Troy's Journey: From Athlete to Entrepreneur

walk us through all these numbers in the last year we've done 45.7 million and bro wait wait pause this guy started his company from trash Starbucks internet and somehow is now making over $200 million with his company selling white powder with over a million followers across social media let's just say he's not your average entrepreneur but the road to success came with a few flat tires this is Troy and growing up his actual dream was to make it to the NBA sadly he never got there and one day he woke up at 27 dead broke and let's just say being 27 with no money gets no huz but I guess things change so we flew all the way to Vegas to see how far we can really push this guy cuz honestly I got to know how did this guy go from trying to be like LeBron to running a company making LeBron's salary what's good we're here in Las Vegas Nevada we're here with my man Troy what's going on he's got one of the coolest business I think I've seen we're going to do a day in the life with him talk business and just have some fun this is the most important room of the house this is where I practice my ping pong skills all right right so we need to get a game in it's just my wife and I had a bunch of cats so not really set up like a traditional family home like this is supposed to be the dining room like table area I just use this as like a whiteboard and take no yeah okay so I know you're definitely an entrepreneur if you got the white board oh yeah and then kind of like open living room I love to travel so I have a little board here of kind of like all the spots we've been in the world damn it just nice to see a little visual of like okay definitely need to hit up Africa need to hit up more of Europe here got a cross off where is Dubai know where Dubai is no it's like I thought it was in here damn most of us don't it's somewhere over here should one D me to the house honestly I love really private backyard areas wow so like you can be out here you can be tanning completely naked the neighbors can't see you not that I ever do that of course holy damn as you can see we're kind of like elevated above this neighborhood over here unbelievable a hot tub over here so this is a hot tub or a cold tub you said you did a cold tub okay we filled it with ice for a little cold punch challenge about a year ago but how much time do you spend out here like a lot yeah the problem with this area though in the summertime it'll be like 120° some days if it's too hot or too cold not a lot but I try to use it as much as I can you got to stay in the pool the whole time you can't even sit out here damn Nick was telling me that you uh might have some snake issues out here not right now it's not it's not super hot but in the summertime they come out there is oh [ __ ] yeah [ __ ] dude there was like a 6ot gopher snake that was just crossing right here one day 6ot yeah luckily we've never seen a rattlesnake out of here if I see a snake I'm hop in that fence Grill area don't really use too much but got some steaks going on the barbecue yeah damn this is fire it was super hard to find a house where you had privacy in your backyard like I found houses where maybe like the house was nicer but it's like the neighbors are just Eaves dropping on you so what do you do what you so about 7 and a half years ago I built a supplement brand back in 2017 the supplement industry I want to I don't want to say it was like shady but it was It was kind of shady and it was dominated by kind of like Legacy brands that have been around for 20 30 years myself and Jordan we connected we just saw an incredible opportunity to shake up the industry with better branding better formulas better products we just thought we could do it better than the competition to be honest so Essen we started you know I like to call it more of a fitness lifestyle company because we incorporate a lot of content a lot of motivation such we started a supplement Fitness company for a lot of entrepreneurs they start with a problem that they had themselves like they they deal with this issue and they're like I could solve this and then they do and they're like I need to do this for everyone is that how you started alpal Li so I had taken supplements since College I'll never forget this I think it was my sophomore year I'm sitting in class I had taken pre-workout went to the gym an hour and a half before and I had like a panic attack I was just sitting there and had so much anxiety and I never really experienced that I'm like what the hell is in this [ __ ] I just took right so I was always researching what ingredients actually would help me build muscle faster recover faster increase my workout intensity my workout endurance so I've always kind of been obsessed with just maximizing my own potential and supplements and different ingredients is a great way to do that so I've just like I was super curious from day one my wife by the way she's looking hey Austin great to meet you nice to meet you she's The Mastermind behind it all okay okay she keep she's the glue she's the glue silent genius yeah I love it my office I try to make it presentable nice for you I have like a bunch of random artwork and oh this is [Music] Si we dropped a limited edition pre-workout 34 months in a row and sold out every single one which I want to say was 38 okay so these are all pre-workouts this was volume one this is the first ever won and every single month we dropped a new limited edition flavor and branding wow we don't do it anymore we just kind of got burnt out of like we're on our 38th new flavor how many flavors exist in the world actually thousands of combinations but it's like I don't know at some point it gets a little tiring I totally get it breaking bad this is like alien we did like a Nintendo what does that look like from like a trademark standpoint obviously these are limited edition drops so these aren't like SKS that we're selling hundreds of thousands of units for they're also for example like Breaking Bad they don't compete in our category obviously we have like a legal team and we're a lot more buttoned up now than like you know when we're a startup what's interesting is the startup life you were kind of just shooting from the and hoping things go well and you don't have any lawyers no legal team you're just hoping no one comes after you what's that like you know going from startup to now having a whole team now it's all a process so like myself and Cordo one of my good friends he's also he's like our brand director what brainstorm will come up with names and ideas but it always has to go to operations IL legal okay so it's like yeah we might have these wacky ideas but then they run it through the trademark before we didn't have that process so the biggest difference is just like we have a process now we have you know a chief operations officer we have a lawyer I think what's interesting though is you being able to tell that because a lot of people want to get into these businesses but don't understand how many headaches behind the scenes there are of dealing with that kind of stuff