This is how we build a $1B Brand. transcript

What is going on here though? This is our all hands SGM. So basically what this is is we bring as much of the team as we possibly can that's not remote into the office and we present to them the plan for the next two years. So all the way until 2028. [music] >> You guys are sweating, man. >> Holy [ __ ] >> That was hard. Putting my thoughts on paper sometimes solidify to me that number one, I don't forget, but number two, I really think about it more.

I think about it twice. I really think about is it the right move? Is it the wrong move? Could I do it better? This is going to be the craziest story ever told. I cannot wait to tell you guys what we're doing, but I can't say [ __ ] until I do it. But this will be the craziest [ __ ] you have ever seen. Heat. Heat. [music] >> [music] [music] >> Heat. Heat. [music] [music] >> [music] >> How are you doing, sir? >> Oh, you know, halfway through, not even halfway through, a fourth of the way through a long meeting day. >> That's going to be a a whole day, right? >> Yeah.

But it's good. I mean, meetings are good when you're kicking ass. So, >> what was the first part about >> just the review of raw? So, the review of the core of the business, which is protein, pre-workout, innovation in those core categories, what we're doing, um, and just performance overall, and then we're going to have a 10-minute break real quick, and then we're going to go right into bum energy. Do the same thing for bum.

And then after that, we go through investment. So, like, what do we need to win? Do we need to bring a bar line to the United States? What do the numbers look like to make that make sense? get the approval to go spend the money and then go spend the money. >> Wow. So, it's like a whole year planning for just one meeting. >> This for 2028. We're planning for 2028 right now. My little guy just impresses me, >> bro. Yeah. >> He's such a little [ __ ] He's He's amazing.

The more time I spend with him, the more like I'm just blown away by how smart he is. Having full-blown conversations with him, dude. It's crazy. >> Crazy. Yeah. >> Telling me about all the things he does all day now. Like, daddy fun park, you know? He can't like He's telling me like in sent in in like broken sentences, but he's like, "Park fun, Ronnie." Like telling me he went to the park with his friend and he had fun.

I'm like, "Are you kidding me?" Like what? >> So cool, >> dude. That's so cool. >> There's nothing better. >> Yeah. [music] >> You're going to dinner, right? >> [ __ ] yeah, >> bro. It's not cleaned through the water freshers at >> It's rinsed, >> bro. We planned this week to be incredible, not to miss out. >> No. Okay, good. >> Day one wrapped. Let's go get some sushi. You coming to dinner, right? >> You want to get him out of the house today at any point?

Maxim was saying to bring him by cuz he wants to see him. >> You can come. >> What? >> You can come by, too. >> Okay. I'm just trying to think cuz you guys will be gone by the time he wakes up from his nap, right? >> Three. Yeah. Unless you want to come and then have some error like the smartest. >> That's a nice t-shirt. >> Yeah. >> Coffee shop. >> That's sick. Heat. [music] [music] Heat. >> [music] [music] >> How's the run, Matt?

It's >> good. It's >> all good. >> What are you guys doing? >> So, we did 0% incline, 2% incline, 4% incline, two rounds at each. So, six rounds per incline series. And then we went up in weight 02. Dom went up a little bit more every round and we did five rounds total. So that was a workout for the day and then a two-mile cool down to finish. >> This is the epitome of you can do anything hard for a short period of time.

I literally told myself that every time we started the 30 seconds at the peak of that workout. We were going 620 out of four incline which sucks. But I don't even have my [ __ ] watch on. I literally didn't even warm up. I ran out here cuz I realized I was late and he was 2 miles into it already. His warm up, so I had no warm up, but we did it. >> Awesome. You guys were sweating, man. >> That was hard. >> Holy [ __ ] >> That was hard.

Hard. >> That was hard. Harder than most things I do. >> Well, you know what's the problem? You're cleaning and at the same time you're dripping. >> I know. >> Fully aware. >> This is going to take forever. >> It's all right. If I hit the majority of it, it's all matter. Yeah. I have to step out at 12. You know that. >> Yeah. Yeah. Yeah. We're trying to get That's why we're trying to get the kids on the schedule. >> Work.

