Latest / Beyond Fulfillment Podcast / From Escaping Communism to Building a Business Empire: Joel Gandara’s Incredible Journey
Transcript
- 0:00Joel Gandera's journey is nothing short of remarkable.
- 0:04From fleeing Communist Cuba at just four years old to building a thriving business empire in the United States, he's currently the founder of the 31 Daily Challenge and the host of the Joel Gandera Podcast.
- 0:18Joel's entrepreneurial spirit ignited out of necessity, and he shares how his early experiences shaped his relentless drive.
- 0:27In this episode, Joel discusses his various ventures, from selling chocolates and trading cards as a child to creating a successful apparel business and navigating through significant challenges.
- 0:39He also reveals how a pivotal setback led him to establish his own brand, ultimately resulting in a lucrative exit.
- 0:47He's since built a thriving coaching business and launched his transformative 31 days to become a Better man program.
- 0:55Join us as Joel delves into the importance of taking action, overcoming adversity, and fostering strong community bonds amongst entrepreneurs.
- 1:05As always, if you found value from this content, please like and subscribe.
- 1:11Hello everyone, and welcome to another episode of the Beyond Fulfillment Podcast.
- 1:15I'm your host, Dave Gulis, and this week my guest is the founder of the 31 Daily Challenge and the host of the Joel Gandara Podcast, Joel Gandara.
- 1:27Welcome, Joel.
- 1:28Thanks for having me.
- 1:30Yeah, thank you so much for being here.
- 1:32So you've got quite a story as we were discussing off camera where you.
- 1:37You fled communism and you came here and really built an incredible life and incredible company.
- 1:43Can.
- 1:43Can you just give us the your backstory?
- 1:46Sure.
- 1:47As a kid, I was born in Cuba and I got on a boat with my dad, my mom, and my older brother, and we fled.
- 1:56This was the 1980 Mariel boat lifts, and we were on that boat for 12 hours.
- 2:00Four of it was a ridiculously scary storm.
- 2:03My biggest fear in life has been the water because it was rough.
- 2:07It was really, really rough.
- 2:09We thought we were going to die.
- 2:10Everybody was yelling and crying and screaming, but we made it, got here to the US and took that big risk.
- 2:16So worth it.
- 2:17I think about it every day.
- 2:18Every single day I think about, we're here.
- 2:20I got to make every day count.
- 2:22And grew up very poor just outside of Oakland, California.
- 2:26We got into Key west and sent immediately to California.
- 2:28That's where I grew up and went from zero, you know, figured things out, had to buy my own toys in fourth grade, my own snacks.
- 2:35My parents provided the absolute essentials and everything else was my responsibility.
- 2:40And so, yeah, I started buying my own toys because I traded some cards and made some money.
- 2:45I started selling chocolates and I learned a lot about buying wholesale and selling retail and supply and demand, all while in elementary school.
- 2:53And that led to the next step and the next step.
- 2:55And, you know, nothing happened overnight.
- 2:56It took a lot of work of doing things the wrong way and slowly learning what to do better.
- 3:02Okay, so it sounds like you had that entrepreneurial spirit just innately, very, very early on.
- 3:09Is that fair to say?
- 3:10Yeah.
- 3:11Out of necessity.
- 3:11Yeah.
- 3:12Maybe my parents had they had the opportunity to baby me or give me things, I probably wouldn't have sparked it.
- 3:18But what really sparked it for me was this necessity.
- 3:21I Kids had after school snacks that they bought on their own at the, you know, at the kitchen, at the school or.
- 3:27And I didn't have any of that.
- 3:28And I saw that they'd bring toys and they'd show them off at school, and I didn't have any of those.
- 3:32So that's what sparked it.
- 3:33Cool.
- 3:34Because of that reason, our four kids, we were afraid that they wouldn't have that spark because there is no necessity, there's no need for them.
- 3:42So we've created that so that they have this artificial need, for example.
- 3:46No, we're not buying you any of those things.
- 3:47We'll teach you how to make a bunch of money.
- 3:49And they've been able to do that.
