Latest / AI for Founders with Ryan Estes / How Brett Beck built Bellabooty: from gym floor to global product

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How Brett Beck built Bellabooty: from gym floor to global product · AI for Founders with Ryan Estes

0:00
Welcome to AI for Founders. I am Ryan Estes.
0:03
I might be AI today. I don't know.
0:06
Today's guest is someone who perfectly embodies the spirit of
0:09
invention, grit and functional fitness.
0:11
Brett Beck is the Co founder of Bella Booty Fitness and a true
0:15
product innovator, bringing physical ideas to life with the
0:18
kind of energy and execution that most founders only dream
0:22
of. We originally met from our
0:24
daughters. Shout out to the South Ravens.
0:26
And I quickly realized Brett's story needed a mic.
0:29
From building patented fitness gear like the wildly popular hip
0:33
thrust belt, to fighting off counterfeiters and scaling up AD
0:36
2C brand with 0 VC money, Brett brings the hard won insights of
0:41
a scrappy, resilient entrepreneur.
0:44
Whether you're building software or hardware, this journey offers
0:47
powerful lessons into product market fit, IP protection, and
0:51
building something people actually want.
0:54
Let's get into it. But first, some business.
0:56
This episode is brought to you by Kitcaster, the podcast
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1:33
Let's go Kickcaster by Moeburst Brett.
1:53
How you doing, buddy? Doing great.
1:56
Nice, I'm so excited for this conversation.
1:59
I really appreciate you doing the show.
2:01
Yes. Excited to be on.
2:03
Thank you. You bet.
2:05
Now, before we get going, I just want to give a shout out to the
2:08
South Ravens because we were introduced because our daughters
2:12
are best friends and, you know, we at their graduation and just
2:18
click and I was fascinated with what you do.
2:21
So I really wanted to bring you on the show so we can kind of
2:23
explore it. Now, this show is for founders
2:26
and entrepreneurs, and you might be my favorite kind of
2:29
entrepreneur because you, correct me if I'm wrong, are an
2:33
inventor. Yes, we, we, I've dabbled
2:38
around. We, we engineer, patent engineer
2:41
design different products and I've been doing that since my
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20s. So cool company.
2:49
Like that's how I kind of fell into it.
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I didn't not an engineering degree into the direct consumer
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band we can dive into. That let's do it so you know
3:00
most of folks we have on the show are probably technical
3:03
founders we're you know, working with AI products, working with
3:06
SAS products in the service industry and some perspective.
3:10
But you know, an agency, I found it probably 20 years ago, we did
3:15
a lot of product launches. And so we would do a lot of
3:19
crowdfunding at the time, you know, Kickstarter was a great
3:22
way to raise 100,000 bucks. And so that was really kind of
3:27
my intro to folks that, you know, and that's why I say an
3:29
inventor, because when you, you bring something from an idea
3:32
into the world and it's a physical item, there's just
3:35
something like magical and incredible about that that you
3:38
don't get from service and software.
3:40
So what I'd love for you to do is just describe the products
3:44
that you design. Well, I'll describe.
3:47
Let's go with the latest front. Yeah, not right now.
3:50
It's our company's called Belief Pursue LLC, right.
3:54
So we're project product development company.
3:58
Bella Booty Fitness is one of the brands.
4:00
It's our first flagship. We ran for this company that's
4:04
Al. And we've invented a couple
4:08
different products, but the one that's out on the market right
4:10
now, that's in the hottest categories, the hip thrust belt,
4:14
right? Yeah, and obviously, Bella
4:19
Booty, it's about your glutes, core and inner thighs.
4:24
Our core values is strength, balance, competence.
4:26
Do that, do that company. Yeah.
4:30
What we do is we focus on the the the glutes in the core.
4:34
So hip thrusting, let's just let's let's take a dive back.
4:37
Hip thrusting is a popular movement right in the glute
4:41
training category. It's.
4:42
Huge and how where did that come from?
4:45
Like I all the gals do hip thrusts.
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It's like their go to and they can do incredible weight with
4:51
it. Buddy, a lot of guys are doing
4:53
it like like if you if you scarf the gyms years ago, you didn't
4:57
see a hip thrust like the $3000 benches out great hip thus has
5:01
been like it's it's a key component in your your compound
5:04
movements for lower back pain, knee pain, like you're glued in
5:09
your latter you're tubing is muscle groups that keep you
5:11
fired as you age. Yeah.
5:13
Oh, hip dressing is not just for women.
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I train a lot of men and would like I had 6 clients this
5:18
morning already and half of men, half of women, right.
5:21
Yeah. So it's it's it's a very key
5:24
component to keeping your body strong and your stability right,
5:28
which then helps with knee pain and lower back pain and
5:30
everything else. So let's get to the belt.
5:32
The belt was, we noticed we have our own facility in Venice
5:37
Beach, California. We know it.
5:39
And then we go around and we do a lot of shoots around different
5:42
gyms. A lot of my friends on the gyms
5:43
and the big box chains, I like to go around and watch like
5:47
people with their movement, what's going on because I like
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to look at movement patterns and how can I make something more
5:53
efficient that's not like a 7 foot barbell and let's go back
5:57
to hip thrusts. So if you go to some of the
5:59
gyms, it started like 7 foot barbell or they'll take a huge
6:03
dumbbell and put it on the nipples, right?
6:06
No, like you'd see people wrapping yoga mats around it.
6:09
You'd see people sticking big old knee pads under it,
6:12
whatever, right? The the shoulder pads.
6:15
And then they would take it in the middle of the the gym and
6:17
start hip dressing off a bench, right?
6:20
Me and my wife were like, dude, there's got to be an easier way
6:24
to do it hip like a more efficient way of doing hip
6:26
breath. And at the time Bella Beauty's
6:30
already been established. I already had a plug that we
6:34
developed that's a standing on product that we took off the
6:37
market because we're redesigning it.
6:39
So we had the business on pause. We're just doing educational
6:42
videos on training and that's when this one popped in our
6:45
head. So we we grabbed a leather belt
6:48
strapped in two dumbbells made of videos worked with my my one
6:53
of my partners, Eric Peterson. He's had a design for believe
6:56
pursue got him jumped on a plane out to our engineers in China,
7:03
sat there for two weeks and started ripping out prototype or
7:05
after prototype after prototype after prototype, after us doing
7:09
one with a bell looping in bait like weights.
