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

Claude: Get started with Claude today at https://claude.ai/icedcoffee Clay: Use our link to get 2,000 FREE Credits at https://clay.link/coffee Gusto: Try Gusto for FREE for 3 months at https://gusto.com/ICED Upwork: Post your job free at http://upwork.com/COFFEE and connect with top talent to grow your business. *𝗖𝗢𝗡𝗡𝗘𝗖𝗧 𝗪𝗜𝗧𝗛 𝗨𝗦* 𝗜𝗚: https://www.instagram.com/icedcoffeehour 𝗝𝗔𝗖𝗞: https://www.instagram.com/jlsselby 𝗚𝗥𝗔𝗛𝗔𝗠: https://www.instagram.com/gpstephan 𝗖𝗹𝗶𝗽𝘀 𝗖𝗵𝗮𝗻𝗻𝗲𝗹: https://www.youtube.com/c/TheIcedCoffeeHourClips 𝗫.𝗰𝗼𝗺: https://x.com/TheICHpodcast 𝗧𝗶𝗸𝗧𝗼𝗸: https://www.tiktok.com/@theicedcoffeehour 𝗦𝗽𝗼𝘁𝗶𝗳𝘆: https://open.spotify.com/show/5c2uoXBQkOjIiCOf60jJj7 𝗔𝗽𝗽𝗹𝗲: https://podcasts.apple.com/us/podcast/the-iced-coffee-hour/id1515070058 For sponsorships or business inquiries reach out to: [email protected] Apply for The Index Membership: https://entertheindex.com/ For Podcast Inquiries, please DM @icedcoffeehour on Instagram! Timestamps: 00:00:00 - Intro 00:03:16 - How Did You Make $1 Billion Dollars 00:07:25 - The Key To Being Insanely Successful 00:13:39 - Sponsor: Claude 00:15:15 - What He Bought With $100 Million 00:23:07 - The $10 Million Dollar Mistake 00:30:24 - Sponsor: Clay 00:31:21 - Sponsor: Gusto 00:32:28 - How To Get Products In Target / Walmart 00:36:36 - What Went Wrong With Logan Paul & Prime 00:49:26 - The Future of Energy Drinks 00:54:41 - How Much Brands Pay Creators 00:59:42 - Sponsor: Upwork 01:00:59 - Blind Energy Drink Taste Test 01:09:14 - Is The Grindset Dead? 01:14:25 - Will Wealth Ruin People? 01:20:36 - How Much Money Does It Take To Be Happy 01:26:45 - How Much Money A Billionaire Spends Every Month 01:33:11 - Why Rich Founders End Up Alone 01:44:47 - How Fitness Is The New Status Symbol 01:50:09 - The Craziest Things Money Buys 01:56:32 - The Supplements To Be The Top 1% 02:04:24 - Rapid Fire Questions 02:12:02 - WATCH THE NEXT EPISODE! *Some of the links and other products that appear on this video are from companies which Graham Stephan & Jack Selby will earn an affiliate commission or referral bonus. Graham Stephan & Jack Selby are part of an affiliate network and receives compensation for sending traffic to partner sites. The content in this video is accurate as of the posting date. Some of the offers mentioned may no longer be available. Learn more about your ad choices. Visit podcastchoices.com/adchoices

Speaker names marked ? are inferred from speaking time and the show’s known hosts — they are not voice-verified.

• 0:01Speaker 00

  This episode is brought to you by Google Chrome. You think you know a browser, but Gemini and Chrome? That's new. It can help you with practically anything on the web, like restoring a vintage motorcycle from a 50-page restoration blog, or finally break down that long article you've had open for weeks. Gemini and Chrome is here for it. Ready to make anything online make sense? There's no place like Chrome. Check responses set up required. Compatibility and availability varies 18 plus.

• 0:26Graham Stephan?

  Is it easier than ever to make a million dollars right now?

• 0:28Speaker 02

  The arena doors are wide open.

• 0:34Speaker 03

  More steam ahead, baby. If you guys don't know, Greg and I have a supplement company named Bloom.

• 0:39Graham Stephan?

  What's the most you've made in a single day?

• 0:40Speaker 02

  I've had nine-figure days.

• 0:43Graham Stephan?

  So what did you do with $100 million plus?

• 0:46Speaker 02

  We bought a house in Aspen, Colorado that was over $20 million.

• 0:50Jack Selby?

  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?

• 0:56Speaker 02

  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.

• 1:04Graham Stephan?

  Why do some people feel like it's a grind?

• 1:06Speaker 02

  Dude, imagine if we had to go work under fluorescent lights in a tiny cubicle this big. That's the grind. That sucks.

• 1:14Jack Selby?

  Sell Bloom for $3 billion today? Or let it ride?

• 1:22Jack Selby?

  Greg La, thank you so much for coming on the Ice Coffee Hour.

• 1:25Speaker 02

  I am so excited to be here. I'm fangirling, walking around this place right now.

• 1:28Graham Stephan?

  Thank you so much. So I'm curious, is it easier than ever to make a million dollars right now?

• 1:33Speaker 02

  Oh dude, the arena doors are wide open. Like 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. And so, yes, it is easier than ever to make a million dollars without a doubt.

• 2:11Graham Stephan?

  So what's holding people back?

• 2:12Speaker 02

  I think a lot of what's holding people back is,

• 2:16Speaker 02

  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 corporation for 30, 40 years. And it's like, 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 rules that the last generation told us exist.

• 2:57Graham Stephan?

  So if they know that, then what's the next step?

• 3:00Speaker 02

  The step is absolutely action. And I think 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 intrapreneurs. And there's so many different ways to cut that cloth for what your skillset 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, right?

• 3:41Jack Selby?

  Speaking of Bloom, the story of how we know about you is pretty insane. And we also must disclose, this is not sponsored.

• 3:48Speaker 02

  Nope.

• 3:48Jack Selby?

  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.

• 3:56Speaker 02

  Yeah.

• 3:57Jack Selby?

  You sell a million cans of this per day. And

• 4:01Speaker 02

  Two more, two.

• 4:01Graham Stephan?

  Two million.

• 4:04Jack Selby?

  What, did that change recently?

• 4:06Speaker 02

  Oh dude, it's every day we check the numbers and it's really tough because we're trying to make projections of like what 27 will look like. And there's no way to know because like even the growth isn't consistent. The growth is continuing to scale up. So it's just, it's a wildfire.

• 4:19Graham Stephan?

  Do you have a tracker where you see like every can sold?

• 4:22Speaker 02

  Yeah, you want to see that? Guys, I'll show it on the camera really quick.

• 4:24Graham Stephan?

  Yeah.

• 4:24Speaker 02

  I'll go off airplane mode.

• 4:26Graham Stephan?

  Is this the first thing you check when you wake up?

• 4:28Speaker 02

  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, you know? And then I would like screenshot and see how much it changed three 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 two and a half. We launched in July 2024.

• 4:48Graham Stephan?

  How accurate is this?

• 4:50Speaker 02

  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.

• 4:56Graham Stephan?

  Check.

• 4:56Jack Selby?

  So over half a billion cans sold?

• 4:58Speaker 02

  Yeah, we'll hit 600 million like definitely by the end of October.

• 5:00Jack Selby?

  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.

• 5:10Speaker 02

  Yeah.

• 5:11Jack Selby?

  And I drink some of them. And I'm not like a super big energy drink aficionado, 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 and everything. It is truly a great product. I loved it. And I told her, no to these things that you restocked. Yes to these, especially Bloom, like continue restocking it. And then I found out that you make YouTube videos, which is so fascinating.

• 5:33Graham Stephan?

  And that's how I found you, separate, by the way, from Bloom.

• 5:35Speaker 02

  That's awesome.

• 5:35Jack Selby?

  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?

• 5:55Speaker 02

  You know, I think, I think that there's not a one size fits all for all of these sayings that people say. I like being known. And 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 two-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 twenties. And then now I'm entering my 30s. If I knew these lessons earlier, I'd be further ahead

• 6:39Speaker 02

  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 really happy with the views and the reception and the positive comments that I'm getting based off of them. So I've just been doubling down on that. But 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. And I think having wealth with some status

• 7:11Speaker 02

  exponentially makes that wealth more fun.

• 7:13Jack Selby?

  But the status could get to a place where you can't go to a store, where you get recognized everywhere.

• 7:18Graham Stephan?

  For business, it doesn't quite get that.

• 7:19Jack Selby?

  I mean, Kevin O'Leary might, you know, have some trouble going to the local Walmart.

• 7:24Speaker 02

  Maybe one day I'll have to stop, I don't know. 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's always in a very respectful manner. But I can imagine it can get out of control.

• 7:37Jack Selby?

  You mentioned insecurity.

• 7:39Speaker 02

  Yeah.

• 7:39Jack Selby?

  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?

• 7:51Speaker 02

  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. 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 normally something a little funky going on in the background inside their head, right? I definitely have some of that. I grew up in a society, in a neighborhood in Westchester, New York, where it was academia, academia, academia.

• 8:32Speaker 02

  I had ADHD to the point where I couldn't even read a couple sentences straight. Graduated college with a 2.4 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

• 8:53Speaker 00

  This episode is brought to you by Google Chrome. You think you know a browser, but Gemini and Chrome, that's new. It can help you with practically anything on the web, like restoring a vintage motorcycle from a 50-page restoration block, or finally break down that long article you've had open for weeks. Gemini and Chrome is here for it. Ready to make anything online make sense? There's no place like Chrome. Check responses set up required. Compatibility and availability varies 18 plus.

• 9:18Speaker 02

  Yeah, there was definitely a chip that I had to put chips in your shoulders, put chips in your pockets that fueled the initial start of my interest in entrepreneurship because I wanted to prove them wrong. Now that's gone, thank God. But yes, I do think most entrepreneurs start with that chip on their shoulder.

• 9:33Jack Selby?

  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.

• 9:43Speaker 02

  Yeah.

• 9:43Jack Selby?

  But I want extraordinary results. What would you tell that person?

• 9:46Speaker 02

  If you just want greater things like that in itself is not normal, right? Like you, 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.

• 10:16Jack Selby?

  Yeah.

• 10:16Speaker 02

  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. 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.

• 10:33Graham Stephan?

  You know what's crazy? Your videos get me so amped up. Like I woke up this morning at 6:00 AM, 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 guest and I listen to him.

• 10:45Speaker 02

  Cool.

• 10:45Graham Stephan?

  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 in the re, you know, we do this and that. And it just gets me amped up.

• 10:54Speaker 02

  Yeah.

• 10:55Graham Stephan?

  How are you always so like hyper?

• 10:58Speaker 02

  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 because nothing was working correctly. And it was truly like, I would get up. 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. I mean, I'm sure you guys get addicted to this feeling of these, these viral videos

• 11:43Speaker 02

  and the brand deals that are coming in as a result. And 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, this monetary reward at the end of it. But let's say, I think we're all just addicted to like going after bigger and bigger goals and allowing the finish line to move. And once you start 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.

• 12:23Graham Stephan?

  What's the most you've made in a single day?

• 12:26Speaker 02

  Bloom, like in revenue wise?

• 12:28Graham Stephan?

  Both.

• 12:28Speaker 02

  Okay.

• 12:29Graham Stephan?

  Both you personally and Bloom.

• 12:30Speaker 02

  I've had nine-figure days. Personally, I've had, uh, I've had more than one. And I've had, uh, 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.

• 12:47Speaker 02

  But now like every day Bloom is doing a couple million dollars.

• 12:49Graham Stephan?

  So what does it mean to have a nine-figure day?

• 12:52Speaker 02

  It means a hundred million.

• 12:53Jack Selby?

  So you made a hundred million dollars in one day?

• 12:55Speaker 02

  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, piece of Bloom and we, we sold it for cash.

• 13:08Graham Stephan?

  And what does that look like when you get nine figures in a bank account? Does it just show up one day?

• 13:13Speaker 02

  It's one, it was like four wire transfers in a, in a 24 hours.

• 13:17Jack Selby?