- 3:50Buy their own cars, pay their own insurance, you know, do all their things on their own, even at young ages.
- 3:56Okay, all right, so let.
- 3:58Let's just go back to the early days.
- 3:59So how.
- 4:00How old were you coming from Cuba?
- 4:02I was four and a half years old.
- 4:03And the next question is, oh, you were pretty young.
- 4:04Do you remember any of it?
- 4:06I have a very good memory.
- 4:07I'm not.
- 4:07I wouldn't say I'm that smart, but I have a very good memory.
- 4:09I remember my life in Cuba and, you know, simple, four and a half years old, but I.
- 4:14I have pretty good memories of that.
- 4:16Okay, and so like you said, right, it was a treacherous journey just to get here.
- 4:21And then once you got here, you knew you had to make every day count.
- 4:25I mean, so, like, what was it like?
- 4:29Just give us a sense too, like growing up in communism, I know you're only four years old, so.
- 4:33But I mean, just some of the things that maybe some of the audience, if they're not familiar with, that might take for granted.
- 4:40Can you shed some light on any of those kind of things?
- 4:42Sure.
- 4:43And it's always the illusion.
- 4:44You know, communist dictatorships are very good at propaganda.
- 4:47So I asked my dad as a kid, I said, dad, if communism is so bad, why do you see on TV this after we got to the US why do you see Fidel Castro talking on TV and everybody
- 4:58waving flags and cheering them on and 100,000 people in the square?
- 5:02And he explained to me, well, it's because if I, you know, I had to go to those, he said, if I didn't, I would lose my job and maybe get arrested.
- 5:11But if I showed up, they'd give us a beer and a sandwich.
- 5:13So, you know, you're going to get paid for the day and you got to go there and you got to cheer because your boss is watching you.
- 5:18So also, a lot of it happened here.
- 5:21You know, my.
- 5:22The influence on my life of communism didn't happen while I was there.
- 5:25Why?
- 5:25Because I was a little kid and sure, we only got two toys a year and.
- 5:31But at that age, you just play in the front yard, you play in the house, you play with the neighbor's kids, you play at your grandma's house, you walk to the corner store or whatever it was.
- 5:38You do those normal things.
- 5:39But the stories that I got to hear from my dad, for example, a three year sentence for not being a communist at 17 years old, sent to a labor camp to cut sugarcane by force, that's rough.
- 5:50And that affected my dad till this day, it still affects him.
- 5:53And on top of all of that, his parents had to leave the country.
- 5:56They got an opportunity to leave in 1967 and he left.
- 5:59He was left alone.
- 6:01No parents, no siblings.
- 6:02They're all gone.
- 6:03So when he comes out of that camp, that labor camp, they only kept him nine months out of the three years because he was dying.
- 6:08They let him go home.
- 6:09He went home to an empty house.
- 6:11Parents were gone.
- 6:12Those things go on generationally, right?
- 6:15Those effects don't just get erased the day he got freed or the day we got here.
- 6:20You know, my dad's the type that would shower in the US with all the freedoms and availability and abundance that there.
- 6:26He'd shower and have a bucket on the ground so that any extra water that splashed off him would go in the bucket so he could water the plants.
- 6:33You know, he'd find a piece of wood in the street.
- 6:35Till this day, he'll still pick it up and see if he can make something out of it.
- 6:38Because he lived such a life of not having anything and then coming here and growing up in poverty and starting over.
- 6:45That's.
- 6:45That all had an effect as well.
- 6:47For the good and for the bad.
- 6:50Okay, yeah, appreciate you sharing that.
- 6:52All right, so then you're here, you're in school, you're starting to have some success buying your own toys and, and making some money early on.
- 7:01Like, when did you have your first actual.
- 7:05I guess maybe post.
- 7:06Post school type business.
- 7:08And like, how did the journey go from there?
- 7:10When I was 17 years old, a co worker, he was in his 20s, so to me he was an old man.
- 7:15I was 17, I was in high school.
- 7:16He said, hey Joel, can you lend me $500?
- 7:19And in the next couple months I'll pay you little by little and I'll pay you 550.
- 7:23I did that till that now I've, I'll fast forward a lot of years.
