Latest / Hurdle with Emily Abbate / Episode 41: Marcus Antebi, Founder Juice Press

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Episode 41: Marcus Antebi, Founder Juice Press · Hurdle with Emily Abbate

• 0:02
  Speaker 1: You're listening to episode forty one of Hurdle, a podcast
• 0:05
  Speaker 1: that talks to everyone from top CEOs to entrepreneurs and
• 0:08
  Speaker 1: athletes about how they got through tough times hurdles of
• 0:11
  Speaker 1: sorts by leaning into wellness. My name's Emily Abadi and
• 0:15
  Speaker 1: today I'm chatting with Marcus Antebby, the founder of Juice Press.
• 0:20
  Speaker 1: Today's episode is brought to you by Headspace. If you're
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  Speaker 1: slash Hurdle again. That's headspace dot com slash Hurdle to
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  Speaker 1: dive on in right away. Another shout out to my sponsor,
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• 1:26
  Speaker 2: So let's talk about Marcus. Marcus is a character.
• 1:30
  Speaker 1: He showed up to the recording studio wearing a super
• 1:33
  Speaker 1: sharp suit, coming from a luncheon in a castle on
• 1:35
  Speaker 1: the Umbry's side, and we immediately bonded over what's one
• 1:39
  Speaker 1: of my favorite products at Juice Press, the raw oatmeal.
• 1:42
  Speaker 1: It's delicious these days. The founder of the plant based
• 1:46
  Speaker 1: wellness brand, which has stores in the Tri State area
• 1:49
  Speaker 1: as well as Boston and Seattle, DC and Vegas. He's
• 1:52
  Speaker 1: big into raw foods and staying active. But life wasn't
• 1:55
  Speaker 1: always this way, and we talked about how Marcus as
• 1:58
  Speaker 1: a teenager was totally different in the episode. At just
• 2:01
  Speaker 1: fifteen years old, he checked himself into an eighty six
• 2:04
  Speaker 1: day drug rehab program and he's been sober ever since.
• 2:08
  Speaker 2: In twenty ten, he opened.
• 2:09
  Speaker 1: The first Juice Press store, and the story behind how
• 2:12
  Speaker 1: he secured the real estate and made that happen is
• 2:15
  Speaker 1: going to blow your mind, I promise you. He gives
• 2:18
  Speaker 1: me the loanown on his essential rules to cleaning up
• 2:21
  Speaker 1: your diet, tells me how he really feels about the
• 2:23
  Speaker 1: term juice cleanse, and we wrap about the power of
• 2:26
  Speaker 1: manifestation and hard work.
• 2:28
  Speaker 2: This episode is a lot.
• 2:30
  Speaker 1: Marcus is a personality, but it's one of my.
• 2:33
  Speaker 2: Favorites to date.
• 2:34
  Speaker 1: As always, hit me up Twitter, Instagram, Facebook, at Hurdle
• 2:37
  Speaker 1: podcast at Emily Abadi. Whether it's a takeaway from the episode,
• 2:41
  Speaker 1: or you opening a package of athletic greens or trying
• 2:44
  Speaker 1: headspace for the first time, I want to hear about it.
• 2:47
  Speaker 1: Send me your screen grabs, post your takeaways from the
• 2:50
  Speaker 1: podcast on your Instagram story. I'll definitely repost it all
• 2:54
  Speaker 1: from the Hurdle account. And you know what, do me
• 2:56
  Speaker 1: a quick favor. Head on into the iTunes store, click
• 2:59
  Speaker 1: the rate and revie you button on the Hurdle page.
• 3:02
  Speaker 2: Leave me some feedback.
• 3:03
  Speaker 1: I really love hearing what you like what you don't like,
• 3:06
  Speaker 1: and it helps Hurdle make its way up the charts,
• 3:08
  Speaker 1: so I'd really appreciate it. If you have a hurdle
• 3:10
  Speaker 1: moment of your own or want to say hi or
• 3:13
  Speaker 1: whatever you got, feel free to always shoot me an email.
• 3:16
  Speaker 1: It's Emily at Hurdle dot us. And with that, let's
• 3:21
  Speaker 1: get to hurdling. I'm sitting down with Marcus and Tebbie.
• 3:31
  Speaker 1: He's the founder of Juice Press.
• 3:34
  Speaker 3: Hey. Man, Hey, I really appreciate being here. Thank you
• 3:37
  Speaker 3: very much.
• 3:38
  Speaker 2: You look pretty snazzy today.
• 3:40
  Speaker 3: Well, I had a thing. I'm wearing a suit and tie,
• 3:42
  Speaker 3: which is out of the norm for me, but I
• 3:43
  Speaker 3: had a thing to go to and I dressed accordingly.
• 3:46
  Speaker 2: Accordingly. Okay, so I feel a little dressed down. That's cool.
• 3:51
  Speaker 1: I also feel like I need to let the world
• 3:52
  Speaker 1: know that you made me indulge in an apple cider
• 3:55
  Speaker 1: vinegar shop before we got started.
• 3:57
  Speaker 3: It was a given. You know, I had to make
• 3:59
  Speaker 3: sure that your bloodstream was alkaline before we begin, because
• 4:01
  Speaker 3: I don't I'm not I deal with enough acid personalities.
• 4:05
  Speaker 2: Enough enough acid personality.
• 4:07
  Speaker 3: Yeah, it's a little thing i'd do before every interview,
• 4:09
  Speaker 3: you know, is it really no?
• 4:11
  Speaker 1: Oh, we're starting off on the right foot here.
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  Speaker 2: Okay.
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  Speaker 1: So I mean you probably haven't always been a guy
• 4:19
  Speaker 1: that did apple cider vinegar shots before sitting down with somebody.
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  Speaker 3: Huh. Well, to be honest with you, fourteen fifteen years old,
• 4:28
  Speaker 3: I was a musclehead living in Beverly Hills, California. I
• 4:32
  Speaker 3: must have been eating five or six thousand calories a day.
• 4:36
  Speaker 3: I'd be eating four o'clock in the morning. I think
• 4:39
  Speaker 3: it was called fatburger. I'd have the double with chili,
• 4:43
  Speaker 3: six orders of French fries. So definitely not. I definitely
• 4:47
  Speaker 3: had a eating disorder, to say the least. And by
• 4:52
  Speaker 3: eating disorder means I was eating to die. I don't
• 4:54
  Speaker 3: mean that eating disorder that I was overweight. And I
• 4:58
  Speaker 3: had to break through when I got so uber and
• 5:01
  Speaker 3: went to drug rehab and in the ninety days, I
• 5:04
  Speaker 3: looked at all of the things I was doing addictively
• 5:07
  Speaker 3: and with my chemistry, it was as if something was
• 5:09
  Speaker 3: channeling through me. I'm not trying to be a spiritual
• 5:12
  Speaker 3: night here, but for a fifteen year old, this is
• 5:15
  Speaker 3: really a breakthrough because it's not a common thing. I
• 5:19
  Speaker 3: really saw my behavior patterns. My father was a compulsive overeater,
• 5:23
  Speaker 3: so it wasn't like I wasn't exposed to these things.
• 5:26
  Speaker 3: And I grew up around AA meetings. I was a
• 5:28
  Speaker 3: student of therapy, so it was very easy for me
• 5:31
  Speaker 3: to jump to a conclusion that I was a substance abuser.
• 5:35
  Speaker 3: And it took me about ten years to go from
• 5:38
  Speaker 3: having probably the worst diet in the world to around
• 5:41
  Speaker 3: age twenty five, where I think I became the exact
• 5:43
  Speaker 3: opposite where I was really in the mindset I would
• 5:47
  Speaker 3: always say the bodies of temple. I would look at
• 5:49
  Speaker 3: every ingredient, and you know, I really immersed myself in
• 5:54
  Speaker 3: the logic of the chemistry of nutrition and being an
• 5:59
  Speaker 3: experiment root on my own body was very important because
• 6:02
  Speaker 3: obviously in nutrition there's a lot of controversy and no
• 6:04
  Speaker 3: two experts agree on anything. You really have to become
• 6:08
  Speaker 3: your own experiment and then research because it'll be more
• 6:11
  Speaker 3: impactful in that way.
• 6:13
  Speaker 2: Wow, you know how to enter with a splash.
• 6:15
  Speaker 3: I'm sorry, there's no.
• 6:17
  Speaker 2: Need to apologize. There's a lot to unwrap here, though.
• 6:20
  Speaker 1: I mean, at fifteen, to know enough about yourself that
• 6:24
  Speaker 1: you should go seek some help, that's a big deal.
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  Speaker 3: Well, you know, it was the circumstances. My father was
• 6:31
  Speaker 3: already six months sober, so as I said before, I
• 6:35
  Speaker 3: had some exposure and the things I was doing were
• 6:38
  Speaker 3: making me depressed because at heart, I was really an athlete,
• 6:42
  Speaker 3: trapped in a dysfunctional mind and kind of sports well,
• 6:47
  Speaker 3: when I was young, I had limitation. I loved hopscotch
• 6:51
  Speaker 3: and jumping jacks. They were great. No, as a young guy,
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  Speaker 3: I really didn't have a sport that I can call
• 6:56
  Speaker 3: my own. I was searching, but I loved track and field.
• 6:59
  Speaker 3: I love even though I was small. I loved playing basketball.
• 7:02
  Speaker 3: I was kind of a natural everything. I loved climbing,
• 7:05
  Speaker 3: and I was young, I was. I was a late
• 7:08
  Speaker 3: bloomer athletically. It wasn't until I was in my twenties
• 7:12
  Speaker 3: that I had enough confidence to compete in any sport
• 7:16
  Speaker 3: or just really play sports in a very competitive manner.