7:12
The the key thing is I wanted to make one that has or we as a
7:17
team wanted to make one that you can fit a kettlebell, A dumbbell
7:22
and a plate. Second key feature and one is
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make sure it's efficient so you can travel with it.
7:28
Third key feature is it big box gyms to small medium gyms would
7:32
want it because it takes less space.
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Me owning a space, I understand the capabilities of like having
7:38
big, I had big equipment in there.
7:40
I have one of the big original hip thrust machines in there
7:43
compared to my belt, right? So I wanted to make sure it
7:48
clicked off all those boxes. And then the second thing is
7:51
really the comfortability for the consumer because I train
7:55
people for a living all day. So we were testing nerve
7:58
prototypes every day on different types of hips.
8:00
I have guys that are 6 foot four, 260 lbs sat athletes.
8:05
So my little tiny black foot two, you know what I'm saying,
8:09
with the different waist sizes, bellies doesn't hip side
8:15
everything, right? So we have to be really detailed
8:19
on how we're going to make this efficient to wrap around every
8:22
type of waist. Yeah.
8:24
It's so cool. It's so cool because it's one of
8:27
those moves that you can really stack some serious weight.
8:31
You know what I mean? And I think that's why it's so
8:32
popular. Of course people want the the
8:35
dump trunk booty, you know for sure, you know, and that's the
8:38
one way to get there. But it is like a highly it's
8:43
super popular move. And if people don't know what
8:45
we're talking about the hip trust, it's typically what
8:47
you'll see is people will sit perpendicular to your, your
8:52
bench press bench and they put the middle of their back on it.
8:55
And then you kind of have your, your, your legs tabled out.
8:59
And then most of the time what people do is they take the big 7
9:02
foot Olympic bar, put it on their hips and they dip and then
9:05
flatten out. And it's, it's a fun move.
9:08
It definitely fires up the glutes, but it sucks because
9:12
that especially you put some weight on there, it hurts.
9:15
It hurts your hips. So this is is brilliant because
9:20
it's all for that pain points and it kind of taps into like
9:23
this, this popular exercise that's going on right now.
9:28
So I would love to hear kind of the how you work through what
9:33
you want to do. How are your qualifying
9:36
projects? Because I know a part of being
9:38
kind of a entrepreneur nightclub, a product guy is you
9:42
have to prioritize your projects.
9:44
So how do you go from idea to, you know, mediation to market
9:50
and how do you prioritize which project you're going to work on
9:52
at any particular time? Let's how many you because we
9:59
have a couple, obviously we have some other brands we're coming
10:02
up with. We have some patenting and our
10:05
our other brands are in the recovery area.
10:09
But let's start with Bella Booty because that brand was founded
10:12
on a, a partner patented a the product that we we took the
10:18
market, took it off the market. We were in Group training before
10:21
anybody else. We tested internationally.
10:25
Everybody loved the product, but they didn't like the show.
10:27
And then I had to put it on the shelf and hold it and we were
10:30
doing classes. And then so while the brand was
10:36
on hold because we couldn't sell product, had about 100 units
10:42
from my test groups in and this was our base product that we had
10:45
that you haven't seen. My wife and I had to, I wanted
10:50
to keep the brand alive, right. So we both were, I was running a
10:53
gym in Santa Monica, 220 fitness and I was teaching classes,
10:58
teaching group classes at 100 units, but I couldn't sell them.
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I'm like, OK, so we need to team up with Reebok, Nikey, everybody
11:06
who started doing pop up classes and started bringing hiring some
11:09
Drupex trainers. My wife started training on it
11:12
and we started doing classes around LA to keep the brand
11:15
alive until we came up with this next idea.
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And you got to because it's the best name.
11:23
Because I'm all about like, I'm all of it.
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Like I was one of those guys that just ripped through
11:28
CrossFit and would have a herniated disc.
11:30
You like every sciatic twice a year.
11:33
And not like I would train heavy, but not properly If I
11:37
took a step back from that and really started training my inner
11:40
thighs, my glutes, my lower core and balancing that body, I could
11:45
go heavier. What better range of motion feel
11:49
the morning, you know what I'm saying, without the wear and
11:51
tear and joints. How we chain about the belt was
11:55
it was there was a it was a glue training started becoming a lot
11:59
more popular and we they come up with another great in like the
12:03
hip thrust product. Like that idea was that we were
12:07
watching it and I'm a pretty good eye.
12:11
Since I've been in the industry for 96, I've always had a good
12:14
eye for product consumers. Anything for glutes and legs
12:18
sells, anything for recovery, recovery items sell, lower back
12:23
pain, sell, neck pain, sell. But you got to come up with
12:26
something innovative. Now there's a lot of like white
12:28
labeling, slap labeling on I'm a, I'm a, I'm an inventor.
12:32
But then they white label something from China invent like
12:36
a massager or something. So it's like we had to come up
12:39
with a really something that actually makes you more
12:42
efficient. And that's what this product
12:44
does. They affect him of history and
12:47
it makes that movement a lot safer.
12:49
But because you got to think of a lot of women now, they
12:52
American women compare like say, my my life's from Easter Air,
12:56
like she's from Estonia, right? Those women know that to go in
12:59
front of everybody and start hit dusting out a big gym.
13:01
They like to go on the corner, take their weights.
13:03
So you can't drag a 7 foot barbell over there.
13:07
A7 foot barbell when COVID had everybody working out inside
13:11
their house or their apartment. You can't.
13:13
You can't do it, but it's a pain in the ass.
13:16
It's definitely an alpha move. All the angles of this simple
13:20
little piece of product, right angles and just came to light.
13:26
That's so cool. Yeah, you're right.
13:28
It's a total alpha move in the gym.
13:30
You got to be that person to be like, nobody's bench pressing
13:33
right now. I'm doing my hit thrust in the
13:35
middle of the whole thing. You're like.
13:37
You know, some people let me stop you there.
13:39
So like, we would notice that at the gym, I would go go to bench
13:42
press and there's a girl with my bench press on the floor doing a
13:45
hit for us. And I'm like, I can't bench
13:47
press. And that's when I was like, oh,
13:50
we have to get this done. Like all the more what you could
13:55
help for not only B to B play but the B to C party.