having a team now does that slow you down though because I think what's cool about startups and what's cool about being maybe even a solo entrepreneur at the start is you can just fire you just have t you speed there's no one saying don't do this or don't do that yeah yeah I think from a product development standpoint it can slow you down a little bit because we used to just have an idea it would be on the market in like you know 6 8 weeks now there's more of what's the marketing strategy and like getting the retention department involved getting the acquisition Department involved getting the marketing department involved and now there's just a lot of people who have a say in different parts of product launches now and there's a lot more of a strategy cuz we're dealing with way more units now it's like our product drops now have to generate millions of dollars before we're just trying to sell a couple thousand units in like a month and we're having right right so right now there's a big talk right now internally of superum kind of becoming its own entity its own thing and the number two Pre-Workout in America in terms of volume and unit sold on Amazon last year can you give us the numbers I mean it's multiple eight figures of like sales and revenue you're competing with the big dogs right now you're up there for sure that's amazing we are 100% bootstrap we never had investor money it was just like my business partner is really good at running ads and I had a YouTube presence that kind of formed around the start of the brand right you were kind of one of these OG like influencer Brands if you will back before it was even a thing doting if you go on my YouTube channel from like 2018 I had a series called creating the perfect pre-workout and I was just like went to the lab I was trying the flavor samples and I was like yeah we just want to create the best pre-workout possible okay so you got the spinning watches here what the when I have a big business Milestone I like to commemorate it with a watch this is like my first legit watch I bought this is like the Hulk Rox Submariner this one was when we hit 100 million in lifetime sales wow this is my first watch so this one how much was that for you like 22,000 at the time wow okay this one right here is when we made the Inc 5000 fastest growing companies Wimbledon dayjust I like to call it the Roger feder that's so little two-tone Wimbledon this is our second Inc 5000 is just like a no one knows about this brand I like having watches that are unique every everyone knows Rolex of course so this is like a luxury Swiss kind of dive brand and I just love the turquoise blue D the turquoise so sick so this one is celebrating a $50 million valuation for my company we had a recent Equity transaction that secured that valuation and got myself this bad boy to celebrate so all this operating watch brand in the world they've operated every year since 1765 holy like have not missed one year of operation 1765 this brand is in my opinion way above like Rolex just how badass the box is this is you got to catch it in the light though you might have to go outside to catch it there's almost like this like bluish purplish hu to I kind of see it yeah wow these are are sick so this is the 100,000 order the million order this was like franchise partner of the year at GNC 2022 the super games I love to chat on this I won the first ever superhuman games it was just myself and a bunch of Fitness influencers that were signed to elf line so the Superhuman games is like the ultimate battle of human performance so if you look at like CrossFit and there's endurance events but there's no event that's just like okay who's the best athlete who can run the fastest jump the highest kind of like an event that combines different forms of athleticism I think this is a perfect time to say that we're going to race we Racing for sure we're racing today and you won that I feel like it's might be a bit rigged bro I don't know the the founder like the founder wins the belt like I don't know if that makes sense I think one of the things that I'm most excited about with superum we want to associate superum with like NBA NFL MLB so we're actually already in some preliminary talks to you know maybe be the official energy drink partner of a big NFL team or NBA team MLB team so that's awesome I think that'll be the in a couple days here they're starting a tiered drop there's a lot of strategy that goes into it and we've kind of done something similar but three new product drops throughout the Black Friday events for the drop what what are you guys expecting in terms of sales I think the whole event our kpi here is about 2 and 1.2 million wow okay do you hear that number and go like what the [ __ ] do or are you at this point like sure cuz I mean year one we did like a couple hundred thousand of sales the entire year is that like put stress on you too on the back end are you like [ __ ] that's a lot of money like not really because like we have such a strong team my business partner Jordan he's a CEO he's so solid on the financial side of the business with the cash flow and financial forecasting with the operation I just think we have Team ultimately I've always been more of a creative I'm involved with the content the product development The Branding if you're a creative person and you want to actually build something you better partner with someone who is a [ __ ] Savage in operations and finance and data ultimately the two people need each other to build an Empire you got a dashboard open up Shopify here walk us through all these numbers yeah so I mean in the last year we've done 45 .7 million and fro wait wait pause talk about that it is pretty crazy to think about do you hear that and you're just like yeah 45 and you're like okay so anyway I'm over here that's only part of the revenue of the company though because like the way the everything starts online all the other revenue streams are possible because we have online awareness so this is through ads this is through influencers this is through organic social media so is this including Amazon's revenue no that's not including Amazon okay so Amazon's not as big as this number but like honestly it could get pretty close to it next year and then the retail side of things so we're in every GNC we're in every vitamin shop and we're in thousands of mom and pop stores across the country what are traditional margins is that kind of the space that everyone else is in well that's just like the overall business is kind of like net profit I would say on average let's say you sell a supplement for $50 might cost you anywhere from 8 to 20 range it really depends there's so many variables like protein has the lowest margins we do not make much money off protein at all wow it's a fine line between trying to make the best quality product but then having enough margin where you can be a healthy business like we're right kind of at that you know playing that balancing so he's going to refresh the page just so everyone sees that this is correct here we go this is insane dude I can't even believe that