  So what was the bank account value before that and then after that?

• 13:19Speaker 02

  I made a new bank account for it. So.

• 13:22Jack Selby?

  It didn't just go into your college checking account?

• 13:24Speaker 02

  Uh, so dude, it's funny you say that because when Mari 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. Cause 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 LLCs 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.

• 14:09Speaker 02

  And they were like, you know, we go through all the paperwork and everything. So we'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, uh, that was, that was 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.

• 14:31Graham Stephan?

  So what did you do with a hundred million dollars plus?

• 14:33Jack Selby?

  From not even knowing how to handle a business bank account to trying to figure out what to do with a hundred million dollars is actually terrifying.

• 14:40Graham Stephan?

  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.

• 14:47Jack Selby?

  Now, obviously you don't need a hundred million dollars 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.

• 14:56Graham Stephan?

  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.

• 15:12Jack Selby?

  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 and used it to better understand which topics you guys find interesting and build an outline based off of that. 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 seven 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 Ice Coffee Hour episodes. It's absurd.

• 15:43Graham Stephan?

  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.

• 15:55Jack Selby?

  For problems worth solving, get started with Claude at claude.ai/icedcoffee.

• 15:59Graham Stephan?

  That's claude.ai/icedcoffee. And check out Claude Pro, which includes access to all the features mentioned in today's episode. claude.ai/icedcoffee. So what did you do with a hundred million dollars plus?

• 16:13Speaker 02

  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, 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.

• 16:36Jack Selby?

  How did you know $20 million was the right amount of money to spend?

• 16:39Speaker 02

  Oh, I'm looking at upgrades already. Like it's not the right. Yeah, 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.

• 17:05Graham Stephan?

  Did you have a financial advisor that was telling you, hey, listen? Yeah.

• 17:10Speaker 02

  I do have a wealth team.

• 17:11Graham Stephan?

  Okay. Because I'm doing the math here. You get a hundred, 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 five months of the year.

• 17:25Speaker 02

  Sure.

• 17:25Graham Stephan?

  A lot of upkeep. And I'm thinking, maybe we should have spent a little less on that.

• 17:30Speaker 02

  Yes.

• 17:30Graham Stephan?

  Or rented the house.

• 17:32Speaker 02

  So the number was larger than a hundred after taxes. And, um, 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 put all of the cash down and then I'm only paying like two or three percent. 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 still have the money. It's just 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.

• 18:16Graham Stephan?

  Okay, so what does your financial advisor say you should have done or want you to do?

• 18:20Speaker 02

  Don't like when I make large purchases and then change my mind. That, that's when they get pissed. So it's like, uh, 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.

• 18:36Graham Stephan?

  Cause it's more paperwork for them.

• 18:37Speaker 02

  Dude, it's a lot of work and it's like, you're not really actually probably going to, to, to, to, to realize

• 18:45Speaker 02

  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 to 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, 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?

• 19:21Graham Stephan?

  Yeah.

• 19:21Speaker 02

  So like those types of scenarios are trying to slow me down and I'm trying to think longer term. That's really what they're trying to get my head around.

• 19:29Graham Stephan?

  Do you care how much money you spend? Cause it sounds like you really don't.

• 19:32Speaker 02

  I don't. I, I have always had like, 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 a hundred thousand. At one point it was a couple million, I could figure it out. And so I've always had an extreme abundance mindset of, I'll figure this out. And frankly, like whenever I've had to put my back up against the wall, whether it was on a purchase, you know, we, we bought a four and a half million dollar house in Santa Monica. When we first signed this, when Bloom first started to kind of take off. And that was the first home that we bought. And I did not have four and a half million dollars, but like buying that house and figuring it out,

• 20:16Speaker 02

  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.

• 20:31Graham Stephan?

  Do you think that's a healthy way to look at it? To go and like take on some huge obligation as motivation?

• 20:37Speaker 02

  Early on, it was very much like I would lose sleep over the anxiety around my back up 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 all in. 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. 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 five years.

• 21:19Speaker 02

  We moved Philadelphia, New York, Boulder, Colorado, uh, 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, 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.

• 22:02Speaker 02

  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.

• 22:10Graham Stephan?

  Are people born with an abundance mindset like that? Or can you learn it? Cause I am naturally so conservative, thinking always of downside. Like I'm building out a new studio and my house and it's going to be a lot of money.

• 22:22Speaker 02

  Yeah.

• 22:22Graham Stephan?

  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.

• 22:29Jack Selby?

  But granted, let me just say something like the cost to build out this studio relative to your net worth is probably point zero one percent.

• 22:36Graham Stephan?

  I don't know what it is.

• 22:37Jack Selby?

  And this is, and this is your studio that makes you all of your money. And still the fact that you have the added stress when it's such a like inconsequential.

• 22:45Graham Stephan?

  It really is. Well, I don't, I don't.

• 22:47Speaker 02

  Well, it's funny like.

• 22:48Graham Stephan?

  Everything goes over budget.

• 22:49Speaker 02

  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 the, 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 coworking space anymore. They would have been like, what the hell is this startup? Which we were doing up until we were doing a hundred million dollars in revenue.

• 23:32Speaker 02

  We were in like both coworking 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 Greg that's speaking to you today in terms of like these material things, that's new. And I'm, I'm having fun with that now. But previous, like they, they all had this, uh, this like Bloom was the epicenter of every decision that I made.

• 24:00Jack Selby?

  You said that you took a bunch of massive risks, like all in risks over and over and over again. I'm curious, when did you take a risk like that and it didn't work out?

• 24:08Speaker 02

  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? And so I was buying 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.

• 24:53Speaker 02

  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 all in 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 partook 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 it 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.

• 25:38Speaker 02

  Those scenarios I've gone all in in and broke some rules that I shouldn't have broke and ended up.

• 25:46Speaker 02

  I mean, at one point we were kicked off of Amazon. Like that was disastrous to our business. 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 kicking us off of Amazon for like 45, 60 days. And this was by far the most stressful, this most stressful 45.

• 26:12Graham Stephan?

  What did that cost you?

• 26:14Speaker 02

  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 on 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.

• 26:49Jack Selby?

  But that wasn't necessarily active risk. That was more so being ignorant to a, a portion of the business.

• 26:54Speaker 02

  Okay.

• 26:55Jack Selby?

  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. And the first example you had was $15,000, which could have a hundred percent been like all in. And that's a massive risk. However, it just seems like everything you've done has been successful.

• 27:13Speaker 02

  Last year. Actually, it 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 Bloom 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.

• 27:46Graham Stephan?

  Why did fail?

• 27:47Speaker 02

  It just, we just didn't sell through nearly as much as we made, so we just overproduced.

• 27:50Graham Stephan?

  Was it the taste? Or was it just like demand?

• 27:53Jack Selby?

  Did you like the taste?

• 27:54Speaker 02

  It wasn't a demand for root beer like I thought there would be. And that was just a mistake.

• 27:58Jack Selby?

  Did you like it?

• 27:59Speaker 02

  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. It'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.

• 28:20Jack Selby?

  So this is your billion dollar company. How much does it cost to make a can of this?

• 28:23Speaker 02

  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 Blooms energy drinks gross margins are. But it's a profit, this is a profitable, real business with very healthy margins.

• 28:44Jack Selby?

  So you could, in theory, be making about a dollar a can?

• 28:47Speaker 02

  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.

• 28:57Graham Stephan?

  A lot of people take money from this. It's like, you know, you sell it at this, and they take this, and they ship it over there and take it.

• 29:03Jack Selby?

  Who takes the money? And who's the greediest out of all the people to put this can right here?

• 29:07Speaker 02

  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 times 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 they need to get it to somebody's doorstep. You need to get it sold into a Target, putting it onto a Target shelf. They charged me $1 million for that shelf. So it's so much more complicated than that. 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.

• 29:44Speaker 05

  Your credit card company is hoping you don't hear this. They're charging you 21% APR interest, making it hard to pay down your balance. A home equity loan from Rocket Mortgage could cut your interest rate by more than half, so you could wipe out your high-interest credit card debt with the equity you've built in your home, without touching your current mortgage rate. See how much you could save at rocketmortgage.com. Rocket Mortgage LLC, licensed in 50 states. NMLS, consumeraccess.org, number 3030. Call 8004-Rocket for full program details.

• 30:14Speaker 02

  There's a lot more expenses involved in the Bloom business. Yeah, but Bloom is a profitable business.

• 30:20Jack Selby?

  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?

• 30:28Speaker 02

  Like, the most expensive is logistics. The most expensive is just moving this product around.

• 30:32Graham Stephan?

  What's the most profitable way for you, for someone to buy this? Is it like through you directly, Amazon, Target?

• 30:38Speaker 02

  I don't care where someone buys it. Like, I, I truly just want more people buying Bloom, and then they end up buying it 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.

• 31:08Graham Stephan?

  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.

• 31:13Speaker 02

  Shopify is such a blessing to, again, when I see 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 Procter & 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.

• 31:42Graham Stephan?

  So how much does it cost to get a shelf on Target, Costco? How does that even work?

• 31:47Jack Selby?

  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.

• 31:53Graham Stephan?

  Yes, you got a product you want to sell, but which businesses need it? Who makes the decisions? And how do you reach them?

• 31:59Jack Selby?

  Well, that's what today's sponsor, Clay, does. Clay finds businesses and people that need what you sell right now.

• 32:04Graham Stephan?

  Just type in your website, and Clay uses agents to research your business across over 200 different data providers.

• 32:10Jack Selby?

  And it also shows you who your best prospects are, why they're a fit, and what signals you should use to find more.

• 32:15Graham Stephan?

  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.

• 32:23Jack Selby?

  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.

• 32:35Graham Stephan?

  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.

• 32:43Jack Selby?

  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.

• 32:49Graham Stephan?

  Exactly. Getting everyone paid on time, setting up new hires, handling benefits, that work grows right along with the business.

• 32:56Jack Selby?

  It could be a real pain in the [bleep] Caleb Hammer [bleep], but our partner, Gusto, can handle it for you.

• 33:02Graham Stephan?

  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.

• 33:12Jack Selby?

  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 cent until you run your first payroll.

• 33:29Graham Stephan?

  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/iced and get three months free when you run your first payroll. So that's three months of free payroll at gusto.com/iced. One more time, that is gusto.com/iced 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?

• 33:56Speaker 02

  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 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. We tested that product in retail for the first time in 600 Targets. That was in July 2022, let's say.

• 34:29Speaker 02

  A couple of 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, whoa, you ecommerce 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, 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 and 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.

• 35:14Speaker 02

  And I think that you're laughing, because like, I think that the average person doesn't realize that these retailers are [bleep] businesses. 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.

• 35:42Jack Selby?

  I'm more so laughing because I know 100% where Graham's head was at when you said, which was a million, like, they just snap called, you should have just offered 500 grand.

• 35:51Speaker 02

  I should have, I should, yeah.

• 35:52Graham Stephan?

  Like, 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?

• 35:58Jack Selby?

  Yeah, well, that's also a possibility.

• 36:00Speaker 02

  Do you think that I wired the money to him? That's, that's what I, I know.

• 36:04Graham Stephan?

  Oh, no, we got this Target account over here.

• 36:05Speaker 02

  Like, no, like, there's like literally.

• 36:07Graham Stephan?

  I'm just saying, but maybe he's like getting a commission, you know?

• 36:10Speaker 02

  No, I'm off.

• 36:11Jack Selby?

  You got to get ripped off enough times.

• 36:12Graham Stephan?

  Because to me, Target is such a big company that it, just from my perspective, a million dollars to them would be like nothing. They would just care about the longstanding shelf.

• 36:19Speaker 02

  They have 1,000 shelves, and I bought one shelf. You get what I'm saying?

• 36:22Graham Stephan?

  Sure.

• 36:22Speaker 02

  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' businesses, like selling these spots in the store. If I walk into a Sam's Club, which is a lot, 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. You pay for one month to have that spot. It's called, this is slotting fee.

• 36:48Graham Stephan?

