Published by James Schwyn and Sean Lee
BrandBusters is a weekly 20-30-minute podcast where we shoot it to you straight on all things CPG, eCommerce, and wellness!
Listen on Apple Podcasts42 min
In Episode 28, James and Sean sit down with Aidan Morris and Matt Wilson, Co-Founders of Orion Supplements — the Gen Z-driven, flavor-first protein powder brand shaking up the health and wellness aisle. In this episode, we cover: -Starting Orion in a college entrepreneurship class with $5,000 and a kitchen full of cocoa and PB Fit -Bootstrapping production with midnight shifts in a Cincinnati commercial kitchen and zero experience in supplement formulation -Building a community-powered brand by selling face-to-face in gyms and hitting the road in the now-legendary Orion RV (sleeping behind gyms included) -Designing packaging with personality — from “Life’s too short to drink chalk” to gorilla milk mixing instructions and scoops that actually sit on top -Using real ingredients (like actual cinnamon and Oreos) to beat the chalky, artificial competition and still win on taste -Scaling with minimal SKUs and learning that sometimes, three great flavors are better than thirty mediocre ones -Embracing Gen Z energy and grassroots hustle to grow Orion without relying on the Facebook ad gold rush of the 2010s Aidan and Matt deliver a crash course in scrappy entrepreneurship, authentic brand-building, and why creating superfans beats chasing viral views. If you haven’t tried Orion yet, check out orionsupplements.com or find them at your local gym — just follow the good vibes.
43 min
In Episode 27, James and Sean sit down with James Pidhurney, Co-Founder of Chalkless, the patented grip enhancement brand shaking up sports, fitness, and even military training. In this episode, we cover: -Landing a double deal on Shark Tank with Mr. Wonderful and Rohan Oza (and what came after) -Building Chalkless from scratch by starting with driveway experiments and Gold Bond bottle hacks during the pandemic -Engineering the brand’s trade show booth experiences to maximize engagement, data, and sales -Surprising customer use cases — from pole fitness to pipe fitting to equestrian riders blocking horse sweat mid-gallop (yes, really) -Collecting data that proves Chalkless improves grip torque by ~65%, and how that opens doors to new industries -Navigating content, influencers, and a marketing strategy for a product that resonates with everyone from CrossFitters to coders James brings a fascinating look at creating a product people didn’t know they needed — and how to get it in their hands. Listen, re-listen, and if you haven’t tried Chalkless yet, find them on Amazon, at chalklessgrip.com, or at your next fitness or tactical event.
41 min
In Episode 26 of BrandBusters, James and Sean sit down with Mike Rosinus and Julia Botsford, the father-daughter duo behind GoHydrate, the clean hydration brand redefining what’s in your water. With Mike’s background in private equity and Julia’s 15+ years in big CPG at Kraft Heinz and Mars Food, they’ve turned a family hobby into a fast-growing DTC brand that’s competing in one of the most crowded categories in CPG. In this episode, we dive into: -The decade-long journey of GoHydrate—from Wall Street to wellness—and how a pivot away from creatine led to a rebrand and product overhaul -Why GoHydrate ditched traditional retail for a DTC-first model, and how they built a tight tech stack to support subscriptions, CRM, and rapid innovation -Julia’s lessons from big CPG and what she had to unlearn to thrive in the startup world -Building a high-performing influencer strategy: how they scaled up, what failed, and the ROI-driven toolkit that sets top creators apart -The GoHydrate formula advantage—great taste, zero junk, and five essential electrolytes with vitamin D—and why low sodium is a brand differentiator -Fail fast, but not reckless: how Mike and Julia evaluate channels like Meta, Amazon, and TikTok (spoiler: not all hyped platforms pay off) -The dynamics of working as a family team, including how trust, ownership, and hard-earned lessons shape their decision-making every day Mike and Julia bring sharp insight, vulnerability, and no-BS advice on what it takes to scale a bootstrapped wellness brand in today’s noisy market. If you’re navigating the DTC game, influencer marketing, or thinking about a CPG pivot, this episode’s packed with valuable takeaways. Follow GoHydrate on social and check out their clean hydration line at gohydrate.com. Don’t forget to subscribe to BrandBusters on YouTube, LinkedIn, X, or wherever you get your podcasts!