- 7:26I've smelled, I've lent millions of dollars.
- 7:28That was my first taste of like, okay, I'm getting to be an adult.
- 7:31I'm seeing like that could make me some real money.
- 7:33That was cool.
- 7:33But I only had a couple hundred bucks.
- 7:35I had 5, 600 in the bank.
- 7:36Lent it to him.
- 7:37It worked out, that was cool.
- 7:39I started going to garage sales toward the end of high school when I was driving.
- 7:43And shortly after graduating high school, I found a garage sale selling brand new jockey underwear.
- 7:48The guy had a whole bunch of them.
- 7:50It turns out he was a sales rep and these were his leftover samples.
- 7:53And he's allowed to sell them, give them away, whatever he wants.
- 7:56And I bought 500 of them at a dollar each because I talked them down to a buck.
- 8:00Took it to the flea market over a couple of weekends, and it turned into $3,000.
- 8:03My, you know, sold them for six bucks, bought it for a dollar.
- 8:06These were $13, $14 items.
- 8:09He called me every six months and said, Joel, I've got another 2,000 pieces, 2,500 pieces at a dollar each.
- 8:15And then I discovered.
- 8:16This is 1999, I think.
- 8:19Yeah, I discovered ebay.
- 8:20I no longer had to go to the swap meets, flea markets.
- 8:23I now started selling on ebay at A$10,$12 price point.
- 8:27And I was still buying them for a buck.
- 8:29So that was like the first taste of, well, I can't quit my job.
- 8:32Cause this is a temporary thing.
- 8:33I get a little bit at a time.
- 8:35But now I'm starting to see like, there's something here.
- 8:38This might be the direction to go to make real money.
- 8:42Okay, and then what happened next?
- 8:45So he kept, the guy would call me 11 years.
- 8:48Every six months he'd say, joel, I've got more samples.
- 8:50I'll email you the list.
- 8:51You can buy them.
- 8:52And we did that.
- 8:54And.
- 8:54But in those 11 years, it didn't take me those 11 years.
- 8:57But within that time, I started digging because there's something to this underwear, swimwear, apparel business.
- 9:03I need more products.
- 9:05And I.
- 9:06I don't even know if Google existed, but I would be on Yahoo, maybe searching all the time and trying to find factories and brands that I could distribute.
- 9:13But what I did find was on ebay, I saw someone selling these underwear and swimwear, really expensive, in a setting, auction setting.
- 9:22And I did some digging and I found the distributor.
- 9:25I later found the factory in Mexico who actually made those products.
- 9:29I contacted them.
- 9:30I said, look, they were blown away.
- 9:32They said, we've been waiting for this call for 20 years because we want to sell to someone serious in the US and they said to me, do you speak English?
- 9:39And I said, oh, yeah, I speak it very well.
- 9:41And they go, this is it.
- 9:42This is our answered prayer.
- 9:43We've been looking for this.
- 9:45And so we worked out a price.
- 9:47I started buying from them.
- 9:48I didn't know what I was doing.
- 9:50They gave me like a $4 price.
- 9:52I started putting these things on ebay for a lot of money, 30, $40.
- 9:55And then they gave me the idea.
- 9:57They said, why don't you go to trade shows?
- 9:58And we get this in stores.
- 10:00I go, okay, I've never done a trade show, but let's give it a shot.
- 10:03I put up my first trade show in Las Vegas, sold to stores, went every six months.
- 10:07And slowly again, not knowing what the end result was going to be, started building this up, started wholesaling to a lot of stores, boutiques and mail order catalog businesses, and got into seven figures of sales with that brand.
- 10:22Kept growing it until a really dark day when they got a taste for what I was doing.
- 10:28They saw that I was selling millions.
- 10:30I was buying about a million dollars from them, from the factory, and I was selling millions of dollars.
- 10:34And they saw that and they started contacting my clients directly because, you know their stores, they can figure out who's buying my stuff.
- 10:42That was a bad day for me.
- 10:43It was a depressing day where I thought it was over.
- 10:46Like, the party's over here.
