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

Is it easier than ever to make a million dollars right now? The arena doors are wide open. Full steam ahead, baby. If you guys don't know, Greg and I have a supplement company named Bloom. What's the most you've made in a single day? I've had nine figure days. So what did you do with $100 million plus? We bought a house in Aspen, Colorado that was over $20 million. If someone's listening to this right now and they want to live a life similar to the life that you live, what would you tell to this person? I am choosing a life of pursuit. I am not choosing I'm going to make $100 million and then unplug everything and lay on a beach every day. Why do some people feel like it's a grind? Dude, imagine if we had to go work under like fluorescent lights in a tiny cubicle this big. That's the grind. That sucks. Sell Bloom for $3 billion today or let it ride. Greg Latt, thank you so much for coming on the Ice Coffee Hour. I am so excited. I'm so excited to be here. I'm fangirling walking around this place right now. Thank you so much. So I'm curious, is it easier than ever to make a million dollars right now? Oh, dude, the 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. So what's holding people back? I think a lot of what's holding people back is unfortunately the lies from the last generation. I think the world has changed so much in the last 20 years and we are still operating from things that our parents told us from their generation. Where they were like, stay in the same career for 30 years, stay in the same 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. So if they know that, then what's the next step? 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 blue millionaires, right? Who are not founders whatsoever. There's people who are eight figure people who joined bloom years into bloom. And so I think there's a world for entrepreneurs. There's a world for entrepreneurs and there's so many different ways to cut that cloth for what your skill set is. Social media has just removed the borders from all of these niche opportunities that used to be niche because of geographic constraints of like a zip code, right? Now you can talk about it on social media and you can find massive communities of people that have demand for what you're willing to provide, right? Speaking of bloom, the story of how we know about you is pretty insane. And we also must disclose this is not sponsored. And so Graham's biggest fear is like, I really don't want people to think this is sponsored. He is not paying us to be here. This is crazy for us because this is your. Your company. Yeah, you sell a million cans of this per day and two to two million. What did that change recently? Oh, dude, it's 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 even the the growth isn't consistent. The growth is continuing to scale up. So it's just it's a wildfire. Do you have a tracker where you see like every can? So do you really see this on the camera really quick? Yeah, go off airplane mode. Is this the first thing you check when you wake up? No, but there was probably seven years of my life or every day I woke up and I checked the sales in every channel. I took 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 five hundred seventy five million right now. And that's in two and a half. We launched in July twenty twenty four. How accurate is this? We make sure it's perfect every week. So sometimes it gets a couple million off and then we reset the number to what it's supposed to be. Once. Once a week. So over half a billion can sold. Yeah, we'll hit six hundred million, like definitely by the end of October. So from our perspective, basically, we had just sent our assistant out when we first got this warehouse and we had a completely unstocked kitchen. We were like, go to Costco, grab a bunch of stuff. She comes back with these. Yeah. 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 or anything. It is truly a great product. I loved it. And I told her no to the. 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 fast. And that's how I found you separate, by the way. That's awesome. 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? You know, I. 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, I, I, my whole career was on the other side of the camera, helping my wife build her following. My wife and I co-founded this company in 2019. So this beverage launched in July, 2024, but it's not some like 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 thirties. If I knew these lessons earlier, I'd be further ahead than I am now a decade into my career. And then you don't need to learn them the hard way. And these videos started to kind of pop off. I'm really happy with the views and the reception and the, and the positive comments that I'm getting based off of them. So I've just been doubling down on that, but I, I like people coming up to me and I like kind of people starting to know my name. And I think status is really cool. And I don't know if that's because I'm insecure and I need my ego to be juiced up a bit, but like, I think I have experienced wealth being unknown. And I think having wealth with some status exponentially makes that wealth more fun. But the status could get to a place where you can't go to a store where you get recognized everywhere for business. It doesn't quite get that. I mean, Kevin O'Leary might, you know, have some trouble going to the local Walmart. Maybe one day I'll have to stop. I don't know. I'm not, 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. You mentioned insecurity. Yeah. I'm curious. Is that like an actual motivating factor for you? And have you noticed that across other successful entrepreneurs that they needed to have some sort of like thing that they felt like they were lacking in order to motivate themselves to push hard? It's funny. Like a lot of people will meet a very successful business entrepreneur. And expect to meet a normal person. And then they're surprised when, you know, they're a little, they're a little tweaked out. They're a little messed up. They, you know, have a little bit of a anger behind their voice. And it's like, yeah, they did something exceptional. Did you expect them to be normal? Like you, everyone, everyone who is building something of great value or building something exceptional. There's, there's normally something a little funky going on in the background inside their head. Right. I definitely have some of that. I grew up in an. In, in, in a society, in a, in a neighborhood in Westchester, New York, where it was academia, academia, academia, I had ADHD to the point where I couldn't even read a couple sentences straight, uh, 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, um, on a regular basis. Right. And. And while we're on the topic of taking care of yourself, it's also. It's also really important to think about the people who depend on you. I think a lot about how much goes into building financial security and making sure the people I care about are taken care of is a big part of that. Yeah. It's something nobody really wants to think about, but getting a plan in place is actually way easier than you would think with our partner ethos. They make getting life insurance incredibly simple. So you can make sure the people who depend on you are taken care of in case something happens. And look, I understand life insurance is one of those things that's really easy to keep putting off indefinitely, especially when you're young and healthy, but that's actually when you could lock in the best rates. With ethos, you can get a quote in seconds, apply in minutes, and even get same day coverage with no medical exam required. You just answer a few simple health questions and you could get up to 3 million in coverage with some policy starting as low as $30 a month. Plus, even if you have life insurance through your job, that might actually not be enough to cover your whole family, and it almost certainly does not follow you if you leave that job. So having your own policy means that you're protected no matter what ethos has a 4.9 out of five on Trustpilot with over 4,000 reviews and getting started takes about 10 minutes. So take 10 minutes and make sure the people who rely on you are covered. Get your free quote at ethos.com slash icedcoffee. Once again, that is ethos.com slash icedcoffee. The link is also down below in the description. Application times may vary and rates may vary. 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. on their shoulder. what do you tell the viewer right now that feels like, Hey, I feel like I'm a normal person. I don't think that there's any chip on my shoulder. I think I'm exceptional or extraordinary or like a weird person, but I want extraordinary results. What would you tell that person? If you just want greater things like that in itself is not normal, right? Like you, you, you, you, 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. 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. You know, it's crazy. Your videos get me so amped up. Like I woke up this morning at 6 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 gas and I listen to them and waking up and then putting on your video just got me so excited for the day. Like today's a brand new day. We got in the arena, we do this and that. And it just gets me amped up. How are you always? So like hyper, 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 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 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. Bloom, like in revenue wise? Both. Both you personally and Bloom. Personally, I've had, I've had more than one. And I've had, and Bloom has definitely had, it's not as volatile as it used to be. Like it's more consistent now as a business. It used to be like Black Friday would be this outrageous record day. But now like every day, Bloom is doing a couple million dollars. So what does it mean to have a nine figure day? It means a hundred million. So you've made a hundred million dollars in one day? Yeah. But that's because of, you know, an enterprise value transaction where you sell a piece of the business, right? Yeah. So that wasn't because I, uh, you know, did, I sold a piece of Bloom, my wife and I sold a piece of Bloom and we, we sold it for cash. And what does that look like when you get nine figures in a bank account? Does it just show up one day? Yeah. It's one, it was like four wire transfers in a, in a 24 hours. So what was the bank account value before that? And then after that? I made a new bank account for it. So it was, it was. It didn't just go into your college checking account? Uh, so dude, it's funny you say that because when Mario and I first started selling like booty bands on Instagram, we, I was using a TD bank student account because I was in college and every day I would tell the PayPal to move money over to the TD student bank account. And I knew nothing about business. I knew nothing about money. I knew, I didn't know what enterprise value was. I would go to the TD bank every day and withdraw all of the cash because I didn't know like that I should keep it in there. And so every day I would withdraw a couple hundred bucks and put it into our car glove box. And then one day TD bank was like, are you like a dealer? Like, what are you doing with this student bank account? Why are you stopping by every day and taking all of 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. And they were like, you know, we go through all the paperwork and everything. And 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 and 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. So what did you do with a hundred million dollars plus 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. Yeah. At that point, one wrong move could cost you big time. So you want to understand your options and think things through before making a decision. Now, obviously you don't need 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. Claude is the AI for problem solvers. It's the collaborator that understands your entire workflow and thinks with you, not for you. So whether you're debugging code at midnight, building a financial model or strategizing your next business move, Claude extends your thinking to tackle the problems that matter. We actually use Claude to help structure this exact episode that we filmed with Greg. We pulled data from every single iced 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 iced 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 iced coffee hour episodes. It's absurd. And we use it to help with invoicing contracts, finances, even our clips channel