't do it. >> I No, no, no. Even for me, I don't want to hold it because I could get poked. Maybe like someone one of your homies or someone on the team could just inject a hamstring and you're not looking at it. >> I I would be able to inject easier than draw blood. Injections are are fine.

118:36 Drawing blood is disgusting. >> So another another health thing that I had especially because I I spend a lot of time at high altitude was I have a lot of red blood cells because you know you get more red blood cells at high altitude because it's lower oxygen. >> And as a result I got thick blood like high hemocrit. And so I donate blood once a quarter now and that's taking care of the issue. So, it wasn't even like a pharmaceutical intervention to fix that issue, but I now donate blood almost every quarter, which just keeps my blood thinner, which, you know, helps with inflammation and and not feeling sluggish.

119:07 >> H >> Yeah. But yeah, I I dude, I'm I'm needle me up. >> What do you use BBC1574? >> I use it, dude. I because of that bulking aka binging lifestyle and then starving myself lifestyle that I used to live. I think my gut health had a lot of disruption from that volatility. And so it help it seems to help a lot with this this this brain fog effect of foods that I eat. Like even when I came here, you were like, "Oh, do you want a do you want a protein bar or something?" And I was like, "No, I should really just have fruit if I'm about to talk for 3 hours."

119:39 Like I'm very sensitive to the foods that I eat. >> I'm the same way. If I eat before filming certain foods, I just feel sluggish. Like I'd rather just not eat and then eat at night. >> I I like fruit, I'm fine. some chicken and fruit, I'm fine. And then for dinner, I'll eat whatever the I want, whatever the family wants. But, yeah, I really try to eat clean during the day cuz I I'm super sensitive to how I feel after I eat.

120:02 >> Yeah. >> Since you do sell a greens powder and you're in the supplement industry, I'm curious if there are any supplements that you think are just completely pointless or what red flags should a consumer look out for when they're looking into getting into greens, powder supplements, etc. I'm traditionally a more is better person and as I've I takes I've taken every supplement under the sun a lot of pharmaceuticals under the sun in the name of optimization and a lot of the time I would go about that journey thinking more was better even with testosterone like more is not better I only take 150 milligrams a week which is like probably what just like a normal 18-year-old guy has a testosterone level right and that would be what I would say more though, like don't assume, okay, a probiotic, I should take three of these a day. It's like, dude, you might want to even open up that capsule and pour half of it out and take a half dose of that probiotic every day. And so, you really need to be cognizant of how you feel as you're starting a new supplement. And I would start I tend to start high and taper down because then I know what to to to look for, how I'll feel versus start low and slowly taper up. But obviously, that works as well. But don't just like assume like if one makes me feel good I should have three. Like don't assume like one fit fluorite fuate of broccoli is good for me therefore I should have 10. Well when I have 10 I my pants you know. So it's like therefore broccoli isn't good for me when I have too much of it. so like though that's like my biggest thing that I would say.

121:32 >> But are there any like industry scams in the supplement? >> Yeah. And I think like just don't be a Like you know what I mean? Like, dude, we're all taking, you know, magnesium now and creatine now. And I love digestive enzymes. I think those are a big unlock for I I require a lot of calories. scams. Like, dude, it's like anything that sounds too good to be true. You know what I mean? It's generally too good to be true. Like, it's a lot of the time it's like just simplicity wins. I used to take like 50 supplements a day. Now I take like four or five a day.

122:04 >> What supplements do you take? I take I I do love our greens powder. I love magnesium. I take an oral BPC57 to help my gut lining. I take Oh, I'll take a sealis. That's a fun one. >> I was going to ask you if you took that. >> Why? >> Vascularity. >> Yeah, I'll take I'll take a micro dose of Seialis every day. >> Okay. So, we had Greg Ducet on this podcast like literally last week and he was saying every man should be taking sealis >> and not for like the bedroom performance.

122:37 >> Well, that's a great reason too. Yeah, >> that that you know that could be a reason for some people, but for the others it is also good just for like general vascularity and like >> it's vazo dilator. >> Yeah, exactly. Could help you hit your workouts harder and get a better pump. >> Yeah, I I I have definitely noticed better pumps. I am a little more vascular probably, but I've taken it for so long, I'm sure I've become used to it. I yeah, it wasn't like a game changer, but it sounds like >> I was thinking I was thinking about taking it because I'm not very vasco. I think it'd be kind of nice like when I'm going to like getting some pumps in.

123:08 >> Take one and see if you >> But I didn't walk around the warehouse the entire time knocking things over. >> That's crazy. >> What is it? Explain the joke. I don't quite get >> like you had boner all day. >> I know. >> Dude, I'm still catching on to y'all since Yeah. Yeah. I mean, not not necessarily that your HR may have a problem with that, but I would like to mention that I think it would be nice to go to the gym.