- 10:47I'm making all this money.
- 10:47It's about to go to zero.
- 10:49Add a wife and two kids.
- 10:51Now we have four kids.
- 10:52But at the moment, two little kids.
- 10:54And I thought I was going to lose it all.
- 10:56And that forced me one of the worst days of my life.
- 10:58And it forced me to switch gears.
- 11:01I created my own brand in apparel.
- 11:04I made my own underwear brand.
- 11:05We did $1 million in the first 13 months.
- 11:08I still had that brand From Mexico.
- 11:09So that was going on still.
- 11:11But as a safety precaution, I started my own brand and that got us going.
- 11:15Then I started a second brand.
- 11:16Then I started acquiring companies and I bought 14 different businesses in that industry, grew it and recently sold that company.
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- 12:19Wow.
- 12:20Okay.
- 12:20So you took what was potentially a big setback and someone really trying to go around you, you know, some you were distributing their product and you use that as fuel to create your own brand that could basically insulate
- 12:35you from someone going around you being that it was your brand.
- 12:38Yeah, I always had this vision that on one side I have the distributor, on the other side I have the customers.
- 12:43And all I am is an empty shel.
- 12:45You know, I buy it, I put it here, I promote it, I do everything I can and I sell it and we're all winning.
- 12:51But what if they go around me one day?
- 12:53Maybe I planted that thought there, but that was a scary moment.
- 12:56And then the day that I created my own brand and it immediately started selling not my first orders to stores because that's who anybody can get a first order.
- 13:03It's that second order, third order started coming in.
- 13:05I said, okay, I've got something.
- 13:07And that gave me such security because now it's not an empty shell, it's a half filled shell.
- 13:12I now own the intellectual property.
- 13:14The trademarks were mine.
- 13:15Nobody was going to take that from me.
- 13:17But what was still missing is I still had to go through the stores.
- 13:20Those stores could stop buying my product and then I'm out of luck.
- 13:24So what I then decided is I now need to become the owner of the customer's emails.
- 13:30You know, I need to be the store.
- 13:32And that's what led me to start exploring the possibility of buying direct to Consumer websites.
- 13:37And then once I was able to land my first profitable purchase, it went really well.
- 13:42And we can go into it if you'd like.
- 13:44That changed everything.
- 13:45I now manufactured at 350 a product and I retailed at $15 a product.
- 13:49I cut the middleman out and my wrists were gone as far as being taken out of the market.
- 13:54Okay, and when was this?
- 13:56When you started doing the direct to consumer websites?
- 13:58Around what year?
- 13:59The first one that I bought was.
- 14:02I believe that was 2012.
- 14:04So up until then I was a wholesaler.
- 14:06Okay.
- 14:07So very.
- 14:08In the very early days of E commerce.
- 14:11Wow.
- 14:12Okay.
- 14:12So, I mean, throughout this whole story too, I think a central theme sounds like is you didn't know what you were doing, but you took action and figured it out.
- 14:24And even if it wasn't perfect, you probably stumbled along the way, made some mistakes, but the continual theme is you kept taking action, getting better, figuring it out, and finding a way to make progress.
- 14:36I mean, would you say that's been like a story of your success?
- 14:42Yeah, that's absolutely.
- 14:43It's not strategic planning, it's not intelligence at that time.
- 14:48It was not experience.
- 14:49I have some now, but action was the thing.
- 14:52And here's why I'm a person that even as a little kid I remember I'd stress out, or maybe it's anxiety, I don't know what it was, but I'd get worked up over things.
- 15:01And as a kid, I would do jumping jacks, do pushups, do something to get the energy out.
- 15:05I was labeled hyperactive.
- 15:07I've now been told I have adhd.
- 15:10That's a superpower.
- 15:11I love it.
- 15:12But what happens to me, and maybe millions, I'm sure billions, is we get in a bad, stressful situation, and then if we coil up and don't do anything about it, we're going to sulk and get.
- 15:23Feel sorry for ourselves.
- 15:25And nothing happens out of it.
- 15:26Nothing good comes from it.
- 15:28In fact, we can get into bad habits of drugs and alcohol, television, pornography, whatever, social media.
