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Matt Williams Story: Resilience in a Snack Bar · The iDesign Lab Podcast

• 0:00
  Voice Over: This is iDesign Lab, a podcast where creativity and curiosity meet style and design.
• 0:05
  Voice Over: Curator of interiors, furnishings and lifestyles.
• 0:09
  Voice Over: Hosted by Tiffany Woolley, an interior designer and a style enthusiast, along with her serial entrepreneur husband Scott, idesign Lab is your ultimate design podcast where we explore the rich and vibrant world of design and its constant evolution in style and trends.
• 0:25
  Voice Over: Idesign Lab provides industry insight, discussing the latest trends, styles and everything in between to better help you style your life, through advice from trendsetters, designers, influencers, innovators, fabricators and manufacturers, as well as personal stories that inspire, motivate and excite.
• 0:43
  Voice Over: And join us on this elevated, informative and lively journey into the world of all things design.
• 0:50
  Voice Over: Today, we're joined by Matt Williams, a true example of resilience and reinvention.
• 0:54
  Voice Over: After a wake-up call in 2010, matt embraced sobriety and founded FroPro Snack Bar, a company focused on healthy living and supporting the recovery community.
• 1:04
  Voice Over: Pro Snack Bar, a company focused on healthy living and supporting the recovery community.
• 1:08
  Voice Over: Now, as a recovery coach, matt mentors men, empowering them to overcome challenges and build fulfilling lives.
• 1:13
  Voice Over: With a background in teaching, personal training and behavioral health, matt's journey inspires us all to embrace purpose and transformation.
• 1:20
  Voice Over: Let's dive into his story.
• 1:24
  Tiffany Woolley: Today we'd like to welcome Matt Williams to the iDesign Lab podcast, who is a true testament to resilience and reinvention, and we look forward to diving into an awesome conversation together.
• 1:38
  Scott Woolley: So I think the first thing I want to ask is tell us a little about yourself.
• 1:41
  Scott Woolley: You've got an amazing company that we'd love to talk about.
• 1:45
  Matt Williams: You've designed.
• 1:46
  Matt Williams: Yeah, no, thank you for having me on the show.
• 1:48
  Matt Williams: It's great to be sitting down with you both, as we met years ago through a mutual friend and it's crazy how time flies.
• 1:55
  Matt Williams: But my name is Matt Williams.
• 1:57
  Matt Williams: I'm the creator and founder of FroPro Snack Bar, which is an organic peanut butter snack bar that is sold in about 36 states, which is a organic peanut butter snack bar that is sold in about 36 states.
• 2:07
  Matt Williams: Grocery stores, retail pretty much, you name it gyms, juice bars, doctor's offices and started from a little idea in a kitchen, in my kitchen, with a little kitchen maid and a perfect tray brownie cutter.
• 2:18
  Tiffany Woolley: One of those, one of those things.
• 2:40
  Matt Williams: My kids were obsessed with that thing.
• 2:41
  Matt Williams: Yeah, so, yeah, just something that I started making for myself, had a lot of people that were super supportive and gave me a chance, our mutual friend that introduced us being one of them.
• 2:49
  Matt Williams: And yeah, it's crazy how much as we were before the show was starting, just talking about how much time has passed and what's transpired and all the good things.
• 2:59
  Scott Woolley: So what made you think of Snack, did you?
• 3:04
  Matt Williams: feel there was a need for it.
• 3:05
  Matt Williams: Well, it's funny, most of the brands that are out there, it's somebody that creates something where they think there's a need for it, and I always share that.
• 3:14
  Matt Williams: I didn't create FroPro to be a business.
• 3:16
  Matt Williams: I was making it for myself.
• 3:18
  Matt Williams: I was bicycling around town as I had lost my driver's license due to my poor decision-making.
• 3:26
  Matt Williams: Around town, as I had lost my driver's license due to my poor decision making, and in the and as a result of that, everywhere I went, I had these little peanut butter snack bars and my backpack with my change of clothes and you know all that stuff that I was, you know, out for the day with right and would share it with either my clients, the clients kids that I was either, you know, training, training yeah, that I was either training or tutoring in school and it just kind of went from sharing it with certain people to having the opportunity to share it in a friend's gym that I was training out of, and their clients, which led to one lady that happened to be there asking what was in the product and then giving me kind of some coaching and the fact that the ingredients I used were good but they could be better.
• 4:09
  Scott Woolley: And.
• 4:10
  Matt Williams: I took those suggestions and kind of reformulated the product so it would be plant-based, because a lot of people have trouble digesting dairy, and brought it to her and she said this is great, make me 100.
• 4:22
  Matt Williams: And I had never done that.
• 4:24
  Matt Williams: I had a tray.
• 4:26
  Tiffany Woolley: So did you do that in your kitchen?
• 4:28
  Tiffany Woolley: Or did you go to one of those cooking?
• 4:30
  Tiffany Woolley: Yeah, no, I was.
• 4:31
  Matt Williams: I literally was doing everything out of my little kitchen at home in Boynton beach, where I was living at the time, a little one bedroom with with my girlfriend who's now my wife, chelsea and, uh, figured out very rudimentary packaging, essentially glad press and seal wrap right I would cut and wrap the bars in.
• 4:50
  Matt Williams: I put a little sticker on it and did the?
• 4:52
  Scott Woolley: did the product change in taste or consistency when you changed the?
• 4:57
  Matt Williams: not not entirely um plant you were happy with the second sort of yeah, I mean as long as it tasted good and tasted good, and I think everybody says, well, why does your bar stand out?
• 5:07
  Matt Williams: One of the main reasons our bars stand out is because it's good.
• 5:09
  Tiffany Woolley: They do taste good yeah.
• 5:11
  Matt Williams: The actual product, what goes into it.
• 5:12
  Matt Williams: We know the ingredients.
• 5:13
  Matt Williams: We manufacture everything in-house since we started to today, we don't use a co-packer and some people have their thoughts on that, thoughts on that but we have an amazing facility, an amazing team, but in starting the product, in changing and listening to people that were, I would say, more well-versed in the industry, in food production and how people are able to eat, and nutritionists and all of that, I took suggestions and ran with it and the result was delivering 100 bars to this woman and her juice bar before juice bars exploded down here Right.
• 5:44
  Scott Woolley: So she had a retail location that she was selling them then Yep.
• 5:48
  Matt Williams: She asked for a hundred bars.
• 5:49
  Matt Williams: I gave her a hundred bars.
• 5:50
  Matt Williams: I didn't know what to expect.
• 5:52
  Matt Williams: I didn't know what to charge her because I had again, I didn't create it to be a business.
• 5:56
  Matt Williams: She basically said when I sell out of these, this is what I'll pay you.
• 6:00
  Matt Williams: And cause he asked me she's like, what did this cost to make?
• 6:02
  Matt Williams: And I was like I have no idea.
• 6:03
  Matt Williams: You told me to do it, so I did it, right.
• 6:06
  Tiffany Woolley: I love the look.
• 6:06
  Tiffany Woolley: She told you to do it.
• 6:09
  Tiffany Woolley: Yeah right, trial by error, exactly.
• 6:12
  Matt Williams: Yeah, I had no clue what I was doing and still sometimes feel like I don't.
• 6:15
  Matt Williams: But, what was great about it?
• 6:24
  Matt Williams: Is I cool?
• 6:25
  Matt Williams: How long ago is this?
• 6:25
  Matt Williams: How many years ago?
• 6:26
  Matt Williams: This is in 2011.
• 6:29
  Matt Williams: 2011, okay.
• 6:30
  Matt Williams: Yeah, so it was just.
• 6:31
  Matt Williams: I dropped those bars off, ran out of there.
• 6:33
  Matt Williams: Three days later she called me.
• 6:34
  Matt Williams: She goes.
• 6:35
  Matt Williams: Hey, I need 100 more.
• 6:36
  Matt Williams: I sold out and she'd put them at you call point of sale.
• 6:39
  Matt Williams: She put them right by the register because people were going there for smoothies, juices and other healthy items and mine was an add-on and at the point of sale it's like hey, would you like this healthy snack for later?
• 6:52
  Matt Williams: It's not a meal replacement.
• 6:53
  Matt Williams: It didn't take away from their business because they were selling essentially a meal.
• 6:57
  Tiffany Woolley: Right.
• 6:58
  Matt Williams: And mine was just a snack for later and I call that an impulse item, correct Impulse item, point ofof-sale item, whatever it is.
• 7:05
  Matt Williams: And it worked.
• 7:06
  Matt Williams: And she ordered 100 more and introduced me to another person who had a juice bar in Delray, which introduced me to another person, which introduced me to another person and that's how it started.
• 7:16
  Scott Woolley: So now you're making all these bars at home in your cellophane, kind of wrapping them, correct?
• 7:19
  Scott Woolley: So at what point does a light bulb go off going?
• 7:23
  Tiffany Woolley: Yeah, what was my question?
• 7:24
  Tiffany Woolley: It was like when did that design decision become like let's create a business or let's do this and take it more?
• 7:31
  Scott Woolley: seriously Like we've got something here.
• 7:33
  Scott Woolley: Did you make or think about that, or did someone kind of plant the seed?
• 7:38
  Matt Williams: or push you.
• 7:38
  Matt Williams: Well, the initial idea when I was taking it around, one of my client's mothers was like I think you have something here, and I was like I don't know what you're talking about, because I didn't call it anything.
• 7:50
  Tiffany Woolley: It was just like the bar, yeah, and I made it and it was frozen protein fro pro.
• 7:53
  Matt Williams: And she's the one that bought the first website with my credit card.
• 7:56
  Matt Williams: I was like super nervous because I didn't really have any money at the time.
• 8:00
  Matt Williams: I was just starting over at 28.
• 8:02
  Matt Williams: And that's kind of how it started.
• 8:04
  Matt Williams: So, with getting to that point of like either taking it seriously, what I did know is that I didn't want to be making the bar in my house Because in Florida, with all the green markets and all the pop-up things, you could have a product under the Cottage Act which allows people to know that if you purchase this product.
• 8:25
  Matt Williams: It's made in someone's home and some people are cool with that and others are not.
• 8:28
  Matt Williams: I wanted it to be a little bit more legit, so I found essentially a commissary kitchen Right, I've heard that where they're all sanitized Rent space Locally, Locally.
• 8:39
  Matt Williams: this kitchen was out in West Boca at essentially where the old post office was off of Clintmore and 441.
• 8:45
  Matt Williams: It was tucked back as west as you could go.
• 8:49
  Scott Woolley: Were they doing similar type products or were they a bakery?
• 8:53
  Matt Williams: It was actually a juice company at one time and I knew the guy that owned it.
• 8:58
  Matt Williams: He had the space used for certain like at certain times, and then the times that he wasn't using it.
• 9:05
  Matt Williams: So I didn't get in the way.
• 9:06
  Matt Williams: I rented space from him and I was there for a couple years and then I actually moved right down the road from here in Boynton, right off Congress and that industrial development.
• 9:17
  Matt Williams: Oh, just right down the road, I forget the side road and I moved there and then in 20.
• 9:22
  Tiffany Woolley: Were you still mixing the concoctions there?
• 9:24
  Tiffany Woolley: Yep Still doing using using you know tabletop mixers, right, right, I know they have those industrial sizes and yeah, not like we hadn't graduated to that until about a couple years ago okay the hobart mixes.
• 9:35
  Matt Williams: Yeah, got the big hobarts, but we, you know, we went from like a tabletop to a slightly bigger, as much as we went to the biggest one that you could keep on a stainless steel table without it crushing under its weight.
• 9:46
  Matt Williams: Right, and I had went from the essentially the little cutters and like the little metal trays or perfect brownie, the perfect brownie mixer thing, to a food mold company that I had connected with from a food show out in Chicago that essentially had imprints of our product in a silicone tray, right, and you'd make the product, put it in there and then we'd freeze it.