editing. So if something in your business is taking too much time or you've got a problem you're stuck on, give Claude the context and work through it. For problems worth solving, get started with Claude at Claude.com. Claude.ai slash iced coffee. That's Claude.ai slash iced coffee. And check out Claude Pro, which includes access to all the features mentioned in today's episode. The first big purchase that I made was definitely our family always wanted like 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 utilities. YouTube videos now, but that's like a house in the mountains. We can ski the, the, we have a son now. And so we want him in the outdoors a lot growing up and that's become like our happy place for sure. How did you know $20 million was the right amount of money to spend? Oh, I'm looking at upgrades already. Like it's not, 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 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. Did you have a financial advisor that was telling you, Hey, listen, yeah, I do have a wealth game 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. Sure. A lot of upkeep. And I'm thinking, maybe we should have spent a little less on that or rented the house. So the number was larger than a hundred taxes. And, um, you know, dude, it's, it's, you know, you know, refinances and mortgages 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 3% and I got all of the money back. And that's now in my portfolio getting invested. You know what I'm talking about? I mean, you could probably explain that better than me, but let's say I put, I literally paid 25 million in cash, then told the bank, Hey, now let me take a loan against this house. And then now all of that money is going to work for me in the market. So I still have the money. It's this really, it's really odd. Yeah. Like I'm sure this is like normal to what I'm talking about, but like, yeah, I, in my, in my, according to my bank account, I haven't even spent the 20. Okay. So what does your financial advisor say you should have done or 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 because it's more paperwork for them, dude, it's a lot of work. And it's like, you're not really actually probably going to, to, to, to, to realize, uh, uh, upsides in only two or three years. Right. So like, for example, I wanted to buy a plane and I wanted to buy a G 200 jet. And it was, I think it was going to be like seven or I was explaining them what my uses would be. And, you know, it kind of made sense with how much I'm chartering right now. And then of course it's like, I wanted the plane to be green. So like, I can't charter a green jet. I want everything green. And so they were like, well, if you want to upgrade to a G four 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 G 200 right now. Do you get what I'm trying to say? Yeah. So like those types of scenarios are trying to slow me down. I'm going to start, I'm trying to think longer term. That's really what they're trying to get my head around. Do you care how much money you spend? Cause it sounds like you really don't. 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 had to put my back up against the wall, whether it was on a purchase, you know, we bought a four and a half million dollar house in Santa Monica when we first started, 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, 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 support our lifestyle. That motivated me more than ever to go come up with some great business ideas. Do you think that's. A healthy way to look at it, to go and like take on some huge obligation as motivation? Early on, it was very much like I would lose sleep over the anxiety around my backup being 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 financial risks, which would be like, I'm literally moving all of my chips into the table. 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. We moved Philadelphia, New York, Boulder, Colorado, back to Brooklyn, New York, Los Angeles. Now we're in Austin, Texas. I have a son now. That's not a risk that I'm willing to take, right? So I'm not going to risk, 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. I'm not going to risk that. I'm not going to go all in on, you know, this year I will try to have Thanksgiving. I will try to have Christmas, but I am still pretty open to taking large chips on the table risk. Are people born with an abundance mindset like that? Or can you learn it? Cause I am naturally so conservative thinking always of downside. Like I'm building out a new studio at my house and it's going to be a lot of money. 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. But granted, let me just say something like the cost to build a house is a lot of money. It's a lot of money. It's a lot of money. It's a lot of money. And so the cost to build out this studio relative to your net worth is probably 0.01%. And this is, and this is your studio that makes you all of your money. And the fact that you have the added stress when it's such a, like an inconsequential, it really is. Well, it's funny like everything goes over budget. That home I mentioned in Santa Monica, like my wife was a lifestyle creator and like that was our studio and we needed to have a certain lifestyle portrayed online, especially when like that type of Los Angeles, you know, lifestyle mattered on social media. And so all of those, you know, fiscal investments that we've made previous to recent had that, it was almost like a build it and they will come mindset. It's like, I need to get these, I need to almost like, it's almost like a fake it till you make it type of situation. Like I need that. I need the big bloom headquarters because then people will want to work here. And like that energy into the universe, I really think matters. Like we weren't going to get top tier talent working out of a coworking space anymore. They would've been like, what the hell is this startup? Which we were doing up until we were doing a hundred percent. 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, the Greg that's speaking to you today in terms of like these material things that's new. And I'm having fun with that now, but previous, like they all had this, uh, this like bloom was the epicenter of every decision that I made. 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. Oh man. I mean, I can 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 Mario Llewellyn's Instagram page. We never had a funnel that said, go buy bloom. We would say, just go follow Mari. Cause 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 like a ton of that. And I was like, I'm going to do this. I'm going to do this. 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. And so I went all in $15,000, bought ads on all of these meme pages and all of the followers started to come in and they were all like Indian names. And then all of the comments were like in different languages. And then there was no Shopify traffic. And so like there's small, there's early on examples of going 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 those scenarios I've gone all in and broke some rules that I shouldn't have broke and ended up. I mean, at one point we were kicked off of Amazon. Like that was disastrous to what happens. I mean, we were kicked off of Amazon for 30 days because I was working with an agency that I wasn't overseeing properly. And I went all in on growth initiatives. Turns out they broke some rule. 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, the most stressful 45. What does that cost you? Oh, we were probably 24 hours out from doing massive layoffs to bloom. Everything would have gone under Amazon was majority of our business. And so there was a ton of lessons that were learned for that. Now, when I'm looking back, which was the ROI, I think to the chaotic situation that it present that was presented to us. Such as I'm never going to rely on one channel so much for our businesses again, which is why we're now in 85,000 doors. I don't care if one of those doors kicks us out. Like we, and now we don't rely on just one customer anymore, but you know, at the time that was an example of going all in on growth instead of going all in on the best possible product for the consumer. But that wasn't necessarily active risk. That was more so being ignorant to a portion of the business. So, so I'm more curious, like this, you know, could this be survivorship bias of like, Oh, I took massive, massive, massive risk. And then I'm like, Oh, I took 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. 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 like $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. Why'd it fail? It just, we just didn't sell through nearly as much as we made. So we just overproduced the taste or was it just like, did you like the taste? It wasn't a demand for root beer. Like I thought there would be. And that was just a mistake. And did you like it? I like, I like root beer, but there's a reason why root beer isn't in the top five sodas of the country, right? I guess a lot of people don't like root beer. Also, there's a ton of root beers on the market. There's not a lot of crisp apples on the market. It's not a lot of Shirley temples on the market. And so I think we, we took some expensive lessons from that mistake, but that was a $10 million write-off in 2026. That really hurt. So this is your billion dollar company. How much does it cost to make a can of this? This product at a target, if you were to buy a single can would cost about $2 and 50 cents. Most energy drinks on the market, you're talking about $2 and 50 cents. 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. So you could in theory be making about a dollar a can. I sell it to target for less than $2 and 50 cents, but like in the world of people getting money from this energy drink, there is a dollar to go around in most scenarios. A lot of people take money from this. It's like, yeah, you sell it at this and they take this and they ship it over there and take it. Who takes the money? And who's the greediest out of all the people to put this can right here? 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 a million dollars for for that shelf. So it's so much more complicated than that um so if somebody even said that they're making 50 profit on the or that there is they are buying it for 50 less than they sell it for there's a lot more expenses involved in the bloom business yeah but bloom is a profitable business could you walk us through like like what would be surprisingly expensive like i imagine the can itself is like the cheapest thing imaginable right like the most expensive is logistics the most expensive is just moving this product around. What's the most profitable way for you for someone to buy this? Is it like through you directly, Amazon, Target? I don't care where someone buys it. 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. What's funny is that Shopify actually sponsors quite a bit of our podcasts. They're fantastic. It's how I sold bankroll coffee in the beginning. Shopify is such a blessing to, again, when I say like the opportunity is wide open and democratized today for 2026, it's because of softwares like that. It's because of how easy it is to get a YouTube video up. It's because of how easy it is, honestly, now to even go fly to Minneapolis and pitch Target to try to get a product into the store. That used to be so difficult to do because they only wanted to talk to the Procter & Gamble's of the world, right? So it's like Shopify, though, is one of the biggest reasons why it is so easy to literally start a business tomorrow. So how much does it cost to get a shelf on Target, Costco? How does that even work? 