We're not going to stay the full day. >> Well, you do your intro. >> Yeah. >> I have an outro. >> You have an outro? >> Sorry. Tomorrow for the afternoon because you know, you do your you do your long SGM deployment. So, we have plenty of time. >> Yeah. >> Yeah. Absolutely. We have that conference room there for you. >> So, you have plenty of space, >> but you're sticking around, though. >> I'm staying until 12:00. I have to leave for a 30-minute call at 12:00 and then I'm coming back in to finish it and then I'll be here 90% of the time.

I just can't miss my 12:00. >> Yeah. >> You're going to be excited today. Don't you worry. Don't you worry. >> Get me market tonight. >> Yeah. >> You get the whatever >> you get your cauliflower again. >> Are we going there? >> Yeah. Wait, we're going all the way to Palm Beach. >> I got a party bus picking us up here. We're going to go. It's like It's not that far from here. It's only like 40 minutes. And we're going to stop halfway and do the go-karts and then go there for dinner and then come back. >> I can't wait for the cauliflower. >> Yeah, that was so funny. >> Do you remember that? >> That was so funny.

[laughter] >> What is going on here, though? >> This is our all hands SGM. So, basically what this is is we bring as much of the team as we possibly can that's not remote into the office, which I don't even know if everyone can fit in the office. >> Um, and we present to them the plan for the next two years. So, all the way until 2028. I want to start by saying that if you guys are in this room, you're a very important part of this organization.

And I don't take it lightly when I say that. Um, there's been a lot of new faces, a lot of faces that have left, but what I can tell you right now is the faces in this room are the winners. I really believe that. And I believe that we have the best team in this entire [ __ ] industry. So with that being said, I have a lot more to say later in the the the uh the slideshow, but what I want to do is I want to introduce Hakey.

Hake is the CEO of Equality Group, and he is going to just kind of give an overview of the importance of what we do and why we do it. And then from there, you take it on. That's it. [applause] >> Perfect. Thank you for giving me the chance. Very nice to meet you all. A lot of lot of phases we know each other but then a lot of new phases you guys are becoming a real company. So this is exciting. We actually did the same thing in Europe.

We actually had the same deployment in Europe a few months ago. We got together there. You know a lot of you were there but the ones who were not of course you know it's it's great to go through again what we went through there. And basically today what we're going to do in my session I'm going to you know give a bit of background on the quality group. So what do we do where do we come from and you know so that you understand a bit what has happened there and where we going and then of course you know I explain a bit about the the sustainable growth model so that you understand why we are here today and how it actually impacts everybody.

[music] >> [music] [music] >> So what Q1 one would be would be a recap of the previous I would say that and then pressure testing the current SGM right so basically like last year making sure that the the previous SGM was done properly but then pressure testing the current because by the end of Q1 you'll know if you're if you're let's call it your KPIs are in line because if you if you have these KPIs for Q1 and you're severely missing them then you have to go into an F1 which would be a reforcast of the rest of the here.

So the one thing is is those are the two main things for Q1 and those are very imperative. But then at the end of Q1 and at the end of Q2 and the end of QT and the end of Q4, there's always a week where you have what we call an MBR which or you could even call it a QBR which is is a quarterly business it's a quarterly business review. >> So your quarterly business review again will take that SGM and what it does is it it holds you accountable.

So you have your SGM that you planned and then at the end of every quarter you put all your parameters against that and you say did we hit the quarter right? If we didn't hit the quarter then what are we doing in Q2 to make up for it? Because now if you don't hit Q1 Q2's goals need to change right like they need to change to make up for the Q1 miss >> and if you and then >> so it's it's just always aligning yourself back to the SGM. >> Correct.

And then if and then if you and then in that Q4 or in that in that quarter in that quarterly business review if you feel as though you [ __ ] up on your SGM like right there could be a point where you say look it was a it was a a timing issue right an order landed in Q2 that should have landed in Q1 but we're safe for the year still right we're still safe to hit the the top line and the Ebot goals but there are points in a business where you realize after a quarter or a 1H which is the half point of the year that you [ __ ] [ __ ] up, right?

And and to be honest, the future does not look as bright as it did or you're overachieving to your MBR and you need to do a reforcast for the rest of the year to put it in line with your SGM. If you think about it this way, Tristan, your SGM is your budget. It's the it's the worst that's your that's like the the worst case scenario as it should be, right? And then you have what I like to call an ambition, right? And an ambition is honestly what I tell my entire team.