  Yeah.

• 36:49Speaker 02

  So that, that's how retail works.

• 36:50Graham Stephan?

  You know what? I feel like someone could do a lot of guerrilla marketing, walking in with one of those vests.

• 36:55Speaker 02

  Yeah.

• 36:55Graham Stephan?

  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.

• 37:05Speaker 02

  Yeah.

• 37:05Graham Stephan?

  But it's still good marketing. You put it everywhere.

• 37:07Speaker 02

  I agree. 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 those things.

• 37:22Graham Stephan?

  What's to stop someone from going and taking their product to the back of the store and moving it to the front?

• 37:28Speaker 02

  Well, there's 2,400 Targets or there's, you know, 1,000 Sam's Club. So you need to do that at scale to make any type of impact.

• 37:34Graham Stephan?

  You could find 100 people to go to three stores each in one day and move all of the product.

• 37:39Speaker 02

  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 it and let me know if that works.

• 37:49Graham Stephan?

  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 each?

• 38:01Speaker 02

  Well, our international energy drinks definitely have less caffeine than our American products. Sometime that's not just because of regulations. It's because it's just like cultural differences in those countries. Like they're just not used to having 180 milligrams of caffeine. So like in Canada, I think we, don't quote me, but I think we have 100 milligrams of caffeine in 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. 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.

• 38:45Speaker 02

  An eight-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 milligrams 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.

• 39:06Jack Selby?

  How many blooms do you drink per day?

• 39:08Speaker 02

  Three or four, most days.

• 39:10Graham Stephan?

  Are you worried about having too much caffeine?

• 39:12Speaker 02

  What would happen if I had too much?

• 39:14Graham Stephan?

  You'd just start getting jittery and maybe it's just, you like that feeling of just kind of getting anxious?

• 39:19Speaker 02

  I will have as much as I can tolerate before like 10 AM 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 of 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, this is a beautiful formula. I mean, it's definitely over engineered. 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 L-theanine 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. But yeah.

• 39:58Graham Stephan?

  Speaking of Prime, what do you think went wrong with Prime? Because it seemed like they started so strong.

• 40:04Speaker 02

  I know.

• 40:04Graham Stephan?

  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.

• 40:15Speaker 02

  Yeah.

• 40:15Graham Stephan?

  That that's unsustainable. And now they've returned to like a baseline that any company would be happy.

• 40:20Jack Selby?

  But he claims they're still doing well.

• 40:21Speaker 02

  I guess well is relative, right? Like, no, well is relative, right? Like a $50 million business is awesome. It probably isn't awesome if you were once doing a billion.

• 40:33Speaker 02

  I don't think that they will stand the test of time. Unfortunately, I don't want any business to ever go, to 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 dude, this hydration market is really hard. For, for ready to drink hydration products, it's like, it seems like only Gatorade and electrolyte seem to do a good job. Hydrations are really tough space.

• 41:18Speaker 02

  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 twenties, we're in our thirties, I'm 31. Like I kind of 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. 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.

• 42:00Speaker 02

  She could, she literally took our competitors Shirley Temples and our Shirley Temple, tried all three. She 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.

• 42:12Graham Stephan?

  This was just impromptu.

• 42:13Speaker 02

  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.

• 42:24Graham Stephan?

  Wow.

• 42:24Speaker 02

  If this was four years ago, we would be sold out in 24 hours. We'd be sold out 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. Do you guys feel that way as consumers?

• 42:41Jack Selby?

  Unless if it's the iced coffee hour, if the iced coffee hour shouts out something or the brands that we work with. Oh, yeah.

• 42:45Speaker 02

  No, 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. But like these celebrities who are just like clearly taking checks to talk about something.

• 42:57Graham Stephan?

  Yeah, but they weren't in the case of Bloom, like.

• 43:00Speaker 02

  She wasn't paid, but like traditionally we know these Kardashians and insert A-list celebrity are just like monetizing.

• 43:07Jack Selby?

  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.

• 43:13Speaker 02

  He's the top five most followed person on Instagram. I would have expected to see a tick up, no?

• 43:19Jack Selby?

  Yeah, a tick up for sure. Yeah.

• 43:20Speaker 02

  Dude, this is Kylie Jenner.

• 43:21Jack Selby?

  Yeah.

• 43:22Speaker 02

  I don't know. I was, 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. Cause I was like, okay, we're approaching that billion dollar goal. It's time to bring in some celebrities to talk about Bloom. I, I've completely.

• 43:38Jack Selby?

  I do think A-list celebrities is very much different than like, you know, whatever F-list influencers.

• 43:44Graham Stephan?

  Something like that.

• 43:45Jack Selby?

  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 insane. The protein shake was actually a phenomenal product.

• 43:57Speaker 02

  Cool.

• 43:58Jack Selby?

  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.

• 44:09Speaker 02

  Yeah.

• 44:09Jack Selby?

  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.

• 44:24Speaker 02

  I have a couple of 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 sparkling energy is the size that it is today, seeing that 575 million cans number, isn't because we've sold the 575 million people. We've probably sold to a 10th 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. 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.

• 45:08Speaker 02

  That was everywhere, right? And so it's like, it's not like it was hard to get, or 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.

• 45:19Graham Stephan?

  If they were to hire you as a consultant, what would you tell them?

• 45:22Speaker 02

  I would have to understand why people aren't buying it again. That, that'd be my first project.

• 45:26Graham Stephan?

  What do you suspect?

• 45:27Speaker 02

  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, uh, you know, in ready to drink form. So I don't know, but I've, 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 five years. When I first started running Facebook ads, nine years ago, right out of my college dorm room, trying to scale our booty band business.

• 46:08Speaker 02

  I had to run a ad, are you a woman looking to grow your ass? Right? 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, right?

• 46:25Graham Stephan?

  And your name is John.

• 46:26Speaker 02

  Yeah, his name's John and your name's Karen. And I can use AI to create 3,000 different specific versions of that. Meta's algorithm is so powerful that it will hand deliver to Karen with husband John in Kansas and go find her specifically. And so what this creator economy is becoming is you're seeing UPS drivers, you're seeing.

• 46:50Speaker 02

  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 blue collar job. Do you get what I'm saying?

• 47:14Jack Selby?

  I do.

• 47:14Speaker 02

  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?

• 47:28Jack Selby?

  Yeah.

• 47:28Speaker 02

  So that will be interesting, but the creator economy, and I think a lot of this is fueled by TikTok 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.

• 47:44Graham Stephan?

  So what other energy drinks, in your opinion, are doing it right?

• 47:48Speaker 02

  I mean, I am formally partnered with C4 Energy Drink. We, we, we run our business together under the umbrella of Nutribolt out of Austin, Texas, with Das 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 badass.

• 48:07Speaker 02

  I cannot compliment any other energy drink. I'm sorry.

• 48:10Graham Stephan?

  You don't think that they do anything, right?

• 48:12Speaker 02

  Dude, I don't drink anyone else. Like I'm a little toxic.

• 48:15Graham Stephan?

  Wait, why, why wouldn't you drink other energy drinks? I feel like that could give you good.

• 48:18Speaker 02

  I'll try it. I'll try a sip.

• 48:20Graham Stephan?

  And then spit it out afterwards.

• 48:21Speaker 02

  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 drinks.

• 48:33Graham Stephan?

  See, I think when it comes to Red Bull, their social media and their stunts.

• 48:37Speaker 02

  It's incredible.

• 48:38Graham Stephan?

  Insane.

• 48:39Speaker 02

  Of course.

• 48:39Graham Stephan?

  I love it. Monster seems to have this cult following that I've never seen before.

• 48:45Speaker 02

  I know.

• 48:45Graham Stephan?

  With Monster Energy Drinks.

• 48:46Speaker 02

  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.

• 48:57Graham Stephan?

  My only critique here compared to Monster seems like a very masculine.

• 49:00Jack Selby?

  Yeah. What if you had like a Bloom Max or Bloom, Bloom masculine version? That's like, you know?

• 49:06Speaker 02

  Do you think that this is feminine?

• 49:07Jack Selby?

  Yes. I personally don't care.

• 49:09Graham Stephan?

  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 40 something woman doing Pilates, drinking one of these after the thing. It's harder to imagine some like 20 something construction worker being like, yo, I got a Bloom Energy.

• 49:32Speaker 02

  And I think that's okay. I think Monsters for them.

• 49:35Graham Stephan?

  Okay.

• 49:35Speaker 02

  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. What's also interesting is, do you have a significant other?

• 50:05Jack Selby?

  No.

• 50:05Speaker 02

  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?

• 50:10Jack Selby?

  Yeah, yeah, she does.

• 50:12Speaker 02

  So I just drink whatever the, my wife puts in the fridge. If I'm like trying a new product, cause like it's because my wife put it in the pantry. Like I don't really go to the grocery store and stuff. That's generally how a lot of households work. 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?

• 50:33Jack Selby?

  Yeah.

• 50:34Speaker 02

  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 men 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 of years, you won't even see this as a feminine can anymore.

• 50:49Graham Stephan?

  What do you think is going to be the future for energy drinks?

• 50:52Speaker 02

  You know, it's crazy because as an entrepreneur who's in this health and wellness space, the pharmaceutical intervention that is GLP-1s, 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, they're just going to eat less of the same. That said, the energy drink space in Walmart in the next five years is on track to be larger than unflavored water. Like energy drinks will sell more than the waters in Walmart in the next five years. That's where we're pacing to be. The consumers, whether you're on GLP-1s, whether you're a female, whether you're a

• 51:37Speaker 02

  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.

• 51:53Jack Selby?

  Yeah.

• 51:53Speaker 02

  And Costa and overseas.

• 51:56Graham Stephan?

  They're doing those like refreshers, right?

• 51:58Speaker 02

  Refreshers. Dude, that's what that is. That's just a energy drink that you can get through the drive through. So I think we're just going to see like more of this. Dude, caffeine is the best drink in the world, right? And it's like, I want every, I think we're just going to see more things caffeinated. That's awesome. And we're going to be eating less because of GLP-1s. We've cured obesity.

• 52:13Graham Stephan?

  Are there going to be any health concerns if everything you eat all of a sudden just has like a little caffeine in it? Cause it does seem like we're getting the caffeine gums and the caffeine gummies and the caffeine drinks.

• 52:24Speaker 02

  Yeah.

• 52:25Graham Stephan?

  Everything now has caffeine in it, it seems like.

• 52:27Speaker 02

  I know 90 year 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 caffeine?

• 52:38Graham Stephan?

  I always worry that I just get so used to it and then I need more and more.

• 52:42Speaker 02

  Why is that bad?

• 52:42Graham Stephan?

  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.

• 52:47Speaker 02

  If you need 10 of these to wake up in the morning, you have other, you have other concerns we need to address?

• 52:51Graham Stephan?

  Like people aren't sleeping. Maybe productivity would just go through the roof.

• 52:55Speaker 02

  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 nicotine making a comeback.

• 53:08Graham Stephan?

  Interesting, by the way, this and AI really started to take off at the same time. Do you think that's maybe related?

• 53:14Speaker 02

  You know what, dude, what's hilarious? This is funny. You guys follow basketball at all?

• 53:18Graham Stephan?

  No.

• 53:19Speaker 02

  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?

• 53:29Speaker 00

  This episode is brought to you by Google Chrome. You think you know a browser, but Gemini and Chrome, that's new. It can help you with practically anything on the web, like restoring a vintage motorcycle from a 50-page restoration block, or finally break down that long article you've had open for weeks. Gemini and Chrome is here for it. Ready to make anything online make sense? There's no place like Chrome. Check responses set up required. Compatibility and availability varies 18 plus.

• 53:54Speaker 02

  So.

• 53:55Graham Stephan?

  Wait.

• 53:55Speaker 02

  It's on LeBron.

• 53:56Graham Stephan?

  Wait.

• 53:56Speaker 02

  Left, left breast.

• 53:57Jack Selby?

  Don't you, or is it, you were Bloom Energy?