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. Yeah. So you got a product you want to sell, but which businesses need it? Who makes the decisions? And how do you reach them? Well, that's what today's sponsor, businesses and people that need what you sell right now. Just type in your website and Clay uses agents to research your business across over 200 different data providers. And it also shows you who your best prospects are, why they're a fit and what signals you should use to find more. Yeah, it's really the fastest way to grow your business because it gives you all the data like emails, phone numbers, funding information, your website, visitors, revenue, and so much more. The fastest growing companies in the world like Anthropic, Google, Uber and Microsoft use Clay to grow. Again, it is free to start with the link down below. In the description. And when you use our link, you'll get 2000 free credits. It's free to start. No credit card needed. All you got to do is use the link down below in the description. Just type in your website and see companies who need what you sell today. And with all those new customers, you need a team that can help take care of them, which means you got to take care of your employees, too. Exactly. Getting everyone paid on time, setting up new hires, handling benefits. That work grows right along with the business. It could be a real pain in the Caleb hammer. But our partner, Gusto, can help you. For those unaware, Gusto is an online payroll and benefit software built for small businesses. It's all in one, remote friendly and incredibly easy to use. So you could pay higher on board and support your team from anywhere. We actually use it ourselves. I've used it since I was 21 years old. I just turned 28 a couple of days ago and we just hired a new editor, Michael, and it helped us set up literally everything. And if you're already using something else, switching over is so simple. All you got to do is transfer over your existing data. You don't pay a single cent until you run your first payroll. Plus, it handles payroll tax filing, 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 slash iced and get three months free when you run your first payroll. So that's three months of free payroll at gusto.com slash iced. One more time, that is gusto.com slash iced with the link down below in the description. Bloom's Genesis, or what really put us on the map, was our greens powder. And Mari and I, and Leo, bootstrapped Bloom to $180 million a year, which means we took no outside of investment. And that's previous to the beverage. Probably 85% of that business was a greens powder, a greens and superfoods powder that was almost entirely fueled by influencer marketing and my wife being the face of the brand. We tested that product in retail for the first time in 600 targets. That was in July, 2022, let's say. A couple of months in, our sales were pretty good. 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 e-commerce kids, that's not how fast retail moves. We make one decision a year. 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. And I think that you're laughing because I think that the average person doesn't realize that these retailers are businesses. Target is a publicly traded company that is trying to make profit and they sell just like real estate. They sell these shelves just like real estate. Every time you talk to a retailer, there is a transaction being made from a brand like Bloom and talking to a Walmart, Costco, Sam's Club, whatever it may be. And so, yeah, we spend millions of dollars a year, tens of millions of dollars a year, potentially having the right shelf at 7-Eleven. I'm more so laughing because I know a hundred percent 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. I should have. I should. Yeah. 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. Yeah. Well, that's also a possibility. Do you think that? Wired the money to him? That's what I know. We got this target account over here. Like, no, there's like, but maybe he's like getting a commission. I think you got to get maybe because to me, Target is such a big company that just from my perspective, a million dollars to them would be like nothing. They would just care about, but they have, they have a thousand shelves and I bought one shelf. You got what I'm saying? Sure. Like, so, so, and by the way, that was only for two or three months to have that premium, that premium spot. So that's a huge part of these retailers businesses, these spots in the store. If I walk into a Sam's club, the, which is a large, it's almost like a Costco and those, those products that you see at the entrance, when you first walk in that are like, you know, clearly out of the normal aisle at the end, you're paying for that spot. You pay for one month to have that spot. That's called a, this is a slotting fee. Yeah. So that, that's how retail works. You know what? I feel like someone could do a lot of gorilla marketing, walking in with one of those vests and putting their own display in the store. If anyone asks, say, Oh, see how long it stays there. And you can have your products on display. It wouldn't scan, but it's still good marketing. You put it everywhere. I agree. I, I, I, I'm not going to tell anyone to do that, but I agree that there are definitely like people need to flex some rules and try to get their brand out there for sure. And they need to be, they need to be more comfortable pressure testing. What's to stop someone from going and taking their product to the back of the store and moving it to the front? Well, there's 2,400 targets or there's, you know, a thousand Sam's clubs. So you need to do that at scale to make any type of impact. You could find a hundred people to go to three stores each in one day and move all of the product. I 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. 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? Our international energy drinks definitely have less caffeine than our American products. Sometime that's not just because of regulations is because it 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 a hundred milligrams of caffeine and bloom energy in Canada. And yes, there's different regulations in Canada for sure with the amount of caffeine that you can have. What I think happened with prime, and this is just my POV. I have no idea if this is accurate is that they marketed so much to kids. That's where the caffeine regulations get a little dicey. I wouldn't go sponsor SpongeBob on Nickelodeon and say bloom, sparkling energy. That's where the government will get a little, a little fussy, which they probably should. An 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 on that. I don't know if there's a regulation saying you can't have more than 300 milligrams, but I imagine that you just don't really have a lot of demand for that. How many blooms do you drink per day? Three or four most days. Are you worried about having too much caffeine? What would happen if I had too much? You just start getting jittery. I like that. Maybe it's just, I like that. You like that feeling of just kind of getting anxious. 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 like that feeling for a couple hours and then I won't have any more in the afternoon. And then I still sleep like a baby at nine 30 at night. This is, 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. Speaking of prime, what do because it seemed like they started so strong. I know. And then demand started to taper off. And then you hear these stories of like, oh, they're being sold a little less. We spoke with Logan Paul about this and he said they just saw such a big increase so quickly that that's unsustainable. And now they've returned to like a baseline that any company claims are still doing well. 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. I don't think that they will stand the test of time. Unfortunately, I don't want any business to ever go under. 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. They just sold Alani to Celsius, who's owned 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. And then they're not sure if it's going to make it or not. That would be my POV. I'm rooting for everybody to win. But this hydration market is really hard 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. Also, younger consumers. Isn't exactly like a consumer who creates a ritual and a routine around consuming your product. Like we're in our 20s. We're in our 30s. I'm 31. Like I kind of 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 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 saying. Kylie Jenner posted us in her story the other day, and it was like the best story post that I could ever hope for. She could she literally took our competitors, Shirley Temples and our Shirley Temple tried all three said that ours is by far the winner and that she said, you know, winner winner bloom. Shirley Temple is the best the best Shirley Temple on this was just impromptu. Totally, totally organic. We had never spoken to her team or anything like that before. We didn't get one Amazon search. We did not see one. We didn't see one tick up in sales from this Kylie Jenner. How 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? Unless if it's the iced coffee hour, if the iced coffee hour shouts out or the brands that we work with. Oh, yeah. But you guys speak through experience. You said I suggest Shopify because I use Shopify for bankroll coffee. And I'm telling you from experience that that's right. But like these celebrities who are just like clearly taking checks to talk about something. Yeah, but they weren't in the case of bloom. Like she wasn't paid. But like, yeah, traditionally, we know these Kardashians and insert a less celebrity or just like monetize. 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. Five most followed person on Instagram. I would have expected to see a tick up now. Yeah, a tick up for sure. Yeah. Yeah. I don't know. I was I was blown away. And to be honest, I had set aside quite a bit of money for twenty twenty seven to go sign some a less celebrities because I was like, OK, we're approaching that billion dollar goal. It's time to bring in some celebrities. Talk about bloom. I've completely. I do think a list celebrities is very much different than like, you know, whatever. I show this influence or something like that. 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 milkshake was a protein. Insane. The protein shake was actually a phenomenal product. Cool. But one could argue that their product was not phenomenal for like the hydration drink because it just didn't have the retention of their customers. However, they were still able to build this up into a business that was doing billions of dollars based off of celebrity value. So, 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. 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 sparkly energy is the size that is today. Seeing that five hundred seventy five million cans number isn't because we've sold a five hundred seventy five million people. We probably sold to a tenth of that and they've bought it ten times. That's what an amazing business looks like to have one 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 enjoy the product. I'm curious if you're still buying it. But like that that there was a fundamental issue with the retention of the consumer because it was definitely available. That was everywhere. Right. And so it's like it's not like it was hard to get at least with, you know, I know there's hype flavors. But if the if the consumer is not coming back, like that's just not a good business. If they were to hire you as a consultant, what would you tell them? I would have to understand why people aren't buying it again. That that'd be my first project. What do you suspect? Oh, I don't know. I don't I don't know anything about hydration. I don't sell hydration products. I don't sell protein shakes, you know, and ready to drink form. So I don't know. But 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, oh, 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. 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. And your name is John. Yeah. His name's John and your name's Karen. And I can use AI to create 3000 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 And I can use AI to create 3000 different specific versions of that. Yeah. Are you a woman looking to grow your ass in 2019? 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? Yeah. So that will be interesting. But the creator economy. And I think a lot of this is fueled by tick tock 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. So what other energy drinks, in your opinion, are doing it right? I mean, I am formally partnered with C4 energy drink. We run our business together under the umbrella of Nutribolt out of Boston, Texas with Das Cunningham. C4 energy drink is a bad is a badass energy drink. If you're about to go crush a workout, C4 energy is badass. I cannot compliment any other energy drink. I'm sorry. You don't think that they do anything right? Dude, I don't drink anyone else. Like I'm a little toxic. Why wouldn't you drink other energy drinks? I feel like that could give you good. I'll try it. I'll try to say it. And then spit it out afterwards. Perhaps, perhaps. Like, dude, no, every single product that hits the market is in my is in our headquarters and our team tries it. Like we are on top of everything that's entering the market. But dude, I just I just like I think we have the best energy drinks. Yeah, I think when it comes to Red Bull, their social media and their stunts. It's incredible. Insane. Of course. I love it. Monster seems to have this cult following that I've never seen before. I know. With monster energy drinks. Dude, I have truck drivers. That that work with that work for blue that have monster energy drink tattoos. Because when they were like 19 years old or whatever, they got a monster. My only critique here compared to monster seems like a very masculine. Yeah. What if you had like a blue max or blue blue masculine version? That's like, you know, do you think that this is feminine? Yes. I personally don't like. Yeah. Crisp apple. And it's like purple. Yeah, I do. I do think it's a little compared to a monster. And it's just like a thicker can with like. Law marks on the side of it. And I like I imagine some like 40 something woman doing Pilates. Yeah. And one of these after the thing. It's harder to imagine some like 20 something construction worker being like, you know, I got a blue matter. And I think that's okay. I think monsters for them. Okay. 