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LinkedIn is pretty great at a lot of things, like helping you tap into the latest trends
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and insights in your field.
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We cannot stop your co-worker from tapping her pencil.
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LinkedIn can help you find new jobs that align with your career goals.
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LinkedIn is the network that works for you.
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This is Undaunted Life, a man's podcast.
0:53
I'm your host Kyle Thompson.
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Let's get into it.
0:56
Our guy who got a special guest on the podcast today, his name is Brian Littlefield.
1:00
So he is the co-founder of Jocko Fuel.
1:02
He's actually still serving there as the chief product officer.
1:05
And he's also a BJJ blackbell.
1:07
You basically can't work at Jocko Fuel or Origin unless you're a blackbell in Jiu-Jitsu
1:10
apparently.
1:11
But the cool thing about him is he's got a very, very long story of how he got into the
1:16
current role that he's in.
1:17
He didn't just get there because he's a good business guy or a good sales guy or a good
1:20
marketing guy.
1:21
This is a guy that's been tinkering with nutrition and supplementation for a very, very
1:25
long time.
1:26
And so in this particular interview, we go into how a childhood diagnosis of cancer for
1:30
his brother, how that kind of led him down this path of trying to figure out different
1:34
ways that you can supplement and diet, maybe kind of like an anti-cancer type diet type
1:38
of a thing, why he got interested in studying these things, but also studying the business
1:43
of that, how he lost over 100 pounds of himself personally.
1:46
And in addition to that, when he started doing Jiu-Jitsu, he started working and compounding
1:50
and doing some different things, creating his own supplements and kind of testing it
1:53
on himself.
1:54
He was like his own lab rat and the guys that he rolled with were his lab rats as well.
1:57
But we get into the original Jocko Fuel, which was called Origin Labs.
2:03
And then they met Jocko.
2:04
He became a partner in Origin and then they created the Jocko Fuel brand.
2:08
And then when we get into the discussion about Jocko Fuel, we're talking about, okay, how
2:12
are you guys clean?
2:13
Because a lot of people say that they're clean and then you look at the ingredients and you're
2:16
like, this doesn't seem very clean.
2:17
And so for them, why clean ingredients?
2:19
Why not just go with cheaper ingredients that you can just make bigger margins on?
2:24
But we talk about what are some of the risks people take when they just buy supplements
2:28
that they're not sure of what's in them?
2:30
What makes the energy drink clean?
2:31
What makes the new Tropic their new Jocko brain power new Tropic?
2:35
Like, what does that even mean?
2:36
Like, a lot of people hear Joe Rogan or someone say new Tropic and they're like, okay, I guess
2:40
this is a good thing.
2:41
We also talk about their forthcoming hydration drink, which is an amazing thing.
2:44
We talk about future products.
2:46
And then at the very, very end, I pitch him on a flavor, okay?
2:50
A flavor for the future Jocko Fuel brand.
2:53
And so that was pretty interesting.
2:54
And then we talk about certain supplements like, hey, if you don't have all the money
2:57
in the world, like what are some supplements that every guy should be taking?
2:59
So if you're an active guy, you know, you, you run or you do Jiu Jitsu or you do CrossFit
3:04
or you're just naturally active or you're choosing to be active, what are those things
3:08
that just at a bare minimum you need to take?
3:10
And so we spend a lot of time talking about all those different things.
3:12
I really enjoyed my time with them.
3:14
So guys, without further ado, let's get into it.
3:17
Brian Littlefield, welcome, don't to life of man's podcast.
3:20
Thanks for having me on.
3:24
With all you Jocko Fuel and Origin guys, you're always hanging out in Maine talking about
3:27
how much snow you're shoveling and all that.
3:29
But I don't know if palm trees are native to Maine, but it doesn't look like you're actually
3:34
in Maine right now.
3:35
What's the deal?
3:36
Are you mad at those guys?
3:38
No, not mad.
3:39
I think they might be a little bit jealous of me though, enjoying the beautiful Florida
3:45
winter.
3:46
It's not winter anymore though.
3:47
As I mentioned shortly ago, it's you wake up first thing in the morning, it's 80 degrees.
3:52
But oddly enough, when we came down here in January and we've been down here since the
3:55
first winter, we decided to stay down here with the family.
3:58
And in January at night, it would drop into like the high 40s.
4:03
So I was actually surprised at how cold it would get, but it didn't stay that cold long.
4:08
Well, and it's not like below zero with like a four feet of snow that fell overnight.
4:13
So it's probably a good thing that you hung out over there.
4:15
So we're going to talk nutrition today, we're going to talk about a lot of stuff that comes
4:18
from your background.
4:19
I'm very excited to talk to you about all of this.
4:21
And I'm always interested in, okay, how did people get interested in this?
4:24
So if they're a professional at this thing, okay, it's when did you start being like interested
4:28
in that thing?
4:29
But from what I know about your story, your interests in health and nutrition and fitness
4:34
and all that kind of had a little bit of a negative beginning to it because your brother,
4:39
Ryan, was actually diagnosed with childhood cancer.
4:42
And that's in a lot of ways, the beginning of your story.
4:44
So how about you start there and then we'll weave through?
4:48
Yeah, that's, I mean, that's probably, I try and think back.
4:51
I've told the story a few times.
4:53
I think that could be sort of the inception point of when I gained interest in this type
4:57
of stuff.
4:58
And you know, I was, I was 10 years younger than him and he was 16 when he was diagnosed.
5:03
So I was like between the ages of six and I think eight or nine when he was dealing with
5:07
going through chemo and, and you know, I remember my parents bringing him back and forth between
5:12
Maine and Boston for treatment and obviously left an impact on me.
5:18
I think it was very deep rooted and subconscious because it didn't, you know, at that age, it
5:25
leaves an impact on you, but you don't really know what to do with it, right?
5:28
Like you just have no idea.
5:29
So it's just kind of there.
5:32
So that was definitely there.
5:36
My father was always somewhat holistic and kind of grew to be more holistic as he aged
5:42
interestingly enough.
5:44
And you know, I came from like an athletic family and I was like the least athletic son.
5:51
So in the, in the, you know, in the family, like everybody else, you know, the sons, I
5:58
should say, you know, all played sports and were relatively fit and, you know, I always
6:06
struggled with a little bit of a chubby child.
6:08
You know, I was always, I always struggled and, you know, when I stopped playing sports
6:12
in high school, I gained a lot of weight and then my freshman year in college kind of ballooned
6:18
up to about 265 pounds and then I had kind of like, you know, a reckoning and literally
6:29
as we didn't know what the term was back then, you know, jock code, according the term, you
6:34
know, to kind of find the path.
6:35
I didn't know what the path was at that time.
6:38
I just knew something needed to change and that's what happened.
6:43
It's a whole thing, but that's how I found, you know, personal health and wellness and
6:48
it became, it's part of my personality.
6:51
I, when I kind of get honed in on something, it becomes like an obsession or hyper focus,
6:58
you know, tunnel vision and, you know, I went from living in this unhealthy lifestyle.
7:04
You're very early in college, you know, 21 years of age, like a drink, partying to just
7:11
a switch of like being obsessed with going to the gym, basically every day of the week,
7:18
trying to eat healthy and read and digest information and I'm also all about like leverage.
7:24
So I tried to absorb every piece of information I could about health and wellness and nutrition
7:28
and supplementation, nutraceuticals and everything.