My team doesn't even know the SGM. My team usually works off of an ambition because if if they fall short of the ambition, we still land above our SGM. Does that make sense? >> Yes. >> But but at any point when we're going through these quarterly reviews and I say, "Hey, we can make it up." Or, "Hey, look, we need we're we're kicking ass and we need to do a reforcast." I call that an F1, which is the first time you reforcast, right?

And F1 states, hey, look, you know, maybe we were a little ambitious on this SGM or, hey, we are absolutely crushing this SGM, so we need to figure out where the, you know, what we need to change these numbers to to really hit the end of the year. Because what you don't want to do is promise someone something, not deliver on that thing, and then not have any answers as to why. >> And then just last thing, Q2 and Q3, what are kind of like the overarching topics?

So Q Q2 I would say would be Black Friday prep I think is a big deal. >> Okay. >> Um and then Q3 >> I would I'm not sure yet. I uh let me let me think on Q3. >> Okay, perfect. I'm conscious the uh huddle's starting now. >> All right, let's jump. >> If we want to pop over there. Cool. Thanks, Dom. >> I want to thank Ashley for putting this together. This is probably one of the best presentations we've had to date. um truly incredible based on what we've done in the past.

And I want to end this uh I guess I'll end it with a quote, but then I'm going to go into a little bit of a topic. And the best employees act like owners and the best owners act like employees. And when everyone thinks beyond their title, the organization becomes unstoppable. Um and I truly believe that. I truly believe that, you know, it's my job to give you guys the tools you need to be successful. And I work for y'all.

And I will say that until the day I'm not here anymore, which is hopefully never. Um, all right. So, getting into this. This was an amazing presentation. All the things that were said during this presentation are awesome. I'm so excited for all of that stuff to come to fruition. But none of that stuff comes to fruition without what the people we have in this room, right? And I truly believe that. I believe that we have the best people on earth in this organization.

And I'll stand by that. But what I also want to make sure we all understand is that the way that we communicate is also super important. And the way that organizations mostly fail is when there's a lack of communication inside the organization. And it's not always a lack of communication, but it's a lack of understanding in how you communicate with each individual group within the organization to get them to do the job that they need to do.

Right? Not everyone in the world is motivated by money. I fully understand that. Right? I'm motivated by winning. I just want to win. I don't give a [ __ ] how we do it. I just want to win. Um, but what I mean by that is what how can we get marketing to get excited about that topline revenue goal? I don't know. How can we get ops to get excited about that topline revenue goal? I'm not sure. Sales, I'm not sure. But what I do know is there is a group of KPIs that every single person in this room has today that if they deliver on, we win.

It's that simple, right? From the person who cleans this office all the way up to me, there is a there is a a thing that I'm supposed to do every day. And if I do that thing every day, we're going to win, right? I've been on calls with Mark where we are in our monthly meeting on finance meeting and we're talking about revenue and Mark has already changed that revenue into how many truckloads or how many cases he needs to get out of the door to win.

And I'm going to assume that that goes back to his team not in dollars but in cases and in truckloads that we need to do to close the month. I'm going to start delivering KPIs and your your member your managers in each one of your departments are responsible for delivering KPIs to each department in a way where you can win. [music] So, for example, with Taylor, with operations, how can we not have any label issues? How can we have an in stock above a certain percentage?

And if you do that, guess what happens? [music] You're going to get bonus on doing your job properly, right? In marketing, let's get viral. If we get a viral post, let's win. Let's let's let's bonus them on doing things that aren't necessarily tied to that topline revenue goal, but are tied to the understanding that if we all do everything right within our organizational channels, we're going to [ __ ] win, right? And I don't know anybody in the world who has ever been tired of winning, right?

I think we can agree. >> All right. So, we're going to [ __ ] win and that's what we're going to do. And I'm done. [applause] >> Joey just told me he's coming back on the plane from Bentonville on Friday. So, just for >> I think Stephan may be too cuz he's with Joey. Just make sure. >> Okay. >> Just Just ask. I'll put a question mark. I'll ask him. >> Um, so in that case, I have you, Maddie, Aunt, Primmer, and Khaled. >> Yeah, >> that's everyone.