• 7:19
  Speaker 3: When I was younger, I just felt athletic. I felt
• 7:21
  Speaker 3: like I wanted to be outside. I loved running, I
• 7:24
  Speaker 3: liked fitness. I had a strict body image of myself.
• 7:29
  Speaker 3: I wanted to be lean and muscular, and I think,
• 7:33
  Speaker 3: you know, I realized that Reese's peanut butter cups and
• 7:35
  Speaker 3: soda were probably not doing me any positive effects. So
• 7:39
  Speaker 3: I would say early on, my single greatest motivator to
• 7:42
  Speaker 3: improve was vanity yeah, And it wasn't until about a
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  Speaker 3: week ago that I know it wasn't. It wasn't really
• 7:49
  Speaker 3: until the last ten years of my life that I
• 7:53
  Speaker 3: made it a really integral part of the way I think.
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  Speaker 3: And I believe that my diet and my chemistry have
• 7:58
  Speaker 3: everything to do with spirituality, happiness, my emotions, my creativity.
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  Speaker 3: So you know, obviously I'm fifty years old now, is
• 8:06
  Speaker 3: a big difference between how I thought when I was fifteen,
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  Speaker 3: right right.
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  Speaker 1: It's interesting that you also described it as having an
• 8:13
  Speaker 1: eating disorder, because I myself when I was eighteen weighs
• 8:18
  Speaker 1: seventy pounds more than I do now, and a lot
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  Speaker 1: of that was because I was eating all of the
• 8:24
  Speaker 1: wrong things. I also, you know, had an affinity for
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  Speaker 1: Reese's peanut burger cups. I would go to the dining
• 8:29
  Speaker 1: hall in college high five. I would go to the
• 8:31
  Speaker 1: dining hall in college and eat like banana chocolate chip
• 8:34
  Speaker 1: ice cream because I went to Yukon and the ice
• 8:36
  Speaker 1: cream in Upstate Connecticut is classic. I would eat tater
• 8:40
  Speaker 1: tots at every meal. I would do all the things,
• 8:41
  Speaker 1: but I knew I had issues controlling the things that
• 8:45
  Speaker 1: I was putting in my body. But at the time,
• 8:48
  Speaker 1: I guess I never would have thought of it as
• 8:50
  Speaker 1: an eating disorder.
• 8:51
  Speaker 3: But for sure, man, right now there's a listener going
• 8:53
  Speaker 3: data Tot's what's wrong with data Top?
• 8:55
  Speaker 2: I love Data Tots?
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  Speaker 1: Yeah, I mean I still eat them sporadically to this day,
• 8:58
  Speaker 1: just not at every single I'm.
• 9:00
  Speaker 3: Gonna say something that's not appropriate for this show. It's
• 9:02
  Speaker 3: not a curse word. Eating is a sacrament to your life.
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  Speaker 3: It's a offering. It's misunderstood. If you don't understand that today,
• 9:14
  Speaker 3: you will one day. And I say that like a
• 9:17
  Speaker 3: parent yelling at his children. The idea that we don't
• 9:22
  Speaker 3: look at our intake food as if we're praying. It's
• 9:27
  Speaker 3: a sad, sociological mistake. It's how we're brought up. I
• 9:31
  Speaker 3: don't know anybody in this society that doesn't have an
• 9:34
  Speaker 3: eating disorder of some kind. There's obviously generalizing a little
• 9:40
  Speaker 3: bit generalizing, but there's varying degrees from people who eat
• 9:44
  Speaker 3: junk food all day to obesity to anorexia, to people
• 9:49
  Speaker 3: who are actually eating and then become ill. I mean,
• 9:52
  Speaker 3: we already know that twenty five to thirty percent of
• 9:55
  Speaker 3: what causes cancer is directly caused by what you put
• 9:58
  Speaker 3: in your mouth tremendous percentage. So if someone's eating that
• 10:04
  Speaker 3: way and they're making themselves ill, that's a disorder because
• 10:08
  Speaker 3: it's not in order right. So I'm passionate about the
• 10:10
  Speaker 3: subject because I'm actually a dumb guy. There's not that
• 10:13
  Speaker 3: many things I excel in, and I've tried hard and
• 10:17
  Speaker 3: I fail, and I somehow see magic when it comes
• 10:22
  Speaker 3: to food and nutrition and the logic behind it, and
• 10:26
  Speaker 3: I think that ultimately I want to be compassionate person
• 10:30
  Speaker 3: that helps others, and this is my only offering. This
• 10:33
  Speaker 3: is the only thing I could do is try to
• 10:35
  Speaker 3: make some light of this to you.
• 10:37
  Speaker 2: I hear you.
• 10:38
  Speaker 1: I hear what you're saying. You're making light of it.
• 10:40
  Speaker 1: The lightbulves are they're on in here.
• 10:43
  Speaker 3: Not preaching, no, not at all. I could care less.
• 10:45
  Speaker 3: You can go eat ring things right now. It's not
• 10:47
  Speaker 3: my business.
• 10:47
  Speaker 1: I actually just came from we work where we were
• 10:49
  Speaker 1: having a throwback Thursday food spread on the counter. So
• 10:53
  Speaker 1: it was everything like, oh god, cinnamon, toast crunch and
• 11:00
  Speaker 1: to gogurt and gushers and everything that your mom would
• 11:04
  Speaker 1: put in the cabinet when you were eat.
• 11:07
  Speaker 3: Wouldn't be funny if I just took the headphones off
• 11:08
  Speaker 3: now and left. I was so insulted by the no,
• 11:11
  Speaker 3: you know again, I've been I'm in the food industry.
• 11:13
  Speaker 3: Juice Press has eighty nine stores. I've been doing this
• 11:17
  Speaker 3: for ten years. There really literally does not go a
• 11:20
  Speaker 3: day that I don't encounter the guests at Juice Press,
• 11:24
  Speaker 3: or meet people that are guests of Juice Press, and
• 11:27
  Speaker 3: we get deep into their diet program. I become that guy.
• 11:31
  Speaker 3: So I've learned how to consolidate the story so I
• 11:35
  Speaker 3: can actually get down the street or somewhere. It's not
• 11:37
  Speaker 3: like a fame thing. I just had at a party
• 11:39
  Speaker 3: right now. When we came up to me, she said,
• 11:41
  Speaker 3: I have inflammation. What do you recommend? And my answer
• 11:44
  Speaker 3: to her, as a joke, is stop eating. And she
• 11:47
  Speaker 3: didn't understand I was just teasing her. But yes, we
• 11:51
  Speaker 3: understand that we all have our proclivities now in our
• 11:54
  Speaker 3: culture of what we eat, and it is what it is,
• 11:58
  Speaker 3: but it's probably on the top three things that is
• 12:02
  Speaker 3: killing us. It's the top three things that is numbing us,
• 12:06
  Speaker 3: and it's the top three things that has to become
• 12:11
  Speaker 3: evolved in order for humanity to really reach its potential
• 12:15
  Speaker 3: is how we eat, how we care for our young
• 12:17
  Speaker 3: is number one.
• 12:18
  Speaker 1: Okay, so you're fifteen, you go to this program, you
• 12:21
  Speaker 1: come home, you're not eating all the sugary things.
• 12:24
  Speaker 3: It took me a while. As I said, I had
• 12:27
  Speaker 3: no one there to teach me. I was very addicted
• 12:29
  Speaker 3: to those type of foods. They were highly stimulating, they
• 12:32
  Speaker 3: regulated my moods, so it wasn't an overnight thing. I
• 12:35
  Speaker 3: didn't have any mentors or role models. As I mentioned
• 12:38
  Speaker 3: to you, my father was overweight, my sister was overweight.
• 12:41
  Speaker 3: They ate garbage, so I had no role models. I
• 12:43
  Speaker 3: was doing it on my own. Like I said, it
• 12:46
  Speaker 3: took me years to wean myself off of certain foods,
• 12:49
  Speaker 3: and it was very gradual. I literally recall very clearly
• 12:52
  Speaker 3: in my teens saying I'm going to stop drinking six
• 12:56
  Speaker 3: cans of soda. I'm going down to three, and then
• 12:59
  Speaker 3: I went from three to one, and then to none.
• 13:01
  Speaker 3: There was probably years in there, which I don't even
• 13:03
  Speaker 3: remember it well, probably probably me switching to diet sodas
• 13:06
  Speaker 3: thinking that I'm doing better. But I accelerated in my
• 13:10
  Speaker 3: mid twenties. I really saw the light.
• 13:12
  Speaker 1: Yeah, what's the why don't you tell the audience what's
• 13:16
  Speaker 1: the deal with diet soda? Well, people really are convinced
• 13:20
  Speaker 1: that diet soda is better than regular see, you know, those.
• 13:22
  Speaker 3: People can't be spoken to at this moment. There's no
• 13:25
  Speaker 3: need to do it. It's like saying, there's people who
• 13:26
  Speaker 3: still think the earth is flat. Great, let them venture
• 13:29
  Speaker 3: around the earth. See if they fall off, and if not,
• 13:32
  Speaker 3: we you know, we could talk. We have to really
• 13:35
  Speaker 3: understand is that food for centuries has been controlled by
• 13:40
  Speaker 3: government and right now it's there's legal slow toxic poisons
• 13:46
  Speaker 3: that are commercial, they're ubiquitous, and they're made light of
• 13:50
  Speaker 3: and people have been divorced from their food source for centuries,
• 13:56
  Speaker 3: especially in modern times, and we're going to make bad
• 14:00
  Speaker 3: decisions when we're operating from the stressful mind is what
• 14:05
  Speaker 3: most of us are. In a state of anxiety and
• 14:07
  Speaker 3: stress because of the world we live in, our childhood circumstances,
• 14:10
  Speaker 3: and our nature, our individual nature. It's too easy to
• 14:15
  Speaker 3: make a bad dietary choice. Diet soda wreaks havoc on
• 14:21
  Speaker 3: chemistry because it's actually a chemically engineered food. It has
• 14:27
  Speaker 3: no redeeming quality next to cigarettes. It's the excuse me
• 14:34
  Speaker 3: for saying I'm a Jewish next to cigarettes, it's the
• 14:36
  Speaker 3: Hitler of food.