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 end up in a can. Well, first of all, this also it's beautiful. 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? no you do right you're married does your wife do like the shopping for the house like in the in the fridge and whatnot yeah yeah she does so i just drink whatever my wife puts in the fridge if i'm like trying a new product because 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 yeah 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 more so many more men enjoy it and i think that in a couple years you won't even see this as a feminine can anymore what do you think is going to be the future for energy drinks you know it's crazy because as an entrepreneur who's in this health and wellness space the pharmaceutical intervention that is glp1s you know it's crazy because as an entrepreneur who's in this health and wellness space 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 glp1s whether you're a female whether you're a male are obsessed with two things right now and it doesn't seem to be slowing down it is energy drinks and it is hydration those are the two categories so i see i see energy just becoming just really dude we're even seeing like starbucks and you have a dutch bros up the street yeah and costa and over overseas they're doing those like refreshers dude that's what that is that's just an energy drink that you can get through the drive-thru so i think we're just going to see like more of this dude caffeine's 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 so it's awesome and we're going to be eating less because the glp ones we've cured obesity are there going to be any health concerns if everything you eat all of a sudden and it just has like a little caffeine in it because it does seem like we're getting the caffeine gums and the caffeine gummies and the caffeine drinks and everything now has caffeine in it it seems like i know 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 i always worry that i just get so used to it and then i need more and more why is that bad pretty soon well because pretty soon you need like 10 of these to wake up in the morning i like to try to be like if you need 10 of these to wake up in the morning you have other you have other concerns we need to address like people aren't sleeping maybe productivity would just go through the roof 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 it is interesting by the way this and ai really start to take off at the same time do you think that's maybe related you know dude what's hilarious this is funny you guys follow basketball at all no do they 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 so wait a minute it's on lebron wait left left breast don't you oh or is it you were bloom energy i am bloom energy but like the bloom energy but that is a different bloom energy yes there is an ai company or they create the power yeah yeah bloom energy yeah they got yeah they sponsored the 76ers it's one of the best performing stocks of the last couple years thanks chris camilla we're both invested in bloom energy but it's 67 dollars do you really yeah dude you don't want to text me and then it was christian chris camilla posted we posted on the podcast before yeah you should listen to the podcast dude i didn't see that podcast and there was another one that he suggested what was the other stock that also ripped amazon at 197 wow and awesome yeah that was awesome but yeah i gotta be tuning into this show more again some of these you have to watch it as soon as we post which by subscribe turn on notifications okay watch the episodes with chris camillo as soon as they post because we film with chris days before we post because we want it to be relevant i'm just saying you want to buy it before it was robin hood it was robin hood it was robin hood it was robin hood oh yeah yeah okay bloom energy i think they paid like 30 million dollars to sponsor the 76ers no one other than you finance nerds just kidding no know what bloom energy is every i the amount of messages i got that thought i just signed the 76ers is the funniest thing that's ever happened to me so you know it's crazy i literally saw that on i think lebron's jersey yes and i i stopped and i was like holy cow yeah and i i knew it was the actual energy like the energy and you're the only one that knew that and then and then i thought i literally had this exact same thought i'm like greg is probably so stoked yeah oh like i literally thought that as i saw okay what's cracking up what is the value of that to you what's what's going to happen is is you know think of think of red bull think of coca-cola it's like at some point bloom is going to get so large we'll be in a hundred thousand doors in just the united states we're already at eighty five thousand 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 but there has to be like a few million dollars of value just to have bloom energy on yeah yeah that's not how i deploy marketing dollars yeah that's definitely valuable that's why people sponsor sports teams so how much does what is the value for be that's my question why would they sponsor the 76ers like what are they advertising probably have so that's what i think it is too that's like yeah and he's a fan of the 76 he's like lebron's left where on earth is the crossover you're right with ai data centers and energy consumption with lebron james i don't get that i was playing a little blackjack last night at the win with the guys and they were playing the and the whole mlb is sponsored by zoom why like you gotta be just brand awareness it's all it is yeah it's also older like more corporate companies have no idea how to spend their money and they're still stuck in the old way of like wanting to buy tv commercials and like newspaper ads yeah as opposed to like the things that can oh yeah the magazine cover yes like they still think the influences i also think it might not be as simple as i'm thinking about it like maybe they work with another company that you know maybe it's fox and they're then fox said we'll use zoom across our corporation if you do this contract so it's probably more complex also they probably get a sick suite i like the world series that they can bring like their biggest investors probably also just bragging rights at a certain point like look at what i did look at that i mean there's definitely that's a lot of the things that we do as as as as idiots so so in terms of marketing how much does a 1 million subscribed or followed person make promoting a product like bloom i mean we reverse engineer most of the contracts that we do around a cpm basis is that how you guys normally negotiate your contracts like this how many views we get yeah depends so 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 videos they posted and what the average was and hopefully in a perfect world it goes viral and we get a lower cpm than we expected cpm is cost per thousand views yeah and so the entire influencer program for the last eight years has been reverse engineered around maintaining a certain cpm which has gone up over the years as a as an impression has obviously gotten more expensive it could just be inflation whatever but 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 what is the biggest check that you've written dude we don't do like this a-list stuff like the biggest check would be more so like trying a whole new group of people that we weren't talking to previously let's say for the first time we want to go after moms instead of just college students and so that would be like you know a five million dollar investment 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 fifty thousand dollars in one day so selling like 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 it's super interesting i mean it's a huge part of our business now what's cool is bloom and a lot of other brands we we don't think of it as a sales channel we operate it profit neutral and then we see 30 to 40 percent of that revenue immediately translate over to amazon and target and our retailers so it's just been like a huge flywheel for work working with micro creators which is who we love working with at bloom at scale what's the value of just having something like this on a table on a background of a video 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 and incredible, you know, experience as you walk through this big apple themed apple flavor, big apple themed event in the big apple, New York city. And it's like, that's a million dollars that I have no idea if target sales will go up the next day, but it's like, that's how you build a brand. You give experiences back to your community or like Mari put over a million dollars. You guys know how much it costs into putting on a top tier podcast for years. It was called the pursuit of wellness. And she's just starting to 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 the brands that we were talking about went wrong. We've prepared five red solo cups that are all labeled with different energy drinks. You will not know which one is which I would love to hear what you think. Yeah. And the reason we want to hear Greg's opinion is because he's an expert in the space. He's literally spent years figuring out what makes a good product. So his opinion carries a lot of weight. 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, but you can't find someone who's going to help you. All thanks to our partner Upwork. Upwork connects you with skilled freelance specialist from software development and AI implementation to marketing design and business operations. 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. 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. So whether you need help with one project or ongoing work, you could sign up for Upwork. Upwork is a great place to start. If you scale that support up or down as your business needs change. Plus, Upwork handles payments and contracts all in one place so you can spend more time running the business. So visit Upwork.com right now and post your job for free. That is Upwork.com to connect with top talent ready to help your business grow. Again, that is U-P-W-O-R-K.com. Upwork.com. The link down below in the description. You will not know which one is which. I would love to hear what you think. All right. You want to put one in my hand? Yes. This is the founder of a billion-dollar energy drink, identifying and letting us know their thoughts on different energy drinks. That's a Celsius. How confident are you? Not confident at all. Bingo. You got it. Yeah. All right. Celsius identified. All right. The reason I said that, was because there was a major medicinal aftertaste. So also let us know. Yeah. Let us know your thoughts before you- No, I'm not saying it before because I'm going to- Before you, I guess. You're going to give me a bloom and I'm going to sh- on it. It's pretty good. I don't know what that was, but it's pretty good. You don't want to identify it? I have no idea what that flavor is. All right. We'll tell you after. Okay. Okay. But of the two, that's my favorite. The Celsius. That has no smell. That's pretty good, too. That's like a candy. I don't know what that is, but it's pretty good. That is my second favorite. The one I just tried was my favorite. The one I had tried previously was the one that I would pick up every single day. This would be the one that I had that I would choose second. Okay. You don't know what it is? I don't know. I don't know. I wouldn't know. I wouldn't know. This is the fourth. Oh, a lot of fragrance going on. Citrus orange. It's possibly a bloom orange. And the final drink? Oh, that's a red bull. I don't even need to sip it. All right. So now what we're going to do. Dude, I can't believe red bull tastes that way. You can open your eyes. Red bull. Yeah. Citrus orange. Ah, yeah, yeah, yeah, yeah, yeah. Your second favorite. C4. Pick up every day. This is my favorite, the bloom? Yeah. Oh, that's awesome. And then, yeah, Celsius. What flavor bloom was that? I don't know. Who poured them? All right. We have our editor just going, I don't even know what kind of operation we're running here. That's a really funny. Try it. I might be able to tell you, actually. Oh, it's watermelon. Oh, it's strawberry watermelon. Oh, okay. That is. Let me see it. I'll tell you right now. You're sipping the raspberry. I'll give you my feelings on all these brands if you want. Yeah, please. 