7:30
So it was just a, it's just been a personal journey and yeah, to your point earlier, probably
7:37
I'll stem from the understanding that, you know, life is precious and our health hasn't
7:43
guaranteed.
7:44
One, what's interesting about your story is there are a lot of people that will get
7:50
to that point where they make a bunch of bad decisions, stack them on top of each other,
7:53
gain a bunch of weight and then they just like, they either try to make everybody else
7:57
around them kind of acquiesce to their new life decisions or they just start to make excuses
8:01
for themselves and oh, I've got, I'm, I'm big boned or I've got bad genetics or something
8:05
like that.
8:06
But I was a chubby kid as well.
8:07
I was always a pretty good athlete, but I was, I was chubby kid, you know, red hair
8:11
freckles like, you know, no skin pigment.
8:14
So I was like an easy target, right?
8:16
And so when I discovered exercise and fitness and all that, it's like, I've just been completely
8:20
obsessed because it's like, I hate hated the feeling of going to the community pool and
8:24
I'm in taking my shirt off and I hate the feeling of being made fun of and people are
8:27
like, Oh, that's so negative.
8:28
I was like, but it drives me, it drives me to this day because I haven't taken a week
8:32
off of working out, except for injuries since I was like 15 or 16 years old.
8:36
Like that's how important this all is to me.
8:39
But for you, I mean, you didn't just absorb everything you could in terms of science and
8:43
nutrition, but also in business.
8:46
And that kind of led you to some other opportunities as you were kind of on your journey to where
8:50
you at one point became your own test subject that you started like doing mad scientists
8:54
work in your house, like mixing up your own supplements and doing stuff like that in your
8:59
own ingredients.
9:00
So take me through that because I am so unbelievably conservative when it comes to everything supplement
9:04
related.
9:05
It's an idea of me getting my own crap and like putting it together and mixing it and
9:09
testing it all myself sounds like completely insane.
9:12
Yeah, you know, I mean, to be honest, I was pretty wild in my teens and early twenties.
9:18
And so I never, it never really crossed my mind that I, that I, I, I partied, you know,
9:28
I, I partied in my, in my late teens and early twenties, I, my parents were very, like,
9:35
you know, don't get arrested, don't, don't get arrested wear protection.
9:44
You know, don't get yourself killed, but you know, you need to live your life and you need
9:48
to learn your lessons.
9:49
And that's what I did.
9:50
And you know, I, that also, that mindset sort of, you know, a little bit of fearlessness
9:57
lived into that time period where I was like, okay, I'm going to try anything and everything.
10:02
And I want to see what works.
10:04
I was just so interested by the idea and the concept of natural products and, and, and,
10:09
and compounds that come from the earth that could be used to leverage a benefit of either
10:17
weight loss or, or, or, you know, cognitive function, muscle gain, it's just like, oh,
10:25
all the, this plethora of things that you could do.
10:28
And this plethora of ingredients that can be used, how do you sift through it all?
10:32
Well, the best way to do that is to be your own guinea pig and see what works.
10:35
And you know, that's how I started.
10:38
Later on, I opened up my own small brick and mortar supplement shop.
10:43
And so I was able to have a customer base of guinea pigs, of course, you know, our internal
10:49
gym who we had a, we had a gym where we had Jiu-Jitsu and MMA fighters, so they wanted
10:54
curated programs and stuff.
10:56
So I was able to see what worked for athletes, what worked for the average mom who was bringing
11:00
her, her child in for, for kids classes and things like that.
11:06
So it was, it was really a great experience.
11:09
And I also got to see everything in the industry.
11:11
Because when you own a small brick and mortar store, every company imaginable is sending
11:17
you samples.
11:18
They want it, they want to send you pamphlets or information or they want to send their
11:21
sales reps by or they send you.
11:23
So it was just like, just became an encyclopedia of this stuff for many years.
11:30
And so I just tried to absorb as much as I could.
11:34
So I got to learn the, there's a suitable side and the small business side as well.
11:39
Well, I definitely want to get back to talking a little bit more about maximizing this because
11:43
around the time that you were doing your new, the supplement store and the brick and mortar
11:47
thing, that was around the time you got your black belt.
11:50
And so this was somewhat in the earlier days of Jiu Jitsu where, you know, there weren't
11:54
as many black belts and there are people that really haven't started focusing on how
11:58
you can maximize your, your fitness and your training and your supplementation for specifically
12:03
the sport of Jiu Jitsu.
12:04
But at one point, you end up going back to Maine, which is where you were from, and partnering
12:09
with your old buddy, Pete Roberts.
12:11
And you guys launched, I guess you co-founded the nutrition division of origin.
12:16
The origin was already around making geese.
12:18
I don't know if they were making genes or whatever yet, but you launched the nutrition
12:21
division.
12:22
It was called origin labs.
12:23
So take me back to that because you were kind of like, you know, bad scientists and then
12:27
you were solo-preneur.
12:29
And then you kind of go back and you hook up with Pete and there's, you know, there's
12:33
a lot going on at that time.
12:34
It's not nearly what it is right now, but just take us through that time period.
12:37
Yeah.
12:38
Yeah.
12:39
Yeah.
12:40
I mean, I'm running my small little brick and mortar store.
12:43
I'm still being a guinea pig for myself, like I said, testing out products on everyone
12:47
who wanted to do that.
12:50
And, you know, I had met Pete, I think a year prior, on a trip up to Maine to visit family.
12:57
And I had just said, "Hey, man, if there's anything you ever need, you know, I'd love
13:02
to help join the mission because there's one thing I'm going to be passionate about
13:06
it with something like Jiu-Jitsu or supplementation, it's American manufacturing.
13:14
And just America in general, I guess I'm a nationalist.
13:19
So I would say those two things aligned.
13:23
You had American manufacturing and sporting community, bring back jobs, small business.
13:27
I'm obsessed with all this, but now it's in Jiu-Jitsu, which at that time I was obviously
13:34
had been in for many years.
13:35
So this starts sort of aligned, and I started helping Pete build out a sort of a wholesale
13:45
program selling academies, either custom geese for their academy or origin geese, or there
13:52
was no jeans and boots and things like that in those days.
13:55
It was literally just Jiu-Jitsu geese and then barely got into rash cards.
14:00
And it just got, it grew fast, it grew really fast and at that time, I was at a pivotal
14:12
point where I wanted to make a change as well.
14:15
I was looking for something new, something bigger, looking for the next opportunity.
14:20
And Pete had said, "Why don't you come back to Maine?"
14:24
That's where I grew up.
14:25
That's where my family was.
14:26
So I basically jumped all over it and came back, it wasn't long before I was helping
14:33
and running operations, became the company's first COO, went from seven employees to 35
14:40
employees in a period of a year.
14:42
We had a really, you know, we were, company's still blood scaling, but we were blood scaling
14:47
back then heavily.
14:49
And during that same exact time, that's when we launched Origin Labs, which was a division,
14:56
kind of a sister company to Origin.
15:01
And Pete and I essentially founded that with Pete's original partner, Dedeko, on the Origin
15:08
side.
15:09
And then a year later, that's when Jocko came on.
15:11
Well, let's talk a little bit about that because it really wasn't long.
15:14
You have Origin Labs and then Jocko comes on board.
15:16
Obviously, he was interested in the American major, Jiu-Jitsu geese, he's talked about
15:19
that at an awesome at this point.
15:21
But then you all come together, he becomes a partner with Origin.
15:24
And then Origin Labs seemingly just becomes Jocko Fuel.