• 14:38
  Speaker 2: Whoa bold statement?
• 14:41
  Speaker 3: Well, I mean, if you want to spend twenty minutes
• 14:42
  Speaker 3: on chemistry, we'll go deep into it. We don't want
• 14:44
  Speaker 3: to do that.
• 14:45
  Speaker 1: Let's fast forward a little bit because after you went
• 14:48
  Speaker 1: through this time period where you learned to adjust your
• 14:51
  Speaker 1: relationship with the foods that you were eating.
• 14:54
  Speaker 3: Thank you. That was very nicely put.
• 14:55
  Speaker 2: Thank you.
• 14:56
  Speaker 1: I appreciate your wise words and confidence in me. You
• 15:00
  Speaker 1: or early twenties, we're still having kind of a tough time.
• 15:02
  Speaker 1: So tell me a little bit about that.
• 15:05
  Speaker 3: Well, you know, stand in American Jewish boy from Brooklyn.
• 15:09
  Speaker 3: You know, I want to be Frank Sinatra. Where's my
• 15:12
  Speaker 3: pinky rings? Where's my ferrari? I don't have those things.
• 15:14
  Speaker 3: So I did the next best thing. I started skydiving.
• 15:19
  Speaker 3: I was in the skydiving sport for thirteen years. I
• 15:21
  Speaker 3: retired with twenty three hundred jumps. Wow, sober guide, not
• 15:25
  Speaker 3: taking drugs, not drinking, amazing community of people. I wouldn't
• 15:31
  Speaker 3: say that I was having a problem with that, but
• 15:33
  Speaker 3: I was really lost. I didn't have that much direction
• 15:36
  Speaker 3: my life. I'm very proud of the things I've done.
• 15:39
  Speaker 3: I've been sober for thirty four years. So I wasn't
• 15:41
  Speaker 3: a wild guy. I wasn't hurting people, I wasn't doing
• 15:44
  Speaker 3: stupid things. But I was directionless, and mostly I would say,
• 15:48
  Speaker 3: if I look back, I was clearly not a happy person.
• 15:52
  Speaker 3: I was very dependent on material things to determine my
• 15:56
  Speaker 3: ego and my opinion of myself. So, you know, I
• 16:00
  Speaker 3: was a young, dumb kid, and I didn't really have
• 16:05
  Speaker 3: a career direction. I was avoiding the family business, which
• 16:08
  Speaker 3: was art and antiques and jewelry, which is straightforward retail.
• 16:13
  Speaker 3: I would always dip into the family retail when I
• 16:16
  Speaker 3: was broke. I always found way to keep myself afloat,
• 16:19
  Speaker 3: you know, work for a couple of months, make a
• 16:21
  Speaker 3: few bucks with my father, and then I would drift
• 16:24
  Speaker 3: off into my passion things. I wanted to be this,
• 16:27
  Speaker 3: I wanted to be that. And it wasn't actually until
• 16:30
  Speaker 3: I started a retail skydiving, mail order and training educational
• 16:35
  Speaker 3: film company that I buckled down to a career and
• 16:38
  Speaker 3: a passion, which essentially was retail.
• 16:40
  Speaker 2: Interesting.
• 16:41
  Speaker 3: It was just in an industry that I was passionate about.
• 16:44
  Speaker 1: And the thing about skydiving is that it can be
• 16:46
  Speaker 1: super expensive. Also, so how are you fronting a lot
• 16:50
  Speaker 1: of that cost?
• 16:51
  Speaker 3: Well, I was in the industry for one.
• 16:53
  Speaker 2: And also, do you know Jeff Provenzana.
• 16:55
  Speaker 3: Jeff Provenzov is one of my closest friends.
• 16:57
  Speaker 2: He isn't a wonderful human.
• 16:58
  Speaker 3: You asked Jeff about me, he'll tell you stay away
• 17:01
  Speaker 3: from that guy says he's We have actually a very
• 17:04
  Speaker 3: close relationship. We started skydiving around the same time, and
• 17:07
  Speaker 3: he blossomed into a master. He has twenty thousand skydives legitimately. Yeah,
• 17:12
  Speaker 3: And whenever he's in New York, we hook up. We
• 17:14
  Speaker 3: go do Bickram yoga together, We get.
• 17:15
  Speaker 1: A juice at Juice Yoga with him as well. I
• 17:17
  Speaker 1: met him through through a friend of mine as well.
• 17:20
  Speaker 1: Podcast Hi, Yet we have not podcasts.
• 17:22
  Speaker 3: He's a podcastable guy, all right, because he's you know,
• 17:24
  Speaker 3: he's not a young kid. He's a total dude. Like, ye, dude,
• 17:27
  Speaker 3: I love it from Brooklyn. By the way, makes no sense.
• 17:30
  Speaker 3: And his his career path as a skydiver has taken
• 17:34
  Speaker 3: him to heights literally, not just metaphorically, has taken him
• 17:38
  Speaker 3: to heights that very few skydivers achieved.
• 17:41
  Speaker 1: Yeah, totally amazing. Okay, so sky dating's really expensive though.
• 17:44
  Speaker 3: Well it is expensive. I wasn't belly up when I
• 17:48
  Speaker 3: was skydiving. I always had a few bucks, not a lot,
• 17:50
  Speaker 3: but I had enough to support my skydiving habit. Yeah,
• 17:53
  Speaker 3: and that's one of the reasons why I got trapped
• 17:55
  Speaker 3: in the skydiving industry was I was there all the time,
• 17:58
  Speaker 3: and so being there, I had to find a way
• 18:00
  Speaker 3: to make a living doing it. And it started off
• 18:02
  Speaker 3: with I produced some very well received training skydiving videos.
• 18:06
  Speaker 3: I saw niche in that market early on when I
• 18:09
  Speaker 3: was a beginner, so I created training films really for myself,
• 18:13
  Speaker 3: and it helped me support my skydiving habit. I got
• 18:16
  Speaker 3: a lot of free skydives out of it. I always
• 18:19
  Speaker 3: got treated with a lot of care from people in
• 18:22
  Speaker 3: the industry because they liked what I was contributing. And
• 18:26
  Speaker 3: that business led me to sell parachute equipment online in
• 18:30
  Speaker 3: the mail order business, and then eventually I had a
• 18:34
  Speaker 3: retail store on a very busy drop zone, the Ranch
• 18:38
  Speaker 3: in Garden, New York, the best guy diving place in
• 18:41
  Speaker 3: the East Coast besides skydived Land. That was a plug
• 18:45
  Speaker 3: for both job zones. See. I still love you, guys,
• 18:49
  Speaker 3: but that was a seven year career for me that
• 18:53
  Speaker 3: molded me and finally turned me into a hard worker,
• 18:58
  Speaker 3: a guy that really focused and would not leave until
• 19:02
  Speaker 3: the job got done.
• 19:03
  Speaker 1: And would you say that finding your passion for that
• 19:07
  Speaker 1: in business kind of helped you get through some of
• 19:10
  Speaker 1: that depression you were experiencing in your early twenties.
• 19:13
  Speaker 3: No, not really, you know, I think depression it's not
• 19:17
  Speaker 3: a word that I would actually use to describe my
• 19:19
  Speaker 3: state a being. I was not low. I just had malcontent, anxiety,
• 19:26
  Speaker 3: I was searching, didn't have love in my life. It
• 19:30
  Speaker 3: wasn't truly happy. I mean, how many people can say
• 19:32
  Speaker 3: they have those things. I was very well adjusted guy,
• 19:35
  Speaker 3: high functioning, always busy. You know. Depressed is not the
• 19:40
  Speaker 3: right word to describe me, and primarily because I created
• 19:43
  Speaker 3: enough distractions. If I wasn't jumping out of airplanes and
• 19:46
  Speaker 3: doing the things that I was doing, I might just
• 19:48
  Speaker 3: as well been a depressed guy sleeping till two o'clock
• 19:51
  Speaker 3: in the afternoon. I always kept myself extraordinarily busy, even
• 19:55
  Speaker 3: if it was nonsense. I kept myself.
• 19:57
  Speaker 2: Going, okay, I hear that, And in my head.
• 20:01
  Speaker 1: I kind of think about that I do the same
• 20:03
  Speaker 1: thing when I may not be the happiest in my life,
• 20:07
  Speaker 1: and sometimes I wonder what would happen if we took
• 20:11
  Speaker 1: more time to stop.
• 20:12
  Speaker 2: So did you ever get to the point where you
• 20:14
  Speaker 2: took that time to stop?
• 20:14
  Speaker 3: Yes, yes I did.
• 20:15
  Speaker 2: So what happened?
• 20:17
  Speaker 3: Well, I sold my skydiving business. I wasn't making enough
• 20:20
  Speaker 3: money doing it, and I sold all the different little
• 20:23
  Speaker 3: things that I had built. And I had a period
• 20:25
  Speaker 3: of time of about five months where I got out
• 20:29
  Speaker 3: and I was looking for the next thing to do.
• 20:30
  Speaker 3: And I had one best friend and he knew me
• 20:34
  Speaker 3: very well, and I told him one day, I said,
• 20:36
  Speaker 3: if I don't do something right now, I think I'm
• 20:38
  Speaker 3: going to lose my mind.