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 cultural habits just haven't picked up to what's actually possible in an energy drink today in terms of flavor and efficacy. C4 is. 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 do 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 globally available. You could be at the Egyptian pyramids and see a Monster. The white Monster, all hail. Right? We all. The. It's the GOAT. It's too. It's hard to. Whatever the hell they did with that. And then you have the Call of Duty contract on the back of that thing. They just know what they're doing. I'm an extreme sports guy. Shout out to Monster. Red Bull? Dude. Have you ever seen their headquarters in Austria? They have an airport at the headquarters called the Red Bull Airport. You could pull your plane into their headquarters. It's on a giant lake with like, it looks like Swiss Alp mountains behind it. 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. Do you think it's one of the biggest private companies then? Absolutely. A quarter trillion? I don't know. I'm not like a business. That's crazy. I don't know macroeconomics, but like, guys, this is. If Monster's trading at a hundred billion, they're at least 50% larger. Wow. Here's a question I have for you. You only smelled Red Bull to be able to identify it as Red Bull. Dude, this tastes horrible. It has that smell. This tastes horrible. Okay. So it's not a good thing that you were able to do that? Dude, this product was made 40 years ago and they haven't changed it at all. Right? It's like everyone knows what a Red Bull tastes like, especially for my college days or whatever it is. But like, no. This tastes. There's a spectrum of energy drinks 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. Shout out to the whole team over there, but it's kind of like ghost, what I would explain. 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? 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 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. That's insane. So imagine if I called a grapefruit Bloom Energy, no one would buy it, but it's White Monster. It's ultra, whatever the it's called. I honestly had no idea it was grapefruit. Yeah, I know. Isn't that crazy? That is my favorite monster flavor. Of course. It's grapefruit and I will pass on it every single time there's a sparkling water that's grapefruit flavor. Wild, right? I'm like, "Why do you put this in the variety packs?" Do you have a little bit of guilt drinking a Monster? Do you feel like it's not as good for you? I mean, yeah. The White Monster, they're low calorie, right? Yeah, but do you maybe not want to be associated with such a demon alpha masculine brand like the Monster Claw? Why do you think you don't? I don't think about it. For me, I don't really care. Even if this looks feminine, I have such little taste that I couldn't even tell you this looks feminine or a monster. It's like masculine. I'm like, "If it tastes good, it tastes good." Yeah. I know. It will be very interesting in the next five years at Beverage, mostly because the barrier to entry is now gone, right? Like, dude, if I wanted to start a business 10 years ago, 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 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 is over $100 million. I don't own any of those lines. I've never owned one. a warehouse. I've only used three PLs. I never owned, you know, a payment processor. I just used Shopify. Like this is what I'm talking about when I say the opportunity is democratized. Like you don't need, I started bloom with $20,000. It was just, it was, that was the minimum order quantity at a third party manufacturer. And they had the formulators and they had the flavor scientists and the first product wasn't great by any means, but I was able to start the thing with $20,000. Like that's, that's what I mean when the opportunity is there and I don't give a who you are. You can come up with $20,000 in 2026. So one thing I noticed is on my Instagram, you're there every single day. You're waking up at ungodly hours. I mean, it's like 3, 4 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, you're entering the arena. First of all, I just need to know, what does it mean to enter the arena? Dude, the arena is just like the playing field. Like, 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 my license plate. What is your license plate? Hold on. I got to show you this. Is it Grand Theft Auto? What is it? Maybe look at this. Dude, no way. I wish your car was here right now. Why is it not sitting right here? I know. That's awesome. But dude, we're all going to get that same license plate. I do, but we're all just like unlocking more pieces of the map. And I feel like there's no better way to dedicate a 10 year run of your life. And I think that there are certain spokespeople for entrepreneurship. Speaking 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 do 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 intrapreneurship is like, I wouldn't have, even if I wasn't getting paid, I would just be playing this game. So what are your thoughts on the general idea of the grind set? Like the grinding mindset. This is like the old Gary V like keep working, keep working harder, like push yourself in your twenties to sacrifice it 14 hour days every day. Dude, for me, a 14 hour day is running around New York city, having lunch meetings, talking to suppliers of the energy drink, trying tons of beverages. Like this sounds like an awesome day. What that grind looked like in Gary V'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 something like that. Like you're just coding all day. But like, dude, my job is like, I'm feet on the ground. I'm like, I'm going to do this. Running around the world every day with my best friends. 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? Bro, I like working out. I just have a son who wakes up at 7am. So I start working out at 530 in the morning and my workouts over when he wakes up. Like I have an iPad that isn't shown in all of these videos. I have a laptop that I use all the time. I have a laptop and I'm watching him sleep on the camera. And when he wakes up, my workouts over. So I've just had to fit it in before he wakes up. So like, you know, what looks like work to them feels like play to us. And that is why we are winning so much, right? It's like, I love working out. If you don't love working out, find a different morning activity that you like to do. But the whole point is just to get active. So there's something active that everyone likes to do. I love selling energy drinks. I love energy drinks. I love the whole idea of going to Minneapolis and pitching target, going to Bentonville and pitching Walmart and like this, the whole lifestyle that comes with this. I love working with a hundred people and seeing their lives improve and the, and the, and the, the, the fulfillment and fruitfulness that comes from providing value to society. Like this is awesome. I don't know. 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? I think it's that last generation. I think it's like they passed it down to us that that is what it used to look like. Like even the gym, my fitness early days in New York, dude, I would be like made fun of if I wore a tank top. Like, especially if I was like one of the younger or newer guys to the gym, like even in my high school, like I wasn't allowed to wear a tank. It 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 to, 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 ear. Your ears. I don't know like why this rocky scene has turned to like what our life is supposed to look like. Like these things are fun going to, we're playing games. Like I don't need to go to the gym in the morning. I want to, I don't need to show up to the office at 9am, 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. 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. What would you, what would you tell to this person? Well, dude, if you have like a finish line in mind, I think that's where things get a pursuit. I am not choosing, I'm going to make a hundred million dollars 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 and had to go do ayahuasca six times, try to go find themselves because they didn't have an identity after their business. The reason you're depressed isn't because you made 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 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 PM and saying, all right, finally I can check out and go enjoy my Saturday and Sunday. It's like, those are the people that just fail in this game because they haven't subscribed to what I'm talking about, which is like, your life is all kind of one thing. 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 a one bathroom. And that's where we had Thanksgiving for years straight. And it's like, that was my home. There wasn't a work-life balance. It was just life. And I have fallen in love with that. I think this idea of like, check in and check, dude, the best thing in the world has been like taking my son on these work trips now. It's like, I 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 if it makes sense, he comes and it's like, now this is also family time. He can come watch me speak on stage at this investment thing that I was working at or his mom, he can just sit in the room while she's doing a podcast. 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 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. Do you worry that the trust and all of your success is going to somewhat take away from his ambition and motivation? It's that is one of the biggest reasons I bought the Colorado house. The Colorado house has a incredibly hard hike out of the backyard. 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. So therefore you may be actually having better luck if you have circumstances right now. And so therefore in theory on paper, my son has better circumstances. How do I try to replicate or reverse engineer to get the same outcome as what circumstances would have given him. And that's, I think, simulating challenges for his life, which are probably going to be physical. Who do you look up to? Like, who do you research to curate your philosophy? 