13:58
Just. Simple product.
14:00
Yeah, because you know, it's great that you got you got guys
14:03
and gals at the gym. It's awesome.
14:05
But the Bros, the Bros in the black tank tops, if the gals are
14:09
on the bench for like half an hour, they're like, dude, what
14:11
am I going to do? I'm only here to bench.
14:13
I'm. 50 The other yeah, I mean it's done well that we're plenty
14:19
and we balled that. So it's like we took that and
14:21
we, when we take a product to Margaret, we test very
14:23
methodically. We started, we started with
14:26
$150.00 bonds and then we start mapping it from there, pushing
14:32
it 20 and 30% so and then getting it on to TikTok, then
14:35
getting it on to this right. I had to make sure my patents
14:39
were all clear because I have a utility in design because these
14:41
days it's a soft good so it can be ripped off and we like we had
14:46
to battle through that the first two years.
14:49
We still battle it everyday. Well, I mean.
14:52
Sweeps down on the Internet, then you have your reworks,
14:55
everybody that went around our patent, but we control that
14:58
category in that category where the where the lead is in that
15:01
category. So it's so funny to watch
15:03
because when you see us bunker down like through the tariffs,
15:06
you've had to bunker back a little bit.
15:07
So I didn't want to run it to work.
15:09
But when we start pressing the gas, you'll see everybody else's
15:12
sales going. Yeah.
15:14
Well, this is a really important point in differentiation between
15:18
the design patent because as I understand, like it's very hard
15:23
to to file for like a utility patent infringement with Amazon.
15:29
And ultimately that's where, you know, the rubber meets the road.
15:32
But with a design patent, you can it just anybody with their
15:35
eyes is like, oh, I can see that they're ripping this off.
15:39
That this was my learning curve before the Amazons in the world
15:44
and all the free supposedly free platforms yeah out it was TV,
15:51
radio, print, retail, yeah, e-mail campaign.
15:57
So I've been counterfeited before back in the early days
16:00
that we had to go after several companies, but it was a
16:04
completely totally wait. So this going in, we launched a
16:09
little before before our design Pat was got through like 3
16:13
months before we had videos go viral and I'm like, Oh no.
16:17
And I kept calling my attorneys like dude, we're rushing on
16:21
TikTok right down Amazon's like we didn't we waited to go on
16:25
Amazon. We didn't Meta first to build
16:28
the demand. So when I went to my Amazon
16:30
company, they looked at some of their like, oh, we can skip the
16:33
internship. We're ready to rock'n'roll
16:35
creative demand, and I'm all about creating the demand on the
16:38
platforms or you're gonna overspend, and I don't like to
16:42
overspend. We're not a we, we, we started
16:44
this company with 0, right? So to the point of we just got
16:51
off track. Where were we at?
16:53
We were at taking the product to your Amazon guy.
16:57
Yeah. So once the counterfeit started
17:00
coming, my my patents finally got approved.
17:02
There was a bunch of them on there.
17:04
We need to file and get into the APEX program, which they do have
17:07
a program designed for utility patents.
17:11
Yeah. So back in the day, the utility
17:14
patent used to be the most important, right?
17:17
Exactly is. But then you just said it's
17:20
easier to take down, just quicker and faster.
17:24
But the iPods are now starting to catch up.
17:26
It took Amazon a long time to get that in place, and it takes
17:29
a long time to get that. But once you got approved and
17:32
then you got your design patent approved and you got your
17:34
utility, you're bulletproof as long as keep them down, right?
17:38
You have to keep them down. And that's another service I pay
17:41
in a monthly fee. To take them out.
17:44
Yeah, I use, I use a company that washes an AI across US all
17:48
platforms and then all my international patented ones
17:51
where I place the international patent so I get their pool wing.
17:55
Yeah. And this is, this is something I
17:57
learned from a buddy of mine because he faced the same
17:59
challenges. Because notoriously, it's not
18:01
that China doesn't respect IP, it's the fact that they don't
18:06
even consider it. They're just like, what are you
18:08
talking about? This is a great design.
18:10
We're just going to use it now and put our own thing on.
18:12
I mean, I'll, I'll agree to a certain extent.
18:17
Tell me about your experience. Oh, we are getting crushed.
18:22
We'd still have to go after them and we could.
18:24
I mean, we have a class. We were last year 190 companies
18:29
in China. And see here, there, Here's the
18:31
kicker. When I borrow my patents,
18:34
everybody thinks that you can just follow your Chinese patent
18:36
and you always want to follow your Chinese patent first.
18:39
That's a fact. I always find exactly what I
18:42
found on my UX China will give you a design and a utility
18:46
patent, right? Though it's easier to get
18:49
through, takes less time, but then you have to file what you
18:53
have if you want to take that, like if you can, you can use
18:56
those to take down off platforms.
18:58
But if you want to stop and go after somebody in China, China,
19:01
he'd defy your pre litigation fees.
19:04
Nobody really tells you that. Some of the senior law firms
19:06
don't even tell you, which is crazy to me because they're
19:08
going to take your money for your patents and then you're
19:10
trying to patent. They better tell you that well,
19:12
you better file pre litigation, which that means the government
19:15
goes in and goes in and looks through the patents and then
19:18
puts their stamp on it and you can swim China.
19:21
Yeah. So you didn't go after in China.
19:23
So we do all that with all my products before I launch now.
19:28
This is a wrinkle I haven't heard of.
19:30
So I mean, you can. Do they enforce that?
19:33
Does the government go and enforce the?
19:35
Design they will. If you have your pre litigation
19:37
filing, sometimes they'll give you a you'll pat your, your,
19:43
your, your design and your chili patent will approve the first
19:46
nice following your pre litigation info goes sometimes
19:49
it won't approve. Yeah, you happen to have all
19:52
ours approved. Yeah, pretty much had that going
19:55
to happen with a lot of our products because we know what
19:57
we're like. We do tremendous searches.
20:01
Our shit is innovative. Like we come up with really
20:03
good. Cool, I love it.
20:05
And you know, it's it's really important that you're talking
20:08
about this because, you know, back when Kickstarter was really
20:11
like poppin, you know, Kickstarter campaign with it was
20:14
like 4045 days, something like that.