• 20:39
  Speaker 2: Right.
• 20:40
  Speaker 3: So it was within a week or two of stopping
• 20:43
  Speaker 3: the insane workload I had that I felt I couldn't
• 20:47
  Speaker 3: actually cope. So I got working on things that had
• 20:50
  Speaker 3: nothing to do with what I want to do. He
• 20:52
  Speaker 3: owned several restaurants, so for free, I literally would go
• 20:56
  Speaker 3: work for him. Like the guy couldn't get rid of me.
• 20:59
  Speaker 3: I was fixing his But I found that I was
• 21:02
  Speaker 3: a natural in the food and beverage industry, which seems
• 21:06
  Speaker 3: very far away from what I understood retail dry retail,
• 21:10
  Speaker 3: But I was just good at the details, and I
• 21:13
  Speaker 3: understood the game of food and beverage. Obviously, you have
• 21:15
  Speaker 3: a product to make and you have the service aspect
• 21:19
  Speaker 3: of that industry, and I just kind of got the
• 21:22
  Speaker 3: details and didn't at that particular moment find it interestingly
• 21:27
  Speaker 3: interesting enough to want to get involved in it. What
• 21:30
  Speaker 3: eventually happened after my skydiving was I ran out of money,
• 21:33
  Speaker 3: and so my get out of jail free card was
• 21:37
  Speaker 3: to go back to work for my father, which was
• 21:39
  Speaker 3: extraordinary because for the two years that I went back
• 21:43
  Speaker 3: to work for my father was the luckiest financial years
• 21:46
  Speaker 3: of my life. It just worked out that way. And
• 21:48
  Speaker 3: what I learned in my skydiving business when I applied
• 21:52
  Speaker 3: it to my father's business, it was really a completely
• 21:55
  Speaker 3: different dimension for me as a business person. And mostly
• 21:59
  Speaker 3: what it was to make this into a business discussion
• 22:03
  Speaker 3: was that I wouldn't leave until the job was done,
• 22:09
  Speaker 3: and that I had to work as an obsession. It
• 22:12
  Speaker 3: was my way of chainsmoking, my way of drinking tequila,
• 22:16
  Speaker 3: which I didn't do. It was my way of numbing
• 22:19
  Speaker 3: whatever I was trying to numb was I had to work,
• 22:22
  Speaker 3: and I probably would work for free, and that really
• 22:25
  Speaker 3: put a different spin on it than when I was
• 22:27
  Speaker 3: young working for my father and I didn't have that.
• 22:30
  Speaker 3: I was lazy. I'd go home at five o'clock or
• 22:33
  Speaker 3: just not be focused. When I was singularly focused on
• 22:37
  Speaker 3: the thing I was working on, I get the job
• 22:39
  Speaker 3: done and I'm moderately successful.
• 22:42
  Speaker 1: Do you think that that's a healthy way to approach business,
• 22:49
  Speaker 1: because it's like you're inflicting that old way of addictive
• 22:54
  Speaker 1: behavior upon your craft, which can be super good when
• 22:58
  Speaker 1: you're building something, but also I mean difficult for any
• 23:04
  Speaker 1: sort of mental balance.
• 23:07
  Speaker 3: Well, your first question is do I think that's healthy.
• 23:11
  Speaker 3: I don't think it's healthy for certain types of people.
• 23:14
  Speaker 3: There's people that that type of behavior will drive them
• 23:17
  Speaker 3: into the ground. Ignorance is bliss. I didn't know that
• 23:21
  Speaker 3: hard work could make you sick in those years of
• 23:23
  Speaker 3: my life, and it really worked well with my chemistry.
• 23:27
  Speaker 3: I've been a high voltage person since I'm two years old,
• 23:30
  Speaker 3: when I broke my crib and escaped and ripped off
• 23:33
  Speaker 3: my diapers and through them out the window. That's my personality.
• 23:36
  Speaker 3: So I'm designed for that type of stress, that type
• 23:41
  Speaker 3: of workload. You know, it wasn't as though I wasn't
• 23:45
  Speaker 3: maintaining other aspects of my life. You guys are a
• 23:49
  Speaker 3: new generation. You're not brought up in the era that
• 23:52
  Speaker 3: I was brought up in, and so hopefully you can
• 23:55
  Speaker 3: learn from the previous generations behavior, meaning the trend now
• 24:02
  Speaker 3: it doesn't have to be that. You do actually have
• 24:05
  Speaker 3: to approach your career from an approach of is this
• 24:10
  Speaker 3: compassion what I'm doing, Is this something I love? And
• 24:15
  Speaker 3: how does it serve humanity? And you have to approach
• 24:20
  Speaker 3: it from that perspective, because once you approach it from
• 24:23
  Speaker 3: that perspective, there's a lot of things that you can
• 24:25
  Speaker 3: no longer do. Yeah, and certainly it leads you in
• 24:29
  Speaker 3: a path to something that's sustainable for you. So you
• 24:33
  Speaker 3: could see that now. I mean it's not really a
• 24:35
  Speaker 3: worldwide thing yet, but certainly in New York, where I
• 24:38
  Speaker 3: know hundreds of entrepreneurs and people in business, I do
• 24:42
  Speaker 3: see a positive trend with young people picking things that
• 24:46
  Speaker 3: they're absolutely adore and in love with and would do
• 24:49
  Speaker 3: for free if they had to. That's a very important.
• 24:53
  Speaker 2: Thing, yeah, for sure.
• 24:54
  Speaker 1: And so when does it transition from you working with
• 24:59
  Speaker 1: you father and having those really great years financially to
• 25:03
  Speaker 1: you becoming a little bit more interested in kind of
• 25:07
  Speaker 1: the world that you're in now.
• 25:10
  Speaker 3: Well, the business that we were in, which is essentially arbitrage.
• 25:13
  Speaker 3: You're paying a dollar and selling it to the three
• 25:15
  Speaker 3: hundred in that business or some ridiculous markup. It was
• 25:20
  Speaker 3: always something that caused a lot of problems with me ethically.
• 25:24
  Speaker 3: I didn't enjoy what I was doing, and I would
• 25:26
  Speaker 3: make fun of myself, and I really always called myself
• 25:31
  Speaker 3: nothing more than a glorified used car salesman that just
• 25:35
  Speaker 3: had nicer suits, and I had a better sales tactic approach.
• 25:40
  Speaker 3: In two thousand and six and seven, we had a
• 25:43
  Speaker 3: very long term relationship with a wonderful customer who spent
• 25:48
  Speaker 3: a lot of money with us, and it changed my
• 25:51
  Speaker 3: situation forever. When that was when it came to an end.
• 25:56
  Speaker 3: The economy was tanking two thousand and eight, and when
• 26:00
  Speaker 3: my father's business slows down, you actually feel like you're
• 26:03
  Speaker 3: in solitary confinement and like you're dying. So I had
• 26:06
  Speaker 3: a few bucks, you know, I wasn't happy doing that,
• 26:10
  Speaker 3: and I figured this was my way out, and you know,
• 26:13
  Speaker 3: I told my father a year before I was leaving
• 26:16
  Speaker 3: that I was gonna go off and try something again new,
• 26:18
  Speaker 3: and he supported that. And I left without having a
• 26:23
  Speaker 3: new thing to do, because for a while I was
• 26:26
  Speaker 3: actually trying to design things while working, and that never
• 26:29
  Speaker 3: works because you're just not hungry. It's not panic. I
• 26:32
  Speaker 3: feel that, and so I did leave and immediately went
• 26:36
  Speaker 3: into panic, and I went back to the drawing board
• 26:40
  Speaker 3: of something I wanted to do before the skydiving business,
• 26:43
  Speaker 3: which was I loved this company, Liquidia. Doug Green was
• 26:48
  Speaker 3: the founder. I liked the model. I loved the juice business.
• 26:51
  Speaker 3: I like the smoothies. I like the bright, sunny corner.
• 26:54
  Speaker 3: I like the idea of meeting people on a constant basis.
• 26:57
  Speaker 3: It seemed like a tremendous business opportunity for me, but
• 27:01
  Speaker 3: I was always scared to do it. I didn't think
• 27:03
  Speaker 3: I had to know how. And again the food and
• 27:05
  Speaker 3: beverage word came up, and it scared me, so I
• 27:08
  Speaker 3: revisited it. I started working on a business plan, which
• 27:11
  Speaker 3: I didn't really know how to write, so it took
• 27:13
  Speaker 3: me a year. But I was very disciplined. I would
• 27:16
  Speaker 3: go every day, you know, five days a week, I
• 27:18
  Speaker 3: would say I'd spend three or four hours reading, researching,
• 27:22
  Speaker 3: visiting retail stores. And I went down to Florida because
• 27:26
  Speaker 3: I thought that Florida at the time, I had no
• 27:29
  Speaker 3: obligations to anything. I didn't I could have lived anywhere.
• 27:33
  Speaker 3: So I went down to Florida because I felt from
• 27:37
  Speaker 3: that my perspective that Florida was probably a better location
• 27:41
  Speaker 3: to start my first store. And when I went there,
• 27:43
  Speaker 3: I proved myself wrong very quickly. I didn't do anything.
• 27:47
  Speaker 2: I just wear to Florida's Miami.
• 27:48
  Speaker 3: Of course, you know, also I was following a dream.
• 27:51
  Speaker 3: Part of me wanted to live by the ocean, and
• 27:54
  Speaker 3: I said, here's a chance for me to get everything. Yeah,
• 27:56
  Speaker 3: So I went there and I just as a retailer.