• 10:09
  Matt Williams: And you know, at one point we had, I think, like 16 deep chest freezers that you could stack the product in.
• 10:15
  Scott Woolley: So was it a frozen product.
• 10:16
  Scott Woolley: It started out that way, yeah.
• 10:18
  Matt Williams: It started out that way and now we necessarily didn't need to.
• 10:22
  Matt Williams: And everyone says, why would you go into the cold space?
• 10:24
  Matt Williams: And, to my own ignorance, I don't know why I did.
• 10:27
  Matt Williams: But what was great about being?
• 10:28
  Scott Woolley: in there.
• 10:29
  Scott Woolley: What was your reasoning for?
• 10:29
  Matt Williams: thinking behind that.
• 10:30
  Matt Williams: I'm just a dessert guy.
• 10:31
  Tiffany Woolley: Right, he liked it chilled.
• 10:33
  Scott Woolley: I like it chilled Because it limits you from a retail standpoint?
• 10:37
  Matt Williams: Sure, I didn't know that, though you know, I had no clue.
• 10:40
  Matt Williams: I just said I like my food cold, and you know, there are people that you know, some mutual friends of ours, that know that kind of play devil's advocate and they're like, really, a cold bar in Florida.
• 10:49
  Matt Williams: Isn't that a pretty stupid thing?
• 10:51
  Matt Williams: And I said maybe it is.
• 10:52
  Matt Williams: But what's great about it is the category that we're in now.
• 10:56
  Matt Williams: The only other products that are there are maybe five or six, compared to if we're on the dry shelf there's dozens, you're right.
• 11:03
  Tiffany Woolley: Compared to if we're on the dry shelf, there's 300, 400 that you can choose.
• 11:06
  Matt Williams: And it sits.
• 11:07
  Matt Williams: You listen to any nutritionist or you listen to anybody that back then the only one really doing it was Perfect Bar.
• 11:15
  Matt Williams: Rx Bar had just come out too.
• 11:17
  Matt Williams: But what was interesting is that you go into the grocery store and a lot of people say don't go in those middle aisles, don't shop where stuff is sitting on the shelves for too long.
• 11:32
  Matt Williams: You shop.
• 11:32
  Matt Williams: The peripheral staples are in the middle, correct?
• 11:33
  Matt Williams: And they say, quote unquote, the fresher of the foods are in the refrigerated or on the outside.
• 11:39
  Tiffany Woolley: That's so true, wow, so I didn't.
• 11:41
  Tiffany Woolley: That's just another positive, then, on your so.
• 11:43
  Matt Williams: So I had no clue and that's how we started and I had many people say make it shelf-stable.
• 11:49
  Matt Williams: I'm like it is shelf-stable.
• 11:50
  Matt Williams: And one thing we did run into that was a problem was we basically said it's best served chilled, but it doesn't have to be.
• 11:56
  Matt Williams: And when you tell a buyer that and they hear that.
• 12:00
  Matt Williams: Oh, it doesn't have to be in the refrigerator.
• 12:02
  Matt Williams: Oh, that's not my category.
• 12:03
  Tiffany Woolley: You've got to get out of here.
• 12:04
  Tiffany Woolley: You're confusing them.
• 12:04
  Tiffany Woolley: She's the stuff you learn when you're out there, right?
• 12:06
  Tiffany Woolley: And?
• 12:08
  Matt Williams: people still to this day.
• 12:09
  Matt Williams: Well, I accidentally left my bar in my gym bag, or I left it in my golf bag, or it was in the car.
• 12:17
  Scott Woolley: Does it say on the bar that it has to be refrigerated?
• 12:19
  Scott Woolley: No, it just says best're chilled, that's okay.
• 12:22
  Matt Williams: So there's nothing in the bar that can spoil even the products that we do put into it.
• 12:25
  Matt Williams: Freeze-dried anything, what's your shelf life.
• 12:28
  Matt Williams: So in the refrigerator we say three to six months, in the freezer six to nine or longer.
• 12:35
  Matt Williams: In the refrigerator it can last up to nine months.
• 12:37
  Matt Williams: That's a short shelf life Compared to our competitors.
• 12:42
  Matt Williams: It's seven to ten days, really yeah, so we can be in the refrigerator for a period of time.
• 12:47
  Matt Williams: So when we produce we put a nine-month, essentially best eaten by nine months of production.
• 12:52
  Matt Williams: But there's no dairy in it, correct.
• 12:53
  Matt Williams: No dairy, yeah, no dairy.
• 12:54
  Matt Williams: No soy, no egg, yeah.
• 12:57
  Scott Woolley: So what's the reason?
• 12:58
  Scott Woolley: Just because you like it, chilled Selfishly, yes, okay.
• 13:01
  Tiffany Woolley: But I love the idea because now that we are more paying attention than say we were in 2014 when you were starting.
• 13:09
  Tiffany Woolley: I mean, we are all about shopping the perimeter and we are about wholesome ingredients.
• 13:16
  Tiffany Woolley: Now we're all more mindful, I feel like, than ever.
• 13:19
  Matt Williams: Yeah, I want to say we were ahead of the trend before it was a trend.
• 13:22
  Matt Williams: Yes, without a doubt, but, like it wasn, wasn't intentional and I don't want to say what point did you put packaging or did you?
• 13:26
  Matt Williams: Have to create a logo and design a packaging and so forth so it was interesting as my two older brothers my oldest brother was in, he's a professor and he taught marketing and he taught kind of that thing so I actually had exposure to people that were essentially doing projects for free.
• 13:42
  Matt Williams: So one of the initials was like he had one of his students.
• 13:45
  Tiffany Woolley: He gave it to his class to do.
• 13:46
  Matt Williams: He basically said hey, create a logo for this company.
• 13:48
  Tiffany Woolley: I love it.
• 13:49
  Matt Williams: And that was our first logo.
• 13:50
  Matt Williams: There's been many iterations since the packaging went from obviously plastic wrap to Uline, which you're familiar with essentially a package you could open and you could essentially open and close which was our next, but why we changed from the open and a close to a completely sealed was.
• 14:11
  Matt Williams: We were still relatively new.
• 14:13
  Matt Williams: We were in, I believe, one of the local stores we're probably like 10 stores in and the Department of Health was at that store and asked the owner what is this product and why is this missing on this product?
• 14:27
  Matt Williams: She says oh, that's Matt, he's great, call Matt.
• 14:30
  Matt Williams: And I had the Department of Health.
• 14:31
  Matt Williams: This guy called me and he goes your product is not suitable for stores and I need you to pull off all your products.
• 14:36
  Tiffany Woolley: Oh geez.
• 14:37
  Matt Williams: What was the reason for that?
• 14:38
  Matt Williams: Because of the ability to open and close said product.
• 14:43
  Matt Williams: So what would-.
• 14:44
  Scott Woolley: Well, I could tell you that there's a little bit of what payola that takes care of that with.
• 14:49
  Matt Williams: Yeah, that was my first exposure, but what was great about it is they were very kind.
• 14:53
  Matt Williams: They said we understand your.
• 14:55
  Matt Williams: This is a learning experience and we understand that you're learning this process as you go and we're gonna help you out here.
• 15:02
  Matt Williams: Fortunately, at that time we're only on essentially in 10 stores with in some shelves and we weren't doing a ton of volume yet and I was able to pull off the product um essentially repackage it re essentially give the, give the stores their money back, but they're like we want we want the product, which is a great feeling right, and so we then, um, were able to take our packaging and do essentially a heat seal which sealed the package completely, and it was a tearaway strip and, and since then we've moved to a full machine, a flow wrapper that you know it looks like, if you remember the I love lucy, it's like a full conveyor belt bar, goes in, wraps it, dumps it and we overcame an obstacle yeah, yeah.
• 15:45
  Matt Williams: All the things that you overcame an obstacle, yeah, yeah, all the things that we overcame were learning situations Like it wasn't.
• 15:49
  Matt Williams: Hey, we should do this because we knew what we were doing.
• 15:52
  Scott Woolley: You'd be surprised how many people would just give up and say oh, the Board of.
• 15:56
  Scott Woolley: Health.
• 15:56
  Scott Woolley: The Department of Health just came down, had me pull the product.
• 16:00
  Scott Woolley: Oh yeah.
• 16:02
  Matt Williams: Scrap this idea, and I've heard that over the years.
• 16:03
  Matt Williams: Product oh yeah, let's scrap this idea, and I've heard that over the years.
• 16:05
  Matt Williams: I'm sure you've talked to people that are entrepreneurs, oh, yeah, you guys have been successful in a lot of things that you've done, and a lot of the times it can be very devastating and it can be very like, oh, this is a stupid idea, I failed.
• 16:16
  Tiffany Woolley: No, you can never go.
• 16:17
  Matt Williams: Right, and there are days like that though.
• 16:19
  Tiffany Woolley: Yeah, you know we have days where we're like what are we doing?
• 16:22
  Matt Williams: This is ridiculous.
• 16:23
  Matt Williams: Like this is so expensive.
• 16:26
  Scott Woolley: So time-consuming so do you have your own facility now that you're packaging?
• 16:30
  Matt Williams: Yeah, we're 1200 Clinton War Road, we tell people to drop by.
• 16:34
  Matt Williams: You know, as long as we're not in active production, even though we have the hairnets and people can like the Department of Health can come any time and they have in the middle of anything they want.
• 16:41
  Matt Williams: But Health can come any time and they have in the middle of anything they want.
• 16:44
  Matt Williams: But, yeah, we tell people to come by and see it.
• 16:45
  Matt Williams: You want to see the product, you want to see the raw materials.
• 16:48
  Tiffany Woolley: I love that.
• 16:48
  Matt Williams: Everything's right here.
• 16:49
  Tiffany Woolley: We don't hide anything.
• 16:50
  Matt Williams: We're very transparent, like that's what I think one of the cool things about our product is is not only can we have people and we feel confident in what we do and how we operate in our team, but we tell people come by you want to see the one line that kind of.
• 17:04
  Matt Williams: So we have a giant Hobart mixer and we mix, you know, a very.
• 17:09
  Matt Williams: It becomes very heavy, which is so funny when you think about where we started.
• 17:12
  Matt Williams: But you know we mix this huge product.
• 17:14
  Matt Williams: It goes on to one machine that we invested in two years ago, which essentially it's called a slab machine, and it you dump this what looks like cookie dough, right, essentially say like the dough or the bar material.
• 17:26
  Matt Williams: It flattens it.
• 17:27
  Matt Williams: One thing we customized that we always thought we, we thought was cool is our bar says our name our name on it, yeah and from the molds.
• 17:34
  Matt Williams: It was like well, how do we do that?
• 17:35
  Matt Williams: And the machine company basically said well, we can create a stamp.
• 17:40
  Matt Williams: Yeah, that stamps the product.
• 17:42
  Matt Williams: So it literally gets rolled twice, stamped carbon fiber cuts it into sections and then it goes through another cutter which you can make the bar as big, as small as you want Dimensions are really cool and then it drops onto a cookie tray.
• 17:56
  Matt Williams: Cookie tray goes into the rolling rack, sits in the chiller for a little while and then it goes right on the machine, gets packaged and then into the boxes and out to the customer so what's the whole time like frame go to like from the time it's in the mixing, or even just the ingredients, yeah, so what?
• 18:12
  Matt Williams: we like to do is we like to produce on one day, so make as many as we can on one day, and the next day run the machine.
• 18:19
  Matt Williams: So could we do it in the same day?
• 18:21
  Matt Williams: Absolutely.
• 18:22
  Matt Williams: But what it's nice is it gives it a little break and we have the capability of running 24-7.