number was it 4,725 yep bang on damn bro and that's in the last year do you work out in here often or do you usually hit the gym I like going to like public gyms but I do some sometimes if I'm short on time which I have been this month cuz we've just been crazy busy like I have this setup as like the perfect incline so I can get an amazing I literally do like I did eight sets of this as my chest workout the workout took me 20 minutes and I did some like box jumps I have everything I need I do a lot of athlete training yeah curl right here this like the harness I even oh I tried this sh you you don't want to try this before we Sprint you [Music] might so we're about to hit a workout apparently we're going to test my fitness here about to be super human after this you're lucky it's a Sunday and I basically annihilated everything this week it's going to be intense it's going to be short but you're going to feel some pain okay okay no pain no gain there's no way I'm getting that many don't hurt yourself oh [ __ ] pretty solid that was impressive that's not easy to do by the way to do 135 standing overhead press that's like a very good indicator of strength how many reps you can do I've never done that three or four more than I thought you bro you pushed me let's go dude so about who you thr on yourself with ladies I'm coming ladies heing 95% male audience 5% and that 5% all it takes is one it's good racio it's good ratio man it's great ratio that's a lot of women that's actually going up way smoother than I thought I'm hanging in there tell me what's really going on Drizzy back up in this thing I'm ready what's happening gone for you got to become super human yeah I'm about to become super human I can't be doing light I should be doing more than him after nothing ever changes so tonight is like tomorrow night I will have a model wife your [ __ ] is as hot as ice every time you see me I look likeit the holy [ __ ] wow this is yeah this is the hardest work I've done in the past four years okay so we're doing a race after this then hell yeah we putting money on this or what how much you got I'll put a g 1,000 bucks th000 yeah I'm done let's do it $1,000,000 bucks 60 M 60 M it's short be like got you I can remember my dad was an entrepreneur still owns a real estate company wow I grew up and I saw that my dad was an entrepreneur and he was kind of his own boss he had like 50 real estate agents and I was like oh if he can do it like I need to be a boss too right were your parents always supportive of the entrepreneur side of you they were always supportive I grew up wanting to be a pro basketball player I been went to a training academy for basketball called IMG I teammates in the NBA I've been on the court at the same time in a high school game with like five different NBA players at the same time I did not know this that's so so I was like Diehard basketball guy I would have given anything just to you know play in the NBA even potentially play in another country that didn't work out and I kind of went to Fitness okay and I got really serious into working out when I was like 2021 when I kind of gave up basketball got pretty ripped pretty quick it was so easy because I was used to practicing basketball 4 hours a day I was really good at shooting I was just I'm small for a basketball player I'm like 6 ft tall it's cool how the foundations of sports translate into setting you up for Success regardless of how deep or far you went into sports playing sports at a young age and like actually going after something and putting in a lot of time to it it translates into entrepreneurship I know so many entrepreneurs that started by their first ever dream being I want to play a professional sport when you grow a business you have teammates you have a team around you and you want to do good not only for yourself but you know for your team how hard was it for you to give up basketball I gave up hockey I never made it to the NHL it was devastating like I was really lost for a couple years in my early 20s it was probably one of the hardest things if not the hardest thing that I've ever gone through in my life and I always identified as an athlete and I'm like oh I'm not like an athlete or basketball player anymore and yeah it was it was really tough lost yeah it was it was hard for me too I think that's everything you know too so you look at life when it just stops all of a sudden and you're like what's the point of this anymore I thought this was my path I thought this was where everything was going you have to try and figure out how you're going to take what you've learned and move that into something [Music] else sprinting I would say is the most demanding thing you could do the average person who tries to Sprint at 100% speed will definitely get injured either in Achilles a hamstring strain a hip flexor strain so we're going to go through and get nice and loose from try and make sure I only get one of the those today not all I'm going to take out my secret weapon endorphin speeds definitely not sprinting shoes but probably not good to use brand new shoes on a first race but hey Austin georgees Toronto Canada 62 205 don't run much used to play hockey I'm hoping for the best going against the [ __ ] super humanum over here himself so we're going to see what happens yeah 6t 195 little bit of sprinting off and on little bit of athlete training feel pretty ready for this we hit a PR 21 mph the other week if he can outst start me he's got those long legs couple inches taller than me you never know here's the thing comment before this race who you think got it and then underneath that first comment comment if you got it right cuz I want to see how many people actually guess I don't even know th000 bucks this is oh man [Music] [Music] started brainstorming ways to spend ,000 about Midway through the race listen man CL from your perspective not close not close okay not going to lie man he was not that close but a for effort hey man listen part two's coming I'm going to train for 6 months we're going to come back here we're blast them we don't test for Peds out here so whatever you want to do hey man fa not I should have asked you that before no no in all honesty though that was good [ __ ] by him respect the [ __ ] out of sprinting cuz it looks easy and then you come out here and you look like beginner you can't even walk dude it's so embarrassing so just [ __ ] put yourself out there embarrass yourself do things that make you uncomfortable this guy's pushing me today and I feel unbelievable even though I'm failing I'm winning good [ __ ] let's go it wouldn't be the W way if we didn't uh take things to the next level and I know you're the super human but we set up little something to do uh super cars today another race [ __ ] that's a little intimidating well and I heard you also eventually want to buy a Lambo so we'll see if you're ready to ride it today we should almost do a double or nothing if I win like we're going to do laps so we're not going to race at the same time but whoever gets the fastest lap gets the money all right double or nothing I'm down to