20:16
So let's say you come out of the gate, you have a gangbusters
20:19
launch. You did 200,000 the first day.
20:21
You're like, Oh my gosh, the whole rest of the the campaign
20:24
is just a big party, but the manufacturers in China would see
20:28
that. And so a lot of.
20:29
Time we we consult with 30% of our consultant with young
20:34
entrepreneurs, they don't make these mistakes.
20:37
So who my partner, we've been in the industry.
20:39
He comes from big corporate design like Matrix Lifestyle.
20:44
I come from direct to consumer products and I've been knocked
20:47
out before. How to fight it internationally.
20:50
So we, we like to help and guide a lot of these guys.
20:53
And at least when Kickstarter came out, I would see people, a
20:56
couple of my guys, friends and people were consultative, like
20:59
how we're going to start. And I'm like, well, what about
21:00
your Chinese paths? Yeah, we all those, yeah, we, we
21:03
could wait. I'm like, I mean, don't take a
21:06
step back. And the ones that went ahead and
21:09
said now Brad, we're going to go, they got crushed.
21:12
One that lists country once they took a step back, slowed it
21:14
down, right. And then they crushed her.
21:17
So it's like you got to be patient.
21:20
Yeah, it was. And you know, while you're in
21:23
your Kickstarter campaign, they can already be manufacturing and
21:26
shipping them, but before you even gotten your funds.
21:29
Honey, they were making like my friend, you know, launch film.
21:34
They're one of the biggest big star companies out there. 100%.
21:36
He's a good friend of mine and I, but when he first started we
21:39
were meeting up from I brought him a lot of projects and they
21:43
crushed. But I would see it.
21:46
You just, you got to be careful this day of age.
21:49
You have to be here. Yeah dude, Launch Boom was so
21:53
such a cool company. If if you ever run into that
21:55
guy, tell him I'm a big fan. I just talked to a couple of
21:58
days ago like we're cool. Yeah.
22:00
Different model now it is actually incredible. 4
22:05
prompters. Cool, because I remember it was
22:08
like he he built those lists of buyers on Kickstarter for meta
22:13
to do targeting and retargeting. And then he just could
22:16
categorize all of these massive lists so that if he sold
22:19
1,000,000 bucks of E bikes, somebody else has an E bike.
22:22
He's like, dude, I got you teamed up man.
22:24
It's so cool. I love that.
22:26
OK, so one thing I love about this story too is the name and
22:30
the brand was important, more important than the product in
22:33
the beginning. You're like Bella Booty, such a
22:36
good name that you're like, we have to figure out a way to to
22:40
bring this forward. Are a lot of your ideas like
22:43
that where you're like, hey, I've got a brand built now we
22:46
just and we have a service market.
22:48
Our Tam is XYZ. Now we need to go back Phil and
22:53
see what the product is. You know, So what I love about
22:56
the validation of this is it became just like what you're
22:58
observing from training, what you're observing in the gym.
23:01
Be like, okay, this is what people want.
23:03
And then you go service a lot of entrepreneurs, especially in, in
23:06
kind of like consumer goods. Well, they get obsessed with the
23:11
product 1st and then they can't see anything like, oh, I haven't
23:15
asked anybody if they want it. Whereas you're looking for like,
23:18
here's what people already doing.
23:20
Like how do I, you know, capitalize on that?
23:23
Well, you know, we, we, well, our, our gym here is like a
23:30
product development center basically.
23:33
We're in tech central here. So we, we, we train a lot of
23:37
designers, marketers, lawyers, people in the industry and
23:42
they're, they don't, they're our good friends, but they're also
23:44
not going to tell us what we want to share defeat on the
23:47
product. If it's uncomfortable.
23:49
So what I in fact, I took our belt and I increased our cost,
23:54
which my friends would like. My part is like, dude, we can't
23:56
increase our cost right now. I'm like, buddy, it gives a 10
23:59
times better customer experience.
24:01
We're going to increase like it minimal.
24:04
Then we then we took it, we created the mini belt because we
24:09
were seeing a lot of women had a lot tinier waist.
24:12
Our belt was too big. So we came in at a cheaper
24:15
version, not a cheaper quality size, but a smaller in belt that
24:20
goes for the really little people like little waist that
24:24
fits more comfortable than IA new one that's coming out.
24:27
I don't know what's his name yet because patents are almost here.
24:30
It's even it's going to be our flagship.
24:33
So I'd listen, we listen to our consumers from all the way from
24:36
our heavy lifters to our Pilates girls, to our yoga people to
24:40
your like my, my 60 and 70 year old men trying to get their back
24:44
pain and knee pain help with that not not gone, but help
24:48
elevate that, you know, so. Yeah, well, you know, that that
24:54
movement in particular, it, it is like very popular now,
24:57
probably for good reason, because it works help sculpture
24:59
booty, you know, but also it's it's people been doing that in
25:03
yoga for thousands of years. Well, no.
25:07
You know therapists have been doing it for lower back pain.
25:09
Blue bridges and hip thrusts have been used for years.
25:11
Yeah, 100%. And that was like one element of
25:14
like my training that I, I really, that was neglected
25:17
because I never really knew about it.
25:19
So I'm a martial arts guy, was a CrossFit guy.
25:23
I love lifting and and then I got really into yoga and
25:27
movement largely because I was nursing, you know, injury at
25:30
shoulder, a elbow, just like a lifetime of abuse, you know, but
25:35
through through a movement, you know, articulating the hips, you
25:40
know, front and back, you know, was like movement.
25:42
I'd never even noticed. So of course, like I'm super
25:45
tight, you know, right there. And you have to practice that in
25:48
all the like different kind of articulations.
25:50
Real quick, pelvic strengthen your pelvic floor, men of the
25:53
strengthener pelvic floor just as like 1 into two.
25:55
You've seen a lot of the guys don't understand that.
25:58
Yeah, totally. Trainers don't.
26:00
Some traders will understand that and they'll just put you
26:03
straight into squads. Bench press this.
26:05
Yeah, right. Like you got to really know the
26:07
body and watch people's movement patterns.
26:10
Yeah, well, and, you know, just to, you know, stereotype, you
26:14
know, dudes want to throw plates on there, do squats or sit on
26:17
the, the, the quad, you know, machine cuz.