• 18:28
  Matt Williams: As of right now, we don't do it because we're at a certain level where we're at that plateau of we're ready to punch through, we're ready for more territories, we're ready for more retail opportunities.
• 18:40
  Matt Williams: We have the full capability to run 24-7.
• 18:42
  Matt Williams: We just haven't done it yet.
• 18:45
  Scott Woolley: So do you have a staff now that just handles that, or do you do it yourself?
• 18:48
  Matt Williams: Absolutely amazing team.
• 18:49
  Matt Williams: There are days that I do jump in because I miss it.
• 18:51
  Matt Williams: I bet I do.
• 18:53
  Matt Williams: My wife, chelsea, is the CEO.
• 18:55
  Matt Williams: She runs the show.
• 18:56
  Matt Williams: I think it was two years ago.
• 18:57
  Matt Williams: We made it a women-owned business because she what we do really well is she sits at the control panel.
• 19:05
  Matt Williams: She runs everything from the office.
• 19:07
  Matt Williams: She loves that.
• 19:08
  Matt Williams: I don't want to say behind the scenes, because she very much runs the show.
• 19:11
  Matt Williams: We have an amazing director of operations that started.
• 19:14
  Matt Williams: We've known her since middle school.
• 19:16
  Matt Williams: She lost her job in COVID and started with us part-time and stuck around and now she is the director of operations right underneath Chelsea, and we've hired a lot of people that have come through South Florida for you know different reasons substance abuse, that get sober and need a job.
• 19:32
  Matt Williams: That's.
• 19:33
  Tiffany Woolley: Give them a fresh start.
• 19:34
  Matt Williams: Essentially a fresh start in a place Because you're giving back to that community, Like you know, like our mutual friend did for me.
• 19:40
  Matt Williams: Correct you know, gave me the chance and I think it's really important.
• 19:44
  Matt Williams: We've had people come and go in a week.
• 19:46
  Matt Williams: We've had people come and stay for a couple months, but it gives people a safe place, a good job where they can show up.
• 19:53
  Matt Williams: It's a good environment.
• 19:54
  Matt Williams: We have a great team.
• 19:55
  Matt Williams: We hate to see people leave and we hate when they want to do other things, but we also understand you've got to do what you've got to do it's life 100%.
• 20:03
  Scott Woolley: Life's a revolving door.
• 20:04
  Scott Woolley: People are that's right.
• 20:05
  Tiffany Woolley: So do you plan on ever branching out and adding to the line?
• 20:09
  Tiffany Woolley: I know you have multiple flavors.
• 20:11
  Scott Woolley: So how many SKUs do you have?
• 20:14
  Matt Williams: Man, we've had so many SKUs.
• 20:16
  Scott Woolley: Oh really, yeah, so you're changing SKUs.
• 20:19
  Matt Williams: Yeah, so again, we base everything either off a cacao base, which is our chocolate we don't use milk products, so it's a cacao base which is our chocolate and or vanilla, and then we kind of go from there.
• 20:30
  Matt Williams: So everything would be called kind of a sweet snack bar, and it's a variation on either of those two.
• 20:37
  Matt Williams: We know which.
• 20:42
  Tiffany Woolley: SKUs do better and have done better.
• 20:43
  Tiffany Woolley: What is the best-selling?
• 20:43
  Matt Williams: one Toasted marshmallow.
• 20:44
  Tiffany Woolley: Toasted marshmallow.
• 20:45
  Tiffany Woolley: Followed Toasted Marshmallow.
• 20:46
  Matt Williams: Followed by Birthday Cake, vanilla Chocolate Chip and the regular, so how many different SKUs?
• 20:51
  Matt Williams: Or flavors do you have?
• 20:53
  Matt Williams: So we expanded, so we had.
• 20:55
  Matt Williams: When we launched in Whole Foods, we launched with just four, which was Chocolate, vanilla, mint and Coffee, which are the only flavors we had.
• 21:02
  Scott Woolley: And in the refrigerated section.
• 21:04
  Matt Williams: In the refrigerated section, right at the checkout.
• 21:06
  Matt Williams: Yep At the checkout.
• 21:07
  Scott Woolley: So it's in a little.
• 21:08
  Scott Woolley: It's in the middle, one of those open-ended coolers, like in between the two.
• 21:11
  Matt Williams: Yep and sometimes we have multiple locations depending Like.
• 21:14
  Matt Williams: Whole Foods here has been really good to us.
• 21:16
  Matt Williams: The Boca location.
• 21:17
  Matt Williams: We did a special bar for the Del.
• 21:19
  Matt Williams: I'm going to share this because it's a cool, fun fact.
• 21:22
  Matt Williams: We did more sales the first week of Delray Beach Whole Foods opening.
• 21:27
  Matt Williams: We beat water, water, bottled water.
• 21:31
  Matt Williams: We beat water, which was outrageous At that time.
• 21:34
  Matt Williams: Beyond Meat.
• 21:35
  Matt Williams: Those things were like the rage.
• 21:38
  Matt Williams: We did more than them and it caused a little like wave where National was like what is going?
• 21:45
  Matt Williams: on with this product and they're like it's their hometown.
• 21:48
  Matt Williams: Right and you're like that's great, but these numbers are ridiculous.
• 21:50
  Tiffany Woolley: That's so exciting.
• 21:52
  Matt Williams: Very exciting.
• 21:53
  Tiffany Woolley: Well, I know myself.
• 21:53
  Tiffany Woolley: When I first went to that Whole Foods when it opened, I thought it was so cool.
• 21:56
  Tiffany Woolley: I hadn't seen that many flavors ever together.
• 21:59
  Tiffany Woolley: So I was like, oh, I get to grab a few additional flavors.
• 22:06
  Matt Williams: And it like, oh, I get to grab a few.
• 22:08
  Matt Williams: Yeah, we additional flavors and it's like not common, right?
• 22:09
  Matt Williams: So, as as we expanded nationally with them into new territories, we are now just doing the top three flavors.
• 22:13
  Matt Williams: We started with nine and whole foods and then we went down to six, the top six, and as we expand out of florida, we're doing the top three flavors, which is toasted, mallow, chocolate chip and birthday cake.
• 22:23
  Matt Williams: Yeah, so, it's yeah.
• 22:25
  Matt Williams: So, to answer the initial question, how many SKUs?
• 22:28
  Matt Williams: I think over the years we've had up to 20.
• 22:31
  Matt Williams: Okay, but we focus on the top five and then we have the other ones and we have fun.
• 22:36
  Matt Williams: We just launched our first savory bar.
• 22:38
  Matt Williams: Which people were very curious about Savory, so it's like the it has a cheesy, or herby?
• 22:47
  Matt Williams: yeah, like people like you think of like a cajun turmeric, right, okay, those kind of things, but we didn't everything.
• 22:53
  Matt Williams: So who's designing these different flavors?
• 22:56
  Matt Williams: We've tried so many different flavors.
• 22:58
  Matt Williams: So when people do offer, I'm sure like people are you like, oh hey, should do this and they offered unsolicited opinions to you.
• 23:05
  Matt Williams: You can take it with a smile and say thank you, but we try it, we've tried it all.
• 23:11
  Matt Williams: We've tried different citrus ones.
• 23:13
  Matt Williams: It hasn't worked.
• 23:14
  Matt Williams: That was the initial flavor.
• 23:15
  Matt Williams: They wanted a pineapple flavor for Del Rey because, like beech, and pineapple, but they all have a peanut butter base to it All, a peanut butter base.
• 23:25
  Matt Williams: We'd had an almond butter line, that was great and it just wasn't.
• 23:28
  Matt Williams: Essentially, we weren't I don't want to say making money on it, because that sounds terrible, but at the end of the day, it wasn't selling.
• 23:34
  Matt Williams: It was selling, but the price of almonds went up.
• 23:38
  Matt Williams: Oh, okay, so your margin wasn't there, and when you sell a bar, that's the same size peanut butter versus almond butter.
• 23:45
  Matt Williams: Now, if you go buy a jar of almond butter, it's more than peanut butter, and people are like well, why is that?
• 23:49
  Matt Williams: And it's kind of you can't charge more for an almond butter bar because people don't get it and that that they have to get it.
• 23:56
  Scott Woolley: So are all your bars the same size.
• 23:58
  Scott Woolley: Same size, same, yeah, are they all the same price?
• 24:00
  Matt Williams: Same price, same price, same price, same price.
• 24:02
  Matt Williams: Yeah, same thing.
• 24:02
  Matt Williams: And what is?
• 24:03
  Tiffany Woolley: the price?
• 24:04
  Tiffany Woolley: I mean God, I don't ever look at the price of like protein bars.
• 24:08
  Tiffany Woolley: She doesn't look at the price of anything.
• 24:09
  Scott Woolley: No, that's phenomenal.
• 24:11
  Matt Williams: You're our best customer, yeah, so it'll retail as low as $2.99.
• 24:16
  Matt Williams: And then some of the more high-end boutiques, like, if you look, I'll just say like the most I ever saw and it hurt my heart was $8.
• 24:23
  Matt Williams: Oh jeez but it's like the same thing, like you can get a bottle of water for $0.50 and then you can go to a hotel in Miami and the same bottle of water will be $10.
• 24:31
  Tiffany Woolley: It's so true.
• 24:31
  Scott Woolley: Are you in any hotels or spas We've got?
• 24:34
  Matt Williams: a couple hotels that we've just through knowing people, we've gotten in, a couple like Ritz's and Hilton's, and golf courses are a big deal for us.
• 24:44
  Matt Williams: So if there are any golf course listeners out there that want to up their game and the snack bar game let me know.
• 24:50
  Matt Williams: Healthy snacks, yeah, and there is that initiative.
• 24:52
  Matt Williams: There are people looking for better ingredients and we're going up against some heavy hitters right.
• 24:57
  Matt Williams: There are a lot of people, and you know influencers and people that have clout whether I'm going to say this in the nicest way, whether they deserve it or not and then they create a product and the product might be full of crap.
• 25:12
  Tiffany Woolley: Yeah, you're right.
• 25:13
  Matt Williams: But they have a following and the following will go out there and buy it and that's great and we've tried to channel into that.
• 25:20
  Tiffany Woolley: It works.
• 25:21
  Scott Woolley: You have a lot of competitors that you kind of focus on or think about.
• 25:27
  Matt Williams: I want to say this in the nicest way that we don't focus on them.
• 25:29
  Matt Williams: Good, I can't You've been successful.
• 25:34
  Tiffany Woolley: staying in your own lane, I feel like, and it's tough.
• 25:38
  Matt Williams: I mean, there's companies that have come out after me that have already sold for hundreds of millions of dollars and, you know, I've talked with people in the industry that have given me my time and, like the beverage or food industry, that are like, you know, you think, oh my God.
• 25:50
  Matt Williams: And you know, I had one guy, you know, sit me down and he's like we spent X amount of dollars on marketing and it was a number that I was blown away by and he said, at the end of the day, we created this awesome brand, he's like.
• 26:01
  Matt Williams: However, I own five percent right and I said well, five percent of and to grow it he had to do that, yeah, but at the same time, they're a nationally global recognized brand, right, and when they do get acquired regardless if they do or not he'll do fine and he did fine to get to where he is today, right, right.
• 26:22
  Matt Williams: But you know, you learn the process and it's nice because the industry you can encounter some really I hate to say it shitty people like any business, right, any business, yeah, and you can meet some really cool people.
• 26:33
  Matt Williams: And you know a recent conversation with a buddy of mine in the beverage industry he goes, everything looks really good on social media, he's like, but behind the curtain, curtain, he goes, it's, it's.
• 26:46
  Matt Williams: You know, you got to remember and I and I appreciated him saying that because he's done very well for himself.
• 26:48
  Matt Williams: But you know he too feels the same pains that my wife chelsea and I feel with trying to grow a brand oh, yeah, the same year.