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 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 20s what do you want i mean i was even asking graham like you know what what do you think the 40 year old version of your life looks like i think it might look like this i'm not totally sure what i want when i'm 40 years old that's how most people would answer that question but i bet i could say well do you want this life and you'd be like no i definitely don't want that it's easier to say what we don't want than what we do want and so i'm constantly trying to grow this list of con of on a binary level listing what do i not want and that has been far more of an inspiration and therefore my mentor of what i do want to become and so sometimes i'll even you know i'm a huge fan of thinking of like the you know i mentioned some like childhood stuff that maybe put a little bit of a chip on my shoulder what would how do i make that 14 year old version of myself proud how do i make that 70 year old version of myself proud and when i just like explain myself for example as a father which is like a whole new bucket of fulfillment that i have i'll like say out loud like okay greg spent 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 got 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 would you agree with the sentiment that a good entrepreneur is almost first and foremost a good problem solver that's all dude dude especially the early days of bloom it's that's really all that it is it's it's just you're constantly putting on fires and so you consistently use the phrase reverse engineering i'm curious like how do you use that idea of reverse engineering to solve problems 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 a if an influencer's hand is holding the hand of an influencer 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 i'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 a tiktok i'm also thinking about what it looks like on a target shelf and so it's like okay there's these white lights they shine down like how does 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 i think everyone thinks of problems that they're that they're addressing as like how do i reverse engineer a solution here right so a lot of people have problems they first of all don't necessarily identify the problem 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 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 and target 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 the target it was on its side it you know didn't look well if it was slightly turned and so it's like we had to go oh so this is how like us this i just learned through the issue how moving forward all products should be designed for the same purpose and i think that's for retail oh we had a logo right here actually our initial logo was just the b and then everyone started to google on amazon the b brand it didn't say bloom anywhere on this and so we realized we had to change our logo from a b to a to a to a word mark that said bloom right so it's like as a 20 year old i wasn't reverse engineering for i didn't have any experience in anything but now it's like i've launched a 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 are you happier now that you have a lot more money because of the resources that we have i am able to make sure my day looks exactly how i want it to look going back to like i am really just doing what i am good at and what i enjoy doing i am not on a lot of supply chain calls i am not on a lot of finance calls i'm on a lot of brand calls i'm on a lot of you know commercial relationships with the retailers calls and i'm on a lot of like you know tastings 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 i know i've come off as a disciplined guy but like i've never made my i've never ran a load of laundry in my life like i am i'm a slob so to be able to delegate all of these things i kind of hated about myself has truly made me a happier person for sure um money's awesome money's awesome but i'm not happy about it i'm not happy about it i'm not happy about it the best memories that i have with my wife are not at a five-star hotel in san trope although those are awesome it's literally like in our camper van doing road trips across the united states going to like yellowstone for a 50 day pass so i mean joe rogan has always said this really well it's like once you can kind of order anything on the menu at the restaurant a lot of the financial happiness like slows down from there that said i i'm very good and really enjoy spending money i have a very high burn rate and i enjoy it and i'm not happy about it having the ability to do that what's the best thing to spend money on i don't i don't like flying commercial i don't like flying commercial you know i 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 um so that's like a huge expense that i take on happily um i love cars i love you know taking our sports cars to the racetrack or whatever it may be and not like worrying about what the cost of that is the homes have been great what about consumable things to spend money yeah it would be an example of that like going out and dropping 30k at a club or like that stuff at a dinner yeah but what about expensive clothing like things that aren't really like you know a house car ultra luxury those buckets for me only really started to get burned once like it truly didn't matter like you know i probably spend tens of thousands of dollars or whatever it is on clothes every year but it's i wouldn't care if i most days i wear a seven dollar uniclo shirt and i throw it away or sorry i put in a donation pile i put in a donation pile at the end of the day and it gets donated so you only wear clothes once i buy a seven dollar uniclo white tee and then it just gets donated after that so i spend seven dollars why not just wash it dude it doesn't fit right after i wash it yeah why not buy a different shirt that doesn't do that like this this is a nicer shirt this is like a linen shirt that will just get dry cleaned after this like i have those shirts as well but i just like putting on a fresh shirt and i just like putting on a fresh shirt and i just most mornings when i head to the office doesn't it have that smell though it smells great to me it's like a plasticky smell i don't know uniclos figured it out at what point did you feel rich i have felt more rich by more people knowing about bloom and like the status and and and recognition and fun that comes with that in the community that i feel like i'm now part of that i've i've helped spawn more than any, any money maybe has brought me, but I guess I really started to feel rich when like, yeah, just like the restaurant experiences when you can just go buy whatever you want on the menu and like, you know, Oh, I didn't like that, but I just want to get it as a side dish, like that type of bull. But I don't know when like one day, if I just like felt rich, it's interesting that you sort of define rich as freedom and access. And then Graham's question, like knowing it's a hundred percent, he's like, Oh, when you hit $20 million, they're like, yeah, yeah. Mine is more like a dollar amount is like, Oh, I hit this and I felt this dude. I, I would like, I like, I'm not a planner, so I like to be able to do things spontaneously. And so that has created friction in wanting to do special things that generally require planning. And so money, but especially having a little bit of status has allowed me to not need to fix this skill of planning and be able to you know, book a trip and get a room and get a reservation and like do things that I want to do. And that also obviously comes from like when Mari started to grow her following, we started to like notice those kinds of benefits of lifestyle, but there wasn't like a day 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 nine figure day though. Yeah. But I was already, I was already a millionaire. Like, you know what I mean? I adored and I didn't, but still going from like, let's say 5 million to a hundred million. Yeah. 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 house it wasn't like that substantial of a crazy lifestyle change after that the really the big change after that was really just chartering jets so that was kind of the milestone that needed to be hit in order for you to justify i couldn't afford it like literally yeah like that it would just be ridiculous to have so at this point how do you know what you can afford because you said that there's a certain amount of money that you're just you just write off it doesn't matter it's like you know under a certain amount like how do you approach your finances i have a team that i talk to every two or three months that first of all i'm not like a responsible money guy like at all but 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 monthly kind of budget going on what's your monthly budget it's you know it's it's that i won't share publicly because it's grotesque but i think is it like 500 no i think it's going to be probably 300 grand a month no i think it's i think it's 500 perhaps i think it's actually more if we count chartering because some of that though yeah that's true some of that could be a business but here's the thing i don't write off any of the flights what even if it's a 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 but it's saving my team who has some scenario stock options in bloom can if i am spending that on my want of having a private jet instead of allowing them to spend it on community events for bloom and therefore grow the brand that they are dedicating investing their lives to i think that oh i see so you're treating this as a personal expense rather than a business expense because it's unnecessary for the for the bloom's growth and i think that would be a disservice to my shareholders that makes sense what if it was necessary though for bloom yeah then i would write it off you're traveling to new york dude if i take if i take some business partners actually 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 is there any downside to having too much money or a lot of money here's what i would align it to you know when you go to the cheesecake factory and there's like a thousand things on the menu and you're like i don't know what i want to eat because there's a thousand options versus if you go to like a nice boutique italian restaurant and there's just like six perfect dishes and you're like i want the chicken parm when you have money you have so many options and so the we're not supposed to intrinsically have all of this ability and all of these options and i think options create anxiety the cheesecake the cheesecake menu paradox of choice 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 actually were just like intrinsically not happy and so if you couldn't afford moving maybe you would have gotten right to the point of fixing your intrinsic happiness do you get where i'm going with this so it's almost like having so many options makes it more difficult to solve problems so the anxiety that you're describing is actually the symptom of the paradox of choice which okay states that like the more choices that you have the less satisfied you are with the result dude i've walked into people's homes and 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're like wait one of our friends is a chef and i'm like oh my god i'm like oh my god i'm like oh my god i'm 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 it's like these you just like start doing like oh i'm rich now i should have a chef but it's like no we love cooking dinner every night and i want i want to cook my son dinner you know and know what he's eating and whatever it is 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 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 i get sued when our website isn't like blind person friendly correct so it's like i get i get these things once a week 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 time to address these things and i definitely didn't have the you know the the legal arsenal that we have now and the legal soldiers that we have now 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 uh par for the course of what i hear everyone after 50 million after 50 million in revenue is when you're kind of on some radars and so you can't you got to start playing way way more careful which is funny because like a lot of people have a lot of like granola heads i'm in the mountains a lot of the time i'm you know i i like the outdoors which may be which may be based on 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 taste exactly the same it's because like dude i could i would i was just at a manufacturer i would have literally put spaghetti and meatballs on the floor and eating it off of the ground right it's like you should do that for a video i should i could 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 partner with one because dos 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 dos but like dr pepper has definitely had their fair share of lawsuits i would guess and they're not now going to make those mistakes again and they can point me in the right direction to make sure that doesn't so these larger corporations have have been able to pass down their wisdom of how to make sure we follow all the rules correctly why does it seem so common that some of these guys like you just said are like three times divorced their kids don't talk to them like why i don't know if it's the paradox of choice and like you know they think money will just solve all of their problems but like one of the reasons i'm in the gym every day and one of the reasons i talk about becoming the man that can handle your goals is because a lot of people like just focus so much of their time 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 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 did sacrifice their younger years for the name of their business and they didn't focus on intrinsic values um 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've just which and it wasn't in the house that i grew up in by any means and so i think i've just had to and i'm surrounded by people who are like very pro mental health like leo the president of bloom has been an incredible influence on me and