26:20
I'm in there, one of those back over there and do more without
26:24
warming my glutes up. But it's funny now go warming
26:27
your glutes up and go do heavy again.
26:29
You're going to feel a lot. Stronger 100% and, and you're
26:33
going to learn how to like tuck your hip.
26:35
You know, that was what was huge to me in my movement and like
26:38
freeing up my low back was like tucking the hips under and just
26:42
like knowing when I need to stand like that.
26:44
So like, almost like you're gripping the floor with your
26:46
feet and it's articulating all the way through your, your whole
26:49
yeah chain. You know, it was super helpful.
26:52
And like that move in yoga, doing the bridge and which is
26:55
basically hip thrust from your back, you know, was, was where I
26:59
kind of found all that moment or that movement in space.
27:01
Now I, I think probably the reason why it goes neglected for
27:05
guys is because it's really hard, which is body weight.
27:08
You know, it's like a lot of the stuff I'm doing for core now is
27:11
going to be mostly like for hips, opening hips with just my
27:14
legs because it's so hard to just hold your legs out anyway.
27:20
But that's that's to say that like this movement is is super
27:23
critical. I mean, I don't know about pain
27:25
relief, but I know as as far as just like mobility within other
27:30
movements, it's huge. It opens up so much other stuff.
27:33
It's very cool. I.
27:34
Mean it also. Not only is it training your
27:36
cords, training with hamstrings attached to the loose, but it's
27:40
training your lower back and your lower core, which a lot of
27:43
guys are weak. To.
27:44
Yeah, right. And then with the belt too, you
27:47
lunges, ladder side lunge, front squats.
27:50
I'd like I would take a front loaded squat over a barbell
27:53
squat any day for someone has lower back problems, the
27:56
elevated, you know, heels elevated so the belt wraps
28:00
around the neck. You can put dumbbells, kettle
28:01
bells on their own. I wouldn't put the plates on
28:04
your squats, but people do it all the time and it's safe and
28:06
effective. Your shoulders open and it puts
28:10
the distributes more into the your core instead of your lower
28:13
back. I love it.
28:16
Yeah, 100% technology. You know, this shows about AI
28:21
and how people are using AI and corner computing and robots in
28:24
the future, the weird future we live in.
28:27
You know, it seems like training and going to the gym, There's
28:30
never going to be like a robot solution for that.
28:32
But how are you incorporating some of these new tools, AI
28:35
particularly into like developing products, selling
28:38
products, like where does it come into play in your day?
28:40
I. Mean I manage a lot of different
28:43
teams, right? Hey founders, let me ask you
28:48
this, are you building with AI or getting left behind by it?
28:53
If you're serious about scaling smarter, faster and bolder, you
28:56
need to check out AI for founders.co.
29:00
It's your go to resource for cutting through the noise and
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29:45
Founders. Now back to the show.
29:48
With my personal training, I, I train my clients on my own and
29:51
I'll never stop doing that. Well, I do some some online
29:54
stuff. I never wanted to spread myself
29:56
thin online and do it for the money.
29:59
Cuz I think humans need that one-on-one.
30:01
Cuz when I train somebody, it's not just for the training, it's
30:05
for mental and physical, right. I think it's humans right now.
30:09
We're losing that touch. I don't think AI will ever
30:12
replace personal training. I think some people like me more
30:14
efficient though. Their AI trainer at home, they
30:16
got this. You know, there's two people
30:18
that love that shit. But the human touch for me is
30:21
something that's always going to be a key element of our product
30:24
development. Now, are my teams and I using it
30:29
for marketing purposes? Yeah, I could making this more
30:32
efficient. Certain angles in the marketing
30:35
can we look up instead of having a research company look up
30:39
different research evaluations for us.
30:41
Yeah, it can do that. Like I just think we're using AI
30:45
in smart ways to make some of the the key elements of us
30:49
looking at products, looking at audience marketing,
30:54
developmental naming, trademarks and helps to keep builds down
30:59
with my attorneys because, you know, I have a really good IP
31:02
firm that I always use and I always will.
31:05
But I can do some of their work now before I bring a name to
31:08
them, say, look, you don't, I don't need these hours put in.
31:11
Well, I'm making sure we're getting efficient across the
31:14
board, right? Well, yeah, it's going to be, I
31:17
think it's huge. I don't get scared of replacing
31:20
anything I'm doing because I'm going to use it for a lot of
31:23
different areas and I'm going to make sure whoever I'm working
31:25
with is using to make him. Yeah, this is actually a really
31:30
interesting feature I haven't thought about because, you know,
31:35
I think what you're talking about like the relationship
31:37
between teacher and student, which is ultimately personal
31:41
training or in a monastic sense, it might be like, you know, the
31:45
the Abbot of the monastery. And if we're talking about like
31:50
the Zen tradition, for example, you have what's called disciplic
31:53
succession, which means that the teacher has to observe, you
31:58
know, the the student to see how they're developing.
32:01
I mean, Zen's notorious because they have these cool coons and
32:04
puzzles. And so you you're, yeah, it's
32:07
cool. And so like, that's a thing that
32:09
like, you can't have an online course, you can't have the
32:12
peloton of disciplic succession. There is something that you need
32:17
for. You're going to miss our human
32:18
element because when my client walks in and say he is having
32:22
the most stressful day, right. Yeah.
32:27
Oh, no, like there's a there's a way that you have to understand
32:30
or like I understand where my guys are on a daily basis.
32:34
I try people that are dual diagnosed, fresh out of
32:37
recovery, high anxiety, high anxiety, like CEOs and the brain
32:43
is not there. So for them to go jump on
32:46
something that's AI and this guy's just like like I get, I'm
32:49
not against any of that. What I'm saying they need that
32:52
human element to like bring them like I can bring them down.
32:56
I can get their mind in 15 minutes off of the out of their
33:00
head and kind of calm them down and then get into some training
33:04
like the way we do that with and it doesn't.
33:07
I have different trips and trades for different
33:09
personalities. That's the most important thing.
33:15
This is interesting. This is interesting to hear.
33:17
I want to change my battery out, but you know, because I'm really
33:22
interested in like how we can utilize AI to, to hack our
33:26
biology in certain aspects. So, you know, if you're a
33:30
trainer, you could easily take someone's Apple Watch or their
33:34
ring and you could know all of your clients, you know, heart
33:38
rate variability, you could know they're, you know.