• 26:54
  Scott Woolley: So is the two of you the owners.
• 26:56
  Scott Woolley: Do you have partners?
• 26:57
  Scott Woolley: Yeah, no, we we.
• 26:59
  Matt Williams: We had a uh.
• 26:59
  Matt Williams: We had somebody come when we were going to do a safe round and and and have family and friends and people in the community that have always offered.
• 27:07
  Matt Williams: We looked at doing that.
• 27:09
  Matt Williams: And then we had somebody that came in that was essentially a unicorn.
• 27:13
  Matt Williams: He's one of the greatest humans I've ever met and we knew him for a while and he was always just like silently rooting for us and when we ran it by him because we value his opinion.
• 27:25
  Matt Williams: He's incredibly smart and very successful.
• 27:27
  Matt Williams: He basically was like yeah, rather than do a bunch of people, why don't you just have one investor?
• 27:33
  Tiffany Woolley: Wow, and he was like me, here I am.
• 27:35
  Tiffany Woolley: We were like oh, I love that.
• 27:38
  Matt Williams: And I ran that by obviously my team and legal and everything and they were like yes, Did he bring anything else to the table besides oh yeah?
• 27:48
  Matt Williams: Yeah, connections and fun yeah very strategic, very strategic.
• 27:52
  Scott Woolley: That's the right type and we're super grateful for him.
• 27:54
  Matt Williams: He's been very generous, he's been very understanding and and knows what it takes to grow a business in this, in this industry, and it takes a lot of money, a lot of time, a lot of time and a lot of patience.
• 28:06
  Voice Over: And we're here for it.
• 28:09
  Tiffany Woolley: So what does the day-to-day look like for promoting the product, like with social media?
• 28:15
  Tiffany Woolley: I know you're, like in my opinion, a local influencer.
• 28:18
  Tiffany Woolley: I mean, you're pretty out there.
• 28:20
  Matt Williams: Yeah, I want to say it's a very curated look that is run by a lot of really smart women, not me.
• 28:25
  Matt Williams: And I have no problem saying that because they're really good at making it look good as it is.
• 28:31
  Matt Williams: We've, over the years, had people come and go.
• 28:35
  Matt Williams: As mentioned, we have a great team that are really good at PR.
• 28:40
  Matt Williams: We have a great team that's really good at the channels like the Instagrams, the Facebooks, the TikToks and all of the things.
• 28:48
  Scott Woolley: Are they?
• 28:48
  Matt Williams: internal or are you using companies?
• 28:50
  Matt Williams: Yeah, we tried the company route.
• 28:52
  Matt Williams: We had some success creatively, performance-wise, let's just say it wasn't the best.
• 28:59
  Tiffany Woolley: That would make sense.
• 29:00
  Matt Williams: And it's fine.
• 29:01
  Matt Williams: You know, some things work, some things don't, and I guess, as they say, it's like hire Makes sense and it's fine.
• 29:05
  Matt Williams: Some things work, some things don't, and I guess, as they say, it's like hire, hire, what is it?
• 29:07
  Matt Williams: What's the saying?
• 29:08
  Matt Williams: It's hire this and fire fast.
• 29:09
  Voice Over: Yeah, hire quick and fire fast.
• 29:10
  Matt Williams: Sometimes you're locked into these contracts where you're just kind of you can't really do much until the time is up, and that's been in creative companies, that's been in brokerage houses and I think at the end of the day no one's going to sell the product like I am.
• 29:22
  Tiffany Woolley: Right, it is true, and even somebody with the in-house passion, people, if they hire you, they want you.
• 29:29
  Matt Williams: You have a team and sure.
• 29:30
  Matt Williams: But, you can't be everywhere.
• 29:32
  Tiffany Woolley: Right.
• 29:33
  Matt Williams: But I think it's really important at the core of it is we're authentically us.
• 29:37
  Matt Williams: We don't come off in a certain way, we just are who we are are and we share when it's hard, we share when it's good, and sometimes people would say we overshare, but that's just our journey and that's what we love to be about and be real about it.
• 29:57
  Matt Williams: Like we don't post every day behind the scenes because, like, not that it's boring, but it's a business and it's running.
• 30:02
  Matt Williams: You know we have a lot of fun in our team, Like we really love our culture, we really love.
• 30:06
  Matt Williams: You know, people are excited to come to work and I've heard countless stories of people that hate their job and hate showing up to what they do and working for other people, and we strongly encourage the people that work with us Anytime you want to leave or do something yourself, like we get the entrepreneurial spirit.
• 30:20
  Matt Williams: We love it.
• 30:21
  Scott Woolley: We want you to do it, however we can support you.
• 30:23
  Matt Williams: Let us support you even people that have gone on to start their own snack bars really, which has happened?
• 30:30
  Tiffany Woolley: wow, yeah, that's so crazy.
• 30:33
  Tiffany Woolley: It's tough, but you know.
• 30:35
  Matt Williams: If people want to do it, go for it yeah you could.
• 30:38
  Matt Williams: You could call a place in california and have your own snack bar tomorrow, if you wanted to.
• 30:42
  Tiffany Woolley: So true, but it wouldn't be from the same passionate heart.
• 30:46
  Scott Woolley: I've experienced that in so many different scenarios and businesses.
• 30:51
  Tiffany Woolley: Well, as you juggle pro-pro, you also have a podcast.
• 30:56
  Tiffany Woolley: You're in that space too, which I love.
• 30:58
  Tiffany Woolley: I feel like your niche is kind of wake up the sun, which I feel like it's a lot of successful people's morning routine.
• 31:06
  Matt Williams: Yep, yeah.
• 31:08
  Tiffany Woolley: And you know part of when I started I design lab.
• 31:11
  Tiffany Woolley: My passion was I love everybody's stories.
• 31:13
  Tiffany Woolley: I feel like everybody has so much to tell and we have so much to learn from people and I feel like it's fun to hear that little niche of what the morning routine is, because it's so important to our successful day yeah, I think you, I think you learn a lot from successful people right, and I've had business owners, moms, doctors, athletes, entertainers, um every walk of life, people that have had, you know, overcome tragedies.
• 31:43
  Matt Williams: I've had somebody on the show that was at one point pronounced dead, that is living and making the most out of life and I'm open to interview anybody.
• 31:52
  Matt Williams: I mean you need to come on my show.
• 31:55
  Matt Williams: It's not as nice as the studio but it's quaint.
• 31:57
  Matt Williams: But it's really great to ask people and to just drive those same questions.
• 32:02
  Matt Williams: Some of the questions, the majority of the questions, are the same for everyone.
• 32:06
  Matt Williams: Some have gone on Some stories.
• 32:09
  Matt Williams: I've interviewed people.
• 32:10
  Tiffany Woolley: Multiple times.
• 32:12
  Matt Williams: Multiple times and we've gone off topic and talked about returning your shopping cart, which I think is very important.
• 32:18
  Matt Williams: It is Returning what?
• 32:20
  Tiffany Woolley: The shopping cart when you're done with it.
• 32:22
  Tiffany Woolley: Yeah, yeah, what.
• 32:22
  Matt Williams: The shopping cart when you're done with it.
• 32:24
  Matt Williams: Yeah, yeah, but it's really good to understand what drives people and makes them successful, and everybody is successful in their own right whatever they are.
• 32:30
  Scott Woolley: So Tiffany told me earlier that you had a podcast.
• 32:34
  Scott Woolley: The first thing that I think is the podcast must be about Pro pro, must be about your product, because the other thing that I've also realized is that, knowing you and hearing about you today, I'm learning.
• 32:47
  Scott Woolley: It really seems like your wife is.
• 32:48
  Scott Woolley: She should be sitting here.
• 32:50
  Scott Woolley: Yeah, let's talk about it.
• 32:52
  Tiffany Woolley: Well, you designed it, though she's taking your baby and grown it.
• 32:57
  Matt Williams: Yeah, I will say that she is forever way smarter than me and way better at running the company in the day-to-day.
• 33:06
  Matt Williams: When it comes to being a founder, doing this and doing FaceTime and doing the speaking engagements and doing the demos and standing and.
• 33:13
  Scott Woolley: And dancing in front of hundreds of people.
• 33:15
  Matt Williams: Dancing in front of people and slinging snack bars.
• 33:17
  Matt Williams: She's great at it.
• 33:19
  Matt Williams: But that's like the give and take of the relationship.
• 33:22
  Matt Williams: It is I could not.
• 33:22
  Matt Williams: Could I sit at a desk and do what she does?
• 33:23
  Matt Williams: Sure, she's great at it, but that's like the give and take of the the relationship.
• 33:24
  Matt Williams: Like you know, I I could not.
• 33:24
  Matt Williams: Could I sit at a desk and do what she does?
• 33:27
  Matt Williams: Sure, would it necessarily be the best place for me to serve?
• 33:30
  Tiffany Woolley: probably not and recognizing that is such a blessing and a gift at the same time.
• 33:35
  Tiffany Woolley: I mean as scott kind of got pushed into my world of the design world, it's kind of he knows where I need help and where I struggle.
• 33:44
  Tiffany Woolley: So I'm good at one thing and I feel like there's such a gift and a blessing in knowing our roles and where we're served best.
• 33:51
  Matt Williams: Of course.
• 33:52
  Tiffany Woolley: Right.
• 33:53
  Matt Williams: Yeah, it's truly.
• 33:54
  Matt Williams: It's like when you have a, you know you guys work together.
• 33:58
  Scott Woolley: You've been together for a long time?
• 33:59
  Scott Woolley: Well, for only in the last three, four years, right it's covet well, yeah, kind of.
• 34:05
  Scott Woolley: Maybe during covert I kind of got involved, but for 15 years or 16 years that we were married I never got involved we never even spoke all day long about her business.
• 34:18
  Matt Williams: It's crazy and and and it's.
• 34:20
  Matt Williams: It's interesting to be, you know, in the same essentially office doing things and going to do your own thing and and doing what you do outside of here, and that's what I think works like.
• 34:31
  Matt Williams: I see my wife all the time, but there are days where we see each other at a time.
• 34:35
  Matt Williams: But you know, one of our biggest things that we do for connection is at the end of every day we eat a meal and then we go for a walk and I love that we might have talked about something or it needs to be brought up again, or sometimes like it's rare, but they're those walks where we're just quiet and just being outside and just being together I get a charge working with my.
• 34:54
  Scott Woolley: I'm sure she's a very dynamic woman well, I've I've said this number a number of times on this podcast to other people.
• 35:02
  Scott Woolley: I've worked with probably some of the most talented people on the planet, from Paul McCartney and Billy Joel and so many different names but no one is more creative than what my wife does.
• 35:13
  Tiffany Woolley: That's a little biased.
• 35:15
  Scott Woolley: No but I'm amazed by what she does every day.
• 35:18
  Matt Williams: Yeah.
• 35:19
  Scott Woolley: Amazed.
• 35:19
  Scott Woolley: I mean, like what she does to people's homes.
• 35:23
  Scott Woolley: I mean I can tell you a quick little story.
• 35:25
  Scott Woolley: When I first started with her, she was doing a house.
• 35:28
  Scott Woolley: The people were spending like $400,000 on wallpaper and I was like I said to her one night after dinner.
• 35:35
  Scott Woolley: I said are you sure you're doing the right thing by picking?
• 35:38
  Scott Woolley: Because I looked at all the wallpaper she had picked.
• 35:40
  Scott Woolley: I was like these people are going to this wallpaper is going to go up.
• 35:46
  Scott Woolley: People are going to freak out.
• 35:47
  Scott Woolley: They're going to want their 400,000 back because I didn't understand how it all went together because it was wild stuff but when the house was and you know what she said to me she says don't question me and what I do.