win 2K deal got 2K I'm back in this [ __ ] I'm back you gave up on me man you gave up on me promise not giving up man today we're coming home with the [Music] D what's up guys yeah we'll be uh making 2K here today holy [ __ ] bro these cars are insane $2,000 I'm nervous bro I see those cars whipping out there car is easy to drive cuz I haven't driven sck shift in like Shi all right everyone welcome to dream racing a $300 million facility Austin performante make sure you're good with seating position technology inside the vehicle we're going to switch over to the techn it's just like Mario carart from what I gathered in the video right uh no bumper cars though no bumper cars any questions Gentlemen let's go racing [Music] good luck Lu everything we got guys for w all right fastest lap wins I'm getting that 2K [Music] [Music] for my them song My Le black jeans on my means on I'm getting my scam on oh my God holy [ __ ] dude that thing was shredding that is scary scary fast we won though I know it at this point I gave it everything I got but it's time to see what Troy's got [Applause] she will show you second usually show the fastest lap time he the yellow number I'm nervous I'm still nervous I'm not even driving anymore I was still learning right guys five is when I did my stri is that a record here Sur on this course oh [ __ ] I I was so fast I couldn't even track it that's awesome this La one wasn't [Music] faster want me to oh 1 minute let's go let's go you gave up on me are you sure that was my accurate time my instructor kept on telling me to break hey man I'm going to call it a z00 I'll think of something else tomorrow to do triple or nothing triple or nothing how many people foot race an actual race on the same day too I had to secure a dub for the team I wasn't leaving without one before drop day but before I asked Troy to send that zel payment he let in on their drop and gave me some [Music] jams we already went live with VIP access and that was like the 22nd to the 24th so our best customers people who purchase 10 20 30 50 times they're loyal customers we want to give them early access to everything this is Phase One General access has kind of like different Peak moments we just announced organically on social media like hey our biggest sale of the year is live 8 years into the brand we have a lot of of historical data consumers typically will spend way more money on the day of Black Friday and Cyber Monday our biggest drop is on Black Friday the 25th this is a our muscle building pre-workout called superhuman Jack we're getting gems right now all you guys that are starting your businesses this is real gems from a business that's been in business for 78 years right so you have a big drw happening we're sitting here you have one laptop and yourself do you have a team like what does that look like I mean right now we have a full-time CE o which is Jordan the other co-founder and CMO so they're right now grinding I'm sure I'm filming this yeah so but of course we have media buyers and then who never gets talked about project managers we actually have three full-time project managers if I showed you our clickup and our slack like it is chaos if we did not have project managers [ __ ] would hit the fan real quick I mean it's a big team we're talking like 50 plus people so this is our Cyber Monday drop so this is big drop two on Cyber Monday we're doing the hot cocoa on Friday we're releasing superhuman jacked to not piss off customers cuz ultimately a lot of people purchase here a lot of people will purchase here before Black Friday it's free shipping do you have a specific customer or someone that's been like the one guy that you're like he always spends the most money or there is a few people who spent over $30,000 Lifetime and you think about supplements we're talking like a $50 to $60 product at most a lot of purchases that's crazy this guy must be jacked he's got to be oh super jacked I think he won Mr Olympia a couple years damn it's not SE sorry I think what would be cool now if you're cool with it is let's go see some of this product in store it's just because they've been moving faster once they found out we got it over here got so so the fre already sold up yeah majority of the parts yeah oh w m Hulk milk orange G what's this like you're showing us multiple multiple products she told us that shit's sold out how do you feel like maybe it's not cool anymore it is crazy it's like I used to come here in college all the time and I would buy pre-workout and I'd buy protein and like it was like these Legacy brands that were in here I honestly never thought that we'd be in here it wasn't even like never crossed my mind that I would have a supplement company we'd be in these stores and how surreal is it to see your own product in stores him seeing me in awe was almost a reminder that what he has accomplished is insane I don't even think he remembers how crazy this is sometimes and what's crazy is Troy's not done he's still making products and he let me in on some of their new products coming out soon oh that's really good damn that's pretty solid that is really good I had it 40 times he like it's not bad actually and honestly I'm definitely coping some of that [ __ ] when it drops that one's pretty good too but hey you know I couldn't leave without one last thing first of all dude thank you for having us this has been unbelievable like the info you're giving to different people the behind the scenes that no one's willing to show you're obviously very transparent didn't want to stop there we have a little surprise for you I don't even know what this is this is a legit surprise this I'm I'm actually nervous now by the way his [ __ ] will be in the description so if you guys want to learn more from him you want to get some more valuable gems all of it's down below maybe you want to be super human dude if you yeah we were put on we got you some represent one of my favorite Brands shout out represent amazing quality fabric I'm an extra medium so let's see uh this is legit as [ __ ] hell yeah dude we're in flannel season I'm going to New York City in two weeks baby of course dude of course I guess I'll go this another one oh [ __ ] already unboxed amazing it's uh it's actually custom this is the best alcohol for you the only alcohol that's not a depressant is tequila read closely we actually customized it for you no way yeah cheers to becoming superhuman dude that is badass dude you guys are the best you can't drink the best drink dude and the final one this will be used for for a big celebration just a laundry basket and it comes with three different gifts not the final one the final one's there but Jesus bad Ash Crystal no way dude that is amazing so it's a oh my God cigar that is so sick this is so sick no way the superum word Mark no [ __ ] way so when you guys drop superum or you do a big you know first sale this three amazing gift I cannot thank you guys enough amazing check out his W down below roll credits rains are falling on my head and just like the guy feet are too big for his bed