33:40
Oh yeah, we work with a lot of my like I've had guys that are
33:44
fresh out of heart attacks, you know, that have high, high blood
33:48
pressure. You know, we utilize their,
33:52
their their Apple Watches, the ring, all the, you know, so we
33:56
don't go like for instance, one of our guys heart attacks on we
34:00
had to keep his heart rate at a certain level.
34:03
Yeah, and make sure we didn't put your work.
34:05
And then I had to give him enough for rest.
34:07
Yeah. But when it comes to something
34:09
like that pinpointed, yes, it is, yeah.
34:13
That that's great and there would be far more advances to
34:17
that. But like if what is it like it a
34:20
doctor bedside manner like that is a thing that like that's
34:26
that's the human component that I don't think will ever be
34:28
replaced. You can't put that in a robot,
34:30
and maybe I'm totally wrong, you know, but.
34:34
The thing is more accessible, like you're meant this more
34:38
accessible like the appointments, like I see all
34:41
that. But yes, it's that human like
34:44
knowing you and you walk in like if you're having a shit day, how
34:47
you're feeling, what just happened, what's going on right?
34:52
I don't maybe they can mirror that and it maybe they will be
34:55
able to mirror that. I don't know.
34:57
Well, I think some people want that human touch because a lot
35:01
of my people, I'm in Tech Central and Venice and Saint
35:03
Martin, everybody just everything's totally.
35:08
You know, there is there's a part of the AI story is the
35:11
insecurity people have, especially right now where we're
35:14
on the precipice of some kind of massive disruption in work.
35:18
But the truth of the matter is, is there's no AI that's going to
35:21
help you get that Bella booty off the ground.
35:23
You're going to just. Have to do it.
35:24
That's not going to happen. It that that being said like
35:29
your your whole career sector is is safe, but is there anything
35:33
about AI in particular that you find unsettling or scary?
35:39
I don't look, man, I don't, I don't look at things as scary.
35:42
I think we're evolving and life's always been evolving.
35:45
I'm a 70s baby, right? So I've, I've got to see the
35:48
Seventies, 80s and 90s, which are things probably I think
35:51
we're the best generation because we've seen it.
35:53
And then we get to see this whole next AI tech change.
35:58
I can see maybe it is going to replace a lot of jobs.
36:04
So me being more into mental and physical with my clients,
36:09
because I, you see it here in LA with the writing imagery, with
36:13
production, you see these big companies shutting down, these
36:17
high end producers, riders that have written magic shows have no
36:21
jobs. So they're going to have to,
36:25
they're going to have to hustle and they will find jobs, they
36:28
will find work, right? But I think the AI think for me,
36:32
I don't think it scares me. What I do think it was is like
36:35
your our brains are meant to use.
36:38
So I think a portion, I think this is just my opinion.
36:43
I think a portion of people are going to learn it and use it for
36:45
what they needed for. I think a portion of people are
36:48
going to overuse it and not do anything and let their brains
36:51
just go shit, which will then create bad habits, right.
36:58
Then I also look at the people that had those type of bad
37:02
habits, physically, mentally, whatever.
37:04
Then they can't find work because it has replaced part of
37:07
the work. A lot of people don't have
37:09
purpose. Yeah, but I see that with a lot
37:12
of individuals anyway is if you don't, a lot of people like they
37:14
think they have purpose, their work, their kids, but what's
37:19
your purpose? And I see a lot of people have
37:21
worked with one on ones. They're kind of lost, you know,
37:25
aspect of AI couldn't enhance that with all individuals,
37:31
individuals that are go getters going to use it for what they
37:35
need it for, to help others, to help their business, to help get
37:39
efficient. It's different.
37:41
Do you understand? What I'm saying?
37:43
Totally agree. Individuals.
37:44
So I think it will kind of individual, but that means that
37:48
individual has has to be smart. You know, Rome figure out what
37:53
the next move is for what they want to do.
37:55
It's going to be jobs now there's going to because there's
38:00
going to be people that need work for the AI company like
38:03
just don't just going to be duper like we don't changing.
38:07
Yeah, totally. I totally agree.
38:09
It may be right. That sounds a little crazy, but
38:12
it's just watching people. It's like, for instance, when
38:15
this came, like I run my whole business from, I think if I had
38:19
my dog on my phone, all my apps, my marketing teams, everything,
38:22
right? But I know how to put it down.
38:26
I know like like we're in the mountains or we're in the water
38:30
or I'm lifting or like I have that balance, right?
38:34
Whereas what I've seen, and maybe correct me if I'm wrong,
38:40
patience has been totally lost. Boredom is gone, kids.
38:46
Kids especially and individuals like driving, you'll see people
38:51
just like they don't have to pay, they're honking at people.
38:53
They're they're wanting to just go, go, go because the news is
38:56
in your hand. You can buy a product within 30
38:58
seconds. You can do so if you got to wait
39:01
in line at a gas station, they're laying on the horn and
39:04
I'm like, what's wrong with you? Been waiting in line at a
39:08
grocery store because Amazon can.
39:12
You can see it like people. Patients are gone.
39:15
Yeah, our our kids phones gives me like heart palpitations
39:21
because it's like text and Snapchats like every seven all
39:25
day long. Just alert alert alert alert
39:28
alert. So the rains, it's made people
39:32
hyper, hyper. What do you call?
39:36
It vigilant. Vigilant hyper vigilance come
39:39
up. I think that hyper where they're
39:41
just more jumpy, like we're we're just talking about he's.
39:48
In no, I think, I think you're right.
39:49
There's in the Bumbo, there is all that stuff, you know?
39:53
But that really like you got to, you got to, you got to get your
39:57
balance, you got to find your balance. 100% All right, we're
39:59
going to go to the Lightning round.
40:00
Are you ready? Yeah.
40:03
What's the your favorite part of the most challenging part of
40:06
working with your wife? My favorite part is US being
40:11
together, like we're getting to build stuff together, like we
40:15
right. And then what's the what was the
40:17
what's the other one? Challenging part?
40:20
Challenging part. Well, dude, she's a completely
40:24
opposite of me. So then, and I'm a sound like I
40:32
can get intense because I manage the stuff and we're a startup.