• 35:59
  Scott Woolley: And I stood back and go, okay, and I, for the next two months I was expecting these people to call the office saying you screwed up our house, we want our $400,000.
• 36:12
  Scott Woolley: Totally the opposite.
• 36:14
  Scott Woolley: People were over the moon when it was done and when I walked into the house I was like holy crap, this is the most unbelievable place I've ever seen.
• 36:22
  Matt Williams: I think the best advice that you've probably heard is just get out of the way when you're doing your thing yeah, exactly, and that's kind of the approach.
• 36:28
  Tiffany Woolley: Well, there is such success in that.
• 36:29
  Matt Williams: Yeah.
• 36:30
  Tiffany Woolley: I mean, I definitely have my strong suits, but I definitely have things I need help on.
• 36:36
  Matt Williams: Yeah, I joke around a lot where, like someone will ask me something, I'm like that's a question for the boss.
• 36:40
  Scott Woolley: Right right.
• 36:41
  Matt Williams: Because, like I don't want to give you the wrong answer.
• 36:43
  Tiffany Woolley: Well, I say that all the time too.
• 36:45
  Scott Woolley: I say that probably three, four times a day when people ask me you've got to talk to Tiffany about that.
• 36:49
  Matt Williams: Talk to the boss.
• 36:50
  Scott Woolley: So getting back to the podcast what is the podcast about.
• 36:54
  Matt Williams: So it's a podcast based off like rituals routines and consistency and not everybody has to be a morning person.
• 37:06
  Matt Williams: Rituals, routines and consistency, like what.
• 37:07
  Matt Williams: Like what do you do every day to make you successful in whatever it is that you do, whether you have a business, whether you're an athlete, whether you're an entertainer, whether you're a mom, and you're running the shit out of everyone else's life, which is typically what moms do and it's and it's cool to just hear everybody's story, right and and everyone's like are you monetizing this?
• 37:23
  Matt Williams: Are you doing this?
• 37:23
  Matt Williams: I'm like, yeah, I've gotten some cool things, I'm not getting paid for it.
• 37:26
  Matt Williams: I just like sitting down with people and hearing their stories and what they came from and what they have done.
• 37:32
  Matt Williams: And one of the best podcasts was from a good friend of mine that I've known for years.
• 37:37
  Matt Williams: She had a rough go and she came on the show to talk about what I wanted to ask her and we didn't talk about one of the things, not one question.
• 37:48
  Matt Williams: I I didn't get to answer or ask any of my questions and she talked about the two years of struggle that she had and it was one of the most downloaded episodes to date.
• 37:56
  Tiffany Woolley: Wow, and that people because people knew her and didn't probably know she was even knew that there was some, some didn't know she was struggling.
• 38:03
  Matt Williams: Some did.
• 38:04
  Matt Williams: But it gave so many people hope because she talked about, like we're talking about, to the point of not wanting to be on the planet anymore, type of struggle when she was like I don't want to be here To what she's doing now and she's a successful woman, and so many people reached out and were like thank you.
• 38:22
  Matt Williams: Wow, I needed that and like I'm not, and it was truly like it was really good for me to hear that, because I played it for my kid or I played it for my family member and said like everybody has their stuff.
• 38:36
  Tiffany Woolley: Everybody, everybody, everybody, and it doesn't matter.
• 38:38
  Scott Woolley: So that sounds like a very personal and rewarding podcast for yourself to do Again.
• 38:43
  Matt Williams: I hate saying it, but like making the peanut butter snack bars selfishly.
• 38:46
  Matt Williams: I like peanut butter and I like dessert, so I share it with everybody Selfishly.
• 38:50
  Matt Williams: I like talking to people and spending time with people.
• 38:53
  Tiffany Woolley: So it was a good fit.
• 38:53
  Matt Williams: If I can, share and do it, and people are like you know what's the point of doing it?
• 38:57
  Matt Williams: Now, yes, is it good to make money?
• 38:58
  Matt Williams: Sure?
• 38:58
  Matt Williams: Now, yes, is it good to make money?
• 38:59
  Matt Williams: Sure.
• 38:59
  Matt Williams: But I think there's so much in putting out other people's as our friend would say tragedies, turning them into triumph.
• 39:08
  Tiffany Woolley: Triumph yeah.
• 39:09
  Matt Williams: It's so important it is, and it's not all the time.
• 39:13
  Matt Williams: But you know, I go through these phases where I'll have five or six people on the show.
• 39:16
  Matt Williams: I'll let the episodes go and I don't force it.
• 39:20
  Matt Williams: It's like we have to do one a week.
• 39:21
  Matt Williams: We have to do this, we have to do that, and then it becomes not really fun.
• 39:28
  Matt Williams: Right, and like I want to have fun, like I'm having fun here, I'm sitting down.
• 39:31
  Matt Williams: I was looking forward to this, because you guys have busy schedules and I was like, man, I don't want to wait.
• 39:38
  Matt Williams: You know, but everybody's busy and it truly is.
• 39:42
  Matt Williams: It's really great to get to know people and it's really good to also understand that you know you might be struggling with something and feel like the only one struggling with it, and then hearing that you're not is incredible.
• 39:56
  Tiffany Woolley: I agree, Considering we didn't touch much on it in this story yet, but you're somebody who's overcome a lot and you've used that transformation as quite a launch.
• 40:08
  Voice Over: Thank you.
• 40:09
  Tiffany Woolley: And how do you still give that attention each day?
• 40:15
  Matt Williams: Well, I was given a lot of suggestions when I got sober in 2010, from the very basics and kind of built off those.
• 40:24
  Matt Williams: It's like you had to build a foundation first.
• 40:25
  Matt Williams: As I'm sure you've heard and it's been, I mean, in May will be 15 years of sobriety, which is just wild.
• 40:32
  Matt Williams: But taking those little things and like those little principles that I learned along the way integrity being one of the most important and just really trying to practice those in all of my daily activities.
• 40:46
  Matt Williams: Right and and I fall short often Um, I don't always, you know, speak the most eloquently.
• 40:52
  Matt Williams: Um, I, I, you know, I can, I can have human moments, which you know I've talked about on the podcast, which is tough because sometimes, when you're, I don't want to say in this ego, egotistical way, but when you're the go-to guy or you're always the positive guy, and then you have a human moment and everyone's like, hey man, what's wrong with you?
• 41:11
  Matt Williams: And I'm like I'm having a moment and I'm not handling this accordingly, but I'm aware of it and I have people in my life that hold me accountable, even Chelsea.
• 41:21
  Matt Williams: I had a rough patch about a month ago and I opened to sharing about it, when the fact that we were sitting there and like everything is good- right business is good.
• 41:31
  Matt Williams: Yeah, training is good, my health is good every family's health, like all the good things are good, yeah, but I was just stuck in this like shitty space in my head.
• 41:41
  Matt Williams: Did something bring it on?
• 41:43
  Matt Williams: No, because we had just gotten back from like an amazing trip and work and family and everything and I just I wasn't celebrating and grateful for it.
• 41:53
  Matt Williams: I was focusing Like I say, if there's like 10 things to do and I do 9 out of 10 right, I don't focus on the 90 percent I did right, I focus on the one, 10 percent, that I might have kind of like, yeah, and I sit in it me too and and she, you know she's very, very loving, but like knows when to turn it on.
• 42:11
  Matt Williams: And she's like, and she basically said, I don't know if I, I don't want to kind of language wise, but she basically at dinner, she's like I don't know who the fuck is sitting across from me because it's not you, and I was like, oh and then and she goes, I love you.
• 42:20
  Matt Williams: I don't really who the fuck is sitting across from me because it's not you, and I was like, oh, and she goes.
• 42:23
  Matt Williams: I love you.
• 42:23
  Matt Williams: I don't really know what's going on with you because all this stuff is great and I was like you're right and I just I was sitting in some things that I wasn't.
• 42:34
  Matt Williams: I was trying to put it off and blame and it was just my own stuff that I had to kind of work through.
• 42:42
  Tiffany Woolley: So how long does that process take to work through?
• 42:44
  Tiffany Woolley: Like when you finally recognize it, I feel like I could get there too.
• 42:48
  Matt Williams: Yeah, it's a lot.
• 42:49
  Matt Williams: It's a lot shorter, um than it used to be, um, you know, I, I, if I'm sitting in it longer than like two days, it's a problem.
• 42:57
  Matt Williams: Um, but you know, I normally realize when I'm not 100% or I'm a little drained and I still, on my own, try to figure it out without talking about it, and try to be like the hero and realize that that's not the place to be.
• 43:12
  Scott Woolley: But I think most people who are very driven go through that every so often and most people think that people who are very driven or you look at someone who's a person, I'll say an athlete you know, at the highest pinnacle they don't think.
• 43:27
  Scott Woolley: Most people think well, those, they don't have any problems, they're perfectly fine, everything is great, yeah.
• 43:33
  Matt Williams: Yeah, you know it's interesting.
• 43:34
  Matt Williams: I was at this really cool event and this gentleman spoke who's a professional baseball player and he tried to kill himself and he didn't succeed in that, and is permanently scarred but talks about how he was.
• 43:52
  Matt Williams: The probability of him being a professional athlete is in the single digits To make it to the league that he, to make it to the level that he made it single digits to succeed in that even less.
• 44:04
  Matt Williams: And he did.
• 44:05
  Matt Williams: He had done that, yet he was still in pain and still I'm not enough and that's the biggest thing that I struggle with, which I can share about, because I've done like Tony Robbins and all these, like I've read the books and I've gone to seminars and it was a lot more intense when I was starting over, and then I just recently went to one and I still had that I'm never going to be enough, right, and I'm a loser.
• 44:35
  Matt Williams: I still can tell myself that stuff and no one's telling me that except me.
• 44:41
  Matt Williams: I know, and that's the wildest thing because, like I wasn't raised that way, my parents were loving my brother, everybody.
• 44:49
  Matt Williams: But like you get to a place where you're like, why am I talking to myself that way?
• 44:53
  Matt Williams: I know because the, the, if you look on paper, it's all like you said.
• 44:58
  Matt Williams: I've overcome a lot, yeah but there are times where it's like I don't know if you guys do like a major project or you work on something and rather than be like so happy that the $400,000 wallpaper worked and the people are like here's another check for being awesome, you're like what's next?
• 45:16
  Tiffany Woolley: Yes, yes, right, and you're not like wow, that was really.
• 45:20
  Matt Williams: you know how long we worked on that, I know, but that's the mark of somebody that's constantly going forward.
• 45:27
  Scott Woolley: I have a lot of friends that are former or professional athletes and I've had a lot of conversations with friends just about this.
• 45:38
  Scott Woolley: Yeah, you know different aspects and you'd think, okay, you're making nine million dollars a year, you're on, everyone knows your name and you're going through this little situation.
• 45:49
  Scott Woolley: Yeah, I mean human we're having a human experience, we really are having a yeah, I'll tell you, one of the biggest things with a lot of buddies is when they retire.
• 45:57
  Scott Woolley: I'm sure that you know the career ends.
• 45:59
  Scott Woolley: It's a real shock for the average person.
• 46:04
  Tiffany Woolley: That's another thing in general.
• 46:05
  Tiffany Woolley: Just yeah, life changes.
• 46:08
  Scott Woolley: I went through it for many years in running a company, and what I did and it only came about by accident is that I used to ride motorcycles a lot, but I started going on these trips.
• 46:21
  Scott Woolley: I'd go across Australia Before kids.
• 46:24
  Scott Woolley: I was just saying this is before kids, but I'd go from one end of South America all the way to the very tip with two other buddies, but it would take 30 days to do.
• 46:34
  Scott Woolley: Some of these Went across Russia on a motorcycle, but I enjoyed doing it because I was running a business that was so intense with so many employees that that 25 or 30 days on a motorcycle I was able to clear my head and think about life.