15:27
So take me through that because Jocko kind of has his own gravitational pull, right?
15:31
So it starts with his, you know, being in Navy Seal and all the different stuff he did
15:35
with that.
15:36
And then it was extreme ownership and then it was echelon front.
15:39
And then it's, you know, he's obviously been big in the Jiu-Jitsu community for a long
15:42
time and all these things kind of coalesced at the same time whenever he was partnering
15:46
with Origin, which has obviously done wonders for the Origin brand and for obviously Jocko
15:51
Fuel, which is the brand that bears his name.
15:53
But just take me through that because there are plenty of guys that have, you know, decent
15:57
name recognition that have sold a few books that would be a terrible partner in any type
16:00
of a business context, specifically anything to do with nutrition.
16:03
So it seems to be like a match made in heaven with Jocko though.
16:07
Yeah, it really is.
16:11
I mean, Jocko, everybody knows he's unique and he's probably not probably, he is, he'd
16:20
be, he'd probably look at me weird if I said this to him and he heard me, but he's special
16:26
in the way that he's different from a lot of those other people that you mentioned.
16:30
And we didn't know that in the beginning.
16:32
We didn't know that.
16:33
We, we had a sense, you know, it was a bit of an intuition.
16:36
I remember talking to Pete about it a lot.
16:38
We had many, many deep conversations like, do we just drop what we're doing with Origin
16:43
Labs and turn this thing into Jocko Fuel and run with it?
16:47
And ultimately, that's what we ended up deciding to do.
16:50
And it came from spending a little bit of time with Jocko, having some conversations
16:54
with him.
16:55
He had some reservations, right?
16:56
Cause he had a negative experience in the supplement industry years prior.
17:00
And so, you know, we talked about how, you know, we collaborated like how can we do it,
17:06
but do it right for consumers, which ultimately was very easy.
17:11
It's just, are you aligned with people that are going to hold the line for you?
17:15
And ultimately, when you put his name on the package, someone who's respected, that has
17:18
done all the things that he's done, you know, becoming a Navy SEAL for one is incredible.
17:23
And then a, you know, top podcast or best-selling author, incredible family man, business owner,
17:28
it just goes on and on and on.
17:30
So, you know, every one of those things is an incredible accomplishment.
17:33
You stack them all up and you have this person who is, as I kind of referenced, is special.
17:39
And so you have this legacy that you can ruin so easily if you, you know, sell a tainted
17:46
supplement or you, you know, run a batch of product and it ends up getting someone sick
17:53
and, you know, think, listen, it's manufacturing, things happen.
17:57
But like the level of extra consideration of scrutiny that we went through and myself personally
18:05
that I went through to vet every single supplier and manufacturer was, it was rigorous and
18:13
it still is to this day.
18:15
But we knew that when we put his name on the package, we were getting the advantage of
18:22
his trust and authenticity that he had built with millions of people.
18:26
But we also knew that we were taking a massive risk, not even in the sense of like, hey, you're
18:34
risking everything on one man, that's not really the risk.
18:37
It's the risk of, if you're a company and you make a mistake, you can rebrand, you can,
18:46
you know, refocus people's attention on other things, you can kind of wait it out.
18:51
It's, I feel, it's a lot easier to cancel a person than it is to cancel a company.
18:57
Sure.
18:58
And so you're taking a greater risk there is like we could have screwed it up early on
19:04
pretty easily.
19:05
And thankfully we didn't, but that was kind of the inception of it is like we all just
19:11
sat down, you know, Pete, Jaco, and I and just said, hey, how do we do it?
19:15
How do we do it?
19:16
Right.
19:17
And, you know, and what do we want to do ultimately, like, what is the long term vision?
19:22
So we crafted that and we said go and it's been a, you know, a rocket ship ever since.
19:28
Well, so let's talk a little bit about one of the focuses for what y'all do.
19:32
And that's creating these supplements and all of your different products with clean ingredients.
19:38
And so everyone's seemingly got their own definition of clean.
19:41
There are people that will literally advertise their stuff as clean and then you just turned
19:44
it around and look at the stuff that's included and you're like, Oh my gosh, this stuff's
19:47
going to kill me if I drink too much of it.
19:49
And as I've mentioned earlier and I think I mentioned offline, like I'm very, very,
19:53
very conservative about, about what I put in my body.
19:55
Like in high school, all my friends were experimenting with all kinds of stuff.
19:59
I didn't even take away protein because I was like, nope, not enough research yet.
20:03
And like same thing with like creatine, I just kind of slowly started to add things
20:07
to where it's like, okay, creatine's been on the market for about 40 years.
20:11
Don't see any deleterious problems with that.
20:13
So okay, I'll start taking that.
20:15
But when your brand says, hey, we're clean ingredients, we're clean energy, we're clean
20:20
this clean that, like, tell us kind of take us through what that, what that seems like
20:24
because I feel like a lot of guys, Brian, they just walk into G and C, they see what's
20:28
in their budget and they take it and they're, they're just like in a, I'll deal with the
20:31
risks later.
20:32
And then, you know, you have all these different problems with tainted supplements.
20:36
We've seen that obviously in MMA with people popping for, for tainted supplements.
20:40
We've seen stuff where it's supposed to have this in it, but it has some other things in
20:43
it that are illegal and illicit that do negative things to people's hearts.
20:47
It's like a whole thing.
20:48
That's very, very concerning, but apparently not concerning to too many or to enough people.
20:52
But you know, clean ingredients, like why go that route and why not just get the cheaper
20:56
stuff and just, you know, who cares?
20:59
Well, the why is actually obviously super easy.
21:03
It's, you know, Jaco's for us, I would say, uh, Jaco's kind of origin story of supplementation
21:12
comes from the old school days when his kids were younger and, you know, and, and I believe
21:18
in like competitive sports.
21:20
And you know, he himself was also consuming muscle milk and not to throw them under the
21:25
bus.
21:26
You know, many companies have had issues, but this is his situation.
21:29
And that was at the time when muscle milk I hit for a consumer court where they had excessive
21:34
levy, uh, excessive levels of heavy metals and, you know, and, uh, and it was pretty excessive.
21:42
Actually, you know, there's differences between like, Hey, you know, you're a little bit over
21:46
Prop 65, which is insanely low.
21:49
It's basically like, and we could talk about that, but it's basically like what would be
21:54
naturally occurring of anything growing coming from the ground.
21:57
Uh, so people need to understand that.
21:59
And then there's FDA level high and that's really high.
22:02
If something's over FDA level high, yeah, that's a, that's a problem.
22:06
Uh, so these were, these were pretty high.
22:09
And you know, he had been feeding them to his kids, like he's like, Oh, this is protein
22:14
protein.
22:15
Good for me protein.
22:16
Good for my kids.
22:17
Like they're, you know, it's like, it's a food.
22:19
It's sold in, you know, Walmart.
22:21
It's sold in grocery store, you know, it's sold in Kroger's.
22:24
So it's, I'm sure it's good to go.
22:26
I'm sure it's fine.
22:27
It's just extra protein.
22:29
And that is how people should be able to think about it, especially with something as simple
22:34
as protein.
22:35
And unfortunately, things happen and that wasn't the case.
22:37
So he was very, uh, you know, let down by the industry.
22:42
And so when we decided to go the clean route, it's just kind of like, that's what we needed
22:47
to do anyway.
22:48
And so then what we had to do was define what was clean for us because clean, um, is, is
22:55
a somewhat unregulated term.