Okay. Just for the sake of the plane. >> Um, so then the Thursday will be the same with the exception of Stefan. >> Just make sure we have bars and energy to stock it. >> I I'm dropping it off tomorrow. >> Okay. >> Um, return. >> Just remind me, I need my the sodas. Also, I'll pick them up tomorrow from here. We have samples to bring >> that are coming. >> Yeah. That are here. I just want to make sure I don't [ __ ] forget them. >> So, Maddie to get me sodas. >> Slow, slow, slow, slow, slow. >> Thank you so much. is your big helper. >> Black. >> Yes, the cup is black. >> Black cup. >> What's inside [music] the cup? >> Daddy's >> daddy's what? >> Daddy.

Daddy coffee. >> Cup. Daddy's coffee. >> Daddy cup. >> Did daddy have a kiss? >> Do you Did you do you want to tell a happy birthday? Can you say happy birthday to Calvin? >> Don't be shy. You said it yesterday. Remember? You said happy [music] birthday. >> Want to try again? >> No. >> Okay. Bye-bye. Bye bubble. The question you need to ask yourself is, and the goal of this SGM, just so you guys understand, is we're going to prep for the back half of this year.

And the reason why we're going to do that is because it's going to be a lot easier for you guys to back to to do the last half of the year. And then when we go into Q4 and we build the SGM for next year, you need an SGM from this year to build your SGM for next year. Okay? Like, you can't do one without the other really. So, what the goal is today is we're going to start building the SGM for the year we're in. Okay? Okay, we're going to build it from what we've already accomplished to the end of this year.

So, it's kind of like a halfyear SGM. Does that make sense? So, the first question you need to ask yourself when you're building this is what is your goal for the rest of the year? What are you trying to do better than you did the first half of the year? What are you trying to do better than last year? What are the goals? And I'm going to give you some examples. Do you want higher net revenue? Do you want higher IBIDA?

Do you want to be more hands-off with your business? Do you want to get an X amount of retail doors? Do you want to build a stronger leadership team? All of these questions go into building an SGM, okay? Like it doesn't it's not always just about revenue. It's not always about dollars. It's not always about IBIDA. It's about the whole entire business as a whole. All the levers you're pulling to be successful in what you want to be.

Now, identifying your goal is the first step in building this. Your SGM becomes your bible. And I mean that your SGM is literally your north star for every single individual that works for your company. Every meeting that you discuss with your team moving forward will be around tracking and working towards the goals of this living and breathing document. Every single meeting, every week, every Monday, you're going to be talking about the goals you set for that week because it's that's how granular these SGMs get.

Okay? Now, doing this will take you honestly about a month to do it right. And we're going to work through that together. Every single week for the next four weeks, we are going to dial this [ __ ] in together and it is going to be perfect. Brian is going to also be available to have one-on-one conversations with you guys if you get stuck. He's going to be available to answer a lot of the questions you may drop in the chat, but he is a massive, massive resource.

Him and Greg are massive resources to making sure you guys accomplish this properly. All right, we're going to get into curriculum now. So, the way that I want to see this moving forward is in Lunetti, every Q4 we are going to be doing SGM prep for the following year. All right. Now, that does not mean that the every single thing we do in Q4 is SGM prep. That means that the meat and potatoes of Q4 are going to be fundamental things around SGM prep.

In between those things, we are going to be hitting on the topics that we see you guys struggling with in your SGMs. So if I see an SGM coming through where there's an issue about leadership, there's an issue about marketing, there's an issue about finance, about, you know, getting lines of credit, whatever it is that I see, we are going to be sprinkling those talks in and bringing experts in to talk on those specific things.

But we are going to have like a very structured quarterly system of what we are going to be delivering to make sure you guys are massively successful throughout the year. >> Option is it leaves LA at 8:30. But you get in to Naples at 1000 p.m. next day >> and Sammy is going to be getting in at 2:00 p.m. So she I can obviously have >> or >> I can switch her but there's just the options are really bad because of where you guys are on the 10th.

So I missed though, didn't it? >> She's Yeah. And she would I mean she'd likely miss it too by the time she gets over from concierge. >> Why Zurich? >> Because that's where Sammy is connecting through. So, I was gonna have the two of you meet in Zurich >> and that's far away from >> and do a PJ. >> Why Why not go to like another airport that's closer? >> I asked him. He said this was the best option for first class or business class.

Lefthons. The only downside to that is the short connection time. So, as long as you're not delayed, you're good. >> In which case, you get into Naples at 4:45 p.m. >> Okay. >> Sammy's getting in at 2:00 p.m. >> Okay. So, in theory, once you get there, you're just not going to have a ton of time to get ready. You could technically make the dinner or even be a little late. >> That's fine. >> All right. So, we'll lock in that option. >> All the board meetings are now at our new office in Switzerland.