40:35
We're a scrappy startup. I didn't go get venture capital
40:38
and ride dead. I don't like to owe.
40:40
So it's like we very we we took very minimal and rolled our
40:45
dollars and now we're at a that second phase level with a $3
40:50
million market. We're going to make that jump to
40:52
that 6 to 8. Cool.
40:54
So see the intent tariffs came in.
40:57
I've been doing this since I was 20.
41:00
Bill companies shut them down, built them, tore them down.
41:03
I've went through the ringers. I guess the challenging part is
41:08
like just keeping the communication with our own
41:12
because we work from home. We work, we walk to where our
41:16
gym is right down. It just blocked our office.
41:19
So it's like putting our phones down and and finding our time.
41:23
And we've done a really good living because we can bite to
41:27
the beach. We can go up to the mountains to
41:29
two minutes because that's what we enjoy.
41:31
And that's like you look at Beck fit our logos, mountain, our
41:36
barbell in the ocean, and those are our breaks.
41:38
Love it. Keeps us level headed cool.
41:42
Let's say you sell Bella Booty for a billion dollars tomorrow.
41:45
What's your next move? Keep developing, man.
41:49
Keep developing new products. Anything on on your mind that
41:52
you want to divulge? Any any or categories.
41:55
Maybe we, you know, we're gonna we have some new innovative
41:59
products coming up in Bella booty or gluten core and dye
42:02
training. We have we have a couple brands
42:05
that are in going to be in the neck pain area because a lot of
42:08
people are just like, you know, the technic and we've come up
42:13
with some innovative products. I'm using old, not old.
42:19
How can I say this innovative product using old technology
42:23
that's just going to crush. I think because it it's like the
42:27
belt. You can take it anywhere, use it
42:28
anywhere and it's it's really use your neck pain.
42:32
And then for lower, like we have a, we have a couple products in
42:38
the lower back pain product coming up the pipeline.
42:41
So which is a much need. But with these with, with the
42:45
recovery, it's funny because you'll see a lot of recovery
42:48
products out there that they'll sell the product for the
42:51
Band-Aid fix. But what we've done is if you
42:54
look at Bella Booty, we started, I've had my team free education,
42:59
education, education, education, education.
43:02
That's all I care about builds back and what these the other
43:06
brands that we're going to be coming up the pipeline.
43:08
It's going to be tons of education how I don't want you
43:12
using my product. The problem is you're human.
43:15
You're going to use you're going to you're going to go back to
43:17
bad habits, but we're going to give you nothing to hopefully a
43:21
handful of people will use that education and they barely need
43:25
to use the product anymore. That product is going to be
43:28
there if you actually need it and that for back pain and lower
43:31
back pain, our neck pain and lower man.
43:35
So we have a tools and two new brands come up the pipeline and
43:38
we're still a little bit ways out on that because we're hyper
43:41
focused on scale and validity this next like year.
43:44
But we're going to start articulating.
43:46
We're already doing a lot of developmental work.
43:48
Patents are getting approved. So it's just like for me, I'm
43:52
not in a rush. There's nothing else out there
43:55
like him. Cool.
43:58
Thinking about our kids, they're going into college.
44:00
If you were going into college right now with what you know
44:04
now, what would you study? Oh, business and
44:09
entrepreneurship. Yeah.
44:12
Like literally business, entrepreneurship, finance.
44:15
Yeah. Nice.
44:17
Is there ACEO or another entrepreneur that inspires you
44:20
or that you follow closely? There's yeah, Jason Boyce, I
44:31
really like him from my Amazon team.
44:33
Cool. And I see the teams that he's
44:36
building like we've we've gone through a lot of different age.
44:39
I'm just not like because we do a lot of in house stuff and it's
44:42
a team that we've been working with for a long time.
44:44
And the way he is with his team, strategically everything else, I
44:52
think, yeah, that would be what we.
44:56
Is there something that you wish you knew earlier?
45:01
Oh yeah, the counterfeit issues not through the counterfeit knew
45:12
earlier, right? Because for me, I'm more of like
45:17
a visionary to write in my business, but I'm having to be
45:20
the integrator for a while again.
45:22
Like left the integrations now, but now I'm back in it because
45:25
we're making team changes. So not just the visionary now.
45:28
So it's like with the whole change of technology and
45:34
literally Meta changes everyday, TikTok changes every week.
45:38
What was working on TikTok doesn't work that week.
45:41
Yeah. So when it goes back to business
45:44
from the changes, that's a that is a tough one.
45:48
You know, I don't know how you feel where to start to answer
45:51
that one? Like here's what it is for me is
45:54
like, I don't know it all when I walked in, when I start some I'd
45:58
pretty much because I've been in the industry for years.
46:01
So I have a little bit of, you know, self-confidence and stuff.
46:03
But the more I pick a step back and the more I integrate with my
46:07
teams and just miss it and shut up, right?
46:10
I'm not a boss like my customer service team and they get a big
46:14
boss. I'm like, I'm not your boss.
46:15
I'm like, I work with you like I'm in the I wouldn't be here
46:18
without you. So it's like literally learning
46:22
more because it's changing everyday the how marketing is
46:26
presented, each platform's different products.
46:31
So just sitting back and watching and listening more.
46:34
Yeah, that's interesting. Like, you know, I'm not your
46:38
boss. You know, I, I actually struggle
46:40
with that too, because it's like at the end of the day, it's
46:43
like, well, we are going to go ahead and do what I want, but I,
46:46
the, the hierarchy is uncomfortable.
46:49
To be there to a certain level, like, right, Because you got to
46:54
have that decision maker, right? Yeah.
46:57
But decision maker, you're going to know if he's a complete like,
47:00
like sociopath, or he's going to let his teams make his runs and
47:04
make their fumbles and make their mistakes and be there for
47:07
them and be in the weeds with them.
47:09
And I'm one that's I'm always in the weeds with.
47:11
I'm not above any of my team now comes back to decisions.
47:15
I always get, dude, I have advisors and I get my team and
47:20
then I sit on it for like they call me a journal because they I
47:23
take too long right on certain things and I'm too loyal in
47:27
certain areas, which has screwed me around a little bit.
47:29
But I like to think things true before I make and I like to get
47:35
everybody's feedback. And half the time it's not even
47:37
my decision. It was theirs.