45 min
In Episode 25 of BrandBusters, James and Sean sit down with Dylan Menter, founder of Bear Balanced, the world’s first creatine gummy brand. A Marine Corps veteran, SpaceX alum, and host of the How to Entrepreneur podcast, Dylan has built Bear Balanced into a category-defining brand in the booming sports supplement space. In this episode, we dive into: -The surprising origin story of Bear Balanced and how a gym mishap led to an industry-first innovation -Why gummies have become a dominant format in supplements and how they compare to traditional powders in bioavailability and effectiveness -The biggest challenges in launching a novel CPG product, from IP protection to manufacturing hurdles -The role of Meta and Amazon in Bear Balanced’s explosive growth, including key insights on digital advertising and demand generation -Lessons learned from navigating TikTok Shop, influencer marketing, and finding the right content strategy for high-performing ads -Dylan’s "oh sht"* moment—how a $100K manufacturing disaster nearly sank the brand and the critical lessons learned in vetting suppliers Dylan brings raw, unfiltered insights into what it takes to build a successful DTC brand, scale through paid media, and survive the ups and downs of entrepreneurship. If you're growing a CPG brand or thinking about launching one, this is a must-listen! Follow Dylan on LinkedIn and Twitter for more insights, and don’t forget to subscribe to BrandBusters on YouTube, LinkedIn, X, or wherever you get your podcasts!
45 min
In Episode 24 of BrandBusters, James and Sean sit down with Martin Forde, a retail CPG sales expert whose career spans from PepsiCo to Dr. Squatch. Now running his own company, Martin helps brands craft winning retail strategies. In this episode, we dive into: -Why Martin chose to double down on retail sales over the popular DTC and Amazon-first approach -Key considerations for brands moving from digital-first to brick-and-mortar, including retail readiness, pricing strategies, and retailer selection -How DTC data can be leveraged to build a smart retail expansion plan -The role of omnichannel strategies and the evolving synergy between digital and retail distribution -The importance of execution at retail, including merchandising, marketing, and managing in-store compliance -Lessons from the Dr. Squatch Walmart launch and navigating the challenges of retail pricing, Amazon competition, and trade promotions Martin shares invaluable insights on retail expansion, retail media, and navigating the complexities of scaling in stores. If you're a CPG brand thinking about going into retail or looking to optimize your strategy, this is a must-listen! Follow Martin on LinkedIn for more retail strategy insights, and don't forget to subscribe to BrandBusters on YouTube, LinkedIn, X, or wherever you get your podcasts!
40 min
In Episode 23, James and Sean chat with Daniel Schindler, Founder and CEO of the hydration brand, Buoy, covering: -Differentiating within the saturated hydration category -Prioritizing "convenience and clean" in product development -Growing a DTC brand efficiently versus "at all costs" -Managing investors and communication cadence -Leveraging celebrities such as Chris Paul to endorse the brand vs. tapping into the medical community as brand ambassadors Daniel (and his new pup) offer a great perspective for brands that are operating lean and agile and show growth can start slowly and then scale suddenly.
43 min
In Episode 22 (and our first of 2025), James and Sean chat with Ryan Chen, Co-Founder of Neuro, the Leading Functional Gum and Mint Brand. In this episode, we cover: -Starting a company with your best friend -Orienting innovation behind the brand's identify -Receiving and declining not one but TWO offers on Shark Tank to preserve the company's valuation and how the experience opened retail doors afterward -Expanding from digital-first to over 10,000 stores and how to determine which retailers are the right fit for your brand -Cultivating authentic relationships with celebrities like Apolo Ohno, Steve Aioki, and Young the Giant to support your brand Ryan shares a ton of practical advice for brands of all stages. Listen, re-listen, and share it with friends. If you haven't given Neuro a try, make sure to check them out on Amazon, TikTok Shop, or neurogum.com .
46 min
In Episode 21, James and Sean "Keep it Reel" with David VanHimbergen, CEO of Reel Paper, covering topics such as: -Transitioning from CPG behemoth Procter & Gamble to leading a challenger brand in the consumer goods space -The innovation process within leading brands Crest and Tide -Navigating retailer expansion, including selection, to # of stores, geos, products, and shelf placement and presence -Differences in consumer purchasing behavior between DTC and brick-and-mortar -Bucking the trend of sustainable brands, winning on product performance and pricing -Moving a category from commodity to care This episode is a treasure trove for brands competing in the sustainable space and for listeners considering a career leap out of big CPG.