It's in Zoo. Zug >> Zoo. >> And you're going >> It's the 13th and 14th meetings. So, I probably need to leave on like the 12th and 15th. 12th to the 15th. >> That's good cuz those are like some of the only October dates you actually had open. Uh okay. Um is anyone going with you? >> Building a product is so there's so many more important things than the name of the product. I mean look at some of the names. Update bum.

Like it doesn't matter what the name is, right? It really matters about understanding the gap you're trying to fill, right? What is the gap you're trying to fill? Um, and then when you figure out the gap you're trying to fill, which means that you feel as though you have a reason as to why someone is going to put something else down and pick yours up, right? And that's that's number one. If you don't have that answer, then you don't have you don't have a reason to start the brand.

And then number two is working backwards from an SRP and understanding what that cost of goods needs to be in order to make it make sense for the organization. Right? So if you want to sell on shelf for X amount of dollars, you pull all the [ __ ] out of it. figure out what you need to make to make your margin that you want. And then we go to a we go to a co-man and we say, "Hey, look, this is what I want you to do. I want you to make a a drink with, you know, that I can make these claims on.

These are the claims that need to be on the can. This is what it needs to be incredibly tasting and it needs to cost this much to make." And then once you have that system, then like as they're formulating and figuring out flavor and sending you samples, that's when you really start figuring out the brand name. But I mean, I'll give you an example. The most successful online brands, like online DTOC brands that are doing hundreds and hundreds of millions of dollars a year, they're not even focused on branding.

They're focused on claims they can make in advertising. So, you know, like what is a hot topic in the industry right now? Is it bloating? Is it this? Is it that? Is it focus? Is it calm? Is it PM? Like what is it? and then building something to that that solves the problem and then using that to market to the audience that wants the problem solved. That's what that's what sells. The name brand doesn't mean [ __ ] >> Yeah. >> There has to be a re passion. >> There has to be a reason why people pick the product up and it can't be because it has energy in it because there's [ __ ] a thousand other brands that have it, right?

We were very unique when we launched because we did the low caffeine cognizen like we own an area that really no one was playing in. Now that we've done it, have people come behind us and tried. Yeah. But they're kind of not doing it right still. They're still adding too much caffeine or they're not doing any cognizant. Like they haven't I don't know why. I mean they should just copy us but they're not. That's kind of the way you look at it.

So our whole thing is like less less caffeine more energy, right? Like you're not drinking as much caffeine, but you feel like you're drinking more caffeine. Um, and then no crash and all that other stuff. But that's that's that would be my opinion on it. Um, and I think that there's a lot more that goes into it. But that's really how I would start it. I think what we're doing now is we're finally catching our stride as to like how to show up and how to really get the customer excited.

And the more celebrity we start putting behind the brand now, the more we're going to win. And we just have to pick the right celebrity. Like we have some really good celebrity like in inquiry right now for next year on top of who I already told you about. Uh which it could I mean look I think it's ours to lose, right? It's ours to [ __ ] up at this point and we're not going to [ __ ] it up. >> Yeah. >> Cool. >> Hey and Greg Greg just hit me up.

So he said he's getting that to you um like now. So you'll get it any second. How are you doing? >> Good. How are you? >> What are you doing? >> Um, this is kind of cool. So, one of my buddies, Blake, um, if you guys don't know him, I highly recommend you follow him. His Instagram name is Mr. 4 to8. Um, but he swears by journaling every morning. And it's something that I started doing. I literally bought like 20 of these little things and in the morning I take it not as early as him, not at 4:00 a.m., but I usually wake up around 5 and I really just like sit with my thoughts for an hour.

And I've been doing it now for like a week. Everything I think about it like what needs to be done for myself, how I can become a better leader to what I have to do for that day to the stuff that I teach in Lunetti. I really just like put together like an agenda for myself daily. And a lot of it just comes down to like me possibly like blocking out the noise of my dayto-day and just really focusing on this is the [ __ ] that needs to get done.

This is the [ __ ] I'm going to do. So like today for example, I have a pretty pretty important M&A call and I'm just writing down everything that I want to make sure that I hit on and everything that's very important. Uh cuz usually I just fly shoot from the hip, you know, like I'm very much that type of an individual. >> But putting my thoughts on paper sometimes solidify to me that number one, I don't forget, but number two, I really think about it more.