walk us through all these numbers in the last year we've done 45.7 million and bro wait wait pause this guy started his company from trash Starbucks internet and somehow is now making over $200 million with his company selling white powder with over a million followers across social media let's just say he's not your average entrepreneur but the road to success came with a few flat tires this is Troy and growing up his actual dream was to make it to the NBA sadly he never got there and one day he woke up at 27 dead broke and let's just say being 27 with no money gets no huz but I guess things change so we flew all the way to Vegas to see how far we can really push this guy cuz honestly I got to know how did this guy go from trying to be like LeBron to running a company making LeBron's salary what's good we're here in Las Vegas Nevada we're here with my man Troy what's going on he's got one of the coolest business I think I've seen we're going to do a day in the life with him talk business and just have some fun this is the most important room of the house this is where I practice my ping pong skills all right right so we need to get a game in it's just my wife and I had a bunch of cats so not really set up like a traditional family home like this is supposed to be the dining room like table area I just use this as like a whiteboard and take no yeah okay so I know you're definitely an entrepreneur if you got the white board oh yeah and then kind of like open living room I love to travel so I have a little board here of kind of like all the spots we've been in the world damn it just nice to see a little visual of like okay definitely need to hit up Africa need to hit up more of Europe here got a cross off where is Dubai know where Dubai is no it's like I thought it was in here damn most of us don't it's somewhere over here should one D me to the house honestly I love really private backyard areas wow so like you can be out here you can be tanning completely naked the neighbors can't see you not that I ever do that of course holy damn as you can see we're kind of like elevated above this neighborhood over here unbelievable a hot tub over here so this is a hot tub or a cold tub you said you did a cold tub okay we filled it with ice for a little cold punch challenge about a year ago but how much time do you spend out here like a lot yeah the problem with this area though in the summertime it'll be like 120° some days if it's too hot or too cold not a lot but I try to use it as much as I can you got to stay in the pool the whole time you can't even sit out here damn Nick was telling me that you uh might have some snake issues out here not right now it's not it's not super hot but in the summertime they come out there is oh [ __ ] yeah [ __ ] dude there was like a 6ot gopher snake that was just crossing right here one day 6ot yeah luckily we've never seen a rattlesnake out of here if I see a snake I'm hop in that fence Grill area don't really use too much but got some steaks going on the barbecue yeah damn this is fire it was super hard to find a house where you had privacy in your backyard like I found houses where maybe like the house was nicer but it's like the neighbors are just Eaves dropping on you so what do you do what you so about 7 and a half years ago I built a supplement brand back in 2017 the supplement industry I want to I don't want to say it was like shady but it was It was kind of shady and it was dominated by kind of like Legacy brands that have been around for 20 30 years myself and Jordan we connected we just saw an incredible opportunity to shake up the industry with better branding better formulas better products we just thought we could do it better than the competition to be honest so Essen we started you know I like to call it more of a fitness lifestyle company because we incorporate a lot of content a lot of motivation such we started a supplement Fitness company for a lot of entrepreneurs they start with a problem that they had themselves like they they deal with this issue and they're like I could solve this and then they do and they're like I need to do this for everyone is that how you started alpal Li so I had taken supplements since College I'll never forget this I think it was my sophomore year I'm sitting in class I had taken pre-workout went to the gym an hour and a half before and I had like a panic attack I was just sitting there and had so much anxiety and I never really experienced that I'm like what the hell is in this [ __ ] I just took right so I was always researching what ingredients actually would help me build muscle faster recover faster increase my workout intensity my workout endurance so I've always kind of been obsessed with just maximizing my own potential and supplements and different ingredients is a great way to do that so I've just like I was super curious from day one my wife by the way she's looking hey Austin great to meet you nice to meet you she's The Mastermind behind it all okay okay she keep she's the glue she's the glue silent genius yeah I love it my office I try to make it presentable nice for you I have like a bunch of random artwork and oh this is [Music] Si we dropped a limited edition pre-workout 34 months in a row and sold out every single one which I want to say was 38 okay so these are all pre-workouts this was volume one this is the first ever won and every single month we dropped a new limited edition flavor and branding wow we don't do it anymore we just kind of got burnt out of like we're on our 38th new flavor how many flavors exist in the world actually thousands of combinations but it's like I don't know at some point it gets a little tiring I totally get it breaking bad this is like alien we did like a Nintendo what does that look like from like a trademark standpoint obviously these are limited edition drops so these aren't like SKS that we're selling hundreds of thousands of units for they're also for example like Breaking Bad they don't compete in our category obviously we have like a legal team and we're a lot more buttoned up now than like you know when we're a startup what's interesting is the startup life you were kind of just shooting from the and hoping things go well and you don't have any lawyers no legal team you're just hoping no one comes after you what's that like you know going from startup to now having a whole team now it's all a process so like myself and Cordo one of my good friends he's also he's like our brand director what brainstorm will come up with names and ideas but it always has to go to operations IL legal okay so it's like yeah we might have these wacky ideas but then they run it through the trademark before we didn't have that process so the biggest difference is just like we have a process now we have you know a chief operations officer we have a lawyer I think what's interesting though is you being able to tell that because a lot of people want to get into these businesses but don't understand how many headaches behind the scenes there are of dealing with that kind of stuff having a team now does that slow you down though because I think what's cool about