22:57
So it's really subjective.
23:00
Now my definition of clean and Logan Paul's definition of clean are not the same, you
23:06
know?
23:07
So when he comes out and says we make a clean and healthy, uh, sports drink to, uh, give
23:17
people a healthier option, I wish I could have a conversation with him and say, well,
23:23
that makes it healthier than every other option on the market, Logan, because if you're just
23:29
comparing apples to apples, it's, there's nothing.
23:32
And I don't, I'm not one, usually not necessarily call out people and companies, but you know,
23:36
with all the craziness lately and like you said, and people testing kind of the theme
23:41
of what's clean, sometimes you have to speak up a little bit.
23:45
So the reality is is we have our definition of clean.
23:49
We think it aligns with what industry respected professionals would say is also clean.
23:56
A lot of people that are in the food beverage supplement, nutraceutical industry, they consider
24:02
the movement in clean, which is using non banned substances, vetted suppliers, natural flavors,
24:13
natural sweeteners, um, and I'm not going to tell you that artificial flavors or artificial
24:19
sweeteners are going to kill you or cause you to grow an arm out of the side of your
24:23
head or whatever, but we opt for what we consider as clean.
24:30
And you know, also, you know, part of our clean is also the image.
24:35
So we don't use proprietary blends, like we don't use one big number and then cram a
24:41
bunch of ingredients into that and say, oh, you can't know, oh, it's proprietary to us,
24:46
it's special.
24:47
And know how much, you know, elderberry is in there, like that's proprietary to us.
24:53
No, like we label every single ingredient so that you know exactly what you're getting
24:58
because not only do people deserve the transparency, they need it because some of these ingredients
25:09
have serious effects on the body.
25:12
So they can interact with things like blood pressure medication, blood sugar medication,
25:17
cognitive medications, Alzheimer's medications, Parkinson's medications, they can, they can
25:22
interact positively or negatively with those medications.
25:25
If you're hiding those active ingredients in a blend, they don't know what they're up
25:31
against.
25:32
And so is it 10 milligrams or is it 1000 milligrams?
25:35
So it's really important.
25:37
It's beyond just like transparency.
25:39
It's like for people's health.
25:41
And so that is for us, like part of clean.
25:45
So if someone is using, you know, labels that are hiding things or artificial flavors
25:49
or sweeteners or band ingredients, that's just not clean to us.
25:54
And what's funny, as you were saying that I'm reminded, because now that I have kids,
25:57
I'm like very wary about what we're putting into them because when I was a kid, I hydrated
26:01
on Shasta soda and I would drink it by the case and then, you know, we had McDonald's
26:05
on Monday and Arby's on Tuesday and Taco Bell and Wednesday, like it was just terrible.
26:08
It's a miracle.
26:09
We're not going to talk about it in life today, but you'll see these packages, Brian, that
26:12
have like the packaging will be green and it'll have veggie in the name of the product.
26:18
And it's like there's nothing veggie, even, you know, tangentially related to what is
26:23
actually in the package, but it makes you feel better because it says the word organic
26:26
on it, which is also BS, but we're not going to, we don't have time to talk about that
26:29
necessarily.
26:30
I'm going to go back to your little salvo shot across the bow about a prime and Logan
26:35
Paul and different things like that.
26:36
And as we talked about and as I admitted to you off air, I was like, prime is delicious,
26:41
but there's no such thing as a free lunch.
26:43
Like, oh, yeah, it's sugar free, but what in the world is in it that gets it to taste
26:46
so intensely good to our, you know, lizard brain or something like that.
26:51
But for you guys, it's one thing to point and complain and be like, they're not doing
26:55
it right.
26:56
Maybe this company over here is doing that right.
26:57
But one of the newest products that y'all are working on or that is about to be released
27:01
and I'm super excited about is your own hydration drink.
27:05
And so by the time this podcast comes out, it won't have yet to, it wouldn't have been
27:09
released quite yet.
27:10
I think it's coming out in June, but it's a Jocko fuel hydration drink, but I really
27:15
want to talk more about this clean concept because again, I grew up drinking Gatorade
27:19
that had, you know, 30 grams of sugar in one little bottle and I would just drink that
27:24
after games because of electrolytes or something, right?
27:27
Or it was mainly because of marketing, but like what is the difference between what y'all
27:31
are going to be releasing with the Jocko fuel hydration drink versus other things on the
27:35
market like a prime or a full octane, you know, Gatorade or the Gatorade zero or any
27:41
of that type of stuff that might be in people's fridges right now.
27:45
Yeah, the big difference is there's a few and for such a simple product, like an electrolyte
27:53
beverage, which is essentially electrolytes, flavor, sweetener and water.
27:58
I mean, that's, that's what it is.
28:00
It's one of the simplest products we've created.
28:04
It's actually mind blowing.
28:05
I was on a call with Jocko the other day, a group call and he said, it's actually shocking
28:14
that nobody has come along and said, hey, why can't we do this the way it should be done?
28:22
It's like, why haven't they, they, like it's so what we did.
28:28
And what I created with the formula is like not, it's not, I don't know how to put it.
28:36
It's like not evolutionary in the sense of like, it's hard to, to design or understand
28:40
why it's just nobody has done it.
28:43
And so I guess there's something to be said about being first, but the reality is this.
28:50
Taking efficacy, I'll talk about efficacy in a second, but when we talk about let's touch
28:55
on the clean factor, nobody has created one with natural flavors and natural sweeteners
29:00
that doesn't use sugar alcohols, that actually tastes good.
29:04
There's a couple that are just now emerging right now, and in my opinion, they are not
29:08
very good.
29:08
And that's very, that's very representative and historic of the industry where they'll
29:13
do a natural flavor and a natural sweetener beverage alternative or food alternative to
29:18
their classic portfolio.
29:20
And they just don't give a [inaudible] what it tastes like.
29:22
It's just like, oh yeah, we'll just offer it for those people that are looking for it.
29:25
They don't put any time or R&D into it, or if they do, they're just really bad at their
29:29
job.
29:30
So, you know, don't know what it is, but they, they just miss, they swing and miss.
29:35
There's the clean side of things like we don't use any artificial flavors, sweeteners, but
29:38
it's actually, we believe, and we've, we've blind tested this, we believe it's very, very
29:48
leading in the category when it comes to flavor.
29:51
Then the most important thing is the efficacy.
29:54
And so when you sweat, and we're talking about hydration drinks, okay?
29:58
So if I create a rehydration drink, it doesn't rehydrate me, and it's not a rehydration drink.
30:09
That doesn't make sense.
30:11
And so we know that water alone doesn't hydrate us to the level of which a solution with electrolytes
30:20
and minerals and salts will.
30:22
When you go to the hospital and you get an IV, they don't just give you water, they're
30:26
going to give you electrolytes.
30:28
And so that is important.
30:31
And there was this period of time through history where it was Gatorade and Powerade.
30:38
And that was it.
30:39
It was just Gatorade and eventually Powerade came and that was it.
30:42
And then there was sodium and chloride, which are the most important by content.
30:50
But there were small amounts of it, and there was almost no or no potassium and magnesium.
30:56
Then you had body armor that came and disrupted the category, but it was basically a potassium
31:01
supplement.
31:02
It was just high potassium.
31:05
And then prime came in and copied the same thing.
31:08
Because it's basically coconut water-based, which is basically all potassium.
31:13
The problem with that is that nobody fixed, nobody solved the problem.