• 54:01Speaker 02

  I am Bloom Energy.

• 54:02Jack Selby?

  Like the Bloom Energy.

• 54:04Speaker 02

  But that is a different Bloom Energy.

• 54:06Graham Stephan?

  Yes.

• 54:06Speaker 02

  There is an AI company or they create the power.

• 54:09Graham Stephan?

  Yeah. Yeah. Bloom Energy.

• 54:11Jack Selby?

  Yeah. They, I got, yeah, they sponsored the 76ers.

• 54:14Speaker 02

  It's one of the best performing stocks in the last couple of years.

• 54:17Graham Stephan?

  Thanks, Chris Camillo. We were both invested in Bloom Energy, bought at $67.

• 54:21Speaker 02

  Can you really?

• 54:22Graham Stephan?

  Yeah.

• 54:22Speaker 02

  Dude, you didn't want to text me?

• 54:24Graham Stephan?

  It was Chris, Chris Camillo posted, we posted on the podcast before it took off.

• 54:28Jack Selby?

  Yeah, you should have listened to the podcast.

• 54:28Speaker 02

  Dude, I did see that podcast and there was another one that he suggested. What was the other stock that also ripped?

• 54:33Graham Stephan?

  Amazon at 197.

• 54:35Speaker 02

  Wow. Awesome.

• 54:36Graham Stephan?

  Yeah.

• 54:37Speaker 02

  That was awesome. But yeah, I gotta be tuning into this show more, be getting some of these.

• 54:41Graham Stephan?

  You have to watch it as soon as we post, which by subscribe, turn on notifications.

• 54:44Speaker 02

  Okay.

• 54:45Graham Stephan?

  Watch the episodes with Chris Camillo as soon as they post because we filmed with Chris days before we post because we want it to be relevant. I'm just saying.

• 54:52Speaker 02

  You want, you want to buy it before.

• 54:53Graham Stephan?

  Robin Hood. It was Robin Hood.

• 54:55Jack Selby?

  Oh, yeah, yeah, yeah.

• 54:56Speaker 02

  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, the amount of messages I got that thought I just signed the 76ers is the funniest thing that's ever happened to me.

• 55:13Jack Selby?

  So you know what's crazy? I literally saw that on, I think LeBron's jersey.

• 55:17Speaker 02

  Yes.

• 55:17Jack Selby?

  And I, I stopped and I was like, holy cow. And I, I knew it was the actual energy, like the energy, energy.

• 55:24Speaker 02

  You're the only one that knew that.

• 55:25Jack Selby?

  And then, and then I thought, I literally had this exact same thought. I'm like, Greg is probably so stoked.

• 55:30Graham Stephan?

  Yeah.

• 55:30Jack Selby?

  Like I literally thought that as I saw their logo.

• 55:33Graham Stephan?

  What is the value of that to you?

• 55:36Speaker 02

  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, will be in a hundred thousand doors in just the United States. We're already at 85,000 doors. 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 leagues.

• 56:19Graham Stephan?

  But there has to be like a few million dollars of the value, just to have Bloom Energy on.

• 56:23Speaker 02

  Yeah.

• 56:24Graham Stephan?

  Minimum.

• 56:24Speaker 02

  That's not how I deploy marketing dollars, but like that's definitely valuable. That's why people sponsor sports teams.

• 56:29Graham Stephan?

  So how much does?

• 56:30Speaker 02

  What is the value for BE? That's my question. Why would they sponsor the 76ers? Like what are they advertising for?

• 56:36Jack Selby?

  They probably have so.

• 56:37Speaker 02

  That's what I think it is too.

• 56:38Graham Stephan?

  That's like.

• 56:38Jack Selby?

  And he's a fan of the 76ers.

• 56:41Speaker 02

  He's like, yo, I want LeBron's left pack.

• 56:42Graham Stephan?

  Where on earth is the crossover? You're right with AI data centers and energy consumption with LeBron James. I don't get that.

• 56:49Speaker 02

  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?

• 56:59Jack Selby?

  It's gotta be just brand awareness.

• 57:01Speaker 02

  It's just brand awareness.

• 57:01Graham Stephan?

  Yeah, that's all it is.

• 57:03Jack Selby?

  Yeah, it's also older, like more corporate companies have no idea how to spend their money.

• 57:08Speaker 02

  That right.

• 57:08Jack Selby?

  And they're still stuck in the old way of like wanting to buy TV commercials and like newspaper ads.

• 57:13Speaker 02

  Yeah.

• 57:13Jack Selby?

  As opposed to like the things that can.

• 57:15Graham Stephan?

  Oh, yeah, the magazine cover.

• 57:17Jack Selby?

  Yeah, like they still think the influence is.

• 57:19Speaker 02

  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 then Fox said, we'll use Zoom across our corporation. If you do this contract.

• 57:29Graham Stephan?

  Oh, sure.

• 57:29Speaker 02

  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.

• 57:36Graham Stephan?

  It's probably also just bragging rights at a certain point, like, look at what I did. Look at that.

• 57:40Speaker 02

  I mean, there's definitely, that's a lot of the things that we do as, as, as idiots.

• 57:44Graham Stephan?

  So, so in terms of marketing, how much does a one million subscribed or followed person make promoting a product like Bloom?

• 57:53Speaker 02

  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, does that mean views we get?

• 57:59Graham Stephan?

  Mm hmm.

• 57:59Speaker 02

  Yeah.

• 58:00Graham Stephan?

  Depends.

• 58:00Speaker 02

  So I, we will, we will generally with content creators, if we're not doing TikTok shop affiliate, uh, 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 of 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.

• 58:23Graham Stephan?

  Yeah.

• 58:24Speaker 02

  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's gonna be inflation, whatever. But, um, yeah, our entire influencer marketing engine, which by the way is 85% of the marketing for this product, is reverse engineered around a CPM.

• 58:44Graham Stephan?

  What is the biggest check that you've written?

• 58:46Speaker 02

  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'll 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 TikTok 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.

• 59:20Speaker 02

  $50,000 in one day selling our clear protein on TikTok shop. Like TikTok shop is awesome, uh, for, for anyone like trying to do a side gig. Are you guys like, do you guys play in that world at all?

• 59:31Jack Selby?

  We should do TikTok shop.

• 59:32Speaker 02

  It's super interesting. I mean, it's a huge part of our business now. And 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.

• 59:56Graham Stephan?

  What's the value of just having something like this on a table on a background of a video?

• 1:00:01Speaker 02

  I don't know, but that's the best marketers, I don't care how good you are, no, 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. We have a massive community event in Soho that we're probably spending a million dollars on. It'll 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.

• 1:00:45Speaker 02

  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 her 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 that was a total expense for us. And that's what building a brand is. You over-deliver value to your consumer and they join your community, which perhaps is somewhere, you know, that, you know, the brands that we were talking about went wrong. They just focused on acquisition.

• 1:01:30Jack Selby?

  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.

• 1:01:39Graham Stephan?

  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.

• 1:01:49Jack Selby?

  Yeah, and when you're running a business, you want that same kind of expertise helping you. You can't know everything about marketing, design, or building a website.

• 1:01:56Graham Stephan?

  But you can find someone who does, all thanks to our partner Upwork.

• 1:02:00Jack Selby?

  Upwork connects you with skilled freelance specialists from software development and AI implementation to marketing, design, and business operations.

• 1:02:06Graham Stephan?

  What's really great about this is that you're able to check their profiles, review past work, and get help figuring out what the role needs. So you could hire with confidence.

• 1:02:14Jack Selby?

  And with Business Plus, you can access the top 1% of talent on Upwork. AI-powered shortlisting gives you a curated shortlist of top freelancers matched to your goals in under six hours.

• 1:02:24Graham Stephan?

  So whether you need help with one project or ongoing work, you could scale that support up or down as your business needs change.

• 1:02:30Jack Selby?

  Plus, Upwork handles payments and contracts all in one place, so you can spend more time running the business.

• 1:02:35Graham Stephan?

  So visit upwork.com right now and post your job for free.

• 1:02:39Jack Selby?

  That is upwork.com to connect with top talent ready to help your business grow.

• 1:02:42Graham Stephan?

  Again, that is U P W O R K dot com. Upwork.com, the link down below in the description.

• 1:02:50Jack Selby?

  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.

• 1:02:59Speaker 02

  All right, you want to put one in my hand?

• 1:03:01Graham Stephan?

  Yes.

• 1:03:02Jack Selby?

  This is the founder of a billion dollar energy drink, identifying and letting us know their thoughts on different energy drinks.

• 1:03:16Speaker 02

  That's a Celsius.

• 1:03:17Jack Selby?

  How confident are you?

• 1:03:19Speaker 02

  Not confident at all.

• 1:03:21Jack Selby?

  Bingo, you got it.

• 1:03:23Speaker 02

  Yeah.

• 1:03:24Jack Selby?

  All right, Celsius, identify.

• 1:03:26Speaker 02

  All right, the reason I said that was because there was a major medicinal aftertaste.

• 1:03:30Jack Selby?

  So also let us know, yeah, let us know your, your thoughts before.

• 1:03:34Speaker 02

  No, I'm not saying it before, because I'm gonna, you're gonna give me a Bloom and I'm gonna shit on it.

• 1:03:49Speaker 02

  It's pretty good.

• 1:03:55Speaker 02

  I don't know what that was, but it's pretty good.

• 1:03:58Jack Selby?

  You know, you want to identify it?

• 1:03:59Speaker 02

  I have no idea what that flavor is.

• 1:04:01Jack Selby?

  All right, we'll tell you after.

• 1:04:02Speaker 02

  Okay.

• 1:04:05Speaker 02

  But of the two, that's my favorite.

• 1:04:10Speaker 02

  That has no smell.

• 1:04:17Speaker 02

  That's pretty good, too.

• 1:04:25Speaker 02

  Has like a candy situation going on. That is my second favorite. The one I just tried was my favorite.

• 1:04:35Speaker 02

  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.

• 1:04:42Jack Selby?

  Okay, you don't know what it is?

• 1:04:44Speaker 02

  I don't know. I do, I don't know. I wouldn't know. I wouldn't know.

• 1:04:50Jack Selby?

  This is the fourth?

• 1:04:51Speaker 02

  Oh, a lot of fragrance going on.

• 1:04:58Speaker 02

  Uh, citrus orange.

• 1:05:01Speaker 02

  It's possibly a Bloom orange.

• 1:05:03Jack Selby?

  And the final drink?

• 1:05:09Speaker 02

  Oh, that's a Red Bull. I don't even need to sip it.

• 1:05:12Jack Selby?

  All right, so now what we're gonna do.

• 1:05:14Speaker 02

  Dude, I can't believe Red Bull tastes that way.

• 1:05:16Jack Selby?

  You can, you can open your eyes. Red Bull?

• 1:05:19Speaker 02

  Yeah.

• 1:05:20Jack Selby?

  Citrus orange.

• 1:05:22Speaker 02

  Ah, yeah, yeah, yeah, yeah, yeah.

• 1:05:23Jack Selby?

  Your second favorite.

• 1:05:25Speaker 02

  C4.

• 1:05:26Jack Selby?

  Pick up every day.

• 1:05:27Speaker 02

  This is my favorite, the Bloom?

• 1:05:28Jack Selby?

  Yeah.

• 1:05:29Speaker 02

  Oh, that's awesome.

• 1:05:30Jack Selby?

  And then, yeah, Celsius.

• 1:05:31Speaker 02

  What flavor Bloom was that?

• 1:05:33Jack Selby?

  I don't know. Who poured him?

• 1:05:36Jack Selby?

  All right, we have our editor just going, I, I don't even know what kind of operation we're running here.

• 1:05:40Speaker 02

  That's a really funny, uh,

• 1:05:44Speaker 02

  try it.

• 1:05:46Jack Selby?

  I might be able to tell you, actually.

• 1:05:49Speaker 06

  Oh, it's, it's watermelon.

• 1:05:50Speaker 02

  Oh, it's strawberry watermelon?

• 1:05:51Jack Selby?