startups and what's cool about being maybe even a solo entrepreneur at the start is you can just fire you just have t you speed there's no one saying don't do this or don't do that yeah yeah I think from a product development standpoint it can slow you down a little bit because we used to just have an idea it would be on the market in like you know 6 8 weeks now there's more of what's the marketing strategy and like getting the retention department involved getting the acquisition Department involved getting the marketing department involved and now there's just a lot of people who have a say in different parts of product launches now and there's a lot more of a strategy cuz we're dealing with way more units now it's like our product drops now have to generate millions of dollars before we're just trying to sell a couple thousand units in like a month and we're having right right so right now there's a big talk right now internally of superum kind of becoming its own entity its own thing and the number two Pre-Workout in America in terms of volume and unit sold on Amazon last year can you give us the numbers I mean it's multiple eight figures of like sales and revenue you're competing with the big dogs right now you're up there for sure that's amazing we are 100% bootstrap we never had investor money it was just like my business partner is really good at running ads and I had a YouTube presence that kind of formed around the start of the brand right you were kind of one of these OG like influencer Brands if you will back before it was even a thing doting if you go on my YouTube channel from like 2018 I had a series called creating the perfect pre-workout and I was just like went to the lab I was trying the flavor samples and I was like yeah we just want to create the best pre-workout possible okay so you got the spinning watches here what the when I have a big business Milestone I like to commemorate it with a watch this is like my first legit watch I bought this is like the Hulk Rox Submariner this one was when we hit 100 million in lifetime sales wow this is my first watch so this one how much was that for you like 22,000 at the time wow okay this one right here is when we made the Inc 5000 fastest growing companies Wimbledon dayjust I like to call it the Roger feder that's so little two-tone Wimbledon this is our second Inc 5000 is just like a no one knows about this brand I like having watches that are unique every everyone knows Rolex of course so this is like a luxury Swiss kind of dive brand and I just love the turquoise blue D the turquoise so sick so this one is celebrating a $50 million valuation for my company we had a recent Equity transaction that secured that valuation and got myself this bad boy to celebrate so all this operating watch brand in the world they've operated every year since 1765 holy like have not missed one year of operation 1765 this brand is in my opinion way above like Rolex just how badass the box is this is you got to catch it in the light though you might have to go outside to catch it there's almost like this like bluish purplish hu to I kind of see it yeah wow these are are sick so this is the 100,000 order the million order this was like franchise partner of the year at GNC 2022 the super games I love to chat on this I won the first ever superhuman games it was just myself and a bunch of Fitness influencers that were signed to elf line so the Superhuman games is like the ultimate battle of human performance so if you look at like CrossFit and there's endurance events but there's no event that's just like okay who's the best athlete who can run the fastest jump the highest kind of like an event that combines different forms of athleticism I think this is a perfect time to say that we're going to race we Racing for sure we're racing today and you won that I feel like it's might be a bit rigged bro I don't know the the founder like the founder wins the belt like I don't know if that makes sense I think one of the things that I'm most excited about with superum we want to associate superum with like NBA NFL MLB so we're actually already in some preliminary talks to you know maybe be the official energy drink partner of a big NFL team or NBA team MLB team so that's awesome I think that'll be the in a couple days here they're starting a tiered drop there's a lot of strategy that goes into it and we've kind of done something similar but three new product drops throughout the Black Friday events for the drop what what are you guys expecting in terms of sales I think the whole event our kpi here is about 2 and 1.2 million wow okay do you hear that number and go like what the [ __ ] do or are you at this point like sure cuz I mean year one we did like a couple hundred thousand of sales the entire year is that like put stress on you too on the back end are you like [ __ ] that's a lot of money like not really because like we have such a strong team my business partner Jordan he's a CEO he's so solid on the financial side of the business with the cash flow and financial forecasting with the operation I just think we have Team ultimately I've always been more of a creative I'm involved with the content the product development The Branding if you're a creative person and you want to actually build something you better partner with someone who is a [ __ ] Savage in operations and finance and data ultimately the two people need each other to build an Empire you got a dashboard open up Shopify here walk us through all these numbers yeah so I mean in the last year we've done 45 .7 million and fro wait wait pause talk about that it is pretty crazy to think about do you hear that and you're just like yeah 45 and you're like okay so anyway I'm over here that's only part of the revenue of the company though because like the way the everything starts online all the other revenue streams are possible because we have online awareness so this is through ads this is through influencers this is through organic social media so is this including Amazon's revenue no that's not including Amazon okay so Amazon's not as big as this number but like honestly it could get pretty close to it next year and then the retail side of things so we're in every GNC we're in every vitamin shop and we're in thousands of mom and pop stores across the country what are traditional margins is that kind of the space that everyone else is in well that's just like the overall business is kind of like net profit I would say on average let's say you sell a supplement for $50 might cost you anywhere from 8 to 20 range it really depends there's so many variables like protein has the lowest margins we do not make much money off protein at all wow it's a fine line between trying to make the best quality product but then having enough margin where you can be a healthy business like we're right kind of at that you know playing that balancing so he's going to refresh the page just so everyone sees that this is correct here we go this is insane dude I can't even believe that number was it 4,725 yep bang on damn bro and that's in the last year do you work out