52 min
In Episode 20, James and Sean unpack the world of supplements with Nik Hall, Founder & CEO of Vita Five & REViVE Marketing Partners, covering: -Which supplements are here to stay and what's cyclical -Product category selection and outflanking big incumbents -Appealing to the 5 senses of prospective consumers -The economics of customer acquisition on Amazon -How to navigate (and survive) the process of being acquired Having been both brand and agency side, Nik brings a POV you won't want to miss.
48 min
In Episode 19, James and Sean dive in with Maggie Malek, CEO of Cripsin, the OG Full Service Media & Creative Digital Marketing Agency behind THE Burger King, introducing Mini Cooper to the U.S., and the group that took on Big Tobacco. We dive into: -her career spanning the military, journalism, tech startups, to rising to the top of an agency -adopting an intrapreneurial mindset to rise through the ranks -navigating M&A and how to lead your team and clients -how emerging brands should approach selecting an agency -retail media being the next frontier of growth for brands Maggie's energy is magnetic and her story of rising through the ranks to one of the most storied agencies is inspiring.
38 min
In Episode 18, James and Sean sit down with Matt Mullenax, Co-Founder & CEO of Huron, a fast-growing men’s care brand offering products with high-quality ingredients and captivating scents. We cover: -Matt’s career path, from investment banking to Bonobos, and how his journey led him to launch Huron -The challenges of launching a DTC (direct-to-consumer) men’s personal care brand -The importance of customer-first thinking and how Huron emphasizes consumer feedback in product development -The impact of scent on the men’s care market and why it’s a key differentiator for Huron -Navigating the world of fundraising, including the value of having investors with domain expertise -Key lessons Matt learned along the way, from formulating products to scaling a brand across multiple channels like Amazon and DTC Matt’s passion for his brand and deep understanding of the men’s personal care space shine through in this insightful conversation.
50 min
In Episode 17, James and Sean talk shop with Brooks Powell, Founder & CEO of the #1 alcohol-related health & wellness product, Cheers. We cover: -Launching health & wellness products that are early in their clinical evidence life cycle -The science behind the product, why it works, and what the average alcohol consumer gets wrong biologically -The value of building "in the open" and how a founder-led content marketing strategy can unlock retail distribution -Chronicling his experience from Shark Tank from application to vetting to pitching before the Sharks and how it created a sales surge -The power of manifesting your goals and building a company culture around that Brooks packs a punch with his genuine disposition and deep knowledge of his brand and the science behind it.
50 min
In Episode 16, James and Sean flip the script and James interviews Sean about founding the Zevo brand and his time in the P&G Ventures studio. Sean is the co-founder and President of Cincy Brands (a CPG operating company), Co-host of BrandBusters, and Co-Founder of the Zevo Brand. Sean spent a decade at Procter & Gamble in Brand Management - leading brands like Iams pet food and Old Spice deodorant. He was the former CMO of Amify (sold to Cart.com ). Sean has worked as an executive for private equity and venture capital-backed CPG and eCommerce businesses. In this episode, we discuss: 1. The leap from leading established brands like Old Spice at Procter & Gamble to founding the Zevo brand within P&G Ventures. 2. How Sean identified the insect control category as ripe for disruption and the challenges of launching a brand within a large, risk-averse corporation. 3. The importance of consumer education and feedback, and how early product hurdles were overcome to build a successful brand. 4. Zevo’s strategic retail launch, starting with an exclusive partnership with Home Depot, and expanding to Target and Walmart by aligning distribution with brand awareness. 5. Key lessons on the entrepreneurial mindset needed to succeed in a big company, the value of mentorship, and staying curious in the face of challenges. Sean shares invaluable insights on navigating corporate innovation, offering practical advice for anyone looking to launch a new brand, especially within a large organization.
47 min
In Episode 15, James and Sean dive deep with Dr. Steven Goudy, the founder of the innovative babycare brand, Dr. Noze Best, and Director of Pediatric Otolaryngology (ENT) and Vice Chairman of Research of Otolaryngology at Emory University School of Medicine. We discuss: -The journey from being a world-renowned pediatric otolaryngologist (ENT) to founding a CPG brand centered on improving upper respiratory health in children. -How personal experiences with his own children and patients sparked the key insight to create a hospital-grade nasal suction device. -The importance of listening to repeated consumer needs and transforming those insights into actionable product solutions. -The challenges and learning curve of entering the ecommerce space without a traditional business background. -How he built a board of advisers and hired an external CEO to make the company successful. -Leveraging TikTok and other social platforms for educational content, building brand authenticity, and engaging with parents. -The critical role of mentorship, the psychological resilience needed in entrepreneurship, and the value of systems like the Entrepreneurial Operating System (EOS). -The unique difficulties in fundraising for a child-focused CPG brand and the importance of finding the right investors aligned with your mission. -How Dr. Noze Best is expanding beyond online sales into brick-and-mortar distribution while maintaining its commitment to content and education-first marketing. Dr. Goudy shares invaluable insights on balancing a demanding medical career with entrepreneurship, offering practical advice for anyone looking to start a brand, especially in the challenging CPG sector.