• 46:52
  Scott Woolley: I mean, just imagine.
• 46:54
  Matt Williams: You went on Walkabout.
• 46:54
  Scott Woolley: I've talked about this.
• 46:56
  Matt Williams: We need those moments.
• 46:57
  Scott Woolley: But I would be on a motorcycle and for days I would think about why are we here, why are we here on this planet, like who am I and why am I here and why is this planet and why are?
• 47:09
  Scott Woolley: How did this all happen?
• 47:10
  Scott Woolley: And you start thinking about, like you can't tell anyone you're talking about something like this because it's so deep.
• 47:18
  Matt Williams: Well, you could probably talk to the right people about it yeah.
• 47:20
  Matt Williams: I love that question, I do too.
• 47:22
  Scott Woolley: Back then I wouldn't tell people.
• 47:23
  Scott Woolley: That's what I was thinking about.
• 47:25
  Matt Williams: Yeah, like what is it all about?
• 47:26
  Scott Woolley: Yeah, yeah, and when you really start thinking about it.
• 47:31
  Tiffany Woolley: Well, and we're so big in our own heads too, I mean, and we're such small morsels you know of a big picture.
• 47:37
  Matt Williams: Like there's a comedian that talks about I won't say his language, but he's like you know, we're spinning on a ball in the middle of expanding nothingness, Correct.
• 47:47
  Matt Williams: And then he follows it up with some intense language.
• 47:49
  Matt Williams: I know, it's true.
• 47:50
  Matt Williams: Who's the comedian?
• 47:52
  Matt Williams: I forget it.
• 47:52
  Matt Williams: I literally Neil deGrasse Tyson is the scientist that was listening to him talk about his bit and was like Well, listening to about his bit and was like we're literally like we're like so insignificantly significant, correct.
• 48:09
  Tiffany Woolley: I know.
• 48:11
  Matt Williams: And it's sad to think is you work at a company or you sell a company or you do all this stuff and then it's over and it's like even in today's world like you could be the hottest thing in whatever you're doing, and then something else will come out.
• 48:25
  Matt Williams: Or you'll stop doing it or you'll retire yourself, and it's great.
• 48:29
  Matt Williams: Hopefully, you make a lot of money and you're good with that.
• 48:31
  Matt Williams: Well, look at it from a different perspective, right?
• 48:34
  Scott Woolley: Sitting on a motorcycle, thinking about one of the trips my grandfather had just passed away.
• 48:38
  Matt Williams: Right, oh right.
• 48:39
  Scott Woolley: And I'm thinking about my grandfather, who I had the greatest times as a kid with was born in the early 1900s.
• 48:46
  Scott Woolley: But every single person, millions of people are gone and have been forgotten about, right.
• 48:53
  Scott Woolley: So there's going to be a point where I'm going to be gone and forgotten about.
• 48:58
  Scott Woolley: And forgotten about, right?
• 48:59
  Scott Woolley: So what does that all mean in the scheme of things?
• 49:04
  Matt Williams: Right, we're just like Even the people that are very well-to-do, that have their names on buildings.
• 49:08
  Tiffany Woolley: Right Once they're gone.
• 49:09
  Tiffany Woolley: Yeah.
• 49:10
  Matt Williams: There's going to be another person with probably, if not more, that will have their name on the building that you had your name on.
• 49:17
  Matt Williams: Yeah, I know you will be long forgotten and and you will be long forgotten and that's the whole thing is, you can look at it in a negative way, which is, in 100 years, no one's going to remember any of us sitting here.
• 49:28
  Scott Woolley: That's correct.
• 49:29
  Matt Williams: Right, correct.
• 49:31
  Matt Williams: We'll probably have made an impact on the people that we know and passed down from your kids to their kids to their kids, sure so.
• 49:38
  Scott Woolley: I was recently having a conversation with my three girls about can they name all the presidents of the United States?
• 49:44
  Tiffany Woolley: Yeah, there's maybe four or five, me neither but think of a person who was a president of the United States.
• 49:50
  Scott Woolley: There's so many of them that people today never even heard of before, but he was the president of the United States, yeah.
• 49:56
  Matt Williams: The most important position yeah.
• 49:58
  Scott Woolley: Yeah, but all of this thinking for me has made me realize is that we're all on this planet for such a short, fairly period of time.
• 50:07
  Scott Woolley: You got to make the most of it, you got to enjoy every moment of it.
• 50:10
  Scott Woolley: You got to overcome all your situations and problems that you because we're here for a reason too.
• 50:16
  Matt Williams: Yeah, yeah and you're, and, and I think, if you're creating a change or you're doing something that you love and it impacts the community, like that's the biggest thing, like this community helped save my life.
• 50:28
  Matt Williams: You know, the people in this community, the parents in this community, the certain businesses that were like let's give this guy a chance, like I'll never forget that.
• 50:36
  Tiffany Woolley: No, and you've given back to this community so beautifully.
• 50:39
  Tiffany Woolley: I mean you really have.
• 50:41
  Tiffany Woolley: I appreciate that and it's always a champion of positivity and you know creativity and grace.
• 50:46
  Scott Woolley: You've got a great reputation in this town.
• 50:48
  Scott Woolley: I mean you're very well liked.
• 50:51
  Matt Williams: There was a period of time where that was not the case.
• 50:53
  Tiffany Woolley: But isn't that?
• 50:54
  Tiffany Woolley: I mean years?
• 50:55
  Scott Woolley: ago.
• 50:56
  Scott Woolley: You turned it around miraculously and wonderfully.
• 50:59
  Scott Woolley: Thank you, I appreciate that.
• 50:59
  Tiffany Woolley: And the only one who probably says that now is yourself.
• 51:01
  Tiffany Woolley: Yeah, accurately and wonderfully.
• 51:02
  Tiffany Woolley: Thank you, I appreciate that, and the only one who probably says that now is yourself, yeah.
• 51:04
  Matt Williams: No, there are times where it's like, you know, I definitely damaged a lot of relationships in my addiction and my use and, you know, ran over people that were just trying to be helpful and kind and caring and I wasn't able to receive it.
• 51:17
  Matt Williams: And you know, I'm really grateful for that now because it is everything to me Right, you know.
• 51:25
  Matt Williams: And there are days don't get me wrong where I'm like man.
• 51:27
  Matt Williams: I just, you know, chelsea and I are like let's just move to a mountain where there's a lake.
• 51:31
  Voice Over: I think we all say that and no one's around.
• 51:32
  Matt Williams: That's normal too, and she'll respond.
• 51:35
  Matt Williams: She's like yeah, that would be cool until you wanted to hang out and play pickleball or golf with someone or hike with someone, and then you'd go nuts.
• 51:40
  Tiffany Woolley: Correct.
• 51:41
  Tiffany Woolley: Want to have a conversation.
• 51:42
  Tiffany Woolley: Probably right, I know, I say that to my kids Unless you want to go to the mall and you want to go to, like you know buy something Sure.
• 51:48
  Tiffany Woolley: Stuck in the middle.
• 51:49
  Tiffany Woolley: Go to a nice restaurant you know, absolutely.
• 51:56
  Scott Woolley: I think that's where balance is, the beautiful balance that we all strive for every day.
• 51:58
  Scott Woolley: Well, it's podcast.
• 51:59
  Scott Woolley: We're all redesigning our life constantly.
• 52:00
  Scott Woolley: Yeah, I love, I love that right there.
• 52:02
  Tiffany Woolley: Well, I was one of my morning routines I started this year was doing catechism in a day I'm catholic and I do it and I was.
• 52:10
  Tiffany Woolley: I'm like I listen to podcasts all day long like the least I can do is give you know a little bit back, and one of the very first ones on day three was how wherever there is design is a designer.
• 52:24
  Tiffany Woolley: So god designed the planet, the chief designer, right, the chief designer.
• 52:31
  Tiffany Woolley: I was like that just made me like more into this journey of podcasting, because we all are constantly wherever there is a thing, an item, a feeling, a routine it's been designed.
• 52:45
  Matt Williams: Yeah, I love that.
• 52:46
  Matt Williams: I know that's a great gift.
• 52:49
  Tiffany Woolley: So that was my little morning tidbit.
• 52:52
  Scott Woolley: She listens.
• 52:53
  Scott Woolley: She's a podcast junkie.
• 52:55
  Scott Woolley: It's been the last month she's been listening to what did you just call it?
• 53:01
  Tiffany Woolley: It's like church listening to yeah, but they're positive.
• 53:05
  Matt Williams: Yeah, no, I mean, I listen to, like I said, some of the motivational stuff and podcasts and like little blurbs that I can find online and things that connect, where you're like, oh man, this is great and it's little tidbits and that's how we digest everything right.
• 53:18
  Matt Williams: Nowadays, for sure Are you, you know if I'm going to walk or my long drive, I can listen to a podcast, you know.
• 53:24
  Matt Williams: But for the most part I'm not sitting.
• 53:26
  Matt Williams: I'm always doing something else right, wow.
• 53:30
  Tiffany Woolley: Movement, yes, which is also a big part of who you are training, personal training, health and wellness lifestyle yeah, it's important, I, you know it's got to listen to your body and train a certain way.
• 53:41
  Matt Williams: And so are you still training people now?
• 53:42
  Matt Williams: Yes, I am really.
• 53:42
  Matt Williams: I, you know, and it's important, you know you've got to listen to your body and train a certain way.
• 53:43
  Scott Woolley: So are you still training people now?
• 53:45
  Matt Williams: Yes, I am Really, you know, and it's interesting.
• 53:47
  Matt Williams: I thought when I was young I was like Frobo's going to do this and then I'm going to stop training.
• 53:51
  Matt Williams: And my older brother, he's like well, you're going to stop training?
• 53:54
  Matt Williams: I said, well, yeah, yeah, I guess you're right.
• 54:04
  Matt Williams: He's like yeah, you're good at it, you're helping people.
• 54:09
  Matt Williams: Am I training as much as I did when I restarted?
• 54:13
  Tiffany Woolley: No, no, but there's the balance Like you get to still have that.
• 54:16
  Matt Williams: And I love it, like it truly is, when someone comes to you right and they want to do a project or whatever an overhaul in the house or just like a minor thing.
• 54:28
  Tiffany Woolley: Yeah.
• 54:29
  Matt Williams: They're coming to you for a reason because you're the professional, you're the one they trust you.
• 54:33
  Matt Williams: Yeah, you're the one right and they know your history, they know who you are, they know other people that have worked with you and they're like well, we want to work with you and you can't help everyone no but you know, when you do it you're not just half-assing it, right?
• 54:48
  Matt Williams: And?
• 54:49
  Matt Williams: and there are days I'm sure we're like I don't do this and I have those days too, even though I love it right, but at the end of the day, you're helping someone, you're creating, you're creating an experience and you're designing something that's going to hopefully improve some portion of their life.
• 55:03
  Matt Williams: And it's true Right, and you know and I've worked with, it's crazy.
• 55:06
  Matt Williams: I've worked with, I've worked with families, huge families every every kid, adult, aunts, uncles, you know, and you touch it.
• 55:16
  Matt Williams: You become part of a family, right, and you become part of like the the story a little bit and yeah, I think that's pretty cool.
• 55:22
  Matt Williams: And the other thing that I got really into was like the coaching and the mental health, substance abuse space, working with private practitioners that are like intensive therapists that I can kind of assist what they meet with these people on in the day to day.
• 55:38
  Matt Williams: Wow in the day-to-day, whether it's just kind of like performance coaching, right when you're helping them achieve the things that they're talking about and trying to, either whether it's business and life relationships.
• 55:50
  Matt Williams: The only thing I can't really speak to is being a parent.
• 55:52
  Matt Williams: Even though I've worked with kids forever, I don't have kids.