in here often or do you usually hit the gym I like going to like public gyms but I do some sometimes if I'm short on time which I have been this month cuz we've just been crazy busy like I have this setup as like the perfect incline so I can get an amazing I literally do like I did eight sets of this as my chest workout the workout took me 20 minutes and I did some like box jumps I have everything I need I do a lot of athlete training yeah curl right here this like the harness I even oh I tried this sh you you don't want to try this before we Sprint you [Music] might so we're about to hit a workout apparently we're going to test my fitness here about to be super human after this you're lucky it's a Sunday and I basically annihilated everything this week it's going to be intense it's going to be short but you're going to feel some pain okay okay no pain no gain there's no way I'm getting that many don't hurt yourself oh [ __ ] pretty solid that was impressive that's not easy to do by the way to do 135 standing overhead press that's like a very good indicator of strength how many reps you can do I've never done that three or four more than I thought you bro you pushed me let's go dude so about who you thr on yourself with ladies I'm coming ladies heing 95% male audience 5% and that 5% all it takes is one it's good racio it's good ratio man it's great ratio that's a lot of women that's actually going up way smoother than I thought I'm hanging in there tell me what's really going on Drizzy back up in this thing I'm ready what's happening gone for you got to become super human yeah I'm about to become super human I can't be doing light I should be doing more than him after nothing ever changes so tonight is like tomorrow night I will have a model wife your [ __ ] is as hot as ice every time you see me I look likeit the holy [ __ ] wow this is yeah this is the hardest work I've done in the past four years okay so we're doing a race after this then hell yeah we putting money on this or what how much you got I'll put a g 1,000 bucks th000 yeah I'm done let's do it $1,000,000 bucks 60 M 60 M it's short be like got you I can remember my dad was an entrepreneur still owns a real estate company wow I grew up and I saw that my dad was an entrepreneur and he was kind of his own boss he had like 50 real estate agents and I was like oh if he can do it like I need to be a boss too right were your parents always supportive of the entrepreneur side of you they were always supportive I grew up wanting to be a pro basketball player I been went to a training academy for basketball called IMG I teammates in the NBA I've been on the court at the same time in a high school game with like five different NBA players at the same time I did not know this that's so so I was like Diehard basketball guy I would have given anything just to you know play in the NBA even potentially play in another country that didn't work out and I kind of went to Fitness okay and I got really serious into working out when I was like 2021 when I kind of gave up basketball got pretty ripped pretty quick it was so easy because I was used to practicing basketball 4 hours a day I was really good at shooting I was just I'm small for a basketball player I'm like 6 ft tall it's cool how the foundations of sports translate into setting you up for Success regardless of how deep or far you went into sports playing sports at a young age and like actually going after something and putting in a lot of time to it it translates into entrepreneurship I know so many entrepreneurs that started by their first ever dream being I want to play a professional sport when you grow a business you have teammates you have a team around you and you want to do good not only for yourself but you know for your team how hard was it for you to give up basketball I gave up hockey I never made it to the NHL it was devastating like I was really lost for a couple years in my early 20s it was probably one of the hardest things if not the hardest thing that I've ever gone through in my life and I always identified as an athlete and I'm like oh I'm not like an athlete or basketball player anymore and yeah it was it was really tough lost yeah it was it was hard for me too I think that's everything you know too so you look at life when it just stops all of a sudden and you're like what's the point of this anymore I thought this was my path I thought this was where everything was going you have to try and figure out how you're going to take what you've learned and move that into something [Music] else sprinting I would say is the most demanding thing you could do the average person who tries to Sprint at 100% speed will definitely get injured either in Achilles a hamstring strain a hip flexor strain so we're going to go through and get nice and loose from try and make sure I only get one of the those today not all I'm going to take out my secret weapon endorphin speeds definitely not sprinting shoes but probably not good to use brand new shoes on a first race but hey Austin georgees Toronto Canada 62 205 don't run much used to play hockey I'm hoping for the best going against the [ __ ] super humanum over here himself so we're going to see what happens yeah 6t 195 little bit of sprinting off and on little bit of athlete training feel pretty ready for this we hit a PR 21 mph the other week if he can outst start me he's got those long legs couple inches taller than me you never know here's the thing comment before this race who you think got it and then underneath that first comment comment if you got it right cuz I want to see how many people actually guess I don't even know th000 bucks this is oh man [Music] [Music] started brainstorming ways to spend ,000 about Midway through the race listen man CL from your perspective not close not close okay not going to lie man he was not that close but a for effort hey man listen part two's coming I'm going to train for 6 months we're going to come back here we're blast them we don't test for Peds out here so whatever you want to do hey man fa not I should have asked you that before no no in all honesty though that was good [ __ ] by him respect the [ __ ] out of sprinting cuz it looks easy and then you come out here and you look like beginner you can't even walk dude it's so embarrassing so just [ __ ] put yourself out there embarrass yourself do things that make you uncomfortable this guy's pushing me today and I feel unbelievable even though I'm failing I'm winning good [ __ ] let's go it wouldn't be the W way if we didn't uh take things to the next level and I know you're the super human but we set up little something to do uh super cars today another race [ __ ] that's a little intimidating well and I heard you also eventually want to buy a Lambo so we'll see if you're ready to ride it today we should almost do a double or nothing if I win like we're going to do laps so we're not going to race at the same time but whoever gets the fastest lap gets the money all right double or nothing I'm down to win 2K deal got 2K I'm back in this [ __ ] I'm back you gave up on me man you gave