123:30 I did some research. I didn't know it needed to be prescribed. So, I'm like, okay, that's basically the only obstacle I needed to not do it. >> Yeah. I think it sounds like I don't know why I'm talking about this. I shouldn't be, but it sounds like one of the biggest issues with age is the hardening of your arteries, right? So, one of the big benefits of sauna use is that it seems to keep your arteries nice, like soft and limber as you age.

123:52 It sounds like the visodiilator effect of micro doiialis also helps with just like keeping those arteries soft as you age. That's the dude that's the thing with like I don't really like these NAD supplements. I don't like all these like glutathione stuff like this stuff that's like longevity supplements and it's like >> so am I supposed to know that this works when I don't die when I'm 90? Like you know what I mean? >> I I avoid a lot of that. I really just try to optimize for every single day performance.

124:21 I don't take any of those like crazy weird antioxidant type things. >> All right, so now before we wrap, we have rapid fire questions. Just give us the first answer that comes to your head. >> Okay. >> Would you rather only drink Bloom or coffee for the rest of your life? >> Bloom. >> Really? Took you a moment to say that. >> No, that is tough. I drink coffee every day. I drink coffee every day. >> And you pick Bloom, >> dude. I also like caffeine pills.

124:44 Caffeine pills are a nice unlock. >> That's interesting. But especially if I'm traveling like you know and I and I don't like trust the coffee where I'm at and I can't get Bloom especially overseas. Whenever I travel overseas I have a bag of caffeine pills with me. But yeah I would I have to drink Bloom. It's my job. >> How many milligrams of caffeine do you have per day? >> What probably I don't even talk milligrams these days. You know what I'm saying?

125:06 >> Are you kidding me? >> Probably up there with a gram. >> Oh my probably 700 to a gram. >> Wow. >> Yeah. Dude Huberman just said that he takes 800 plus a day. I want to try one day just documenting what it's like to take like 800 milligrams of caffeine. >> But your 800 versus his 800 are going to look like you at 800 would be like 2 g. >> I didn't start there. You know what I mean? But again, I have extreme one or two of these a day.

125:29 >> Extreme ADHD. Like a stimulant helps that. Like it's I use it as a as a as a medicine to help. You know what I mean? >> If you could delete one product category from the store forever, what would it be? The the section of the story that kind of for some reason disgruntles me is is like discretionary goods. Like Christmas trees. Like when you walk into a Target, I'm just like someone's just going to buy this once.

125:54 >> No. I keep my Christmas trees. >> Exactly. That's why it's a bad thing to sell cuz you just buy it once. >> Oh, I see. >> So, or like a grill. And I'm just like, put more Bloom there. You'll make a lot more money if you just fill that spot with Bloom and people are buying a few every day. Which one would you rather give up, cigars or greens? >> I'd give up greens before before cigars.

126:13 >> That's an honest one for you. >> Does school GPA matter? no, dude. My My wife I was on academic probation three times. My wife dropped out. >> Sell Bloom for $3 billion today. >> Do that. >> Or let it ride. >> No, that's a good number. >> See, that's the thing. It's like we The original prompt was 1 billion. We're like, "No, he wouldn't do that." And then he said too and I was like no it would probably have to be like a really cuz I know that you're also doing this for like reasons outside of like monetary. It's like it has to be you know also paying for that.

126:45 >> I I I I wouldn't sell it right now for 3 billion. No >> cash in hand. >> Well I don't own 100%. Anymore >> but let's just say you you had the decision and it's cash. >> Dude, I don't know what I would I but like I just like don't know what I would but my son what would I do every day? Like I want him to see me and that's that's very scary to me. I'm still dealing with that. Like what what is after Bloom if there is an Afterb Bloom?

127:08 >> Yeah. Okay. So 3 billion but a non >> you're like you'll figure out >> 3 billion cash but a non-compete. So you just can't start another energy drink category. >> Yeah. >> For 10 years. >> You could you could start an iced coffee. >> Yeah. >> Yeah. You could do but it cannot it cannot be a carbonated energy drink >> in a category that competes with Bloom. >> I would be honored if somebody made that offer at Bloom and I would have to highly consider it.

127:33 I also would have my my board would need to tell me if I could do it or not, but >> do you own more than 50% of Bloom? >> No. No. I did at one point. Yeah. >> Which celebrity brand is going to zero? >> Depends. I don't even know how much of them they even own when they're the face of them. You know what I mean? But like Kim Kardashian just launched an energy drink. Like that's not going to do well.

127:54 >> Would you take Bloom public? >> Dude, I hate suits. Like I, you know, Bloom's big enough now. only had large enough transactions where we have to get audited by like one of the big five or whatever it's called like these big these big accounting firms. It is like they probably know my blood work. The the audits are so intense and I can't even imagine needing to operate my business with public shareholders and needing to like perform quarterly. It's kind of like anti- entrepreneurship to me >> to need to operate a business that way.