i think i've just had to and i'm surrounded by people who in terms of like how to take care of my head up here but yeah dude it's just like you need to you need that's a that's a top priority you can't just be focusing on you know the the business alone you mentioned adhd when you were a kid yeah it's bad do you still like have the symptoms of adhd do you take any prescription medication how did you figure out to live an organized structured probably pretty calendar adhering life while also having adhd i was thrown into public schools where i don't think because of my adhd i was put into special ed and special ed for my school was you're either like truly having disabilities like physically or mentally and learning wise or you're just like greg with adhd right and because the academic system especially in public schools in america is this 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 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 of your kids today. That definitely won't be the house that my son has grown up in. But yeah, they tried to medicate me for a bit. I dabbled with them probably through university. I have not touched them since university. Now it's caffeine, nicotine, and I'm always playing with some natural nootropics and stuff. But again, if it's something that I enjoy doing, I'm able to borderline obsess and focus on that thing. So I'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 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 might ask what my portfolio looks like. Dude, I don't focus on that. I don't invest in other businesses. I'm not on the board of other businesses. I know me. I can't have a day where I'm going from bloom to another business to what my investment portfolio looks like. I'm only really, my mind share cannot be that diverse. And I, there are definitely people who can do that. I cannot do that. And so I am like 100% in bloom 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 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. 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 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 make 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. One thing I'm curious about, what do you do for your physique? Cause you're always walking around shirtless. Yeah. Yeah. Yeah. Yeah. First of all, social media is a funny place. Why are you looking at me? I was just saying, it's you just, it's just, it's, he's always walking around. No, I'm on, I'm shirtless on social media a lot. On your feed. No, you just showed me your feed. I was shirtless on your feed too. No, but I see you in these videos and you're just like after a workout, just sitting there like. Yeah, dude. I mean, I, I, I, I am shirtless a lot in my life. Obviously I would never do that in a, in a professional setting for the most part. But I think, um, what I do, is this natural? Is this a 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. TRT, I think would help with the ADHD. I mean, I, the doctors, please excoriate me if I'm wrong. What's your test scores? It's been a massive unlock to my ADHD is having stable hormones. In fact, early on in my career, I wasn't on TRT and then like, you know, not. Having my sleep optimized and, and how, 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 my body. It's like, I don't know why there's these stigmas attached to performance enhancers. It's funny. Like, even when you were just talking about caffeine, I know you mentioned this, maybe you would one day need 10 a day, which would be crazy. And I don't think that that would happen, but people have this like feeling that caffeine. Oh, I don't want it to become this crutch to my life. And I'm 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 that is like, oh, I don't want to become this crutch to my life. So I am very pro peptides, TRT. You know, I get the, 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, I'm using hyperbaric. 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 bioidentical testosterone. Like, why does that discount anything that I've done? And if it does, okay, you go play in that arena because I don't think they test in the arena that I'm playing in. So, so dude, and again, like if someone wants to 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 bioidentical testosterone. Do you notice any crossover between people who are ripped at the gym and success in other areas? Growing up, I didn't notice that growing up, like the 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 gyms. Jay Cutler's and shout out to Jay Cutler, by the way. Rich Piana. And like, have you had Jay Cutler on the show? Yeah, we have. Oh, man. I gotta watch that. He's great. He's the nicest guy. He said, okay, I'm going to 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. I didn't know where that was going. Because he explained that it was like this all natural peanut butter. And I was like, I was curious about it. Yeah. It's really good. That's hilarious. And so I just ate all of it. Are you kidding me? No. You didn't even give any to your dog? I gave Bailey a scoop. And Bailey was like, please, where's the rest of my peanut butter? Yeah, because I smelled it. I'm like, this smells like normal peanut butter. And then I tasted it. What kind of dog? This is good. A Cavalier King Charles Spaniel. That's awesome. Those are great dogs. Did you buy more? No. Go support Jay. He sent a package and I used the entire bag. Dude, I am seeing, and maybe this is just, you know, the people that I. I track 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. We can all afford a AP. Like if I walk into a room with this watch, like perhaps some people aren't impressed, but it's like anyone can afford this at a certain caliber if they want to. It's a replica. No. What do you mean? I'm kidding. But, but, but that's a really good rep, 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. 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. Let's talk about Jack. Why, why didn't, why didn't like you could go meet an executive at the top retailer at seven 11 that you want to sell your product into at this convenience store expo. And you look like you have. 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 created yet. And the way that I was able to kind of like, you know, break the ice or at least feel like I had. Something to contribute to the room was I had something that they couldn't buy, which was fitness. And it's been, it's been like a major pillar of my life. Uh, 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 so how do you make a really good first impression 20 seconds i mean i'm not some looks maxer but dude it's like just have a haircut have a clean shaved face you know whatever your facial hair is and just have clean clothes if you want to wear a seven dollar uniqlo shirt and tuck it into some suit pants like you're good to go but just just just look clean what about what you say i've always had a dirty mouth you know it's funny that's such a good question because when we first wanted to raise money for bloom and i was looking for a partner to make this energy drink and we were bootstrapped and i would enter these rooms and they were full of suits 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 i don't care if that means that you know you have veins on your form i don't care if that means you want to wear a yellow gold watch like just be yourself and stand out and try not to just be like this another another what do they call it an mpc 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 like cookie cutter people what are your long-term goals like i imagine that you probably based off of the amount of sales your company is achieved by now and selling off some of the equity you're not a billionaire yet but i is that like a big goal of yours or if you already are one like is that i have enough money um you're comfortable i'm able to keep the lights on for sure dude i have i have weird goals man like 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 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 beautiful larger family like that's really what i'm going for now that said i am continuing to be the biggest savage that i can possibly be in the arena of consumer packaged goods for as long as possible and what do you think would stop you from doing that health health would get in the way of any goal that anyone has like you need dude like the second that you can afford to 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 what about a concierge doctor yeah i have a bunch of those you have multiple i'm always hopping around i have different ones for different things and at what point in terms of income or net worth do you think it makes sense to actually get a concierge doctor and what is it what is life like when you have one i would get it as soon as you can justify getting it i think it's one of the best investments that you can make 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 a true high performer i think most people don't know if they feel like a seven out of ten or a ten out of ten 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 ten i know when i'm a ten out of ten i know 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 making sure that this is operating i brought i brought meal prep on this trip i posted a video it's funny 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 arena which is vegas and uh it's like you know i'm in a private jet and i'm not in a private jet and i'm not in a private jet and i'm not in a private jet and i'm not in a private jet and i'm not in a private jet and i'm not in a private jet once you know what 10 out of 10 feels like there is no cheeseburger in the world that is worth having when you know what you're capable of when you feel like a 10 out of 10 and eating healthy for one day doesn't do it eating healthy for a month doesn't do it it's like creating a routine where for a year straight plus your blood work is optimized dude it would be like you will crush your goals if you can become that person how often should someone get their blood work done and when you did yours what were the findings and what did you need to improve i had like high inflammation um 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 um 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 and the side effect that i was feeling without realizing it was brain fog and so that plus adhd was like dude i just like can't focus on what i want to focus on and so most of my optimizations believe it or not are not for having a six-pack they're for my cognitive function because i'm dude i'm not i'm not i don't have a great memory i'm not academic academically charged i'm not or gifted i'm not 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 7 out of 10 when i'm competing with them but i need to be a 10 out of 10 to compete with their 7 out of 10 and i really feel that way and so the only way that i've been able to become a legitimate competitor is 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 no you're good how often should you get your blood work done i got quarterly see i am fully on board with that i would 100 000 do that right now i'm scared of needles no way function health is so easy i sort of want needles oh they they fully like i've injected myself twice today oh no i woke up i took testosterone on my ass and i took bbc 157 in my i want to talk about bbc 157 i had torn hamstring for five months but oh that sucks i know but we'll get to that because i actually would love to that's also how did you tear it soccer you know there's something to be said we talked about like keeping your health on point like there's some physical risks that i don't take anymore that i used to take it's like bro i have a 10 month old son now that i like to hike in a backpack 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 a hundred miles an hour in your car on the highway like those are the biggest things that you can really do and i wonder like did you not warm up that day like is there something 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 then i totally felt it and then i didn't i didn't address it now i'm going to pt and stuff but i'm i really actually do want to consider bbc 157 because it's just not getting better do it so i need to talk to a concierge doctor probably for that or i could just go talk to i have horrible insurance but anyways it's super cheap the thing is i'm not just saying that i'm scared of needles like i literally will go and get my blood drawn i've done it maybe three times in my life and they have to hold me after the fact wow like they're like they're like oh yeah i panic yeah you can't drive home wet your face is white