• 27:59
  Speaker 3: Now my retail side came out. I said, this is
• 28:01
  Speaker 3: a dud. So I didn't do anything. And when I
• 28:05
  Speaker 3: came back to New York, I took my business plan
• 28:07
  Speaker 3: and I literally threw it in the garbage. I said,
• 28:10
  Speaker 3: I am not doing this. This is stupid. About a
• 28:13
  Speaker 3: month later, I was in a park on East First
• 28:16
  Speaker 3: Street with my daughter and we were playing and I
• 28:18
  Speaker 3: saw the FARENT sign go up in what would become
• 28:21
  Speaker 3: the first juice press store. And I remember this moronic
• 28:26
  Speaker 3: idea came my head. I said, I don't really want
• 28:28
  Speaker 3: to open a juice bar, but think about how many
• 28:31
  Speaker 3: people would think I was cool if I had that store.
• 28:35
  Speaker 3: So I ran across the street. The woman putting the
• 28:38
  Speaker 3: sign in the window was the landlord. I said, how
• 28:40
  Speaker 3: much do you want for the spot? She said twenty
• 28:42
  Speaker 3: six hundred. I said, I'll give you three thousand, because
• 28:46
  Speaker 3: I knew it was a hot spot. I knew instinctively
• 28:49
  Speaker 3: there's no way I'm getting this for twenty six hundred.
• 28:51
  Speaker 3: She said, really, I said, yes, let's do a deal.
• 28:55
  Speaker 3: We did a deal. It was done in minutes. And
• 28:59
  Speaker 3: now I'm standing in the middle of this tiny store
• 29:01
  Speaker 3: on East first Street and I'm like, oh my god,
• 29:05
  Speaker 3: I think I have to do a juice bar. Now,
• 29:08
  Speaker 3: that's how ridiculous it was. And I just started building
• 29:12
  Speaker 3: and field of dreams. Kevin Costner, build it and they
• 29:16
  Speaker 3: will come. What started to happen was almost like I
• 29:20
  Speaker 3: was being helped by a force. Forget about that. I
• 29:24
  Speaker 3: don't mean that in a spiritual way. I mean that nonsensically,
• 29:26
  Speaker 3: all right. I know when people think I'm quackier than
• 29:28
  Speaker 3: I already am, but things did just start to appear.
• 29:33
  Speaker 3: I was building the store. It was a weekend, and
• 29:36
  Speaker 3: a guy walks in. He says, what's this going to be?
• 29:38
  Speaker 3: I said, it's going to be a raw food blah
• 29:40
  Speaker 3: blah blah, juice blah blah bah. He goes, oh, I'm
• 29:42
  Speaker 3: a raw food chef. The chef just appeared. I wasn't
• 29:45
  Speaker 3: even looking and he came in and he gave me
• 29:48
  Speaker 3: a confidence that I didn't have that we were going
• 29:51
  Speaker 3: in the right direction. And then a partner came along
• 29:56
  Speaker 3: who saw what I was doing. He said, I love this.
• 29:58
  Speaker 3: Can I get involved? And I said, I don't really
• 30:00
  Speaker 3: want to give away too much, but I'll give you
• 30:02
  Speaker 3: ten percent. He was invaluable to me because he was
• 30:05
  Speaker 3: a hustler. He had certain visions. They contributed, and as
• 30:10
  Speaker 3: a store became complete in its construction, I had confidence
• 30:16
  Speaker 3: after a couple of months that it was going to
• 30:17
  Speaker 3: be something. I just didn't actually know what it was
• 30:20
  Speaker 3: going to be.
• 30:21
  Speaker 1: So you rented it without without any products, any anything,
• 30:26
  Speaker 1: knowing what you were going to put in there.
• 30:28
  Speaker 2: Did you rent it even with the.
• 30:30
  Speaker 1: Thought in mind that you were going to make bottled
• 30:34
  Speaker 1: juices or it was.
• 30:35
  Speaker 3: It was a skydive. I literally the door was open.
• 30:38
  Speaker 3: I had a parachute on. I said I could make
• 30:40
  Speaker 3: something work. I just wanted that store. I was lonely,
• 30:45
  Speaker 3: even though I had a girlfriend, I had a baby,
• 30:47
  Speaker 3: I had the universe. I needed that store and that's
• 30:50
  Speaker 3: what drove.
• 30:51
  Speaker 1: Me taking a break from today's episode to give my
• 30:59
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• 31:02
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• 31:03
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  Speaker 1: headspace dot com slash Hurdle. So how many months did
• 32:09
  Speaker 1: you have the store before you were selling anything inside
• 32:13
  Speaker 1: of it?
• 32:14
  Speaker 3: Three months?
• 32:14
  Speaker 2: Three months?
• 32:15
  Speaker 3: Well, construction some permits nonsense, you know, whatever delays getting
• 32:19
  Speaker 3: the least finalized. I had possession, but there was some
• 32:22
  Speaker 3: problems with the infrastructure, the building. We had it for
• 32:24
  Speaker 3: about three months. Tiny store, very easy to build.
• 32:28
  Speaker 1: My question then, to follow that up, is when you
• 32:29
  Speaker 1: first started selling product in the store. Was it anything
• 32:34
  Speaker 1: like the products we see today or was it just
• 32:36
  Speaker 1: it was.
• 32:38
  Speaker 3: From the day we opened there was something there which
• 32:42
  Speaker 3: was like I said, I I didn't want to go home.
• 32:46
  Speaker 3: I stayed fifteen hours a day and I did everything
• 32:50
  Speaker 3: that had to be done. I went to a trade show,
• 32:53
  Speaker 3: but big printers had labels. Was making the labels on
• 32:57
  Speaker 3: a printer? Was doing everything myself. Store of Science was
• 33:00
  Speaker 3: part of the construction team. Just had to have every
• 33:03
  Speaker 3: detail right, even down to those ridiculous postcards that the
• 33:07
  Speaker 3: brand is very well known for. I had twenty or
• 33:10
  Speaker 3: thirty of them done before I even opened the store.
• 33:12
  Speaker 2: What are some of the sayings on this posts?
• 33:14
  Speaker 3: One of them says, what makes penis happy A sert
• 33:16
  Speaker 3: of women who drink juice are f and sexy. There,
• 33:20
  Speaker 3: I was poking fun at the food industry and people's
• 33:22
  Speaker 3: idea about nutrition. And also what I was doing was
• 33:26
  Speaker 3: I was setting it up so that if a customer
• 33:29
  Speaker 3: came into the store and they had questions about the
• 33:31
  Speaker 3: product and about the business, the staff didn't have to
• 33:35
  Speaker 3: be knowledgeable. The information was on the postcard, so you know.
• 33:40
  Speaker 3: And that was a trick of the trade that I
• 33:43
  Speaker 3: took from my skydiving company. It was something that I
• 33:46
  Speaker 3: did for the skydiving company. I had lots of promotional material,
• 33:49
  Speaker 3: things to put in the packages that we ship. I
• 33:52
  Speaker 3: had a tourist business, so they had to be funny
• 33:54
  Speaker 3: t shirts, funny sayings. So it was a natural thing
• 33:57
  Speaker 3: for me in the juice industry to start off with
• 34:00
  Speaker 3: that and recognized that I had to have a brand
• 34:04
  Speaker 3: and there's something about it had to be cool, and
• 34:07
  Speaker 3: I think what made Juice Press special first and foremost
• 34:10
  Speaker 3: was that location in twenty ten on East first Street,
• 34:14
  Speaker 3: across the street from the Children's Park, right near Houston,
• 34:17
  Speaker 3: between First and Second Avenue. It was truly the nexus
• 34:21
  Speaker 3: of the universe, as the Seinfeld episode unfolded, but it
• 34:25
  Speaker 3: really was. It's in between Nolita, the East Villa's lower
• 34:28
  Speaker 3: east side, Soho, and it was just a really beautiful
• 34:31
  Speaker 3: spot because you can sit on the bench in front
• 34:33
  Speaker 3: of it, get sunlight, get recognized by a model. You know,
• 34:37
  Speaker 3: your your favorite real estate broker. Everybody was walking by
• 34:40
  Speaker 3: that store.
• 34:40
  Speaker 2: Always your favorite real estate brokers.
• 34:43
  Speaker 3: Real estate broker, real estate brokers, always have a meeting spot,
• 34:46
  Speaker 3: you know, and it always happens to be somewhere cool
• 34:49
  Speaker 3: where there's probably a model sitting in front of it.
• 34:51
  Speaker 3: What's I don't know what's going on. You can't argue
• 34:53
  Speaker 3: with these things.
• 34:54
  Speaker 1: And it felt right right like that store for you,
• 34:57
  Speaker 1: it felt one hundred percent like you were Inpisode seven.
• 35:00
  Speaker 1: I sat down with Sadie Lincoln, she's the creator of
• 35:03
  Speaker 1: Bar three, and when Sadie was talking about building her company,
• 35:05
  Speaker 1: she said, I just went into what you called warrior state,
• 35:09
  Speaker 1: which is that everything almost felt effortless, although all I
• 35:12
  Speaker 1: was doing was working because it was exactly what I
• 35:14
  Speaker 1: knew I was supposed to be doing at the time.
• 35:16
  Speaker 2: And it sounds like you went into the same exact way.
• 35:18
  Speaker 3: I do agree. I think that you know, what I
• 35:20
  Speaker 3: realized is that, you know, I have to work at
• 35:23
  Speaker 3: that level, and so there was a lot of work
• 35:26
  Speaker 3: to be done and there was never It was never over.
• 35:29
  Speaker 3: If I finished every task, the refrigerator broke, something always happened.
• 35:34
  Speaker 3: So yes, you know I definitely was in that mode,
• 35:36
  Speaker 3: in that mode.
• 35:37
  Speaker 2: Okay, So at this time, what kind of diet did
• 35:41
  Speaker 2: you have?