up on me promise not giving up man today we're coming home with the [Music] D what's up guys yeah we'll be uh making 2K here today holy [ __ ] bro these cars are insane $2,000 I'm nervous bro I see those cars whipping out there car is easy to drive cuz I haven't driven sck shift in like Shi all right everyone welcome to dream racing a $300 million facility Austin performante make sure you're good with seating position technology inside the vehicle we're going to switch over to the techn it's just like Mario carart from what I gathered in the video right uh no bumper cars though no bumper cars any questions Gentlemen let's go racing [Music] good luck Lu everything we got guys for w all right fastest lap wins I'm getting that 2K [Music] [Music] for my them song My Le black jeans on my means on I'm getting my scam on oh my God holy [ __ ] dude that thing was shredding that is scary scary fast we won though I know it at this point I gave it everything I got but it's time to see what Troy's got [Applause] she will show you second usually show the fastest lap time he the yellow number I'm nervous I'm still nervous I'm not even driving anymore I was still learning right guys five is when I did my stri is that a record here Sur on this course oh [ __ ] I I was so fast I couldn't even track it that's awesome this La one wasn't [Music] faster want me to oh 1 minute let's go let's go you gave up on me are you sure that was my accurate time my instructor kept on telling me to break hey man I'm going to call it a z00 I'll think of something else tomorrow to do triple or nothing triple or nothing how many people foot race an actual race on the same day too I had to secure a dub for the team I wasn't leaving without one before drop day but before I asked Troy to send that zel payment he let in on their drop and gave me some [Music] jams we already went live with VIP access and that was like the 22nd to the 24th so our best customers people who purchase 10 20 30 50 times they're loyal customers we want to give them early access to everything this is Phase One General access has kind of like different Peak moments we just announced organically on social media like hey our biggest sale of the year is live 8 years into the brand we have a lot of of historical data consumers typically will spend way more money on the day of Black Friday and Cyber Monday our biggest drop is on Black Friday the 25th this is a our muscle building pre-workout called superhuman Jack we're getting gems right now all you guys that are starting your businesses this is real gems from a business that's been in business for 78 years right so you have a big drw happening we're sitting here you have one laptop and yourself do you have a team like what does that look like I mean right now we have a full-time CE o which is Jordan the other co-founder and CMO so they're right now grinding I'm sure I'm filming this yeah so but of course we have media buyers and then who never gets talked about project managers we actually have three full-time project managers if I showed you our clickup and our slack like it is chaos if we did not have project managers [ __ ] would hit the fan real quick I mean it's a big team we're talking like 50 plus people so this is our Cyber Monday drop so this is big drop two on Cyber Monday we're doing the hot cocoa on Friday we're releasing superhuman jacked to not piss off customers cuz ultimately a lot of people purchase here a lot of people will purchase here before Black Friday it's free shipping do you have a specific customer or someone that's been like the one guy that you're like he always spends the most money or there is a few people who spent over $30,000 Lifetime and you think about supplements we're talking like a $50 to $60 product at most a lot of purchases that's crazy this guy must be jacked he's got to be oh super jacked I think he won Mr Olympia a couple years damn it's not SE sorry I think what would be cool now if you're cool with it is let's go see some of this product in store it's just because they've been moving faster once they found out we got it over here got so so the fre already sold up yeah majority of the parts yeah oh w m Hulk milk orange G what's this like you're showing us multiple multiple products she told us that shit's sold out how do you feel like maybe it's not cool anymore it is crazy it's like I used to come here in college all the time and I would buy pre-workout and I'd buy protein and like it was like these Legacy brands that were in here I honestly never thought that we'd be in here it wasn't even like never crossed my mind that I would have a supplement company we'd be in these stores and how surreal is it to see your own product in stores him seeing me in awe was almost a reminder that what he has accomplished is insane I don't even think he remembers how crazy this is sometimes and what's crazy is Troy's not done he's still making products and he let me in on some of their new products coming out soon oh that's really good damn that's pretty solid that is really good I had it 40 times he like it's not bad actually and honestly I'm definitely coping some of that [ __ ] when it drops that one's pretty good too but hey you know I couldn't leave without one last thing first of all dude thank you for having us this has been unbelievable like the info you're giving to different people the behind the scenes that no one's willing to show you're obviously very transparent didn't want to stop there we have a little surprise for you I don't even know what this is this is a legit surprise this I'm I'm actually nervous now by the way his [ __ ] will be in the description so if you guys want to learn more from him you want to get some more valuable gems all of it's down below maybe you want to be super human dude if you yeah we were put on we got you some represent one of my favorite Brands shout out represent amazing quality fabric I'm an extra medium so let's see uh this is legit as [ __ ] hell yeah dude we're in flannel season I'm going to New York City in two weeks baby of course dude of course I guess I'll go this another one oh [ __ ] already unboxed amazing it's uh it's actually custom this is the best alcohol for you the only alcohol that's not a depressant is tequila read closely we actually customized it for you no way yeah cheers to becoming superhuman dude that is badass dude you guys are the best you can't drink the best drink dude and the final one this will be used for for a big celebration just a laundry basket and it comes with three different gifts not the final one the final one's there but Jesus bad Ash Crystal no way dude that is amazing so it's a oh my God cigar that is so sick this is so sick no way the superum word Mark no [ __ ] way so when you guys drop superum or you do a big you know first sale this three amazing gift I cannot thank you guys enough amazing check out his W down below roll credits rains are falling on my head and just like the guy feet are too big for his bed

Transcript for:Troy's Journey: From Athlete to Entrepreneur

Transcript for:
Troy's Journey: From Athlete to Entrepreneur