like you have to stay here yeah what if what if like graham just jabbed your hamstring and you weren't looking i couldn't do it no no even for me i don't want to hold it because i could get 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 i would be able to inject easier than if i had a hamstring i would be able to inject easier than if i had a blood injections are are fine yeah drawing blood is disgusting so another another health thing that i had especially because i i spent a lot of time at altitude was i have a lot of red blood cells because you know you get more red blood cells at high altitude because it's lower oxygen and as a result i got thick blood like high hemocrit and so i donate blood once a quarter now and that's taking care of the issue so it wasn't even like a pharmaceutical intervention to fix that issue but i now donate blood almost every quarter which just keeps my blood thinner which you know helps with inflammation and and not feeling sluggish yeah but yeah i did i'm i'm needle me up what do you use bbc 1574 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 helped 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 i'm the same way if i eat before filming certain foods i just feel sluggish like i'd rather just not eat and then eat at night i i like fruit i'm fine some chicken and fruit i'm fine and then for dinner i'll eat whatever the i want whatever the family wants but uh yeah i really try to eat clean during the day because i'm super sensitive to how i feel after i eat yeah you since you do sell a greens powder and you're in the supplement industry i'm curious if there are any supplements that you think are just completely pointless or what red flags should a consumer look out for when they're looking into getting into greens powder supplements etc i'm traditionally a more as better person and as i've done 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 uh 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 and this you really need to be cognizant of how you feel as you're starting a new supplement and you're going to 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 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 i 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 should my pants you know so it's like therefore broccoli isn't good for me when i have too much of it um so i don't that's like my biggest thing that i would say but are there any like industry scams in the supplement 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 um 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 what supplements do you take i take i do love our greens powder i love um magnesium i take an oral bpc 157 to help my gut lining i take um oh i'll take telatafil that's cialis that's a fun one i was gonna ask you if you took that why vascularity yeah i'll take uh i'll take a microdose of cialis every day okay so we had greg doucette on this podcast like literally last week and he was saying every man should be taking cialis oh and not for like the bedroom performance well that's a great reason too that you know that could be a reason for some people but for the others it is also good just for like general vascularity and like it's vasodilator yeah exactly it could help you hit your workouts harder and get a better pump yeah i i i have definitely noticed um better pumps i am a little more vascular probably 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 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 gym like getting some pumps take one and see if you but i didn't realize walk around the warehouse the entire time knocking things over crazy what is it explain the joke i don't quite get like if you had boner all day i know i'm just dude i'm still catching on to y'all 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 yeah so i'm like okay that's basically the only obstacle i needed to not do it yeah i think it sounds like i don't know why i'm talking about this i shouldn't be but it sounds like one of the biggest issues with age is the uh 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 microdocialis 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 yeah i i avoid a lot of that i really just try to optimize for every single day performance i don't take any of those like crazy weird antioxidant type things all right so now before we wrap we have rapid fire questions just give us the first answer that comes to your head okay would you rather only drink bloom or coffee for the rest of your life bloom really took you uh yeah say that no that is tough i drink coffee every day i drink coffee and you pick bloom dude i also like caffeine pills caffeine pills are a nice unlock that's interesting but uh 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 yeah i would i have to drink bloom it's my job how many milligrams of caffeine do you have per day what probably now i don't even talk milligrams these days you know what i'm saying are you kidding me probably up there with a gram probably 700 to a gram wow yeah dude huberman just said that he takes 800 plus a day i want to try one day just documenting what it's like to take like 800 milligrams of caffeine and i'm like oh but you're 800 versus his 800 you're gonna look yeah like like you 800 would be like two grams i didn't start there you know what i mean but again i have i probably have one or two these days extreme adhd like a stimulant helps that like it's i use it as a as a as a medicine to help you know what i mean if you could delete one product category from the store forever what would it be the the section of the store that kind of for some reason disgruntles me is uh it's like discretionary goods like christmas trees like when you walk into a target i'm just like someone's just gonna buy this once no i keep my christmas trees exactly that's why it's a bad thing to sell because you just buy it once oh i see so or like a grill and i'm just like put more bloom there you'll make a lot more money if you just fill that spot with bloom and people are buying a few every day which one would you rather give up cigars or greens i'd give up greens before cigars that's an honest one for you yeah does school gpa matter no dude my wife i was on academic probation three times my wife dropped out sell bloom for three billion dollars today do that or let it ride no that's a good number see that's the thing it's like we the original prompt was one billion and we're like no he wouldn't do no like 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 i i i i wouldn't sell it right now for three billion no cash in hand i don't own 100 anymore but let's just say you you had the decision and it's 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 create something else 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 yeah okay so three billion but a non you're like you'll figure it out in cash but a non-compete so you just can't start another energy drink category yeah for 10 years you could 10 you could start an iced coffee yeah you could do anything else but it cannot it cannot be a carbonated energy drink in a category that competes with bloom i would be honored if somebody made that offer at bloom and i would have to highly consider it i also would have my my board would need to tell me if i could do it or not but do you own more than 50 of them no no i did at one point yeah which celebrity brand is going to zero depends i don't even know how much of them they even own when they're the face of them you know i don't even know how much of them they even own when they're the face of them you know what i mean but like kim kardashian just launched an energy drink like that's not going to do well would you take bloom public 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 the the audits are so intense and i can't even imagine needing to operate my business with public shareholders and need like perform quarterly it's kind of like anti-entrepreneurship to me to need to operate a business that way i am curious how much to change our name from the iced coffee hour to the iced bloom hour yeah you know if this was a female demographic show i'd give you a way higher a way higher number give us a number i'm just curious dude if we actually permanently on All socials changed it to the Iced Bloom Hour. Yeah, I'll tell you, it would definitely be less than $5 million a year, but it would be between $1 and $5 million a year. In perpetuity, as long as we kept the Iced Bloom Hour. In theory, yeah. And this would be there for everyone, and then your guests would all be drinking them, even if it was just filled with water. So 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? It wouldn't be in the background of the show. It would not be in the background, but it would be driven everywhere. We'd even pick up guests from the airport. So it would be associated with y'all and maybe in some content? Correct, yeah. Yeah, I would consider that. What is that, like 80 grand? About 80 grand. For sure. Dude, come on. What other ideas have you got? I know Graham's ahead of you. He's like, this guy's got money. He's got a company I love. We've got to make a deal. Dude, I would do that. I mean, you want to do that? You know, I was in a YouTube video once a month. We kind of like, yeah. Because think of it this way. We're driving to LA next week to go film with Jason and Nitya Raman. Imagine driving to LA in a Cybertruck wrapped in bloom energy, and it's parked outside of where we film. That'd be sick. I agree. Yeah, let's follow up. All right. Yeah. All right, well, maybe- I've got to think of more ideas. Yeah, maybe you guys will tune in next week to the iced bloom. That would be good. That would be good. That's so funny. Maybe it doesn't have to be ice. It's the bloom hour. Yeah. Dude, you know, I was on a flight the other day, and the stewardess poured my bloom over ice, and I thought it looked great. I'm kind of down with the ice bloom. Well, there you go. Okay, I got it. I should have been more prepared. I'm just thinking of ideas. No, you actually had a pretty good idea there. We should do that. Well, I wanted to build a pickleball court that we would be filming. We would be- You mentioned the gym. Oh. So you would sponsor the iced coffee. Maybe I'd sponsor the iced coffee hour. That could be good. We'd put the bloom logo on. And a little bloom fridge that has- Dude, it's basically my garage gym at home. Yeah. Yeah, but no cars. Yeah. All right, well, we'll talk. Guys, thank you so much for watching. This is an episode I was truly so excited about because- That's cool, man. I genuinely love the product. Thank you so much. Like, we bought this product. I told our assistant, continue buying this product. That's sick. We drink it. Our editor just gets jacked up on this every single day. It's true. I probably- I mean, I have- The most I've had is two in a day. That's sick. But usually, I'm at probably one and a half a day. Phenomenal product. Super excited to see what else you launch. And thank you for watching. Thank you for coming on the show. This is such an honor to have you. I'm new at this stuff. I'm a true early fan of Grams and now Jack and Grams. Thank you for having me and dealing with my novice media skills. No, this has got me so amped today. This is hard work you guys. I'm actually more motivated today after this podcast. I don't think you realize how good you guys- How talented you guys are. Like, when we were talking about the show- Oh, my God. Oh, my God. We were like, I could do this all day. Oh, yeah. A lot of people cannot do this all day. Granted, you do a lot of the talking because we're prompting. So there's a bit of a difference. All we got to do is just kind of banter back and forth a little bit. That's charisma. Like, that's a lot. That's hard. Anyway, thank you for having me. 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 doozy. So enjoy. Thank you so much. We'll link to all your info in the description. Until next time. I watched Bitcoin fall 50% in a 10-hour. And I was on the couch curled up in a ball and, like, saying to my now wife, I think our net worth might go to zero today. Bitcoin is a resilient asset that is really serving as global insurance. And so anytime that there's chaos in the world, there's going to be people who run to Bitcoin. In one sentence, what is your strongest argument for Bitcoin? They will never, ever stop renting money. There's two assets you need for the future we're headed towards, Bitcoin and AI. Is it too late to buy Bitcoin? Bitcoin is going to continue to go up for the rest of our lives because the politicians are going to print money for the rest of our lives. So do you. 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?