31:18
And the reality is you need more electrolytes than what is given in a Gatorade or a Powerade.
31:23
But you don't need just potassium because when you sweat, you lose chloride followed
31:31
by sodium followed by potassium followed by magnesium.
31:35
And so you should be rehydrated in that ratio.
31:39
But nobody had really done that or given you all of the electrolytes.
31:44
So we just simply said, okay, let's formulate in that way.
31:48
So it goes chloride, I think there's 540 milligrams of chloride.
31:53
I have it right here.
31:54
So it's 540 milligrams.
31:56
I'm drinking it.
31:57
It's delicious.
31:58
300 milligrams of sodium, 200 milligrams of magnesium and 100 milligrams, 200 milligrams
32:02
of potassium, 100 milligrams of magnesium.
32:05
In that ratio, what we did was we formulated to more closely mimic the electrolytes you
32:14
lose when you sweat, number one.
32:16
And then we added small amounts of magnesium and potassium to make up for the difference
32:20
that most people don't get in their diet.
32:22
So most people do get enough sodium in their diet.
32:24
But even when they're athletes, you can still defeat, even as a child or as an adult, when
32:28
you're sweating significant amounts, you're still depleting your sodium.
32:33
Even if you're consuming sodium, so you still probably need some sodium and chloride.
32:38
And so what we did was we struck a balance between making sure that we're following the
32:44
ratio, that hierarchy of chloride, sodium, potassium, magnesium, but also did it while
32:49
upping the potassium and magnesium a little bit, but not making it a potassium supplement,
32:54
where there's no sodium, which is the most important thing you need when you're losing
32:58
a ton of sweat.
33:00
And it's just wild to me that nobody has done this yet.
33:06
It's really, really bizarre, and it's not a cost thing.
33:10
Well, that's what I was about to ask, is it like a cost thing that is cost prohibitive?
33:13
No.
33:14
No.
33:15
No.
33:16
Electrolytes are dirt cheap.
33:17
They're dirt cheap.
33:18
Now, our natural flavors and our natural sweeteners portion is definitely expensive, especially
33:24
our sweetener system.
33:25
We have a trademark sweetener system, it is incredibly amazing.
33:31
It's taken many years to get right, but it's very expensive.
33:37
And that portion I can get.
33:39
But why someone in the industry hasn't come along and said, "Hey, we're going to do
33:43
a truly balanced electrolyte ratio is beyond me."
33:48
So what we did was we came in and we did both, and that'll come June 4th.
33:54
Okay, that's the Origin Jocko Fuel way, June 4th, guys.
33:56
Make sure you check that out.
33:57
What are the initial flavors that we're going to be excited to try?
34:01
Blue raspberry, fruit punch, orange, and lemon lime.
34:06
Hey, guys, real quick.
34:07
If you're anything like me, you are constantly on the lookout for high quality products that
34:11
are actually made here in America by American hands.
34:14
The problem is that a lot of American companies have outsourced their labor overseas, so it's
34:19
an American company, but it's supporting people that don't live here.
34:22
So I've always went to partner with an American company that prioritizes America, American
34:26
workers, and making all of their materials here in this country.
34:30
That's why I want to remind you that we are partnered with Origin.
34:34
Origin is an apparel company based in Maine, and they are focused on getting as much manufacturing
34:38
back to the United States as they can possibly do.
34:41
What do they make?
34:42
They make the best Jiu-Jitsu geese on the planet, and these are the only Jiu-Jitsu geese that
34:46
are made completely in America.
34:48
They also make jeans, yes, they're stretchy and awesome.
34:51
They also make amazing hunting gear, and I know you guys love your kuyu and your sikka,
34:55
but those companies use overseas labor, and they don't do that to help you guys out.
34:59
They do that to increase their profit margins.
35:02
Origin also makes boots and work boots, and yes, that does include steel toe boots, and
35:06
in the fall of last year, they launched a line of everyday clothing, their Versa pants
35:10
are their everyday pants, and they are just especially phenomenal.
35:12
They also make other outdoor clothes and workout clothes, and they're launching new apparel
35:16
stuff all the time.
35:17
If you haven't already, you need to check them out and support a company that supports
35:21
America and America's workers.
35:24
Try Origin out today by going to www.originusa.com.
35:29
That's originusa.com.
35:31
Use the promo code undaunted to get 10% off of your order.
35:34
Again, that's originusa.com.
35:37
Promo code undaunted to get 10% off of your order.
35:40
Okay.
35:41
Very good.
35:42
Very good.
35:43
Well, I want to transition from one drink to another drink, and that's energy drinks,
35:46
because obviously, you know, when I was a kid, you would go into a 7/11 and there weren't,
35:52
they wouldn't be any energy drinks.
35:53
It was all just soda and water and Gatorade, and now the majority of what you see that's
35:58
not beer is energy drinks.
36:01
And the thing about it is the thing about the monsters and the NAS and the C4s, the flavors
36:07
are extreme and so are the ingredients.
36:11
When you read the ingredients, you're like, "Dear God in heaven, I can't pronounce half
36:14
of these.
36:15
The idea of what these are doing to me."
36:17
And then obviously, years ago, y'all come out with the Jocko Fuel version of that called
36:21
Go, and you over the years, you've improved the flavors, you've changed the formula here
36:27
and there, but really explain to me, like I'm five, like how a going and just getting
36:33
a can of monster and versus going and getting a Jocko Fuel, the difference you're getting
36:38
just in the ingredients, because again, we're very attracted to the thing that tastes extreme,
36:43
but then we're not really thinking of the downstream consequences of what we're consuming
36:46
and how often we're consuming it.
36:49
And then the same thing that y'all have talked about even in your ads, I remember drinking
36:52
a C4 one time, Brian, driving from Austin back to Oklahoma City, right around Waco, I felt
36:57
like my skin was like tingling and like there was a force field around my skin and I was
37:02
like, "I don't like this.
37:03
Like this is not good.
37:04
I have no idea what I'm drinking.
37:05
That is making me feel this way, but I don't like it."
37:07
But then you drink a Jocko Go and you don't get that extreme, you know, peak of energy
37:13
and then the tremendous crash.
37:14
You don't feel jittery.
37:15
You don't feel that kind of unsettledness in your stomach.
37:19
And again, I just know that that's the result.
37:21
I don't know how that is the result.
37:23
So help me understand the how.
37:25
Yeah.
37:26
So to explain the how, let me touch real quick on the why.
37:33
And so the why is we wanted to create a product that again was clean, but as importantly, worked
37:42
in the way we wanted it to.
37:43
And what that was was we wanted balanced energy and focused.
37:48
And that was really important to us.
37:50
So Jocko was like, "Hey, if I was to take this," like he talked about having other ones,
37:56
you know, in the field, you know, in the Middle East and you know, on missions and these guys
38:03
would be cracking things open and they'd have these, like you mentioned, these super highs
38:07
and super lows.
38:09
And he's like, "I don't want that.
38:10
It's like I want balanced energy.
38:12
If I need a pick me up, I want it to pick me up, but I don't want it to bring me so high
38:15
up that I'm jittery and I can't focus."
38:18
You know, think about trying to look down a site when you're like, you know, on 300 milligrams
38:22
of caffeine and yeah, exactly.
38:25
And so we took that into consideration.
38:28
And then what we also wanted to do was make it really, really balanced as you come down.
38:35
And so we're able to do that by using less caffeine and leaning more on neutropic type
38:40
ingredients.