128:25 I am curious how much to change our name from the iced coffee hour to the iced bloom hour. >> Yeah. You know, if this was a female demographic show, >> I'd be could give you a way higher a way higher number. >> Give us a number. I'm just curious, >> dude. >> If we actually permanently on all socials changed it to the Iced Bloom Hour. >> Yeah. I tell you like it would definitely be it would definitely be less than 5 million a year, but it would be it would be between 1 and 5 million a year >> in perpetuity as long as we kept the iced bloom hour >> in theory. Yeah. And like this would be there for everyone and then your guest would all be drinking them even if it was just filled with water. Would you consider gifting us a Cyber Truck wrapped in Bloom >> head to toe and we just drive it around with a minimum 8,000 to 10,000 mi a year?

129:17 >> It wouldn't be in the background of the show. >> Would not be in the background, but it would be driven everywhere. We'd even pick up guests from the airport. >> Be associated with you all and maybe in some content. >> Yeah. >> Yeah. I would consider that. What is that like 80 grand? >> About 80 grand >> for sure. >> Dude, come on. >> What other ideas you got? I know Graham's head turn. He's like, he's like, "This guy's got money. He's got a company I love. We got to make that do that." I mean, like, you want to do that? You know, I was in a YouTube video once a month. We kind of like >> Because think of it, think of it this way. We're driving to LA next week to go film with Jason and Nitia Ramen. Imagine driving to LA in a cyber truck wrapped in Bloom Energy and it's parked outside of where we film.

129:54 >> That'd be sick. >> I agree. >> Yeah. Let's Let's follow up. >> All right. >> Yeah. >> All right. Well, maybe >> I got I got to think of more ideas. >> Yeah. Maybe we'll you guys will tune in next week to the the iced bloom hour. >> Maybe it doesn't have to be ice. This is the bloom hour. >> Yeah, >> dude. I I you know, so fun. I was on a flight the other day and the stewartist poured my bloom over ice and I thought it looked great. I'm kind of down with the ice.

130:17 >> Well, there you go. >> Okay, I got it. I should have been more prepared here. I was thinking of ideas. >> No, I you actually had LIKE A PRETTY GOOD idea there. Like we should do that. >> Well, I wanted to build a pickle ball court that we would be filming. We would be >> You mentioned the gym. So, you would sponsor the ice coffee. >> Maybe I'd sponsor the ice coffee hour gym. >> That could be good. We put the Bloom logo and a little Bloom fridge that has >> Dude, basically my garage gym at home.

130:40 >> Yeah. >> Yeah. But no, but no cars. Yeah. >> All right. Well, we'll talk. Guys, >> thank you so much for watching. This is an episode I was truly so excited about because >> I genuinely love the product. Like, I like we bought this product. I told our assistant, "Continue buying this product. We drink it." Our editor just gets jacked up on this every single day. We I probably I mean I have the most I've had is two in a day, but usually I'm at probably one and a half a day.

131:06 Phenomenal product. Super excited to see what else you launch and thank you for watching. Thank you for coming on the show. This is such an honor to have you. >> I'm new at this stuff. I'm a true early fan of Grahams and now Jack and Grams. Thank you for having me and like dealing with my novice media skills. >> No, this has got me so amped today. Like I am actually more motivated today after this podcast.

131:29 >> I don't think you realize how good you guys how talented you guys are. Like when we were talking about the show and you were like I could do this all day. >> That's a lot of people cannot do this all day. >> Granted, you do a lot of the talking cuz we're prompting. So there's a bit of >> All we got to do is just kind of banter back and forth a little bit. That's >> charisma. Like that's a lot. That's hard. Anyway, thank you for having and by the way, for all the channel members out there, if you want to see next week's episode, here's a preview for you. It's a it's a doozy. So, enjoy.

131:57 Thank you so much. We'll link to all your info in the description. Till next time. I watched Bitcoin fall 50% in a 10-hour period, and I was on the couch curled up in a ball and like saying to my now wife, I think our net worth might go to zero today. >> Bitcoin is a resilient asset that is really serving as global insurance. And so anytime that there's chaos in the world, there's going to be people who run to Bitcoin.

132:16 >> In one sentence, what is your strongest argument for Bitcoin? >> They will never ever stop printing money. There's two assets you need for the future we're headed towards. Bitcoin and AI. Is it too late to buy Bitcoin? >> Bitcoin is going to continue to go up for the rest of our lives because the politicians are going to print money for the rest of our lives. >> So, do you think then memecoins are bad for the overall market of Bitcoin? If you were to take one guess at who Satoshi is, who would you say?