I think about it twice instead of once. And I really think about is it the right move? Is it the wrong move? could I do it better? And I just let it sit with me. I don't touch my phone. I just focus on this. And usually in an hour or so, I feel really really ready to [ __ ] the day up. So that's what I've been doing in the morning. But we have a very busy busy upcoming few days. I am here today. I leave tomorrow to go to LA for a very very large possible M&A.

I have a lot of meetings in LA before that. I think I have no time at all for anything besides work while I'm there, unfortunately. Probably get a couple workouts in at the yard with my boy Tommy if my shoulder heals up. I actually [ __ ] my shoulder up. I don't know what I did to be honest, but I woke up this morning and I think it was like a combination of I've been doing that new workout now where I do the treadmill for 10 minutes, the rower for 5 minutes, the skier for 5 minutes, and I rotate that for four rounds.

And I think like the the motion of the skier kind of messed up my shoulder because it's just like I do everything. I go from zero to 100, right? Um so I'm going to give it a break for for a couple days and see if it gets better. I'm putting some BPC, some TV500 right into it. So we'll see if that helps. Um but yeah, so LA until Thursday. Thursday I fly to Italy. We have a wedding in Italy for a good friend of mine, Jonathan Carlin.

And then from that point, the first time, and I can't tell you how long, I'm going to take three days off of work. Um Sammy's coming with me. So, we're going to go to Sardinia for 3 days. I plan on doing zero work. Like, I'm talking no work, which I'm very excited about. Let's see if I can do it. We'll see. We'll see. Um, and then from there, I go to China. And then from China, I go to London for Bum Energy. and then London home.

So, a lot of travel coming up. Um, I'll be on my [ __ ] still. I'm gonna do a lot of running because I'll be all over the place. But, I'm really excited for this. So, you guys are going to get some really good [ __ ] content, too. Joy's outside. Yeah, he's on the treadmill. He's going slow. Go tell him he's slow. Say, Uncle Joey, why are you so slow on the treadmill? >> Daddy's socks. >> Oh, yeah. Daddy's got his socks on.

Gray. >> Oh, you okay? I'll let you call that gray. It's not a definite green. >> What kind of diaper is that, babe? It's got like a blue tab on the back of it. >> EVERY DIAPER HAS THAT REALLY the pull-ups cuz you can like wrap it and tape it. >> Yeah. You want to open your present? Come. >> That's Maddie >> and Paige. >> That's where Maddie. >> Maddie. >> Yeah. Maddie and Paige. track for your cars. Maybe daddy can help you put it together. >> Uncle, you want to say thank you to Uncle Maddie. >> Hi. >> What's up, >> say thank you for your toy?

You've been saying his name all morning. >> You getting Are you getting your cards? >> Are you getting shy? He was literally saying, "Maddie, present. Thank you." And Chris, I have a one-on-one with you later today, so we'll hammer it out in our one-on-one, but I'll help you do this. But this is how we win, right? This is how we build something. It takes a little bit longer to take our time to build it. But once we build it, we don't have to worry about it anymore.

And then you can go on and do something else. The problem that you have right now is you're not building the plan to sustain itself. You're building a reactive plane that you have to be integrated in like, and it just never works. Like just full transparency, it doesn't work well. >> You know what I'm saying? >> What would you say? What would you say Dom for like you know KPIs next year? Because obviously we not being there.

We we mentioned like you know target or like a >> easily >> easily next year and I think Chris agrees but now it's putting the plan against that. What's the ad spend per month? What's the growth per month? What's the me per month? If without those goals we will never get anywhere. We're never going to get anywhere without those. Does that do you guys are you tracking what I'm saying? >> No [clears throat] sure. I'm just >> you you work you work you December 2027 is you work back from that date all the way to January and you build the plan.

How much do we need to do a month? How much ad spend do we need for that month? What does the blended me need to be across all channels? That's how you build the real plan. If you don't do that, you're going to fail. You're going to be [ __ ] throwing [ __ ] at the wall. I got to jump. Uh it's a super important call, but Chris, we'll talk on oneonone. >> If we pull this off, this is going to be the craziest story ever told.