47:39
Like, OK, let's run with it and let's see what happens.
47:42
Yeah, you know a. 100% yeah. Yeah, it's, it's interesting.
47:47
And you were talking about two, like, you know, toggling between
47:52
visionary and integrator. You know, it can, are you able
47:56
to do both at the same time or do you really kind of wear one
47:59
hat at a time? You're like, OK.
48:00
It's not like a crappy start up in our face where we're at
48:04
because we're shifting from one team to a new team trying to get
48:07
to a different level. Like my strengths is more of a
48:11
visionaire. Yeah, but I've always had to be
48:14
an integrator when time gets like tough, like, yeah, I mean,
48:18
I don't want to overpay. Like we we have a couple
48:22
different small investors on. We're about to go raise some
48:24
more capital. So I said I want to make sure
48:26
we're doing the right things. And when in those changes, I
48:29
don't like to be the one finger pointing somebody like why
48:34
didn't this work out? Well, I know why it didn't work.
48:37
We were I was in the view. I'm on all these calls of you.
48:39
I see what we're doing from our production to Amazon strategy to
48:43
our color strategy and belts to our videos, everything like.
48:48
So yeah, what I want to take a step back a little further as I
48:52
build up the teams, new teams and new people.
48:55
Yeah. But you know, you got to like,
48:58
this is like we this our company.
49:00
This is what I loved. It was so like, oh, I need to
49:04
pick this. Yeah, I don't see me retiring
49:07
from. It Yeah, I.
49:08
Know people, I help people keep healthy habits and help them fix
49:13
their brain and their body. That will never change.
49:16
I'll do that until I'm dead. I love developing products and
49:19
working with teens and seeking innovation.
49:21
Grow, right. So it's like that will never
49:24
change. Did I sell OPS brands or
49:27
something? Yeah, would do that.
49:28
But I mean, the end of the day, we're doing what we love to do.
49:31
Yeah. You know, you, you talked about
49:33
like some people feeling lost and feeling like they don't have
49:37
meaning in their life. You know, it seems like very
49:40
satisfying to be helping people in the way that you do you.
49:44
Know, I mean it was a big part of my life from the past because
49:49
I took a huge hit in 2000 and eight, 2009.
49:52
I had a lot of love around me to rebuild myself from the insides
49:55
and the outside and it took some time bro, and I want to give
49:59
that back. I love giving it back to people.
50:01
You told me a little bit about that story.
50:03
I'm going to have to have you back so we can go through that
50:05
one. That's that's that's its own
50:09
conversation for sure. Amazing.
50:13
OK. If you could live in any time
50:19
period besides this one, when would it be?
50:27
How do Lovely have been back in the 70s then I was at seven.
50:30
I was born in 73. I don't remember happens.
50:33
He's ready that that day of age just seemed like incredible.
50:37
The Muse. Movies.
50:40
Movie everything in the 70s, right before the 80s, didn't it?
50:45
But yeah, go back in the 90s, nineties.
50:48
It was fun. 90s were fun. Yeah, 90s.
50:52
Were you had more? I think it's more personability
50:55
with people. Yeah.
50:56
I mean, like, you just had it. It was there.
50:58
The music was like touching. Yeah.
51:01
And not saying I'm a music freak.
51:03
I live and I love all kinds from country.
51:07
Me and my wife got a raise and then we we let it like we hit
51:10
like every, every type of music. I I can feel it.
51:13
I love it. Yeah, but it's about the 90s.
51:16
Though yeah, 20s in the 70s, one of the totally.
51:26
Fantastic. Let's see if I've got anything
51:28
else. If you could.
51:29
If you could put anything on a billboard, a quote, an image, an
51:33
icon, anything. What would you put on a
51:35
billboard? Wouldn't be my quote since that
51:50
was confidence. That's a grand quote because
51:52
that that's a big thing life server for anybody.
51:55
Yeah. But Amar Fatih, what's that?
52:00
It means that like you have to matter what in life, whatever
52:04
thrive life throws, you can look it up.
52:06
AM ARFATI amorpha TAMORI mean? Nice.
52:13
And it means you have to make the best of any circumstance in
52:15
life. Yeah.
52:17
You know what I mean? Because it was a, it was a big
52:20
sound of like when I went through a big change.
52:22
And I just think if people looked at that, because you're
52:24
going to have shit that happens. You can't change political
52:28
stuff. You can't get here.
52:30
You're going to take sides on everything.
52:31
But at the end of the day, you got to worry about yourself and
52:34
you got to the best with what you have that day, that day,
52:38
because all you have is that day like you have today.
52:41
And that is it. You're not guaranteed tomorrow.
52:44
We're not guaranteed. Wake up.
52:46
So it's like you can sit in your ship or you can, OK, this
52:50
happened. Let's keep moving.
52:51
Yeah. The it's Stoic, you know, and I
52:56
had a great conversation yesterday with a a guy named
52:59
Zach Holland. We talked a lot about Stoic
53:01
philosophy, like the, the direct translation.
53:04
It's saying here a more fatigue, the love of fate.
53:10
No, I mean, I'm, I'm definitely I I read, I'm in Stoic.
53:14
I read it every morning. Yeah.
53:16
I love that philosophy. I think a lot of people need, I
53:19
would because I look at any religion as a philosophy too.
53:22
So I'm dabble around to different religions to find what
53:26
I believe in. And Stoicism is huge for me,
53:29
especially with daily life challenges.
53:32
I've had to go through business, everything.
53:34
It just keeps a really good filter for me when I have a
53:38
daily reading in the mornings, When I get up in the mornings, I
53:40
read it. The daily is drug and it's
53:42
really cool because you can. It's not.
53:45
You can manipulate it into anything in your life on that
53:48
day, Yeah. Amazing Brett, this has been so
53:52
much fun I really appreciate. It thank you.
53:55
I appreciate you having me on. You.
53:57
You betcha. Where can people connect with
53:58
you online? Instagram Brett Beck fed Beck
54:04
Fit LA on Instagram and then Bella Booty fitness Facebook
54:09
Brett Beck. Tremendous.
54:11
We'll we'll make sure that all the links are in the show notes.
54:14
So people, definitely check this out and go get yourself a Bella
54:17
booty. Yes, for sure.
54:19
I appreciate you man. You bet.
54:21
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