  Oh, okay.

• 1:05:51Speaker 02

  That is.

• 1:05:53Jack Selby?

  Let me see it. I'll tell you right.

• 1:05:54Speaker 02

  You're sipping the raspberry.

• 1:05:58Speaker 02

  I'll give you my feelings on all these brands if you want.

• 1:06:00Jack Selby?

  Yeah, please.

• 1:06:00Speaker 02

  I think Celsius is a legacy brand that had Pepsi distribution. And that is the only reason why they are successful. There 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 um, 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. We have, in the C4 headquarters, we literally have a training lab to,

• 1:06:44Speaker 02

  to do like scientific studies around the ingredients that we put into C4. C4 is an over-engineered 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're, 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.

• 1:07:10Jack Selby?

  It's the goat.

• 1:07:11Speaker 02

  It's, it's true, just like, whatever they did with that. And then you have 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 Alps 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.

• 1:07:46Jack Selby?

  Do you think it's one of the biggest private companies then?

• 1:07:48Speaker 02

  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 Monster's trading at 100 billion, they're at least 50% larger.

• 1:08:01Jack Selby?

  Here's a question I have for you. You only smelled Red Bull to be able to identify as Red Bull.

• 1:08:06Speaker 02

  Dude, this taste is horrible. This taste is horrible.

• 1:08:09Jack Selby?

  Okay, so, so it's not a good thing that you were able to do that?

• 1:08:12Speaker 02

  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 my college days or whatever it is, but like, no, this is, this tastes, some, there's a spectrum of energy drinks that, that was more popular five years ago, which was like, you're 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 it. Like, they quite literally have a Swedish fish energy drink. 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 palate with flavor, right?

• 1:08:56Speaker 02

  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 what, dude, that's grapefruit. A White Monster is grapefruit.

• 1:09:09Jack Selby?

  That's insane.

• 1:09:09Speaker 02

  So imagine if I called it Grapefruit Bloom Energy, no one would buy it. But it's White Monster, it's Ultra, whatever the fuck it's called.

• 1:09:16Jack Selby?

  I honestly had no idea it was grapefruit. That is my favorite Monster flavor. It's amazing taste. I hate grapefruit and I will pass on it every single time there's a sparkling water, this grapefruit flavor. I'm like, why do you put this in the variety packs?

• 1:09:27Speaker 02

  Do you have a little bit of like guilt drinking a Monster? Like, do you feel like it's not as good for you?

• 1:09:32Jack Selby?

  I mean, yeah. Like, the White Monster, they, they're low calorie, right?

• 1:09:36Speaker 02

  Yeah, but do you, like, do you maybe not want to be like associated with such a, uh, such like a demon, alpha masculine brand, like the Monster Claw?

• 1:09:44Jack Selby?

  I don't, 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.

• 1:09:54Speaker 02

  Yeah, I know. I mean, it'll be very interesting in the next five 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 and 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 $100 million. I don't own any of those lines. I've never owned a warehouse, I've only used three PLs. I never owned, you know, a payment processor, I just used Shopify.

• 1:10:36Speaker 02

  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 care who you are, you can come up with $20,000 in 2026.

• 1:11:02Jack Selby?

  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 3:00, 4:00 AM and you're just like in the gym, you got these sculpted abs, you're just grinding 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?

• 1:11:21Speaker 02

  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 games here. What is your license plate?

• 1:11:31Jack Selby?

  Hold on, I gotta show you this.

• 1:11:32Speaker 02

  Is it Grand Theft Auto? What is it?

• 1:11:33Jack Selby?

  Ah, maybe, look at this.

• 1:11:36Speaker 02

  Dude, no way. I wish your car was here right now, why is it not sitting right here?

• 1:11:40Jack Selby?

  I know.

• 1:11:40Speaker 02

  That's awesome.

• 1:11:41Jack Selby?

  Thank you. You gotta get that same license plate, by the way.

• 1:11:43Speaker 02

  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 twenties 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 twenties was super awesome because of entrepreneurship. It brought me around the world. It's what helped me meet my wife, it's what 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.

• 1:12:27Speaker 02

  Like, I wouldn't have, even if I wasn't getting paid, I would just be playing this game. You know what I mean?

• 1:12:33Jack Selby?

  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 twenties, so sacrifice it, 14-hour days every day.

• 1:12:44Speaker 02

  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 Vee'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, 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 some like that, like you're just coding all day, but like, dude, my job is like, I'm feet on the ground, running

• 1:13:27Speaker 02

  around the world every day with my best friends.

• 1:13:30Jack Selby?

  So if an average viewer listening to this right now, if you're just thinking about, you know, 18 to 35-year-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?

• 1:13:44Speaker 02

  Bro, I like working out. I just have a son who wakes up at 7:00 AM, so I start working out at 5:30 in the morning and my workout's over when he wakes up. 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

• 1:14:29Speaker 02

  this, the whole lifestyle that comes with this. I love working with 100 people and seeing their lives improve and the, and the, and the, the fulfillment and fruitfulness that comes from providing value to society. Like, this is awesome.

• 1:14:40Jack Selby?

  Why do some people feel like it's a grind?

• 1:14:42Speaker 02

  I don't know.

• 1:14:42Jack Selby?

  Or think that what you do is like, that sounds awful? Is it the person or is it the idea? Is it the business that they're not excited about?

• 1:14:49Speaker 02

  I think it's that last generation. I think it's like they pass 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, and, 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.

• 1:15:33Speaker 02

  Like, these things are fun. Going, we're playing games. 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 AM, 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, Berkshire Hathaway type buildings under like fluorescent lights in a tiny cubicle this big? That's what, that's the grind. That sucks.

• 1:16:02Jack Selby?

  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?

• 1:16:12Speaker 02

  Sure.

• 1:16:13Jack Selby?

  What would you, what would you tell to this person?

• 1:16:15Speaker 02

  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. 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 fuck and had to go do ayahuasca six times, try to go find themselves because they didn't have an identity after their business.

• 1:16:46Speaker 02

  The reason you're depressed isn't because you made a hundred million dollars. The reason is depressed because you stopped working. Like, we're supposed to be taking on challenges if we're in our twenties, in our thirties, in our forties. Like, 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 nine to five and leaving at 5:00 PM and saying, all right, finally, I can check out and go enjoy my Saturday and Sunday.

• 1:17:25Speaker 02

  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. 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 one-bedroom, 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? Because it was in one bathroom. And that's where we had Thanksgiving for years straight. And it's like, that was my home. There was no work-life balance.

• 1:18:06Speaker 02

  It was just life. And I have fallen in love with that. I think this idea of like, check in and check in. 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, he can just sit in the room while she's doing a podcast. Like, that's awesome, and that's family time. And to be honest, I am so much more excited about passing down that knowledge to him

• 1:18:49Speaker 02

  of what he's learning through, through, through, uh, leading by example, learning through example, than what he's ever going to get from this trust that I'm potentially building for him.

• 1:19:00Jack Selby?

  Do you worry, though, that the trust and all of your success is going to somewhat take away from his ambition and motivation?

• 1:19:07Speaker 02

  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. 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, uh, 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, right? We talked earlier in this episode, like, I've actually noticed more successful people coming from circumstances than coming from good circumstances.

• 1:19:49Speaker 02

  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.

• 1:20:10Jack Selby?

  Who do you look up to? Like, who do you research to curate your philosophy?

• 1:20:14Speaker 02

  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. That'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, I didn't know anyone to talk to who was doing this. I was a very like,

• 1:20:38Speaker 02

  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 want to do is build the sickest 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 twenties, what do you want? I mean, I was even asking Graham, like, you know, what, what do you think the forty-year-old version of your life looks like? I think it might look like this. I'm not totally sure what I want when I'm forty years old. That's how most people would answer that question.

• 1:21:20Speaker 02

  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, 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 fourteen-year-old version of myself proud? How do I make that seventy-year-old version of myself proud? And when I just like, explain myself, for example, as a father, which is a whole new bucket of fulfillment that I have,

• 1:21:59Speaker 02

  I'll like, say out loud, like, okay, Greg spent two hours with his son every morning before he went to work last week. And then I'll say to myself, but that, that sounds like a pretty good dad to me. 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 respect that action.

• 1:22:24Jack Selby?

  Would you agree with the sentiment that a good entrepreneur is almost first and foremost a good problem solver?

• 1:22:31Speaker 02

  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're constantly putting out fires.

• 1:22:36Jack Selby?

  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?

• 1:22:46Speaker 02

  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, 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. 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 TikTok. I'm also thinking about what it looks like on a Target shelf.

• 1:23:25Speaker 02

  And so it's like, okay, there's these white lights, they shine down, like, how does, try, you 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 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,

• 1:23:47Speaker 02

  I think everyone thinks of problems that they're, that they're addressing as like, how do I reverse engineer a solution here?

• 1:23:51Jack Selby?

  Right. So a lot of people have problems. They, first of all, don't necessarily identify the problems. They just think that it's kind of just normal to have like, a inconvenience or whatever is actually a problem, uh, sheathed in something else. Like, if they're able to first identify the problem, then what steps should they go about to solve the actual problem? Like, any problem, I would, you would probably argue, any problem can be solved.

• 1:24:13Speaker 02

  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 top-heavy 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 just 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.

• 1:24:56Speaker 02

  Oh, we had a logo right here. Actually, our initial logo was just the B. And then everyone started to Google and 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? So it's like, as a twenty-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 hundred 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.

• 1:25:29Jack Selby?

  Are you happier now that you have a lot more money?

• 1:25:32Speaker 02

  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? Like, that's what I love to do. So. Money has bought 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 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'm, I'm a slob.

• 1:26:16Speaker 02

  So to be able to delegate all of these things that I kinda hated about myself has truly made me a happier person, for sure. Money's awesome. Money's awesome, but the best memories that I have with my wife are not at a five-star hotel in Saint-Tropez, 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 kinda order anything on the menu at the restaurant, a lot of the financial happiness like slows down from there. 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.

• 1:26:57Jack Selby?

  What's the best thing to spend money on?

• 1:26:58Speaker 02

  I don't, I don't like flying commercial. I don't like flying commercial. You know, I charter jets a lot. And that has been incredible to be able to experience that with my family and my team and, uh, you know, the convenience that comes with having trap, removing the, the uncomfortableness with traveling a lot. So that's like a huge expense that I take on happily.

• 1:27:18Speaker 02

  I love cars. 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.

• 1:27:28Jack Selby?

  What about consumable things to spend money?

• 1:27:30Speaker 02

  Yeah, it would be an example of that.

• 1:27:32Jack Selby?

  Like going out and dropping 30K at a club or like-

• 1:27:36Speaker 02

  That stuff, dude.

• 1:27:37Jack Selby?

  At a dinner.

• 1:27:38Speaker 02

  Yeah.

• 1:27:38Jack Selby?

  But what about expensive clothing? Like, things that aren't really like, you know, a house, car, ultra-luxury goods.

• 1:27:45Speaker 02

  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 Uniqlo shirt and I throw it away. Or sorry, I put it in a donation pile. I put it in a donation pile at the end of the day and it gets donated.

• 1:28:06Jack Selby?

  So you only wear clothes once?

• 1:28:08Speaker 02

  I buy a $7 Uniqlo white tee and then it just gets donated after that. So I spend $7 a day on my shirt.

• 1:28:14Jack Selby?

  Wash it?

• 1:28:14Speaker 02

  Dude, it doesn't fit right after I wash it. Yeah.

• 1:28:17Jack Selby?

  Why not just buy a different shirt that doesn't do that?

• 1:28:19Speaker 02

  Like, this, this is a nicer shirt. This is like a linen shirt that will just get dry cleaned after this. Like, I have those shirts as well, but I just like putting on a fresh tee most mornings when I head to the office.

• 1:28:27Jack Selby?

  Doesn't it have that smell, though?

• 1:28:29Speaker 02

  It smells great to me.

• 1:28:31Jack Selby?

  It's like a plasticky smell.