I cannot wait to tell you guys what we're doing, but I can't say [ __ ] until I do it. But this will be the craziest [ __ ] you have ever seen. Craziest [ __ ] you've ever seen. Unbelievable. All right, so the Lord works in mysterious ways. And I've had uh my Stuart Clinic, Relive Health, has been absolutely [ __ ] crushing. Um Chris and Kayla are doing such a good job of running it and just like taking ownership in what they're doing on a day-to-day basis.

So, I wanted to do something really cool for them. And I was trying to figure out what to do. And Kayla on her Instagram today just posted that she's been trying to pay off her student loans. Um, and she's close. So, I'm going to go by there today and give her the money to just pay off the rest of her student loans with a note. So, should be good. >> So, what's what's going on? >> Well, it's I forget that it's a holiday.

So, I was going to go drop this off and it's [ __ ] what what holiday is it today? It's like what? Labor Day or something. >> It's a holiday that shouldn't shouldn't be off work, but I'm working. Uh, anyways, regardless of the fact, I wanted to drop it off, but I'm going to just have to wait until I get back from my trip. So, I will drop it off when I get back from my trip. >> It's going to be the death of me. >> Why? >> I got to bring three suits, which >> So, one for the wedding.

Well, there's three days of wedding. >> What the hell, >> dude? This guy spent He literally told me he spent 2 million on this wedding. >> Holy [ __ ] >> It's [ __ ] insane. So, I got to bring all that. Plus, then I need all my clothes for LA for work, Italy, vacation, which I won't I'm only going to go for 3 days of vacation. So, I'll just be chilling in whatever. And then, >> um, >> China, >> China, and then London.

So, I got I got to pack a ton of [ __ ] >> You want to give us an update cuz it looks like everything [laughter] is different in that. >> Yeah. Yeah. So, this is the new master suite. So, the master suite is [ __ ] beautiful. As you can tell, I told you guys there was no paint. There's no paint on these walls. We're just waiting for the stone for this wall behind you, but everything is stone and wood. Ceiling, floor, baseboard is all stone.

Uh trim and throughout the closet is all stone. These are all the doors for the closet. Um we did like a combination of glass and wood doors. So, you don't really see it. Um, but it's nice to finally have a proper closet. Obviously, we're like halfway through moving. Um, I can't put anything here yet cuz there's no drawers on the So, it's his and hers. So, this is my side. Sammy's side's over there. And then our little breakfast nook.

This is going to be all the same stone as down here. Full top. There's a sink right here that actually is built out of the same stone. This whole wall is stone. Shelves are stone. Um, and then they're just finishing up the landscaping. And then once that's done, I'll when I come home, it'll be done. Furniture will be in here. All the new furniture, the new theater set up with the TV and the soundbar. And then our current bedroom, which is over here.

This is going to turn into a theater room. So, this is going to be a full-blown like full red velvet draped theater room, >> which I'm pretty stoked about cuz like I want like a super cozy place to like watch TV. And >> we don't even honestly use the far side. The far side of our house, like the far far side, you probably have never seen even seen in a video. I haven't seen them. >> Um that side of the house is made for guests basically the bar, the other like lounging living room and then the guest suite, the in suite is over there.

Um but yeah, so this is like the last piece of the house that I wasn't if it didn't feel complete to me. You guys don't remember I bought this house. I lived in a 1500 ft house until I was making probably over 2 million bucks a year and I saved all my money and I bought this house in 2019. Uh, and I was I think I paid like 900 for it. 8 900 or like 8.90 right around there. And I've built everything on this house. This house started as a little probably 2500 square ft house.

But the piece of property was gorgeous. And I always had the vision for this to be what it is today. And [music] now there's over 18,000 square ft under air. >> Oh wow. >> So it's, you know, 10 times the size. Um, but I did it over time. you know, I fully don't owe the bank on this house. I bought it cash and I've just consistently saved and built onto it as I saw fit and it's beautiful because I have no liability, no mortgage.

You know, I'm really proud of myself at this point in my life. No mortgages, no car payments, like doing it right. So, for all you guys out there who see all this and you think, "Oh my god, I you know, I need to go buy the biggest house ever." Just remember until I was making $2 million a year. I was living in a 1500 foot house. >> Where are we going? I'm going to go grab some lunch and a coffee downtown in Palm Beach, spend some time with Sammy and Enzo.

I'm leaving for like two and a half weeks, so I'm not going to see him for almost 3 weeks. So, I just want to spend some time with them before I leave.