38:41
And so you don't get as high of a high, but you get a longer tail of energy.
38:49
And we actually did a clinical study.
38:51
We haven't published it.
38:52
We have a one pager on it, but we did a clinical study where we tested our energy drink versus
38:57
placebo and our energy drink versus the same amount of caffeine alone.
39:01
And what people found was they, not only did they find that they had more focus and energy
39:08
when at their peak, but they were actually more balanced and that they had a longer tail
39:14
of energy.
39:15
So their peak lasted longer.
39:18
When you experience anything, like think about an adrenaline rush.
39:22
If you have an absolute adrenaline rush and a spike and you dump, you're exhausted.
39:26
But as you come up smoothly, if you stay there, you're going to come down much more smoothly.
39:32
So instead of having this massive spiking and drop, you're brought up more smoothly.
39:36
But you have a higher peak than caffeine alone.
39:39
And then the tail itself stays in trends longer.
39:42
So as you come down, you're not noticing that you're coming down hard.
39:46
You're coming down much slower.
39:47
And so we were able to do those things through the addition of theanine, carnitine, bacopa,
39:54
and consumed over the long term helps with the memory.
39:57
And so these ingredients just were not traditionally used in energy drinks back when we launched,
40:05
especially back in 2018 when we were developing.
40:08
I think we launched the first drink in '19.
40:11
Like that was unheard of.
40:13
Like using, you know, neutropics and energy drinks five years ago was unheard of.
40:19
Now it's common.
40:20
It's common use, we're still probably the only ones that are still just under 100 milligrams
40:27
of caffeine.
40:28
So you have a little bit more balance, but most of those other drinks are like 16 ounces
40:32
and they have between three and 400 milligrams of caffeine and they're, you know, there's
40:37
a certain consumer out there that is always going to want those and that's okay.
40:42
That's not our consumer.
40:43
Our consumer is like the professional that has to, you know, like the police officer that
40:50
needs to be able to like again have energy but be balanced and controlled and have focus.
40:55
And also the executive who is like going into a board meeting and like once, pick me up,
41:01
but also wants the additional focus factor, but also can't be in there like barely able
41:07
to keep his mouth closed because he's can't sit still in his chair.
41:11
So it's, you know, a balanced product for people that are looking for balance energy
41:16
and that's what we created.
41:20
What's your favorite flavor of go?
41:22
The public needs to know this, Brian.
41:24
I've been pretty vocal about it.
41:26
Pink lemonade formerly known as pink mist like that was my, that's still my favorite
41:34
flavor today.
41:35
We have a new flavor coming out in July called nitro pop and it's kind of bomb pop
41:44
type flavor.
41:45
Yeah.
41:46
Okay.
41:47
So I've been running running gun battle, but between pink lemonade and iced tea lemonade.
41:51
So basically if it's got lemonade in the name guys, like you're absolutely going to smash,
41:54
but I will say this, you talked about the new tropics stuff, right?
41:58
So around that same time, Brian, you know, 19, 20, 21, we keep hearing about new tropics.
42:04
And so if you listen to Andrew Huberman or if you listen to Joe Rogan or you listen to
42:08
any of this stuff, you keep hearing about new tropics.
42:10
Now if Joe Rogan mentioned some sort of supplement that I've never heard of, my immediate default
42:16
is like, I probably shouldn't take that because this guy also is high out of his mind most
42:19
of the day.
42:20
And so no, I'm not going to like stick this experimental substance into my body because
42:23
Joe Rogan mentioned it on a podcast when he was talking crap with a comedian.
42:27
But you guys have done several different things on the new tropics side, not just the energy
42:32
drinks, but just recently you released this Jocko brainpower stuff, which this is the
42:36
first new tropic supplement that I used outside of the Jocko go.
42:41
And the basic well, I won't explain it.
42:44
You explain what a new tropic is because I think some people think they know what it
42:47
is, but it's not exactly what they're thinking.
42:50
Like this isn't a magic pill that makes you be able to, you know, solve calculus problems
42:55
you weren't able to do the day before or do some sort of like crazy otherworldly thing.
42:59
But it does does certainly help in the memory and energy field.
43:03
So explain to us what a new tropic is and what the importance of using a new tropic supplement
43:06
is as well.
43:07
Yeah.
43:08
I mean, a new tropic is something that enhances at the 40,000 feet.
43:14
It's something that enhances your cognitive ability in some way.
43:18
Now cognition, that term is actually super broad.
43:21
It could be focus.
43:23
It could be memory.
43:24
It could be attention, short term memory, long term memory.
43:28
It's a number of things.
43:32
And new tropic is a broad term for basically does it enhance cognition on some level.
43:41
And that term has become quite a buzz term over the last couple of years, I would say
43:46
especially over the last three years, probably.
43:50
And there's a lot of different ingredients, natural and non-natural, right?
43:55
There's a lot of pharmaceutical and experimental gray area type ingredients and compounds and
43:59
peptides and things that are being tested to help improve cognition.
44:05
But ultimately, everybody thinks about what was it?
44:08
Limitless?
44:09
I think that was the limit limitless.
44:11
Yeah, the pill.
44:12
They take the pill and the next thing.
44:15
You could think of like that would be utopia of a new tropic, right?
44:17
You take this pill and it makes you basically way smarter, faster to respond, have infinite
44:25
memory, those types of things, a crazy, crazy mood in a good way, you know, those types
44:33
of things would be like the utopia of a new tropic.
44:38
We're not there yet by any means, but you know, we've made leaps and bounds to get towards
44:44
that somewhat.
44:46
And the brain power product is, it's actually a relaunch of the go capsules that existed
44:53
for a long time.
44:54
We had those go capsules that was an old formula, worked really well.
44:58
But what we decided to do is take a new spin on the category that was already getting a
45:04
little stale.
45:05
So the new tropic category was getting stale in the sense of you needed to have a choline
45:10
ergic property to the product.
45:14
So things like acetylcholine, alpha-GPC, those things that enhance choline in the brain, which
45:21
are directly correlated to things like memory and focus, you know, choline ergic deficiencies
45:30
or linked to things like Alzheimer's and Parkinson's.
45:34
So when you increase them, even in a healthy brain, you typically get increased performance
45:39
output.
45:40
But those things are kind of like staples.
45:43
And so what we decided to do is like, okay, make sure that we have the support of the proven
45:49
Neutropic, natural Neutropic ingredients on the market, but let's also take a different
45:53
approach of like, okay, what if someone wants, because some of those things, they take a
45:57
little while to have a benefit.
46:00
And there's a lot of Neutropics out there on the market that have similar type formulas
46:07
and there's a lot of good products actually.
46:11
But none of them really address the need for instant performance.
46:17
And that's what we decided to do to make it unique.
46:20
And so we have a tri-blend in there.
46:22
So obviously you're going to see some caffeine, which caffeine is a mild Neutropic, but you're
46:27
also going to see dynamine and you're going to see teacrine in there.
46:31
And those are caffeine-like substances.
46:34
They're not caffeine, but they're caffeine-like substances that come from nature.
46:38
And what they do is they are going to give you energy, but they have different half-lives.
46:45
So they do a couple different things.
46:46
So they're going to give you energy.
46:47
They have different half-lives.
46:48
So not only are you going to get this spike from caffeine, but you're going to get one
46:52
a little bit longer from, let's say, teacrine or one a little bit longer than, say, from
46:56
dynamine.