• 55:55
  Matt Williams: So, like when someone's like oh, I don't want to give you advice on that because I might be a little bit harsh in a little bit harsh in certain areas.
• 56:03
  Matt Williams: how I operate, I know they say yeah, I just I can speak to the experience that I have and hopefully shed some light on it, but if I don't, I'm very clear like I wouldn't be able to help you with that, I don't have the answers for that.
• 56:16
  Scott Woolley: So do you go to people's homes or do you go to our People meet you at a facility?
• 56:20
  Scott Woolley: Yeah, they come to our.
• 56:21
  Matt Williams: So right next to our production facility we do have a fitness facility, so people train there.
• 56:26
  Matt Williams: It's private training.
• 56:27
  Matt Williams: You have to work with the trainer.
• 56:29
  Matt Williams: Three of my friends run their clients out of there.
• 56:32
  Matt Williams: It's a nice little small family of you know people that get along, work really hard and then Committed people, yeah, and then Committed people yeah.
• 56:40
  Matt Williams: And then with the other coaching, like I said, work with private practice, Like I've had people reach out and I've been in, you know sober for 15 years and worked with different organizations and done run clubs and done different things.
• 56:50
  Tiffany Woolley: I love that too.
• 56:52
  Matt Williams: So when people are like, hey, I got this guy that could use a little Maddie Williams in his life, and I'm like, oh, that's very nice of you to say how do you think I could possibly help this person and kind of work with them?
• 57:05
  Matt Williams: And there's people that I've been very clear on Like I don't know if I can help them.
• 57:10
  Matt Williams: It might be something out of my bandwidth, but you know, this person might be able to help them better, and I think that's what a community is right Without a doubt you have to find the go-to, without a doubt.
• 57:19
  Matt Williams: You have to find the go-to, without a doubt and you have to hopefully be able to say you know, if I can't do it, this person or this person would be good for that person.
• 57:26
  Tiffany Woolley: I know, and there's wealth of information in letting that go so that person does get to the right one.
• 57:31
  Matt Williams: A hundred, percent, a hundred percent.
• 57:36
  Scott Woolley: So what do you see in the future for yourself?
• 57:38
  Matt Williams: Well, Do you think far out?
• 57:39
  Matt Williams: Yeah, no, I mean like the grand, like three to five to ten-year plan.
• 57:43
  Matt Williams: Yeah, Well, like you, have a goal with you know FroPro, yeah, I mean our goal is to be nationally sold in all the Whole Foods, so that would be every Whole Foods in I would say in the galaxy yeah, there might be one on Mars in the next 20 years.
• 57:58
  Tiffany Woolley: Yeah, who knows who?
• 57:59
  Matt Williams: knows?
• 57:59
  Matt Williams: Yeah, who knows who knows?
• 58:04
  Matt Williams: Yeah.
• 58:04
  Matt Williams: I would love to just keep expanding ProPro.
• 58:05
  Matt Williams: I think, in addition to it being an excellent snack bar, the story behind it and what you know we share with.
• 58:08
  Matt Williams: That is super important, I think will help change and help people along the way.
• 58:12
  Matt Williams: Personally, yeah, just continue to work out and enjoy, you know, the walks with my wife and traveling and doing really fun things that you know we can do within reason.
• 58:23
  Matt Williams: That you know.
• 58:24
  Matt Williams: Allow us to, yeah, do a little bit more.
• 58:27
  Matt Williams: Yeah, I think you know with yeah for Oprah.
• 58:31
  Matt Williams: Personally, yeah, I mean, I love it here.
• 58:34
  Matt Williams: I don't want to go anywhere.
• 58:35
  Tiffany Woolley: I know we love our home.
• 58:37
  Matt Williams: Yeah, we love the things about South Florida.
• 58:40
  Matt Williams: I would love to eventually maybe have, like I said, a house somewhere on a mountain by a lake where I could hike a couple months out of the year.
• 58:50
  Scott Woolley: Are you from Florida?
• 58:51
  Matt Williams: I'm from New.
• 58:51
  Voice Over: York, originally when in New.
• 58:52
  Matt Williams: York, right outside of New York City, westchester County.
• 58:55
  Matt Williams: Yeah, I grew up there and yeah, I just love what I'm doing and I look at.
• 59:00
  Matt Williams: You know, my mom is 84.
• 59:01
  Matt Williams: She's just starting to think about not working.
• 59:06
  Tiffany Woolley: Oh, my God, God bless.
• 59:08
  Matt Williams: Wild right Like she's starting to be like.
• 59:12
  Voice Over: But working is so good for your brain.
• 59:13
  Matt Williams: I'm the youngest of three boys and we're all like mom.
• 59:15
  Matt Williams: You could have stopped working years ago, like when dad died.
• 59:18
  Matt Williams: You do what you want, but I look at dad as like maximizing and enjoying as much as you can while you can, because, again, am I going to be here tomorrow?
• 59:30
  Matt Williams: Am I going to be here 50 years from now?
• 59:32
  Matt Williams: I don't know.
• 59:34
  Scott Woolley: None of us do.
• 59:35
  Matt Williams: Right.
• 59:36
  Scott Woolley: That's why you've got to live every moment and enjoy it.
• 59:39
  Matt Williams: And not every moment is positive and everybody is like oh you're so positive all the time, not every moment's positive and everybody's like, oh, you're so positive all the time, like not every moment.
• 59:45
  Matt Williams: I have my human moments, I know, but like while here I feel like I wasted a good 12 to 13 years being a selfish asshole Really in my addiction.
• 59:53
  Matt Williams: You know, still doing things that I love, but for the wrong reasons.
• 59:56
  Matt Williams: Right right that, that, coming up on 15 years and being able to just watch other cool things happen and, as my sponsor would say, be a lighthouse and just watch the sunrise, watch the sunset, help people, guide people when you can and just do it that's kind of like it's a good place to be.
• 1:00:17
  Matt Williams: Yeah, it feels good.
• 1:00:18
  Matt Williams: I feel good today.
• 1:00:20
  Matt Williams: That's good, it's a good feeling, that's good.
• 1:00:23
  Matt Williams: Yeah, how about you guys?
• 1:00:24
  Matt Williams: What are you guys going to like?
• 1:00:25
  Tiffany Woolley: I mean, we're going to.
• 1:00:28
  Matt Williams: How old is your youngest now?
• 1:00:30
  Tiffany Woolley: Well, we have twins who are 15.
• 1:00:31
  Scott Woolley: Yeah, okay, they're the youngest.
• 1:00:33
  Scott Woolley: They're the youngest we have an 18.
• 1:00:34
  Scott Woolley: They're freshmen in high school right now.
• 1:00:38
  Tiffany Woolley: And I like I mean I say I'm in denial a little bit because it's going so fast.
• 1:00:45
  Scott Woolley: Yeah, the whole.
• 1:00:45
  Scott Woolley: You know Tiffany's all worked up that we have four more years.
• 1:00:51
  Tiffany Woolley: Now we're down to three and a half.
• 1:00:53
  Scott Woolley: We've got to pack it all in Travel the world before they want to venture out into the world.
• 1:01:02
  Matt Williams: So we've been doing that Family time is important.
• 1:01:04
  Tiffany Woolley: I know as being a working parent and a perfectionist in my own way.
• 1:01:08
  Tiffany Woolley: I know way I live.
• 1:01:10
  Tiffany Woolley: It's very hard because I do love what I do and I can't imagine what I would do every day if I wasn't doing what I do.
• 1:01:17
  Tiffany Woolley: But then it's so hard to find that balance.
• 1:01:20
  Scott Woolley: She loves what she does yeah you're very good at it.
• 1:01:24
  Matt Williams: It's interesting.
• 1:01:24
  Matt Williams: The only reason I ask that is I'm going to visit my mom this weekend.
• 1:01:27
  Matt Williams: She's 84.
• 1:01:28
  Matt Williams: And I heard you know Jesse Itzler, no, married to Sarah Blakely Spanx.
• 1:01:34
  Matt Williams: Oh, yeah, yeah, yeah, of course.
• 1:01:34
  Matt Williams: So he started and sold several different companies.
• 1:01:37
  Matt Williams: They were both wildly successful.
• 1:01:39
  Matt Williams: I follow both of them.
• 1:01:40
  Matt Williams: But he shared something once.
• 1:01:41
  Matt Williams: He's like, as we grow up and this is probably not going to help your thinking that your kids are old at this point, but he said if you don't live near your parents or your family and you see them twice a year, and I was like, well, that's about accurate, I see them twice a year and you look at like the median age of how long women or men live, and I was like, okay, yeah, so like women 88, so four years he goes.
• 1:02:06
  Matt Williams: If you only visit your he was saying his family, if you only see them twice a year, and they have X and you compare it to the median average.
• 1:02:14
  Matt Williams: So I did the math and like this is a while ago, but let's just say, well, my mom was 80.
• 1:02:18
  Matt Williams: Most women lived to 88.
• 1:02:19
  Matt Williams: I was like.
• 1:02:21
  Scott Woolley: The lowest of any country Right In the United States 88.
• 1:02:29
  Matt Williams: And my mom's a healthy lady.
• 1:02:30
  Matt Williams: But it's interesting because he said if you see your loved ones, twice a year and you have eight years left.
• 1:02:33
  Matt Williams: That means you have 16 visits and I was like I literally yeah, I literally sat there and I was like that's really sad I know and and not that, like me, living next to my mom would be any.
• 1:02:48
  Matt Williams: You know what I'm saying.
• 1:02:49
  Tiffany Woolley: Well, sometimes, I've often said, with family who doesn't live nearby, sometimes it's a blessing to not live by, because when you do go see each other depending on the dynamics, of course, it's a celebration, it's a holiday.
• 1:03:02
  Tiffany Woolley: People aren't just working, where if you're in your everyday routines, your visits just become pass off.
• 1:03:08
  Tiffany Woolley: They're not truly like time spent.
• 1:03:12
  Scott Woolley: I talked to my mom just before we walked into the studio.
• 1:03:15
  Scott Woolley: I love that.
• 1:03:16
  Matt Williams: No, I say, talking to them is one thing, and it just made me think Spend time with those that you love, if it's possible, because everybody has things going on and kids running around and travels and this and that happening.
• 1:03:28
  Tiffany Woolley: It's so true.
• 1:03:29
  Tiffany Woolley: And then?
• 1:03:29
  Matt Williams: all of a sudden, like they're not there.
• 1:03:32
  Tiffany Woolley: I know.
• 1:03:33
  Matt Williams: Yeah, so it's.
• 1:03:34
  Matt Williams: I mean, I guess that's done by design.
• 1:03:37
  Scott Woolley: Yes.
• 1:03:37
  Tiffany Woolley: It is.
• 1:03:37
  Tiffany Woolley: I know.
• 1:03:38
  Tiffany Woolley: Well, you got to design to get yourself started.
• 1:03:44
  Tiffany Woolley: Our business is.
• 1:03:44
  Tiffany Woolley: We were so into you know, the social life and charity things and building on, you know, to our careers that way too, and the minute we had children, like, yeah, it just all that went away, all went away.
• 1:04:00
  Scott Woolley: It's focused was on kids, of course, as it should be right.
• 1:04:03
  Scott Woolley: That's the deal right.
• 1:04:04
  Tiffany Woolley: So it's kind of all we know right now and it's like they're getting older and they're getting their own little social world.
• 1:04:12
  Matt Williams: Not fun hanging out with mom and dad anymore.
• 1:04:13
  Tiffany Woolley: I mean they still like to hang out.
• 1:04:15
  Tiffany Woolley: Yeah, I'm sure I have a hard time saying no to them when they want to go grow up a little bit, because I feel like it's healthy.
• 1:04:24
  Scott Woolley: We try to design and create everything that we do around with them.