• 1:28:32Speaker 02

  I don't know, Uniqlo's figured it out.

• 1:28:34Jack Selby?

  At what point did you feel rich?

• 1:28:36Speaker 02

  I have felt more rich

• 1:28:41Speaker 02

  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 wanna get it as a side dish, like that type of bullshit. But I don't know, when like, one day, if I just like felt rich.

• 1:29:14Jack Selby?

  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.

• 1:29:23Speaker 02

  Yeah.

• 1:29:23Jack Selby?

  Yeah, mine is more like a dollar amount. It's like, oh, I hit this and I felt this.

• 1:29:27Speaker 02

  Dude, I, I would like, I like, I'm not a planner. So I like to be able to do things spontaneously. And so

• 1:29:38Speaker 02

  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

• 1:30:07Speaker 02

  there wasn't like a day, 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 so-

• 1:30:14Jack Selby?

  You did have a nine-figure day, though.

• 1:30:15Speaker 02

  Yeah, but I was already, I was already a millionaire. Like, you know what I mean? I had ordered and I didn't-

• 1:30:18Jack Selby?

  But still going from like, let's say, $5 million to $100 million. Like, that's-

• 1:30:23Speaker 02

  Dude, I had like, we, we, we were, we were eight figures liquid. My daily driver was a McLaren, like, it was a four and a half million dollar house. It wasn't like that substantial of a crazy lifestyle change after that. Really, the big change after that was really just chartering jets.

• 1:30:37Jack Selby?

  So that was kind of the milestone that needed to be hit in order for you to justify chartering jets?

• 1:30:40Speaker 02

  Afford it, like, literally. Yeah, like that, that would just be ridiculous to have.

• 1:30:44Jack Selby?

  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. Ah, it doesn't matter. It's like, you know, under a certain amount. Like, how do you approach your finances?

• 1:30:56Speaker 02

  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, um, and I would love, maybe you guys should give me some advice here. I, uh, 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.

• 1:31:15Jack Selby?

  What's your monthly budget?

• 1:31:16Speaker 02

  It's, you know, it's, it's, that I won't share publicly because it's grotesque, but I think-

• 1:31:21Jack Selby?

  Is it like 500 grand? No, I think it's gonna be probably 300 grand a month. No, I think it's, I think it's 500.

• 1:31:26Speaker 02

  Perhaps.

• 1:31:26Jack Selby?

  I think it's actually more if we count chartering. Because some of that, though, is-

• 1:31:30Speaker 02

  Yeah, that's true.

• 1:31:31Jack Selby?

  Some of that could be a business expense.

• 1:31:32Speaker 02

  But here's the thing, like- I don't write off any of the flights.

• 1:31:34Jack Selby?

  What? Even if it's a business?

• 1:31:36Speaker 02

  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-

• 1:31:45Jack Selby?

  But it's saving you time.

• 1:31:46Speaker 02

  If my team, who has some scenario of stock options in Bloom, can-

• 1:31:53Speaker 00

  This episode is brought to you by Google Chrome. You think you know a browser, but Gemini and Chrome, that's new. It can help you with practically anything on the web, like restoring a vintage motorcycle from a 50-page restoration block, or finally break down that long article you've had open for weeks. Gemini and Chrome is here for it. Ready to make anything online make sense? There's no place like Chrome. Check responses set up required. Compatibility and availability varies 18 plus.

• 1:32:18Speaker 05

  If high-interest credit card debt is keeping you up at night, you're not alone. Interest rates as high as 21% APR can do that to you. Rocket Mortgage can help. A home equity loan from Rocket Mortgage could cut your interest rate by more than half, so you could wipe out your high-interest credit card debt without touching your current mortgage rate. See how much you could save at rocketmortgage.com. Rocket Mortgage LLC, licensed in 50 states. NMLS consumeraccess.org, number 3030. Call 8004ROCKET for full program details.

• 1:32:48Speaker 02

  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 be-

• 1:33:02Jack Selby?

  Oh, I see. So you're treating this as a personal expense rather than a business expense?

• 1:33:06Speaker 02

  Yeah.

• 1:33:06Jack Selby?

  Because it's unnecessary.

• 1:33:08Speaker 02

  For the, for Bloom's growth, and I think that would be a disservice to my shareholders.

• 1:33:11Jack Selby?

  That makes sense. What if it was necessary, though, for Bloom's growth?

• 1:33:14Speaker 02

  Yeah, then I would write it off.

• 1:33:15Jack Selby?

  You're, you're traveling to New York.

• 1:33:17Speaker 02

  Dude, if I take, if I take some business partners, that's like a very luxurious meal that I felt like was necessary to get a deal done. Yeah, that's, 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.

• 1:33:33Jack Selby?

  Is there any downside to having too much money or a lot of money?

• 1:33:38Speaker 02

  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 wanna 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.

• 1:33:55Speaker 02

  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-

• 1:34:08Jack Selby?

  Paradox of choice.

• 1:34:09Speaker 02

  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? We're, 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.

• 1:34:54Jack Selby?

  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.

• 1:35:04Speaker 02

  Dude, I've walked into people's homes and I've, I've, I've experienced this and quickly caught on 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 were 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. And so, you know, 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 wanna cook my son dinner. You know, and know what he's eating and whatever it is.

• 1:35:47Speaker 02

  So it's like, some, sometimes it's 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.

• 1:35:55Jack Selby?

  What about lawsuits? Because as a brand starts getting bigger, you start getting people who say, I had one of these and I didn't put this little note on the side.

• 1:36:03Speaker 02

  I get sued when our website isn't like blind person friendly.

• 1:36:08Jack Selby?

  Correct.

• 1:36:09Speaker 02

  So it's like, I get, I get these things once a week. Uh, 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, the legal soldiers that we have now are amazing. But yeah, but 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-

• 1:36:41Speaker 02

  After 50 million, after 50 million in revenue is when you're kind of on some radars. And so you can't, you gotta start playing way, way more careful, which is funny because like a lot of people have a lot of like granola heads. I'm in the mountains a lot of the time. Um, 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. Pepper. There's a reason why every Dr. Pepper you taste tastes exactly the same.

• 1:37:24Speaker 02

  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.

• 1:37:33Jack Selby?

  You should do that for a video.

• 1:37:34Speaker 02

  I should, I could, I would happily do that. I would happily do that. Uh, that's so funny. And, uh, 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 a hundred years old. And that's one of the reasons you're partnering with them. One of the reasons I partnered with Nutribolt. One, because Dass 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'm not speaking specifically on Dass, but like Dr. Pepper has definitely had their fair share of lawsuits, I would guess.

• 1:38:18Speaker 02

  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.

• 1:38:26Speaker 02

  These larger corporations have, have been able to pass down their wisdom of how to make sure we follow all the rules correctly.

• 1:38:31Jack Selby?

  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?

• 1:38:37Speaker 02

  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, uh.

• 1:39:10Speaker 02

  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 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, uh, mental health is a very big topic in my home. And so I 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 I'm surrounded by people who are like very pro mental health, like Leo, the president of Bloom. It's been an incredible influence on me in terms of like how to take care of my head up here.

• 1:39:55Speaker 02

  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.

• 1:40:03Jack Selby?

  You mentioned ADHD when you were a kid.

• 1:40:06Speaker 02

  Yeah, it's bad.

• 1:40:06Jack Selby?

  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?

• 1:40:20Speaker 02

  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 one size fits 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.

• 1:41:03Speaker 02

  And it's because my ability to concentrate. So, or on things that I don't like really. And it's because I am able to hyper focus on things that I do like. And yeah, dude, they put me on these pharmaceuticals when I was like nine years old, I think. It was crazy. Like they just, they just, oh, 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 is growing up in. But, uh, yeah, they tried to medicate me for a bit. I dabbled with them probably through university. Um, I have not touched them since university. Now it's caffeine, nicotine. And, uh, you know, I'm always playing with some natural nootropics and stuff.

• 1:41:44Speaker 02

  But again, if it's something that I enjoy doing, I'm able to borderline obsess and focus on that thing. So I've, 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.

• 1:42:27Speaker 02

  And I, there are definitely people who can do that. I cannot do that. And so I am like 100% in bloom. And something that I really try to tell a lot of up and coming 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, uh, somebody that we just hired and his father-in-law.

• 1:42:49Speaker 02

  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. They only know and think about and become an expert at that one thing.

• 1:43:33Speaker 02

  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?

• 1:43:55Jack Selby?

  For the most part.

• 1:43:55Speaker 02

  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 can 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 five years.

• 1:44:16Jack Selby?

  One thing I'm curious about, what do you do for your physique? Cause you're always walking around shirtless, it seems.

• 1:44:22Speaker 02

  First of all, social media is a funny place.

• 1:44:25Jack Selby?

  Why are you looking at me?

• 1:44:27Graham Stephan?

  I was, I was just saying, it's, you just, it's, it's, he's always walking around.

• 1:44:33Speaker 02

  No, I'm on, I'm shirtless on social media.

• 1:44:34Jack Selby?

  On your feed.

• 1:44:36Speaker 02

  No, you just showed me your feed. I was shirtless on your feed too.

• 1:44:41Speaker 02

  No.

• 1:44:42Jack Selby?

  No, but I see you in these videos and you're just like after a workout, just sitting there like.

• 1:44:45Speaker 02

  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, um.

• 1:44:55Jack Selby?

  What are you doing? Is this natural? Is this?

• 1:44:57Speaker 02

  I could 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.

• 1:45:07Jack Selby?

  TRT I think would help with the ADHD. I mean, I, the doctors, please, you know, excoriate me if I'm wrong. What's your test scores?

• 1:45:14Speaker 02

  It's been a massive unlock to my ADHD is having stable hormones. In fact, early on in my career, I wasn't on TRT and then like, you know, not having my sleep optimized and, 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, uh, you know, test level throughout time has been a massive unlock. Uh, 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 some Creo bank in New York City. It's like, I don't know why there's these stigmas attached to.

• 1:45:57Speaker 02

  Performance enhancers. It's funny, like even when you were just talking about caffeine. I know you mentioned this, maybe you would one day, you 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 to become this crutch to my life. And 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.

• 1:46:29Speaker 02

  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 the, I have, I have several concierge doctors that I'm using on a regular basis to make sure my, dude, I'm using hyper bear. I have a $100,000 hyperbaric chamber in my house, which, you know, brings me down to 30 feet 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 bio-identical testosterone. Like, why does that discount anything that I've done? And if it does, okay, you go play in that arena.

• 1:47:11Speaker 02

  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 uh, yeah, I take, I take, I don't know. I think it's 150 milligrams a week of bio identical testosterone.

• 1:47:32Graham Stephan?

  Do you notice any crossover between people who are ripped at the gym and success in other areas?

• 1:47:39Speaker 02

  Growing up, I didn't notice that. Growing up, like the meathead stereotype was definitely a real thing. But growing up, the fitness trend was like, be massive. You remember like that growing, it was like these Jay Cutler's and shout out to Jay Cutler, but Rich Piana and like, have you had Jay Cutler on the show?

• 1:47:56Graham Stephan?

  Yeah, we have.

• 1:47:57Speaker 02

  Oh, man. I gotta watch that.

• 1:47:58Graham Stephan?

  He's great. He's the nicest guy. He said, okay, I'm gonna admit something here. He created this dog peanut butter. And it's for dogs because 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.

• 1:48:15Speaker 02

  I didn't know that was going.

• 1:48:16Graham Stephan?

  Explained that it was like this all natural peanut butter. And I was like, I was curious about it.

• 1:48:19Speaker 02

  Yeah.

• 1:48:20Graham Stephan?

  It's really good.

• 1:48:21Speaker 02

  That's hilarious.

• 1:48:21Graham Stephan?

  And so I just ate all of it.

• 1:48:23Speaker 02

  I.

• 1:48:24Jack Selby?

  Are you kidding me?

• 1:48:25Graham Stephan?

  I know.

• 1:48:26Jack Selby?

  You didn't even give any to your dog?

• 1:48:28Graham Stephan?