46 min
In Episode 14, James and Sean talk shop with Cody Griffin, Head of Marketing at the emerging supplements brand, First Day, former VP of Marketing at Dr. Squatch, and Management Consultant at Bain. We discuss: -How management consulting is comparable to a residency in running a business and the most successful DTC and startups have smart people AND a bias for action -Understanding why you were hired (and trusting that) while demonstrating the skills you have that they don't know about -Being ruthless about your brand's growth levers, especially first purchase AOV, to improve first purchase payback along with repeat purchase rate, especially one to two, to preserve unit economics -Cutting through the noise by remaining true to your brand voice and with mediums like direct mail with consideration to key trigger points -How First Day starts with educating consumers first and is solving the rising issue of Hidden Hunger -Brands that Cody is bullish about (shout out to Neuro Gum and Nguyen Coffee) -Misogi and the importance of committing to one challenge/year where your likelihood to fail is 50% or more Cody is well-versed in knowledge and provides actionable insights whether you're a mature 9-10-figure brand or emerging and on the cusp of crossing 7 figures.
28 min
In Episode 13, James and Sean discuss: 1. The artist's meteoric grassroots rise...and Sean's infatuation 2. NFL greenlights minority ownership stakes in teams from private equity firms 3. Amazon draws blood in the battle against Temu 4. Don't call it a comeback...how sonic logos are resonating with consumers
48 min
In Episode 12, James and Sean have an engaging conversation with Rachel Peters and Brady DeLong. Rachel is the Founder and CEO of Clean Age, a personal care brand designed for teenagers with a strong presence in major retailers like Target and Walmart. With over 15 years of experience in CPG branding, Rachel shares her journey from inspiration to execution. Brady, the VP of Sales and Operations, brings a diverse background in natural CPG and culinary worlds, adding valuable insights to the conversation. We discuss: -How Rachel's background and family life inspired the creation of Clean Age -The role of a venture studio in launching and scaling a CPG brand like Clean Age -The challenges and strategies of a retail-first approach, especially in securing major retailers without a direct-to-consumer (DTC) foundation -The importance of gender-neutral products and sustainability in appealing to Gen Z and Gen Alpha consumers -Insights into Clean Age's product roadmap and the importance of scent and body spray extensions -Navigating the complexities of retail logistics and maintaining strong relationships with buyers -How their launch at Walmart almost turned into a disaster based on the wrong case and pallet labels for the inventory. -How personal routines and work-life balance contribute to entrepreneurial success Rachel and Brady provide valuable insights into the unique dynamics of the teen personal care market and share their experiences and strategies for building a successful brand. We hope you enjoy this episode and find their journey as inspiring as we did!
43 min
In Episode 11, James and Sean have a vibrant discussion with Will Nitze. Will is the Founder and CEO of IQBAR, a company that produces plant-based nutritional protein bars, hydration mixes, and instant coffee that boost brain and body performance. Before IQBAR, Will was a Sales and Marketing Manager for Wood Mackenzie, a global insight business for renewables, energy, and natural resources. He's a Harvard Grad and Host of the Eating Glass podcast. We discuss: -How Will got into CPG (and his first retail launch into the drug channel) -The power of boredom avoidance and getting comfortable with pain in business -How to position a brand to last by riding trends and not tying yourself to them too closely -Food industry trends and our own nutrition philosophy -Where IQBAR is getting the best return in their digital marketing channels and thoughts on emerging channels We learned a ton from Will and hope you get a lot of value out of the conversation!
30 min
In Episode 10, James and Sean discuss: 1. Walmart launching its first private label brand in 20 years 2. Major streamers to seek to boost consumer engagement via Pause Ads 3. How Buc-ee's, an American road trip icon, built a revered brand identity
15 min
In Episode 9, James and Sean discuss: 1. Uber Eats' new short-form video product to help drive restaurant discovery 2. The (potential) Tik Tok ban in the US and what it means 3. Amazon's record ad revenue quarter on the back of by Prime Video