- 15:34Before I even think of doing any of those things, I want to go take action because that will alleviate my stress.
- 15:40I found that to be the case back then.
- 15:42And still today.
- 15:43If anything stresses me out a little bit because, oh man, I don't know about that, then the next 10 minutes are dedicated to me searching for that online.
- 15:51Or I don't have that.
- 15:52Yeah, I don't have that information.
- 15:53Or, you know, I'm not prepared for something.
- 15:57And it's coming up in a few days.
- 15:58I have two Choices, I could sit here and sulk, or I can go do the work and prepare for it.
- 16:03So, yeah, action has always alleviated my stress and it's gotten me better results.
- 16:08Okay, all right.
- 16:10And then so you made the decision to sell the company and then kind of switch gears.
- 16:16I mean, just talk about that and what made you decide to go that road.
- 16:20Yeah, and this is a good business that, you know, we worked it up to over a million in Ebitda and without partners or debt, it was very profitable for me.
- 16:29But it wasn't.
- 16:30And somebody told me years ago, you have to find your passion.
- 16:34And I always thought, no, my passion is making money.
- 16:36But as I got older, I started realizing, yeah, it's not really my passion.
- 16:40Once you have enough money, you go, that's not really my passion.
- 16:43And I didn't know what my passion was, but I organically, accidentally started mentoring for free because I had a lot of free time.
- 16:50I still own the business, but I wasn't in the day to day anymore.
- 16:53And I had a lot of free time to dedicate to my family.
- 16:55But when my kids were at school and my wife might go volunteer at the pta, I had time and I started volunteering myself for entrepreneurs programs and accelerators and entrepreneurs organization and all these different things.
- 17:08And that led to someone asking if they could hire me as a coach.
- 17:10And I said, oh, no, no, I don't charge.
- 17:12I do this for free.
- 17:13He insisted I let them hire me.
- 17:15And that turned into a coaching business, a program that I developed, a book that I wrote to help entrepreneurs get better.
- 17:23Well, that was going so strong and it wasn't making me over a million like the other business, but it was going very well.
- 17:30And I said, you know what, I don't think I need the other one anymore.
- 17:33I want to not even think about it.
- 17:34Even though I didn't have an office, I didn't go in for the day to day.
- 17:36It was always on my mind.
- 17:38And that bothered me.
- 17:39And I said, someone could probably do better with this business.
- 17:41I've made plenty of money.
- 17:42I can exit now and pull some more money off the table and focus on what I really love.
- 17:47And it might seem like a step down.
- 17:49I went from a business that was doing millions to a much smaller business.
- 17:52But I'm having the time of my life.
- 17:53I don't need to work anymore.
- 17:55And I'm doing something that's just.
- 17:56I feel like I'm giving back, but yet it provides my entrepreneurial spirit to have that.
- 18:01Those victories of like, I keep Growing it little by little.
- 18:04So yeah, that's what I'm doing now.
- 18:05I'm having a great time.
- 18:07Okay.
- 18:08And so let's talk about the program in the book.
- 18:10It's so what's the book called?
- 18:13The book's called 31 Days to Become a Better Man.
- 18:16And when you hear that, you say, well, that doesn't sound like for entrepreneurs or anything like that.
- 18:20Now we have a women's side, but this is the side I do.
- 18:22My wife runs the other one.
- 18:2431 days to become a better man.
- 18:26It's a 31 day program and it's a book.
- 18:28And every day you do the task.
- 18:31So the task is read today's chapter.
- 18:33You know, chapter, day one, you read day one, day two, day two.
- 18:35It's about five minutes of reading.
- 18:37But then like you mentioned earlier, you got to jump into action.
- 18:40There's a physical exercise that has to be done every day and it's specific what it says there.
- 18:44And then there's some mental or get out a piece of paper and write something out or you have to make this phone call or you have to hand write a letter.
- 18:51Every day there's a task for 31 days.
- 18:53They're all challenges.
- 18:54And we do them together in a group.
- 18:5624 guys.
- 18:57Roughly every month I start a class.