  I, I, I gave Bailey a scoop.

• 1:48:30Speaker 02

  And Bailey was like, please, where's the rest of my?

• 1:48:32Graham Stephan?

  Because 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.

• 1:48:39Speaker 02

  That's awesome. Yeah, those are great dogs.

• 1:48:41Jack Selby?

  Did you buy more?

• 1:48:42Graham Stephan?

  No.

• 1:48:43Speaker 02

  Go support Jay.

• 1:48:44Graham Stephan?

  He, he sent, he sent a, a package and I used the entire bag.

• 1:48:48Speaker 02

  Dude, I am seeing, and maybe this is just, you know, the people that I attract to be friends with. The amount of nine figure 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. 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.

• 1:49:23Speaker 02

  We can all afford a AP. Like if I walk into a room with this watch, like perhaps some people aren't impressed because like anyone can afford this at a certain caliber if they want to.

• 1:49:32Jack Selby?

  That's a replica?

• 1:49:33Speaker 02

  No, what do you mean?

• 1:49:34Graham Stephan?

  I'm kidding.

• 1:49:38Graham Stephan?

  I'm just kidding.

• 1:49:38Speaker 02

  But, but, but.

• 1:49:40Graham Stephan?

  That's a really good rep.

• 1:49:41Speaker 02

  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.

• 1:50:04Speaker 02

  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.

• 1:50:10Graham Stephan?

  It's talking about Jack.

• 1:50:10Speaker 02

  Why, why didn't, why didn't, like you, you could go meet a, 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 aren't, 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

• 1:50:53Speaker 02

  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 into 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. Um, so having this like thing that I can control has been really good for my mental health.

• 1:51:27Graham Stephan?

  So how do you make a really good first impression? 20 seconds?

• 1:51:31Speaker 02

  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 Uniqlo shirt and tuck it into some suit pants, like you're good to go. But just, just, just look clean.

• 1:51:47Graham Stephan?

  What about what you say?

• 1:51:49Speaker 02

  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. And so I was like, okay, I'm gonna go buy a suit because 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.

• 1:52:31Speaker 02

  I don't care if that means that, you know, you have veins on your forearm. 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? NPC? 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.

• 1:52:53Jack Selby?

  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?

• 1:53:07Speaker 02

  I have enough money.

• 1:53:09Graham Stephan?

  You're comfortable.

• 1:53:11Speaker 02

  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 five years. I mentioned Christmas, how I didn't go to one for five 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. 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.

• 1:53:53Speaker 02

  All right. Well, what about December 24th? 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 is no longer a family gathering. And it was a bit of a uh, 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 uh, a, a beautiful, larger family. Like that's really what I'm going for now. That said,

• 1:54:32Speaker 02

  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.

• 1:54:40Graham Stephan?

  And what do you think would stop you from doing that?

• 1:54:43Speaker 02

  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, and 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.

• 1:55:10Jack Selby?

  What about a concierge doctor?

• 1:55:11Speaker 02

  Yeah, I have a bunch of those.

• 1:55:13Jack Selby?

  You have multiple?

• 1:55:14Speaker 02

  I'm always hopping around. I have different ones for different things.

• 1:55:17Jack Selby?

  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?

• 1:55:24Speaker 02

  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. I think that people don't realize how much more productive they can be if their hormones and biomarkers are optimized. Um, imagine, you know, if I was like, hey, are you more productive on five hours of sleep versus eight hours of sleep? You would probably say eight hours of sleep. Now imagine eight hours of sleep and your biomarkers are perfect and your hormones are perfect. Like you, it feels similar to being on an Adderall. Like you just feel so, 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 nine out of 10. I know when I'm a 10 out of 10. I know

• 1:56:06Speaker 02

  right now, I'm in Vegas, you know, I had a crazy day yesterday. I'm at 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 operating. I brought, I brought meal prep on this trip. I posted a video. It's funny. I, I just posted a video about Amazon Prime Day and I was on a private jet. Um, just because 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 uh, it's like.

• 1:56:50Speaker 02

  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.

• 1:57:15Jack Selby?

  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?

• 1:57:21Speaker 02

  I had like high inflammation.

• 1:57:25Speaker 02

  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 volatile weight gain and loss is just very unhealthy. As a result, I had just like high inflammatory markers, which is not good.

• 1:58:10Speaker 02

  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 academically charged. I'm not, or gifted, I'm not, uh, 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

• 1:58:54Speaker 02

  a legitimate competitor is as the 10 out of 10 version of myself. But yeah, it was, it was inflammation. That's what I had to, sorry for that super long answer.

• 1:59:03Jack Selby?

  No, you're good. How often should you get your blood work done?

• 1:59:05Speaker 02

  I get it quarterly.

• 1:59:06Jack Selby?

  See, I am fully on board with that. I would 100,000% do that right now. I'm scared of needles.

• 1:59:13Speaker 02

  No way.

• 1:59:13Graham Stephan?

  Function health is so easy.

• 1:59:15Jack Selby?

  I have a fear of needles.

• 1:59:16Graham Stephan?

  Oh, so do I.

• 1:59:16Speaker 02

  You're scared of needles?

• 1:59:17Jack Selby?

  Oh, they, they fully like.

• 1:59:18Speaker 02

  I've injected myself twice today.

• 1:59:20Graham Stephan?

  Oh, no.

• 1:59:21Speaker 02

  I woke up, I took testosterone in my ass and I took BPC 157 in my stomach.

• 1:59:25Jack Selby?

  I want to talk about BPC 157. I had a torn hamstring for five months, but.

• 1:59:29Speaker 02

  Oh, that sucks.

• 1:59:30Jack Selby?

  I know, but we'll get to that because I actually would love to talk.

• 1:59:33Speaker 02

  That's also, how did you tear it?

• 1:59:35Jack Selby?

  Soccer.

• 1:59:36Speaker 02

  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 four months? I mean, this wasn't me telling her this and 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.

• 2:00:21Speaker 02

  And I wonder like, did you not warm up that day? Like, is there something that?

• 2:00:24Jack Selby?

  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 in and I totally felt it pop. 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 BPC 157 because it's just not getting better.

• 2:00:38Speaker 02

  Do it.

• 2:00:38Jack Selby?

  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.

• 2:00:43Speaker 02

  It's super cheap.

• 2:00:44Jack Selby?

  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.

• 2:00:53Speaker 02

  Wow.

• 2:00:54Jack Selby?

  Like they're like, they're like, you can't.

• 2:00:55Graham Stephan?

  I panic.

• 2:00:56Jack Selby?

  Yeah, you can't drive home. Your face is white, like you have to stay here.

• 2:01:01Speaker 02

  Yeah. What if, what if like Graham just jabbed your hamstring and you weren't looking?

• 2:01:05Jack Selby?

  I couldn't do it.

• 2:01:07Graham Stephan?

  No, no, no, no. Even for me, I don't want to hold it because I could get poked by it.

• 2:01:11Speaker 02

  Well, maybe like someone, one of your homies or someone on the team could just inject a hamstring and you're not looking at it?

• 2:01:15Jack Selby?

  I, I would be able to inject easier than draw blood. Injections are, are fine.

• 2:01:20Speaker 02

  Yeah.

• 2:01:21Jack Selby?

  Drawing blood is discussed.

• 2:01:22Speaker 02

  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 taken 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 not feeling sluggish. Yeah, but yeah, dude, I'm, I'm, needle me up.

• 2:01:54Jack Selby?

  What do you use BPC 157 for?

• 2:01:57Speaker 02

  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 helps, it seems to help a lot with, uh, this, this, this brain fog effect of foods that I eat. Like even when I came here, you were like, oh, do you want to, 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 three hours. And I'm very sensitive to the foods that I eat.

• 2:02:26Graham Stephan?

  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.

• 2:02:34Speaker 02

  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, uh, yeah, I really try to eat clean during the day because I'm super sensitive to how I feel after I eat.

• 2:02:47Jack Selby?

  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, et cetera?

• 2:03:00Speaker 02

  I'm traditionally a more is better person. And as I've, dude, I've, 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 so, 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.

• 2:03:41Speaker 02

  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 look for, how I'll feel versus, uh, 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 floret, floret, floret of broccoli is good for me. Therefore I should have 10. Well, when I have 10, I shit my pants. You know what I'm saying? So it's like, therefore broccoli isn't good for me when I have too much of it.

• 2:04:14Speaker 02

  So like those, that's like my biggest thing that I would say.

• 2:04:16Jack Selby?

  But are there any like industry scams in the supplement?

• 2:04:19Speaker 02

  Yeah, and I think like, just don't be a moron. 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.

• 2:04:49Jack Selby?

  What supplements do you take?

• 2:04:50Speaker 02

  I take, I, I do love our greens powder. I love magnesium. I take an oral BPC 157 to help my gut lining. I take, um.

• 2:05:02Speaker 00

  This episode is brought to you by Google Chrome. You think you know a browser, but Gemini and Chrome, that's new. It can help you with practically anything on the web, like restoring a vintage motorcycle from a 50 page restoration blog, or finally break down that long article you've had open for weeks. Gemini and Chrome is here for it. Ready to make anything online make sense? There's no place like Chrome. Check responses setup required. Compatibility and availability varies 18 plus.

• 2:05:27Speaker 05

  Your credit card company is hoping you don't hear this. They're charging you 21% APR interest, making it hard to pay down your balance. A home equity loan from Rocket Mortgage could cut your interest rate by more than half. So you could wipe out your high-interest credit card debt with the equity you've built in your home without touching your current mortgage rate. See how much you could save at rocketmortgage.com. Rocket Mortgage LLC licensed in 50 states. NMLS consumeraccess.org number 3030. Call 8004ROCKET for full program details.

• 2:05:57Speaker 02

  I'll take Tlattafil, that's Cialis, that's a fun one.

• 2:06:00Jack Selby?

  I was gonna ask you if you took that.

• 2:06:01Speaker 02

  Why?

• 2:06:02Jack Selby?

  Vascularity.

• 2:06:04Speaker 02

  Yeah, I'll take a, I'll take a microdose of Cialis every day.

• 2:06:07Jack Selby?

  Okay, so we had Greg Doucette on this podcast, like literally last week, and he was saying every man should be taking Cialis.

• 2:06:15Speaker 02

  Oh.

• 2:06:15Jack Selby?

  And not for like the bedroom performance.

• 2:06:18Speaker 02

  Well, that's a great reason too.

• 2:06:19Jack Selby?

  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.

• 2:06:26Speaker 02

  It's vasodilator.

• 2:06:27Jack Selby?

  Yeah, exactly. It could help you hit your workouts harder and get a better pump.

• 2:06:30Speaker 02

  Yeah, 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, uh, yeah, it wasn't like a game changer, but it sounds like it's important.

• 2:06:43Jack Selby?

  I was thinking, I was thinking about taking it because I'm not very vascular. I think it'd be kind of nice, like when I'm going to the gym, like getting some pumps in.

• 2:06:48Speaker 02

  Take one and see if you.

• 2:06:49Jack Selby?

  But I didn't realize.

• 2:06:50Graham Stephan?

  Just go walk around the warehouse the entire time, knocking things over.

• 2:06:55Speaker 02

  Crazy.

• 2:06:55Jack Selby?

  What is it? Explain the joke, I don't quite get it.

• 2:06:57Speaker 02

  Like if you had a boner all day.

• 2:06:58Jack Selby?

  Well, I know.

• 2:07:01Speaker 02

  Dude, I'm still catching on to y'all since you're.

• 2:07:03Jack Selby?

  Yeah, but 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. I did some research. I didn't know it needed to be prescribed.

• 2:07:13Speaker 02

  Yeah.

• 2:07:14Jack Selby?

  So I'm like, okay, that's basically the only obstacle I needed to not do it.

• 2:07:16Speaker 02

  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. It sounds like the vasodilator effect of microdosing Cialis 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 this 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?

• 2:07:56Jack Selby?

  Yeah.

• 2:07:56Speaker 02

  I, I avoid a lot of that. I really just try to optimize for every single day performance.