• 35:42
  Speaker 1: Did you know going into creating this business that you
• 35:44
  Speaker 1: wanted to kind of instill the values that you had
• 35:48
  Speaker 1: taken on yourself to give them to others. Were you
• 35:52
  Speaker 1: the one that was coming up with all of these recipes,
• 35:54
  Speaker 1: Were you working with the nutritionist?
• 35:56
  Speaker 2: What was going on?
• 35:59
  Speaker 3: Well, by the time I got into the business, I
• 36:01
  Speaker 3: had already gotten to a good point in my tie
• 36:05
  Speaker 3: boxing competitive fighting, and so I had a good idea
• 36:08
  Speaker 3: of how to cut weight, feel strong, train very strong,
• 36:12
  Speaker 3: and keep myself healthy. I knew what worked and what
• 36:16
  Speaker 3: didn't work. And the joke to me were my competitors
• 36:20
  Speaker 3: that were around before me, how they were presenting the product.
• 36:24
  Speaker 3: So the reason why I feel I was good at
• 36:28
  Speaker 3: this business was I saw the area where there was
• 36:31
  Speaker 3: a need in our industry because these businesses were not
• 36:35
  Speaker 3: speaking to the consumer in the proper way. So the
• 36:39
  Speaker 3: idea for me with Juice Press was there was a
• 36:42
  Speaker 3: good chance that the whole thing was going to fail.
• 36:45
  Speaker 3: My father didn't like the business, A bunch of my
• 36:47
  Speaker 3: friends didn't like the business. You know, I literally asked
• 36:50
  Speaker 3: a friend of mine if you wanted to put in
• 36:52
  Speaker 3: seven thousand bucks, which would today be worth five million.
• 36:56
  Speaker 3: My diet was very strict. I had very specific times
• 37:02
  Speaker 3: the day that I would eat, obsessed with salads, wanted
• 37:05
  Speaker 3: a lot of juice, sometimes wanted smoothies. Was trying to
• 37:10
  Speaker 3: become as raw as possible. I was already vegan, So
• 37:15
  Speaker 3: I said to myself, if I build a kitchen that
• 37:18
  Speaker 3: suits my needs, I'll at least have a lot of
• 37:21
  Speaker 3: friends in my industries around me that would support the business.
• 37:25
  Speaker 3: So first and foremost I wanted to do that. The
• 37:28
  Speaker 3: other limitation I had was the space was really too
• 37:31
  Speaker 3: small to do a lot of stupid stuff. So the
• 37:34
  Speaker 3: confinement of the space, it was three hundred square feet.
• 37:37
  Speaker 3: I couldn't do certain things. I couldn't have a kitchen
• 37:40
  Speaker 3: that cooked food.
• 37:41
  Speaker 1: I feel like a lot of juice press locations are
• 37:43
  Speaker 1: actually quite small inn ches, most.
• 37:46
  Speaker 3: Of them are. But there's a lot of big ones.
• 37:48
  Speaker 3: And in the beginning, the thing that worked about juice
• 37:52
  Speaker 3: Press was I think that it was presented as a
• 37:55
  Speaker 3: extremely clean place. The place was made at a stainless steel,
• 38:01
  Speaker 3: the product was very direct. There was a screaming lunatic
• 38:07
  Speaker 3: in the front, which was me talking, always willing to
• 38:09
  Speaker 3: talk about nutrition to anyone, and I had a very
• 38:13
  Speaker 3: sincere intention. Yeah, my intention was to help others while
• 38:19
  Speaker 3: making money and serving them juice. You can't go wrong.
• 38:22
  Speaker 3: People came, but people came.
• 38:24
  Speaker 1: But then did they want to know more about why
• 38:27
  Speaker 1: you were telling them what they should be consuming. Did
• 38:30
  Speaker 1: you get to a point where you felt like you
• 38:32
  Speaker 1: really needed to just start working with other individuals to
• 38:37
  Speaker 1: kind of give some praise to your product, like experts
• 38:39
  Speaker 1: or rds or nutritionists or what have you.
• 38:41
  Speaker 3: Well, you know, I've learned in the last few years
• 38:44
  Speaker 3: that all of those people that you're mentioning were all
• 38:46
  Speaker 3: on the same team. Yea, And I can't to build
• 38:49
  Speaker 3: myself up put people down. But I would say that
• 38:52
  Speaker 3: look around you, the world is not healthy. That means
• 38:56
  Speaker 3: our experts are not doing their job. So where does
• 39:00
  Speaker 3: that leave us? Where we're at. The discoveries that I made,
• 39:03
  Speaker 3: of course, I didn't make on my own. I'm not
• 39:05
  Speaker 3: that gifted. I did, however, have a talent of surrounding
• 39:10
  Speaker 3: myself around the people who were the best. And I
• 39:13
  Speaker 3: was a good subject because I was doing it on myself,
• 39:17
  Speaker 3: which is something that's missing in most of the clinical
• 39:21
  Speaker 3: world the biological world. People are giving advice they don't
• 39:24
  Speaker 3: follow right.
• 39:26
  Speaker 1: So you have your single location and when do you
• 39:31
  Speaker 1: realize in that location that you're going to open more.
• 39:37
  Speaker 3: In twenty ten, after about a year of being opened,
• 39:40
  Speaker 3: we had such a buzz it was almost like a nightclub.
• 39:45
  Speaker 3: New York Times came and they did an unprecedented article
• 39:49
  Speaker 3: in the the Tea magazine when print was still alive.
• 39:54
  Speaker 2: To the print isn't dead.
• 39:56
  Speaker 3: It's not dead. But it was really different ten that article.
• 40:01
  Speaker 3: I'm going to tell you what happened. We were doing
• 40:03
  Speaker 3: a steady four thousand dollars days in sales out of
• 40:06
  Speaker 3: that tiny square feet and we were blown away because
• 40:08
  Speaker 3: we were profitable right from the beginning. The woman came
• 40:12
  Speaker 3: in from the New York Times. She said, I am
• 40:15
  Speaker 3: so and so from the New York Times. And I
• 40:16
  Speaker 3: looked at her and I said, take a seat. If
• 40:18
  Speaker 3: I'm not busy, I'll talk to you. And she cursed
• 40:21
  Speaker 3: at me. She said, I am from the New York
• 40:24
  Speaker 3: f in Times. And I stopped and I said, oh shi,
• 40:27
  Speaker 3: t I better listen. We want to do a story
• 40:30
  Speaker 3: about cleansing. So I said, look, lady, I'm not going
• 40:33
  Speaker 3: to be the death blow to the juice industry where you,
• 40:37
  Speaker 3: you know, starve yourself for two days and you didn't
• 40:39
  Speaker 3: have your kiante and your you know, your steak and
• 40:42
  Speaker 3: how hard it was, Oh my god, and everyone stays away.
• 40:45
  Speaker 3: I said, if you want to do something on me,
• 40:48
  Speaker 3: you have to make a commitment. And she said, what
• 40:50
  Speaker 3: do you want me to do. I said, I want
• 40:51
  Speaker 3: you to do a thirty day juice cleanse. And she
• 40:54
  Speaker 3: just said okay. It made all the difference in the
• 40:57
  Speaker 3: world because it actually changed her entire life. That thirty
• 41:01
  Speaker 3: days changed her life, and she wrote a three page
• 41:05
  Speaker 3: story that made it as if the Holy Grail was
• 41:09
  Speaker 3: a juice press. The Saturday that it came out soft.
• 41:14
  Speaker 3: We went from four thousand day and sales to eleven
• 41:17
  Speaker 3: thousand dance sales. God, and then the next day we
• 41:20
  Speaker 3: did fourteen thousand sales. And then it was consistently between
• 41:24
  Speaker 3: ten and fifteen thousand dollars a day, and the store
• 41:27
  Speaker 3: just couldn't handle the load. Additionally, the problem was was
• 41:31
  Speaker 3: that it was primarily coming from pre ordered juice cleanses,
• 41:36
  Speaker 3: which is a nightmare to coordinate.
• 41:37
  Speaker 1: That was actually my next question at the time. How
• 41:40
  Speaker 1: much of your business was people ordering cleanses And let
• 41:44
  Speaker 1: me say cleanses, just so the people that are listening
• 41:47
  Speaker 1: understand what does that entail?
• 41:49
  Speaker 3: Like what the word cleanse? When I even was disruptive.
• 41:53
  Speaker 3: I hated the word cleanse because it sounded so fluffy
• 41:57
  Speaker 3: and it was too general. And people in the medical
• 42:00
  Speaker 3: world or people that have knowledge endo chronologists whatever, they
• 42:04
  Speaker 3: would what they'd laugh at people selling just cleansing what
• 42:07
  Speaker 3: So I called it something totally different. Okay, I actually said,
• 42:12
  Speaker 3: you're not cleansing. What you're doing is you're actually leaving
• 42:15
  Speaker 3: out all your dietary mistakes and you're giving your body
• 42:18
  Speaker 3: an opportunity to do what it does best, which is
• 42:21
  Speaker 3: heal you. You can't actually put that into two simple
• 42:25
  Speaker 3: sellable words. But I won't use the word juice cleanse.
• 42:28
  Speaker 3: I don't like the word.
• 42:29
  Speaker 2: So what's it called.
• 42:31
  Speaker 3: It's what I just said, it's your stopping dietary mistakes.
• 42:34
  Speaker 2: I know. But when I go to the website, what's
• 42:35
  Speaker 2: it called?
