BrandBusters CPG and eCommerce Podcast

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 2010sAidan 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.

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 codersJames 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.

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 dayMike 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!

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 suppliersDylan 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!

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 promotionsMartin 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!

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.

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 brandRyan 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.

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.

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 acquiredHaving been both brand and agency side, Nik brings a POV you won't want to miss. 

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.