• 2:08:02Speaker 02

  I don't take any of those like crazy weird antioxidant type things.

• 2:08:05Jack Selby?

  All right, so now before we wrap, we have rapid fire questions. Just give us the first answer that comes to your head.

• 2:08:10Speaker 02

  Okay.

• 2:08:11Jack Selby?

  Would you rather only drink Bloom or coffee for the rest of your life?

• 2:08:15Speaker 02

  Bloom.

• 2:08:16Jack Selby?

  Really?

• 2:08:17Graham Stephan?

  Took you a moment to say that.

• 2:08:19Speaker 02

  Yeah, no, that is tough. I drink coffee every day. I drink coffee every day.

• 2:08:22Jack Selby?

  And you'd pick Bloom.

• 2:08:23Speaker 02

  Dude, I also like caffeine pills. Caffeine pills are a nice unlock.

• 2:08:26Jack Selby?

  That's interesting.

• 2:08:27Speaker 02

  But especially if I'm traveling, like, you know, and I, uh, 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, um,

• 2:08:39Speaker 02

  yeah, I would, I have to drink Bloom, it's my job.

• 2:08:42Jack Selby?

  How many milligrams of caffeine do you have per day?

• 2:08:44Speaker 02

  What, probably, now I don't even talk milligrams these days, you know what I'm saying?

• 2:08:47Jack Selby?

  Are you kidding me?

• 2:08:47Speaker 02

  Probably up there with a gram.

• 2:08:49Jack Selby?

  Oh my.

• 2:08:50Speaker 02

  Probably 700 to a gram.

• 2:08:52Jack Selby?

  Wow.

• 2:08:53Speaker 02

  Yeah. Dude, Huberman just said that he takes 800 plus a day.

• 2:08:55Jack Selby?

  I want to try one day, just documenting what it's like to take like 800 milligrams of caffeine.

• 2:09:00Graham Stephan?

  Oh, but your 800 versus his 800 are gonna look totally different.

• 2:09:03Speaker 02

  Yeah, like, like.

• 2:09:04Graham Stephan?

  You 800 would be like two grams.

• 2:09:06Speaker 02

  I didn't start there, you know what I mean? But again, I have extreme.

• 2:09:08Jack Selby?

  I probably have one or two these days.

• 2:09:10Speaker 02

  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?

• 2:09:18Jack Selby?

  If you could delete one product category from the store forever, what would it be?

• 2:09:21Speaker 02

  The, the section of the store that kind of, for some reason disgruntles me is, uh,

• 2:09:28Speaker 02

  is like discretionary goods, like Christmas trees. Like when you walk into a Target, I'm just like, someone's just gonna buy this once.

• 2:09:35Graham Stephan?

  No, I keep my Christmas trees.

• 2:09:36Speaker 02

  Exactly. That's why it's a bad thing to sell, because you just buy it once.

• 2:09:40Jack Selby?

  Oh, I see.

• 2:09:41Speaker 02

  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.

• 2:09:48Jack Selby?

  Which one would you rather give up, cigars or greens?

• 2:09:51Speaker 02

  I'd give up greens before cigars. That's an honest one for you.

• 2:09:56Jack Selby?

  Does school GPA matter?

• 2:09:58Speaker 02

  Fuck no, dude. My, my wife, I was on academic probation three times, my wife dropped out.

• 2:10:03Jack Selby?

  Sell Bloom for $3 billion today?

• 2:10:06Speaker 02

  Do that.

• 2:10:07Jack Selby?

  Or let it ride?

• 2:10:09Speaker 02

  Not either. That's a good number.

• 2:10:11Jack Selby?

  See, that's the thing. It's like we, the original prompt was $1 billion and we're like, no, he wouldn't do that.

• 2:10:15Speaker 02

  No.

• 2:10:15Jack Selby?

  Like, and then, and then he said two. And I was like, no, it would probably have to be like a really, because 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.

• 2:10:26Speaker 02

  I, I, I, I wouldn't sell it right now for $3 billion. No.

• 2:10:31Jack Selby?

  Cash in hand.

• 2:10:32Speaker 02

  Well, I don't own 100% anymore.

• 2:10:34Jack Selby?

  But let's just say you, you had the decision and it's cash.

• 2:10:37Speaker 02

  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 go to work.

• 2:10:42Jack Selby?

  Create something else.

• 2:10:43Speaker 02

  I, that's, that's very scary to me. I'm still dealing with that. Like what, what is after Bloom if there isn't after Bloom?

• 2:10:48Graham Stephan?

  Yeah, okay, so $3 billion, but a non.

• 2:10:51Speaker 02

  You're like, you'll figure it out.

• 2:10:52Graham Stephan?

  $3 billion cash, but a non-compete, so you just can't start another energy drink category?

• 2:10:57Jack Selby?

  Yeah.

• 2:10:58Graham Stephan?

  For 10 years.

• 2:10:58Jack Selby?

  You could, 10? You could start an iced coffee.

• 2:11:00Speaker 02

  Yeah.

• 2:11:01Graham Stephan?

  Yeah, you could do anything else, but it cannot, it cannot be a carbonated energy drink in a category that competes with Bloom.

• 2:11:07Speaker 02

  I would be honored if somebody made that offer at Bloom and I would have to highly consider it. I also would have, my, my board would need to tell me if I could do it or not, but.

• 2:11:18Jack Selby?

  Do you own more than 50% of Bloom?

• 2:11:20Speaker 02

  No, no, I did at one point, yeah.

• 2:11:23Jack Selby?

  Which celebrity brand is going to zero?

• 2:11:26Speaker 02

  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 gonna do well.

• 2:11:35Jack Selby?

  Would you take Bloom Public?

• 2:11:37Speaker 02

  Dude, I hate suits. Like I, you know, Bloom's big enough now, we've 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, uh, these big accounting firms. It is like, they probably know my blood work. They, they, 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.

• 2:12:06Graham Stephan?

  I am curious how much to change our name from the Iced Coffee Hour to the Iced Bloom Hour.

• 2:12:12Speaker 02

  Yeah. You know, if this was a female demographic show, I'd be, give you a way higher, a way higher number.

• 2:12:18Graham Stephan?

  Give us a number, I'm just curious.

• 2:12:19Speaker 02

  Dude.

• 2:12:20Graham Stephan?

  If we actually permanently on all socials changed it to the Iced Bloom Hour.

• 2:12:25Speaker 02

  Yeah, I'll 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.

• 2:12:33Graham Stephan?

  In perpetuity, as long as we kept the Iced Bloom Hour.

• 2:12:36Speaker 02

  In theory, yeah. And like this would be there for everyone and then your guests would all be drinking them, even if it was just filled with water.

• 2:12:45Graham Stephan?

  Would you consider gifting us a Cybertruck wrapped in Bloom? Head to toe, and we just drive it around with a minimum 8,000 to 10,000 miles a year.

• 2:12:57Speaker 02

  It wouldn't be in the background of the show.

• 2:12:59Graham Stephan?

  Would not be in the background, but it would be driven everywhere. We'd even pick up guests from the airport.

• 2:13:03Speaker 02

  Should be associated with y'all and maybe in some content.

• 2:13:06Graham Stephan?

  Yeah.

• 2:13:07Speaker 02

  Yeah, I would consider that. What is that, like 80 grand?

• 2:13:09Graham Stephan?

  About 80 grand.

• 2:13:10Speaker 02

  For sure. Dude, come on.

• 2:13:12Jack Selby?

  What other ideas you got? I know Graham's head is just turning, he's like, he's like, this guy's got money, he's got a company I love, all right, we gotta make it to the man.

• 2:13:19Speaker 02

  I mean, you wanna do that? If, you know, I was in a YouTube video once a month, we kind of like.

• 2:13:22Graham Stephan?

  Because think of it, think of it this way, we're driving to LA next week to go film with Jason and Niti Araman. Imagine driving to LA in a Cybertruck wrapped in Bloom energy and it's parked outside of where we film.

• 2:13:34Speaker 02

  That'd be sick.

• 2:13:36Jack Selby?

  I agree.

• 2:13:36Speaker 02

  Yeah, let's, let's follow up.

• 2:13:37Jack Selby?

  All right.

• 2:13:38Speaker 02

  Yeah.

• 2:13:38Jack Selby?

  All right, well, maybe.

• 2:13:39Graham Stephan?

  I gotta, I gotta think of more ideas.

• 2:13:41Jack Selby?

  Yeah, maybe we'll, you guys will tune in next week to the, uh, the Iced Bloom Hour.

• 2:13:47Graham Stephan?

  Maybe it doesn't have to be ice, it's the Bloom Hour.

• 2:13:49Jack Selby?

  Yeah.

• 2:13:49Speaker 02

  Dude, I, I, you know, something fun, I was on a flight the other day and the stewardess poured my Bloom over ice and I thought it'd look great. I'm kind of down with the ice.

• 2:13:57Jack Selby?

  Oh, there you go.

• 2:14:00Graham Stephan?

  Okay, I got it, I should have been more prepared here, I'm just thinking of ideas.

• 2:14:02Speaker 02

  No, I, you actually had like a pretty good idea there, like we should do that.

• 2:14:05Jack Selby?

  Well, I've wanted to build a pickleball court that we would be filming, we would be.

• 2:14:09Speaker 02

  You mentioned a gym.

• 2:14:11Jack Selby?

  So you would sponsor the ice.

• 2:14:12Speaker 02

  Maybe I'd sponsor the Iced Coffee Hour gym.

• 2:14:14Jack Selby?

  That could be good, we'd put the Bloom logo and a little Bloom fridge that has.

• 2:14:19Speaker 02

  Dude, basically my garage gym at home.

• 2:14:21Jack Selby?

  Yeah.

• 2:14:21Speaker 02

  Yeah, but no, but no cars, yeah.

• 2:14:24Jack Selby?

  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.

• 2:14:32Speaker 02

  Thank you so much.

• 2:14:32Jack Selby?

  Like, 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.

• 2:14:41Graham Stephan?

  It's true.

• 2:14:41Jack Selby?

  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. Phenomenal product, super excited to see what else you launch. And, uh, thank you for watching, thank you for coming on the show, this is such an honor to have you.

• 2:14:54Speaker 02

  I'm new at this stuff. I'm a true early fan of Graham's and now Jack and Graham's. Thank you for having me and like dealing with my novice media skills.

• 2:15:03Graham Stephan?

  No, this has got me so amped today. Like I'm, I'm actually more motivated today after this podcast.

• 2:15:09Speaker 02

  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.

• 2:15:16Jack Selby?

  Oh, yeah.

• 2:15:16Speaker 02

  That's, a lot of people cannot do this all day.

• 2:15:19Jack Selby?

  Granted, you do a lot of the talking because we're prompting, so there's a bit of.

• 2:15:22Graham Stephan?

  All we gotta do is just kind of banter back and forth a little bit.

• 2:15:25Speaker 02

  That's charisma, like that's a lot, that's hard. Anyway, thank you for having me.

• 2:15:29Graham Stephan?

  Cool, thank you. 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, thank you so much. We'll link to all your info in the description. Till next time.

• 2:15:41Speaker 07

  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 gonna be people who run to Bitcoin.

• 2:15:57Jack Selby?

  In one sentence, what is your strongest argument for Bitcoin?

• 2:16:00Speaker 07

  They will never, ever stop printing money. There's two assets you need for the future we're headed towards, Bitcoin and AI.

• 2:16:06Jack Selby?

  Is it too late to buy Bitcoin?

• 2:16:08Speaker 07

  Bitcoin is going to continue to go up for the rest of our lives because the politicians are gonna print money for the rest of our lives.

• 2:16:13Jack Selby?

  So do you think then meme coins are bad for the overall market of Bitcoin? If you were to take one guess at who Satoshi is, who would you say?

• 2:16:39Speaker 07

  The wheel had roads. Electricity had the grid. Innovation needs infrastructure. Plaid makes AI work in finance. Visit plaid.com/ai to learn more.