• 42:36
  Speaker 3: On the website they called a juice cleanse that I
• 42:44
  Speaker 3: just said, listen, you know what, it's just. One thing
• 42:46
  Speaker 3: is that I did do was I brought logic into
• 42:49
  Speaker 3: the into the industry, and I had a lot of
• 42:52
  Speaker 3: medical people that would agree with what I would say
• 42:55
  Speaker 3: because I wasn't saying stupid things. You know, a cleanse,
• 43:00
  Speaker 3: what is it that you're actually doing. You're fasting off
• 43:02
  Speaker 3: of dietary mistakes. You're getting baseline nutrition. You could get
• 43:06
  Speaker 3: one hundred percent of your needed calories, no different when
• 43:10
  Speaker 3: you're on that type of diet. The one thing that
• 43:12
  Speaker 3: people would make a big deal about, oh are you
• 43:14
  Speaker 3: getting fiber? I'd say, look on the cleanse, you don't
• 43:16
  Speaker 3: need that much fiber. You're not pushing that much material
• 43:19
  Speaker 3: through you, and there's trace amounts of fiber and you're
• 43:21
  Speaker 3: only doing it for a short time, so it's not
• 43:24
  Speaker 3: as important as anyone's making. And it doesn't make a
• 43:27
  Speaker 3: difference with doctor, say even today, because I've done seventy
• 43:30
  Speaker 3: five thousand cleanses and I never had anyone in a
• 43:34
  Speaker 3: hospital bed because they didn't get enough fiber. Now you
• 43:37
  Speaker 3: can say that's anecdotal, but I think those are pretty
• 43:39
  Speaker 3: good numbers compared to how a lot of data is
• 43:42
  Speaker 3: actually extracted for other types of blind studies.
• 43:45
  Speaker 2: Where did you get the name juice Press?
• 43:48
  Speaker 3: It was the antithesis of my father's vision of my business.
• 43:51
  Speaker 3: My father wanted he wanted it to rhyme with pinkberry.
• 43:54
  Speaker 3: He wanted shminkberry, schmink schmerry. He thought it had to
• 43:57
  Speaker 3: be some kind of catchy name. And I said, look,
• 44:00
  Speaker 3: how does it go with the mission statement. I'm pressing juice.
• 44:04
  Speaker 3: It's a juice press, and that's it. That's it, That
• 44:08
  Speaker 3: was it.
• 44:09
  Speaker 2: I didn't want to be PreCure you were when you
• 44:10
  Speaker 2: came up with the name.
• 44:14
  Speaker 3: No, but I remember how I designed the logo, and
• 44:17
  Speaker 3: I remember looking at the different logos and I said,
• 44:20
  Speaker 3: I'm getting too caught up in a logo, which means
• 44:23
  Speaker 3: I have something to hide. Yeah, And I really had
• 44:26
  Speaker 3: that way of thinking.
• 44:32
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  Speaker 1: com slash hurdle. Let's get back to it. When you
• 45:40
  Speaker 1: first started out, when did you transition from just having
• 45:44
  Speaker 1: juices to also having foods.
• 45:46
  Speaker 3: Well, I knew that you had to have smoothies, you
• 45:50
  Speaker 3: had to have the bottle juice. You had to have
• 45:53
  Speaker 3: some salads grab and go because you don't have the
• 45:56
  Speaker 3: room to serve. I had to have some raw food desserts.
• 45:59
  Speaker 3: Those were category. I had to have a few, you know,
• 46:02
  Speaker 3: packaged items I want. I was already kind of into soups,
• 46:07
  Speaker 3: but very limited menu, and that was really just I
• 46:10
  Speaker 3: saw this. There was like a complete set. It was
• 46:13
  Speaker 3: very obvious to me, as a consumer of liquidia, how
• 46:17
  Speaker 3: my monthly routine would work. I was had. I went
• 46:20
  Speaker 3: to liquiteria every day because sometimes I want a smoothie,
• 46:23
  Speaker 3: sometimes I want a juice, sometimes a juice and a smoothie,
• 46:25
  Speaker 3: sometimes just the water, sometimes a soup and a salad.
• 46:28
  Speaker 3: In order to make it a habit, you gotta really
• 46:30
  Speaker 3: cover all the bases, because not everybody's gonna want to
• 46:33
  Speaker 3: drink a green juice every day, and smoothie is as
• 46:37
  Speaker 3: exciting as they are, and as much as a routine
• 46:39
  Speaker 3: they can be. If a person gets off the habit,
• 46:41
  Speaker 3: you lose them. So it was right from the beginning.
• 46:44
  Speaker 3: We had a limited menu compared to what we have now,
• 46:46
  Speaker 3: but we started off with the complete category range from
• 46:50
  Speaker 3: the beginning.
• 46:50
  Speaker 1: I have to tell you that I feel like the
• 46:53
  Speaker 1: raw oatmeal is one of my favorite things at Juice Press,
• 46:56
  Speaker 1: and I also I feel like it's a guilty pleasure
• 47:00
  Speaker 1: a little bit though.
• 47:00
  Speaker 3: There was no such thing. I knew all the raw
• 47:02
  Speaker 3: places in New York. Outside of New York, nobody was
• 47:05
  Speaker 3: doing wrong, only they were doing raw chia. What happened was,
• 47:08
  Speaker 3: I said, we got to have cooked oatmeal on the
• 47:10
  Speaker 3: menu because we're missing out on breakfast and a lot
• 47:13
  Speaker 3: of people were requesting it. We did, we couldn't figure
• 47:16
  Speaker 3: out a way. First of all, we didn't have room
• 47:18
  Speaker 3: for a single another machine. We just didn't have room
• 47:22
  Speaker 3: to make hot oatmeal and too serve it. And the
• 47:25
  Speaker 3: other problem was we couldn't figure out how to serve
• 47:27
  Speaker 3: it and make it good like a juice Press product.
• 47:31
  Speaker 3: So I actually asked at the time I had a
• 47:34
  Speaker 3: raw fouchet, I said, why can't we just not knowing,
• 47:37
  Speaker 3: why can't we just soak, soak it the way we're
• 47:40
  Speaker 3: doing with chia, and just use the exact same cashew
• 47:43
  Speaker 3: milk and make it, he said. He says, it's disgusting.
• 47:46
  Speaker 3: We tried it and it was actually the best thing
• 47:48
  Speaker 3: on the menu.
• 47:49
  Speaker 2: It's so good. It's so good. Do you have a
• 47:51
  Speaker 2: do you have a favorite in the story?
• 47:54
  Speaker 3: You know what, I love the Asie bowl that we've had.
• 47:56
  Speaker 3: We've had that there for nine years. But really, as
• 48:00
  Speaker 3: I consume so much juice Press products on a weekly
• 48:04
  Speaker 3: bas I don't think there's a day that goes by
• 48:06
  Speaker 3: that I'm not at Juice Press. So I just fluctuate.
• 48:09
  Speaker 3: I have a few staples, but then I deviate, you know,
• 48:12
  Speaker 3: like right now, for some reason, I'm just not into smoothies.
• 48:15
  Speaker 3: I'm drinking a lot more juice. I eating the salads.
• 48:18
  Speaker 3: I like the jars that we have. I always get
• 48:20
  Speaker 3: a soup, you know, and then all of a sudden
• 48:22
  Speaker 3: that nowhere I'll just be like doing nothing but like
• 48:25
  Speaker 3: too smoothies a day, and that's it. So I'm happy
• 48:28
  Speaker 3: that I have Juice Press as a pantry.
• 48:31
  Speaker 1: As a pantry, I bet I think a lot of
• 48:33
  Speaker 1: people would like to have juice press as a pantry.
• 48:35
  Speaker 3: What I will say, i'd pay, by the way, it's
• 48:37
  Speaker 3: not free.
• 48:38
  Speaker 1: Well, I would love your feedback actually, because first of all,
• 48:41
  Speaker 1: you said, I think the number was eighty nine stores.
• 48:43
  Speaker 2: Yes, is that right? Yes, okay, so you have eighty
• 48:45
  Speaker 2: nine stores.
• 48:46
  Speaker 1: Now I do want to touch on when you went
• 48:48
  Speaker 1: from having like one too to like I feel like
• 48:50
  Speaker 1: eighty nine happened in no time. But what I want
• 48:52
  Speaker 1: to know first is juice press for some people, can
• 48:57
  Speaker 1: be an expensive It can be an expensive thing. You
• 48:59
  Speaker 1: go in, you get to this movie, it can cost
• 49:00
  Speaker 1: you over ten dollars. For people that might not have
• 49:04
  Speaker 1: the budget to walk into a juice press every day,
• 49:07
  Speaker 1: what would you say is one of the best tweaks
• 49:10
  Speaker 1: that they could make to their.
• 49:11
  Speaker 3: Cut out the glass of wine that cost them ten
• 49:13
  Speaker 3: dollars in the evening and spend it at juice press.
• 49:16
  Speaker 2: I like that you said that.
• 49:18
  Speaker 3: Sorry, I don't know, And now everybody just hung up.
• 49:20
  Speaker 3: They hung up their podcast phone. They just said, okay,
• 49:22
  Speaker 3: f that guy. No. I mean, look, it's an expensive product.
• 49:27
  Speaker 3: You know, freshness is the enemy of profits. There's a
• 49:30
  Speaker 3: reality to that. You know, there's a reason why salad
• 49:35
  Speaker 3: bars are not popular in inner cities. You know, there's
• 49:38
  Speaker 3: certain types of foods that are just inexpensive. They're government subsidized,
• 49:43
  Speaker 3: they're inexpensive to purchase, they give you a lot of calories,
• 49:47
  Speaker 3: they seem cheaper. I can't speak to the price point anymore.