46:57
So you have an extended performance period from the energy side of the Neutropic, which
47:02
is really, really important.
47:05
But then you have additional benefits that you're not going to get from caffeine alone,
47:08
like from dynamine, where you're going to get enhanced dopamine benefits.
47:13
And when you have higher levels of dopamine, you're likely going to perform better.
47:19
And so it's multifaceted, this sort of tri-blend, is multifaceted in the way that it works on
47:29
the brain to keep you focused longer, but it's doing that in an instantaneous way.
47:36
It doesn't take months or weeks or even days.
47:40
We're talking about you're getting an instant benefit, 30 to 45 minutes, after you've consumed
47:46
it.
47:47
And it continues to grow over a period of hours.
47:49
And so that is something that nobody has really done, is combined like your classic,
47:57
what we know is Neutropic ingredients, things like choline and with your kind of new age,
48:04
let's say, I don't like using the word stimulants, even though you could consider them stimulants,
48:09
but they are stimulants in the sense of, by definition, but it's not like, if this people
48:15
think stimulants, they think like amphetamines, you know what I mean, like these are not that.
48:20
So yeah, it's great, like the dose that we have for dynamine and teacreen, from the company
48:29
that owns the trademark compound, they did a clinical study on gaming, actually.
48:34
And what they found was in that dosage, there was an increased, significantly, statistically
48:41
significant increase in reaction time, over placebo group in gaming.
48:48
And so these little benefits help you, especially if you're trying to be a high performer in
48:54
whatever it is you're doing.
48:57
So that's really helpful, actually, because I had never even heard that some of these
49:00
other Neutropics, you had to just be on them, because the way that I would think about it
49:04
is like, okay, I don't, I'm not drinking any energy drink today, so that I feel better
49:08
on Friday.
49:09
It's like, no, I need that now, and the same thing you would think would be for Neutropic.
49:12
So that's, I'm glad you kind of delineated that.
49:14
But let's just talk just generally, Brian, as we're wrapping to close here before too
49:18
long, let's say you're balling on a budget, let's say you're, you know, you're not, you
49:23
know, made of money and you can't just have all these supplements as clean as they are,
49:27
because Jocko Fuel provides so many different things, like all the things we talk about
49:31
today, but then there's, there's sleep aids, there's the greens, which are fantastic.
49:36
You've got creatine, you've got other vitamins, you've got even like a testosterone, like
49:40
boost type thing.
49:41
It's not like, you know, you're not taking testosterone, you're not like a jamminate
49:45
with a syringe into your butt.
49:46
But like, if somebody's just got a little bit of extra money and they take their health
49:50
and wellness seriously, what are kind of those core things that Jocko Fuel provides that
49:56
you're like, okay, these are things that you need to have in your cabinet.
49:59
These are things you need to be using every day.
50:00
It's a really good question.
50:03
We do have a kind of general health and wellness assortment now.
50:08
That would be things like Time War, which is, which is, we consider that sort of our
50:12
foundational product now, which is a blend of a multivitamin, adaptogens, a, a small
50:19
amount of minerals and anti-aging or we like to say, healthy aging support blend as well.
50:28
That is like a really good foundational product for people that maybe don't know where to
50:32
start.
50:33
And they want to like just kind of improve their health, essentially what you're doing
50:36
is you're making sure that you're getting all of your letter vitamins and you're supporting
50:39
your stress markers with your adaptogens.
50:43
And you're also supporting healthy aging by, you know, increasing the likelihood of healthy
50:48
cell turnover, things like supporting natural autophagy and whatnot.
50:54
That's a really great product.
50:55
It is a premium product, but, you know, and then of course we have something like our
51:00
greens product, which is, you know, one top selling greens at vitamin shop.
51:05
Oh, just as a, as an aside, I've tried every powdered green, possibly in existence, and
51:12
I just had resigned myself to the fact like, okay, I guess greens are just going to taste
51:16
like they were filtered off of dirty feet and that's just the way it's going to be.
51:19
But like y'all's greens and even specifically the peach greens, like no, no light, you could
51:25
just throw that in water.
51:26
You don't have to mix in a bunch of other crap to hide it.
51:28
Like it is, it is absolutely fantastic.
51:31
So I definitely cosign the greens.
51:33
Thank you.
51:34
I appreciate it.
51:35
You know, one of the ways when I originally pitched the idea of doing greens to jock on
51:40
P, which they were originally a little bit apprehensive was, you know, I said, hey guys,
51:46
like, nobody wants to drink greens because they taste gross.
51:49
All we got to do is give them a solid formula.
51:51
And all I have to do is make it taste good.
51:53
And it'll be a winner.
51:55
And you know, until people actually try what else is on the market and since we've launched,
52:00
you know, companies have tried to improve, they've tried to give things a little bit better.
52:03
But when we launched greens, there was nothing on the market that tasted halfway decent.
52:08
It was, I called it like lawn clippings.
52:11
I like filtered off dirty feet better.
52:14
That's hilarious.
52:16
So but where I was going with the greens is like, again, another great general overall
52:21
health product.
52:22
I would say people get the most benefit with like digestive or immune health, I think.
52:26
We get a lot of feedback from people on their digestion, which makes sense because there's
52:31
also a ridiculous probiotic blend in there considering it's not a probiotic product.
52:36
So a lot of digestive health benefits there.
52:40
But what I would say is when we started creating the line, we looked at functional areas.
52:47
So things like you mentioned, just not strong support, sleep, joint support for aching joints
52:53
or for someone who was like a former athlete, we wanted to attack these areas.
52:57
So yes, if someone wants to go to the website and they want to load up on everything, hey,
53:02
that's awesome.
53:03
Thank you for supporting us and more importantly yourself.
53:10
But if you simply are just like, I don't want any of this, but I would love some help sleeping
53:17
and just get the sleep product and give it a try because we by no means think everybody
53:22
should be on every single product.
53:23
I look at it like it's a la carte like find the needs like use the need that you have.
53:29
But we probably by now have a solution, obviously we have a lot of products and we're always
53:35
adding to the assortment.
53:37
Anytime that we can identify an area where we can either make a superior product efficaciously
53:41
or give people an equal product, but cleaner version, we like to do both, but anytime that
53:47
we can kind of check either of those boxes, we'll consider going into that category.
53:51
We don't just make me two products.
53:52
So what I'd say is just identify the functional need that you need to replace and check out
53:58
the product.
54:00
All right, so I have to give a little background as to why you and I might look one day older.
54:07
It's because there was a little tech snafu yesterday.
54:10
And so we are literally recording the end of this interview a day later, but by the magic
54:14
of modern technology, we're able to do that.
54:16
So if we look like we're a little bit different, beard's a little bit longer, your five clock
54:20
shadows a little bit shorter, whatever the situation is, it's just a little bit different.
54:24
But to follow up on what you were just saying yesterday, one of the great things about you
54:29
guys is because you've built so much trust with your customer base, you know, like when
54:33
you release a magnesium product, well, I take magnesium and so it's like, okay, when my
54:37
bottle runs out, do I create a spreadsheet in Google and Amazon, the top 10 magnesium
54:42
brands out there or do I default to Jocko fuel?
54:44
So that's one of the virtues of you guys doing such good work for so long.
54:48
But here's the thing, Brian, it's just me and you, no one else is listening to this right
54:51
now.
54:52
I want to know what's coming in the future, okay?
54:55
I want to know some flavors that are coming out.