- 18:5924 guys are launched with me.
- 19:01We communicate every day in a WhatsApp.
- 19:03And once a week, five times in those 31 days, we do a zoom together.
- 19:07And the bonding that goes on in there is phenomenal.
- 19:09I've invested in companies of guys who've been through it.
- 19:12A bunch of joint ventures have come from it, but they're not there to do that.
- 19:15Those are just the side product that comes from, hey, we're all like minded.
- 19:19We're mostly entrepreneurs in the group.
- 19:20We all want to improve as men, fathers, husbands.
- 19:23And that's the premise of it, the whole thing.
- 19:26The book.
- 19:26The book's 20 bucks.
- 19:27The program's 200 bucks.
- 19:28And if it doesn't, they put an effort and it doesn't change their life.
- 19:31They get the $200 back.
- 19:33I don't need the money, but I need skin in the game.
- 19:35Otherwise they're not going to try.
- 19:37And that's what I now get to do.
- 19:40Wow.
- 19:40Okay.
- 19:41And so, you know, you talked about the challenges and taking action and important people to have skin in the game.
- 19:48I mean, something else you mentioned is just the bonding aspect and particularly for men.
- 19:53Right.
- 19:53Which often are the providers and you know, working long hours and especially in entrepreneurship and very long hours Talk about how important that bonding is in terms of maybe having other like minded people that they can, that can
- 20:10relate to what they're going through.
- 20:11Yeah, I built this program because it's everything I did not have.
- 20:14As I put my head down and work 12 hours a day, seven days a week for like 15 years, I think I did that.
- 20:20This is what I was missing.
- 20:21I had zero guidance or accountability and I didn't have that brotherhood.
- 20:25I didn't have a group that I could go, hey guys, just want to think this through.
- 20:30I've got this opportunity to buy this business or I'm having a problem with a vendor or a customer.
- 20:35I was on my own.
- 20:36I would bog down my wife with that stress, which she was amazing and she's incredible.
- 20:41Cancer survivor, you know, just amazing person and tough and she helped me a lot.
- 20:47But what I would have gained had I had a group of men around me with experience with, you know, their own problems that we could all help each other with would have been game changing.
- 20:57And now, fortunately, I didn't have that when I was building it, but now I got these guys around me that I get to help support and give feedback to and help them bond.
- 21:06And they all say when this thing's wrapping up over the 31 days, they always say, I'm going to miss this.
- 21:10I don't want this to end.
- 21:12Because the accountability that I had in here got me to go from here at the beginning of 31 days to now executing this in my marriage with my children.
- 21:20And my business is on another level because some of those challenges make you reach out to people and take a step further.
- 21:27So yeah, that's the purpose of that bonding.
- 21:31And men need it.
- 21:31Most men, especially men who are entrepreneurs, are very lonely.
- 21:35They are head down, just working really hard.
- 21:38And what I provide is 30 minutes.
- 21:40That's about what it requires every day at your own pace.
- 21:4330 minutes of do the 5 minutes of reading, do the couple push ups, do the thing.
- 21:48And all that introspection with a group looking over you and helping you is a game changer.
- 21:53Okay.
- 21:55All right.
- 21:55And so if people want to find out more about the program, get in touch with you and learn more about what you're doing, what's the best way that people can do that?
- 22:02Cool.
- 22:02I appreciate it.
- 22:03It's 31 daily challenges dot com.
- 22:06That's number three.
- 22:07The number one 31 daily challenges dot com on there you can see there's a men's challenge and there's a women's challenge and there's a signup, and I'm on Instagram, LinkedIn, all that stuff.
- 22:17And if anyone messages me, you will get a reply from me.
- 22:20As long as it goes into my inbox and I can see it, I'd be happy to connect.
- 22:25All right, we'll link all that in the show notes for everyone as well.
- 22:28All right.
- 22:29Well, Joel, thank you so much for taking the time to be here sharing your story.
- 22:32I know the audience got a lot of value, and we greatly appreciate that.
- 22:36Thank you, Dave.
- 22:37All right, and that is all the time we have for now.
- 22:39We will see you next time.