• 1:04:28
  Scott Woolley: That's great.
• 1:04:28
  Scott Woolley: So you know concerts and music.
• 1:04:30
  Tiffany Woolley: They're big into concerts lately.
• 1:04:32
  Tiffany Woolley: That's like their thing All right.
• 1:04:35
  Matt Williams: Yeah, that's what I'm saying.
• 1:04:36
  Matt Williams: Like, you got to make that a priority.
• 1:04:37
  Matt Williams: Wow, it's a priority to them until they're on to the next thing.
• 1:04:40
  Tiffany Woolley: Yeah.
• 1:04:40
  Matt Williams: Yeah.
• 1:04:41
  Scott Woolley: So we like to wrap out the podcast by asking a couple of design questions.
• 1:04:46
  Scott Woolley: Go for it.
• 1:04:47
  Scott Woolley: You've mentioned a few times that you like when you've been traveling.
• 1:04:50
  Scott Woolley: You like traveling, so let me change a little bit.
• 1:04:54
  Scott Woolley: Go on where we're going here.
• 1:04:55
  Scott Woolley: So, in your travels, are there any hotels that you would say were really cool from a design standpoint, that stick out, oh man, or that you thought were like wow, that was a really cool hotel, or really designed, or yeah, we love hearing what people's thoughts are.
• 1:05:15
  Matt Williams: This is a chelsea question.
• 1:05:16
  Matt Williams: Um, because I'm gonna just butcher this.
• 1:05:19
  Matt Williams: I mean, we've been.
• 1:05:19
  Matt Williams: When we go places, we like to stay like what we can and in the like I've traveled.
• 1:05:24
  Matt Williams: We've traveled separately, we've traveled separately.
• 1:05:26
  Matt Williams: I've traveled and lived abroad.
• 1:05:27
  Matt Williams: So I've been to a lot of really cool places, like in terms of design.
• 1:05:33
  Scott Woolley: But design doesn't necessarily mean to be expensive.
• 1:05:36
  Scott Woolley: Oh yeah, no worries.
• 1:05:38
  Matt Williams: It could be just.
• 1:05:39
  Matt Williams: One of my favorite places I ever visited was the Alhambra, which is just a wild.
• 1:05:45
  Matt Williams: I forget the city that it's in.
• 1:05:49
  Matt Williams: I went three times because I lived in Mexico.
• 1:05:52
  Tiffany Woolley: Wow.
• 1:05:54
  Matt Williams: And we went there a bunch and it was just like a cool city.
• 1:05:57
  Matt Williams: It was like a cool historical building, so like that the first thing I thought of was, like, design-wise, it's like visiting the Taj Mahal.
• 1:06:06
  Matt Williams: You know what I'm saying.
• 1:06:07
  Scott Woolley: Yeah, yeah yeah.
• 1:06:08
  Voice Over: Just the design aspect of it.
• 1:06:10
  Matt Williams: In terms of feeling man, I mean in terms of feeling like I'm not.
• 1:06:20
  Scott Woolley: Where were you?
• 1:06:20
  Matt Williams: living in Mexico.
• 1:06:21
  Matt Williams: I was living in Cuernavaca, which is right outside of like Were you teaching there.
• 1:06:26
  Matt Williams: I was a student, so I was living in immersive, in an immersive experience with spanish I hate saying yes, but um, I understand it way better because I don't practice it, but yeah it's what airport do you fly into on the?
• 1:06:41
  Matt Williams: You fly into mexico city, okay, and then you're about an hour and a half.
• 1:06:45
  Matt Williams: It's called like the city of eternal spring.
• 1:06:47
  Matt Williams: I want to say I haven't been there in years, but it always made an impression because it was such a cool place to be.
• 1:06:51
  Tiffany Woolley: Oh, you guys should go back together.
• 1:06:52
  Tiffany Woolley: I need to go back.
• 1:06:53
  Tiffany Woolley: Have you been with Chelsea?
• 1:06:54
  Tiffany Woolley: No, oh, that would be so fun yeah.
• 1:06:57
  Matt Williams: And I lived abroad in Spain as well, and you know Madrid was really cool.
• 1:07:02
  Matt Williams: I want to say like one of my favorite places I ever went was like Portugal, for my 21st.
• 1:07:08
  Matt Williams: I don't remember a lot of that day or those couple days, but like just the life there was pretty laid back.
• 1:07:14
  Matt Williams: They lived in homes, you know right by the beach.
• 1:07:18
  Tiffany Woolley: There was everything you needed Right by the sea.
• 1:07:19
  Tiffany Woolley: All the food is like decadent.
• 1:07:20
  Tiffany Woolley: The food is incredible.
• 1:07:21
  Matt Williams: Like the experiences, I loved it.
• 1:07:24
  Matt Williams: But in terms of like the states, I, there's certain parts of cal like encinitas, california.
• 1:07:33
  Matt Williams: I know people, some people don't like california no, how can you not like california?
• 1:07:36
  Tiffany Woolley: yeah?
• 1:07:37
  Matt Williams: I just you know that that's such a cool little beachy kind of good vibe town.
• 1:07:42
  Matt Williams: Um, you know, growing up right outside of new york city like being back in the city.
• 1:07:48
  Matt Williams: It's nice.
• 1:07:49
  Matt Williams: I'm not a city guy.
• 1:07:50
  Matt Williams: My wife loves the city.
• 1:07:51
  Matt Williams: I'm just like fortunately, we have friends that allow us to stay there because they have homes there.
• 1:07:58
  Matt Williams: Um, yeah, you know, like those feelings, like, like, like when the seasons are different.
• 1:08:05
  Tiffany Woolley: Obviously, we're in hot weather all the time down here, but there is something about being, like I said, in a mountain in the carolinas like grow like you know, like in ashville growth park in yeah, oh sure, it's such a cool place that's really nice like anything up there is really enjoyable, so you love that.
• 1:08:24
  Scott Woolley: My parents had a a home in lynnville ridge and then grandfather mountain.
• 1:08:28
  Scott Woolley: They had a number of differentville Ridge and Grandfather Mountain.
• 1:08:30
  Matt Williams: They had a number of different.
• 1:08:31
  Scott Woolley: they moved around a little bit, I love that it was like a second or a third home for them.
• 1:08:37
  Matt Williams: Yeah, and I love that there's a bunch of places on my list.
• 1:08:41
  Matt Williams: I haven't been in Scotland and Ireland, Australia.
• 1:08:44
  Matt Williams: I'd like to go to.
• 1:08:45
  Matt Williams: I'd love to go to a certain part of Asia and see.
• 1:08:49
  Matt Williams: You know, like some of those major cities that you know, just look incredible.
• 1:08:53
  Tiffany Woolley: They do look incredible, Wild right.
• 1:08:55
  Matt Williams: I know, but yeah, no, I mean I think you can get a good feeling where, anywhere you go, if you're with the right people, if that makes sense.
• 1:09:01
  Matt Williams: As corny as that sounds, but like, yeah, design-wise, like my wife and Chelsea and I have a lot of places we'd love to visit at some point.
• 1:09:09
  Matt Williams: We know that you just have to go do those things.
• 1:09:11
  Tiffany Woolley: Yeah, you have to make the time.
• 1:09:13
  Matt Williams: You have to make it a priority and you have to invest in it.
• 1:09:15
  Matt Williams: We're not very good about that we're okay.
• 1:09:19
  Tiffany Woolley: No, we're not very good about that.
• 1:09:21
  Matt Williams: Well, I mean, in another four years, you guys do whatever you want Every trip around a work thing.
• 1:09:26
  Tiffany Woolley: It makes him feel better.
• 1:09:27
  Matt Williams: I feel like I totally relate to that, though For years we traveled a lot but work somehow always A day here.
• 1:09:42
  Scott Woolley: I would disappear or whatever, and it's because I had a litany of different retail products that I've taken to market.
• 1:09:52
  Scott Woolley: So, depending on where we were, if it was going into a Petco or a PetSmart or a Target in a different city, I was doing that.
• 1:10:02
  Matt Williams: Listen, I totally get it.
• 1:10:03
  Matt Williams: I would say, the last major trip we went on for my 40th, we went to Palm Springs.
• 1:10:08
  Tiffany Woolley: Ooh, I've never been there, yeah and it's the drive there.
• 1:10:11
  Matt Williams: It's a little creepy interesting yeah, you're like in like that movie.
• 1:10:14
  Scott Woolley: Like the hills have eyes, like yeah, so you drove, you drove from la yep, drove from la and we got there and we were ending.
• 1:10:21
  Matt Williams: We were going to end in la per my wife at the, at the one, of course, um, but we went out there and it was really nice.
• 1:10:30
  Matt Williams: It was hiking, biking, golf, there was no work and it was just like eating heaven quality time, like it is heaven even though I'd wake up early and do my morning routine, like there were days, like it was a lot of sitting around and just kind of, like you said, like the, the clearing yeah and then you know, we were there and palm springs is unique.
• 1:10:51
  Scott Woolley: It's different did you get to go tour around a little yeah we.
• 1:10:54
  Matt Williams: We bopped around a little bit, then we said you know what like this has been fun, let's drive to encinitas okay and go visit some friends, yeah, and then make our way to santa monica, and we just did like unprompted which is rare for for us.
• 1:11:08
  Tiffany Woolley: Yeah, you just let it flow.
• 1:11:09
  Matt Williams: Right, and that was like the last, like vacation vacation other than like a work, like we were just in Nashville to see family, but also demo at Whole Foods.
• 1:11:18
  Matt Williams: Like we're going to Asheville for a wedding, we're going early to demo at all the.
• 1:11:22
  Matt Williams: Whole Foods and staying after to demo at the.
• 1:11:24
  Matt Williams: Whole Foods.
• 1:11:25
  Matt Williams: Does it make sense?
• 1:11:26
  Matt Williams: You're there, I've been to.
• 1:11:27
  Scott Woolley: Palm Springs a few times for parties.
• 1:11:29
  Scott Woolley: Yeah.
• 1:11:29
  Scott Woolley: And I went one time and John, who's in the studio with us.
• 1:11:33
  Scott Woolley: I took him and a bunch of people.
• 1:11:34
  Scott Woolley: I won the Ernst Young Entrepreneur of the Year and then they had a big thing in Palm Springs where I was inducted into the Ernst Young Entrepreneur of the Year Hall of Fame.
• 1:11:46
  Scott Woolley: That's awesome.
• 1:11:47
  Scott Woolley: Congrats, Ernst.
• 1:11:48
  Matt Williams: Young Entrepreneur of the Year Hall of Fame.
• 1:11:49
  Matt Williams: That's awesome, congrats.
• 1:11:50
  Tiffany Woolley: That's a big deal.
• 1:11:50
  Tiffany Woolley: That is a big deal.
• 1:11:51
  Tiffany Woolley: Back then it was.
• 1:11:53
  Matt Williams: Still pretty cool, isn't?
• 1:11:54
  Scott Woolley: it, yeah, it is.
• 1:11:55
  Matt Williams: That's a big deal.
• 1:11:56
  Matt Williams: It is Love, that Nice yeah.
• 1:11:59
  Tiffany Woolley: Nice.
• 1:11:59
  Tiffany Woolley: Well, thank you so much for your time today.
• 1:12:02
  Matt Williams: Of course, and your story.
• 1:12:16
  Voice Over: Yeah, I love it.
• 1:12:16
  Voice Over: Thank you for having me Appreciate it.
• 1:12:17
  Voice Over: Yeah, it's always great to see you both and keep crushing you too.
• 1:12:19
  Voice Over: The iDesign Lab iDesign Lab's podcast is an SW Group production in association with the Five Star and TW Interiors.
• 1:12:21
  Voice Over: To learn more about iDesign Lab or TW Interiors, please visit twinteriorscom.