54:57
I want to know like the things that your competition wishes they could know, but again,
55:01
it's just me and you.
55:02
So the future of Jocko fuel, like what do we have to look forward to outside of the
55:06
bomb, you know, the, you know, different flavors or, you know, the hydration drink and stuff
55:10
like that?
55:11
Yeah, you know, so the obviously the very next things that are to come are a, the hydration
55:19
drink followed by the nitro prop go RTD flavor, which we're pretty excited about both of those.
55:27
One thing we haven't talked about that we're launching, it's an old origin product that
55:30
we revived and completely reformulated that I kind of, it kind of went through my focus
55:42
point.
55:43
It was definitely an afterthought in my brain at that time, but it's a really, really exciting
55:48
product, which is a thermogenic.
55:51
And so we actually talked about doing a thermogenic with drop of fuel for a long time, but it
55:56
didn't feel right because, you know, our messaging a lot is often like, you know, it's hard work
56:04
and it's discipline and there's no hacks and I think the key is you kind of touched on it
56:09
when you talked about your magnesium is we have a number of like our people, our consumers
56:17
who ask like, hey, we really wish you could create something, formulate something that
56:23
is a, you know, it's in the quote unquote fat burner category, but we don't believe in
56:29
like fat burners, we believe in tools that could be used to help you in your goals.
56:34
And so whatever your goal is, if that goal is to build muscle or, you know, function
56:39
at a higher cognitive level, or it's to lose some extra pounds.
56:44
If we think that we can use actual science, not snake oil, and give you a healthy, clean
56:50
product to do that, to really assist you in those goals, then we're going to do it.
56:55
And so we finally got to a point where enough ingredient science, enough new, like new ingredients
57:00
had come out and been thoroughly tested where we felt like we could put together a formula
57:05
that made a difference.
57:06
So it's, it works on, on, on appetite suppression, natural GLP one increases from two different
57:13
forms of ingredients and a blood sugar control.
57:17
And with one ingredient being dihydroberberine that has been shown to be basically as clinically
57:24
effective as metformin.
57:25
So people that are taking metformin for blood sugar control, if you're looking for some,
57:30
or if your doctor saying that you should, because your blood sugar is out of control,
57:34
this is something where you could look at as a natural solution to try first.
57:39
I always say like, try the natural route first before you go down that pharmaceutical
57:43
rabbit hole.
57:44
Right.
57:45
And so, yeah, that's something that, you know, we're really excited about.
57:50
Well, you know, you and I were like, best buddies now.
57:53
So as you get those ideas, you just text me, you just kind of let me know like, Hey, Kyle,
57:56
what would you do?
57:57
Would you use this?
57:58
But I told you about this yesterday, but the audience doesn't know this.
58:00
So I need to set it up because you've had 24 hours to think about this.
58:04
But you guys have been circling around, right?
58:06
Kind of making the rounds on potentially the greatest flavor combo in history.
58:11
And I say potentially just so people don't get weird, but it's the best flavor combo,
58:15
because with Jaco go, you got cherry vanilla, and then you've also got lemon lime.
58:19
But if you take cherry and you take a lime and you combine them, you get the greatest
58:23
flavor explosion that God ever allowed for.
58:27
If there was anything better than that, then people wouldn't turn to Jesus because they'd
58:30
be like, this is too good.
58:33
Cherry lime made as close as we get to that.
58:35
But as of right now, there is not a RTD, you know, a hydration drink or a go that's cherry
58:42
lime made.
58:43
And I got to tell you, man, I need it.
58:45
I need it right now.
58:46
You've had 24 hours to think about it.
58:48
Are you going to come through for me, Brian?
58:50
Man, I might, you know, it's funny you mentioned it and, you know, I've like I mentioned before,
58:56
I think that's where we got cut off was I have worked on cherry lime made or cherry lime
59:02
flavors in the past, mostly in like hydration hydration, stick packs, pre-workouts.
59:06
And they've never hit right.
59:08
Admittedly, though, we've never tried a cherry lime go RTD and we haven't tried because it's
59:13
new the hydration RTDs.
59:15
We haven't tried a cherry lime.
59:16
I think we might, we might, you know, we might entertain that possibility.
59:21
Okay.
59:22
I think it's a possibility.
59:23
For sure.
59:24
All right.
59:25
I take that as a 100% affirmative that that is going to happen.
59:28
And I know y'all you see you do unique things with the names.
59:31
You don't have to do that.
59:32
You can just like put my name just somewhere on the label, like just without any explanation
59:37
or something.
59:38
I don't care.
59:39
I mean, that's, oh, bam, bam.
59:40
There it is.
59:41
It's just Kyle's share.
59:42
I made her KT share.
59:43
I made something like that.
59:44
I think that we figured it out.
59:45
But Brian, you, you spent a lot of time with us yesterday.
59:47
We're very thankful that you hop back on today.
59:49
I know we just had to do it on our phone to do it real quick, but you still look like
59:52
you're doing okay.
59:53
You got the beach behind you.
59:54
Everything seems to be going.
59:55
All right.
59:56
But that's all for us.
59:57
Is there anything else you want to get off your chest?
59:59
No, man, like I said, I appreciate you having me on great conversation and we appreciate
1:00:04
the sport.
1:00:05
Absolutely.
1:00:06
I did just as a quick commercial.
1:00:08
I have absolutely loved Jocko fuel.
1:00:09
I'd love to watch you guys go from origin labs to what you've done with Jocko fuel.
1:00:14
It's the only brand that I trust for my personal supplements.
1:00:17
And I've been very, very open and vocal about the fact that I am very, very conservative
1:00:20
about what I put in my body.
1:00:22
So I'm very thankful for you and the rest of the team for what you do.
1:00:25
And Brian, thank you for coming on a Daunton life and man's podcast.
1:00:28
Thank you.
1:00:29
All right, guys.
1:00:30
Thanks so much for listening to this podcast.
1:00:31
Before we let you go, we are going to do a quick resilience boost at undaunted life.
1:00:34
Our mission is equipping men to push back darkness with content that forges spiritual
1:00:38
mental and physical resilience.
1:00:39
So the only link I've got for you today is a link to the Jocko fuel website.
1:00:42
And guys, just remember, if you use the promo code undaunted, again, that's the promo code
1:00:46
undaunted, you can get 10% off of your order at Jocko fuel.
1:00:50
So guys, check out the energy drinks, check out the protein, check out all the other supplements
1:00:54
and make sure you check them out at a discount, use the promo code undaunted at checkout.
1:00:59
Thank you for listening to this podcast.
1:01:01
Wherever you're listening to this, please subscribe, rate and leave us a positive five-star
1:01:04
review.
1:01:05
If you want me to come speak live at your event or on your podcast, just shoot me an email
1:01:08
to info@undonton.life.
1:01:10
That's I-N-F-O at undonton.life.
1:01:13
Follow us on Instagram and like us on Facebook and check out our website for everything else,
1:01:16
including how to donate to keep more content like this coming your way.
1:01:19
Just go to www.undonton.life and as always, we want to thank the band Holy Name for allowing
1:01:23
us to use their music for our content.
1:01:25
The music on this podcast is our song Perpetua, which is off their self-titled debut album
1:01:29
on Face Down Records.
1:01:31
The links are in the description.
1:01:32
I'm your host, Kyle Thompson.
1:01:34
Remember, keep pushing back darkness, keep forging spiritual, mental and physical resilience,
1:01:41
keep seeking the lion of Judah.
1:01:53
[music]