• 49:51
  Speaker 3: I could say that healthy living in a city like
• 49:54
  Speaker 3: New York, it's it's not cheap, And it's probably like
• 49:58
  Speaker 3: that in most of the world. And I don't want
• 50:00
  Speaker 3: to be cliche and say, well, you're saving money because
• 50:03
  Speaker 3: you'll be paying it on medical bills. But that's actually
• 50:06
  Speaker 3: true too, But there's no guarantee, but it's more than
• 50:08
  Speaker 3: likely true. The idea is you have to prioritize. And
• 50:13
  Speaker 3: if you can't afford juice press, then what's your excuse
• 50:15
  Speaker 3: for not doing it at home? I don't have time. Okay,
• 50:18
  Speaker 3: well what do you want me to do. You don't
• 50:20
  Speaker 3: have the money and you don't have time, Go be
• 50:22
  Speaker 3: a shlub like everybody else.
• 50:24
  Speaker 1: Willing to put in the time and kind of make
• 50:26
  Speaker 1: their own situation at home.
• 50:28
  Speaker 2: What would you say is like one rule, do a BUYE.
• 50:30
  Speaker 3: Buy by a blender. Yeah, eat a lot of blended
• 50:34
  Speaker 3: fruits and vegetables, make superfood smoothies. Try to skip some
• 50:38
  Speaker 3: meals that ordinarily take you down. People consume their biggest
• 50:44
  Speaker 3: meal at the worst time of day. That's been a
• 50:46
  Speaker 3: custom for a very long time. At the end of
• 50:48
  Speaker 3: the day, it's ignorance. And I don't say that in
• 50:50
  Speaker 3: a loving way. It's a slow suicide. Yeah, I'm sorry.
• 50:56
  Speaker 3: I have to say it, right, someone's got to say
• 50:59
  Speaker 3: this stuff the truth. Your body's not meant to do that.
• 51:04
  Speaker 3: You're putting a burden on yourself. It's one of the
• 51:06
  Speaker 3: top ten dietary mistakes is eating large meals late at night.
• 51:11
  Speaker 3: If anything, if you have to eat like that because
• 51:13
  Speaker 3: that's your style, eat like that in the morning. Right,
• 51:16
  Speaker 3: There's no reason why breakfast is a skimpy meal and
• 51:19
  Speaker 3: dinner is gluttony. It makes absolutely no sense. Please tag
• 51:23
  Speaker 3: out to an endocrinologist with knowledge and ask him if
• 51:27
  Speaker 3: the Jewish guy with tattoos is right or wrong. The
• 51:30
  Speaker 3: whole medical industry would support what I'm saying, because it's
• 51:33
  Speaker 3: got total basis in chemistry.
• 51:36
  Speaker 1: Yeah, and I mean, if your body's about to shut
• 51:37
  Speaker 1: down for I mean, in an ideal world, around eight hours.
• 51:41
  Speaker 1: If your body's about to shut down for that amount
• 51:43
  Speaker 1: of time, and you're putting so much stuff into it.
• 51:46
  Speaker 2: Eating that late at night disrupts everything.
• 51:49
  Speaker 3: Well, to keep it really simple is that your body
• 51:52
  Speaker 3: follows a Cicadian rhythm. Some people call the Chickadian Cacadian,
• 51:58
  Speaker 3: but I think it's Cicadian. Your retina gets a signal
• 52:03
  Speaker 3: from outside day and night. At nighttime your body shuts down.
• 52:07
  Speaker 3: It communicates the retina with the hypothalamus gland, which says, okay,
• 52:11
  Speaker 3: it's time to rest, it's time to clean up our chemistry.
• 52:15
  Speaker 3: There's no one that can deny. The body's a miraculous
• 52:17
  Speaker 3: healing machine and has the remedial capability of cleaning up
• 52:21
  Speaker 3: a mess in the body. And it does that at
• 52:23
  Speaker 3: night when you slow down and when you're preparing for
• 52:25
  Speaker 3: sleep and while you sleep. Food digestion, even though you
• 52:30
  Speaker 3: don't feel it, requires energy, energy that should be used
• 52:34
  Speaker 3: for healing, not for digesting. And when you eat late
• 52:37
  Speaker 3: at night, your body doesn't digest as well. And it's
• 52:40
  Speaker 3: a fact because everyone is fermenting. They're fermenting food that
• 52:44
  Speaker 3: doesn't digest well, and the fermentation is leading to inflammation.
• 52:50
  Speaker 3: The number one cause of illness inflammation on a cellular level.
• 52:56
  Speaker 3: So that's one of I say the top ten or
• 52:58
  Speaker 3: eleven dietary miss it's in the middle of the dietary mistakes.
• 53:03
  Speaker 3: It's not the biggest one, but it's a very crucial one.
• 53:06
  Speaker 3: And people if they couldn't afford the type of food
• 53:09
  Speaker 3: we're talking about and just got rid of that mistake
• 53:12
  Speaker 3: about eating late at night, they would see a radical improvement.
• 53:17
  Speaker 1: When I sat down with Danielle and Whitney from Sakara Life,
• 53:20
  Speaker 1: their piece of advice was that if you could just
• 53:23
  Speaker 1: add some sort of greens to every meal, that would
• 53:28
  Speaker 1: be an easy first step.
• 53:30
  Speaker 3: First and foremost, but telling you what you should be adding,
• 53:35
  Speaker 3: what I'm talking about is what you should be eliminating.
• 53:38
  Speaker 3: That's the focus of the diet program that I try
• 53:42
  Speaker 3: to structure people with. What's really critical and my mentor
• 53:46
  Speaker 3: has taught me, and there's plenty of science, is it's
• 53:49
  Speaker 3: really what you leave out of your diet, rather than
• 53:54
  Speaker 3: having some type of formula of perfection of what you
• 53:56
  Speaker 3: put in. First and foremost, you have to remove the
• 53:59
  Speaker 3: diet mistakes. And if you've done any research on me,
• 54:03
  Speaker 3: you know what I say. The number one dietary mistake is,
• 54:06
  Speaker 3: have you done any research on me? I'll be embarrass
• 54:08
  Speaker 3: if you did.
• 54:08
  Speaker 2: I mean, I did a lot of research.
• 54:10
  Speaker 3: What's my number one rule.
• 54:11
  Speaker 2: I'm feeling really under pressure and nervous.
• 54:13
  Speaker 3: When I kind of have a headache, just say something.
• 54:15
  Speaker 2: I don't know, Donny, process food.
• 54:18
  Speaker 3: You got it? Yes, thank you. That was not I
• 54:21
  Speaker 3: didn't have a sign here. I didn't have that much pressure. Well,
• 54:24
  Speaker 3: you know what, it's intuitive. It is right. You eliminate
• 54:28
  Speaker 3: process food. And you're probably first of all.
• 54:30
  Speaker 1: By eliminating student. And I always feel like a student
• 54:32
  Speaker 1: in my podcast. But right now I feel like I
• 54:34
  Speaker 1: told you I was going to break you down.
• 54:35
  Speaker 3: You're not getting away from that.
• 54:36
  Speaker 2: I was going to cry.
• 54:37
  Speaker 3: By the way, when you're really famous, i'll be begging
• 54:39
  Speaker 3: you to come back at the show. You say, no,
• 54:40
  Speaker 3: we're not having him here again.
• 54:42
  Speaker 1: Wait, I have to I have to pause our tangent
• 54:44
  Speaker 1: for a second because I know that our time is valuable. Okay,
• 54:47
  Speaker 1: and I have a few things I want to get
• 54:49
  Speaker 1: to before we walk out of this room. The first
• 54:51
  Speaker 1: thing is, just give me a quick synopsis of your
• 54:55
  Speaker 1: emotional state when you go from having one, two, three,
• 54:59
  Speaker 1: four location to where you're at now.
• 55:01
  Speaker 3: I think the most terrifying thing was going from one
• 55:05
  Speaker 3: to two stores. Yeah, splitting like a cell. Couldn't understand it.
• 55:10
  Speaker 3: It was like anybody who had more than two stores.
• 55:13
  Speaker 3: To me, it was like, what, how the hell did
• 55:15
  Speaker 3: they do that? And we did it out of necessity
• 55:18
  Speaker 3: because we were busting out of the first store. We
• 55:20
  Speaker 3: couldn't We had no room for production, We had no
• 55:23
  Speaker 3: room for offices, paperwork, and we wanted something extremely close
• 55:28
  Speaker 3: to eliminate major logistics. And mistakenly, instead of taking an
• 55:33
  Speaker 3: incredibly insane location up in Midtown, we took a store
• 55:38
  Speaker 3: on a side street in the East Village a little
• 55:40
  Speaker 3: further up in Alphabet City, and it made logistics easy,
• 55:44
  Speaker 3: but it wasn't really a great location. It was more
• 55:46
  Speaker 3: of a commissary. Was where we were producing, you know,
• 55:49
  Speaker 3: most of our stuff. We had big walk and refrigerators
• 55:52
  Speaker 3: and we were doing business. And the East Village was
• 55:55
  Speaker 3: very grateful for that store. But you know, later on
• 55:58
  Speaker 3: that would become a store that we would would replace
• 56:00
  Speaker 3: for a store a little bit better, you know, a
• 56:03
  Speaker 3: little further west on the same street. We found a
• 56:06
  Speaker 3: better location. So when we didn't need to produce out
• 56:09
  Speaker 3: of there, we swapped it. Going from one to two
• 56:11
  Speaker 3: was like was like going to the dentist for root canal,
• 56:17
  Speaker 3: and you really just don't know what to expect. We
• 56:20
  Speaker 3: were doing it day by day. I say we, I
• 56:22
  Speaker 3: meant myself. I didn't have any because I can't remember
• 56:27
  Speaker 3: if someone helped me. But the truth is there were people.
• 56:30
  Speaker 3: I borrowed some money from my early partner's father. You know,
• 56:35
  Speaker 3: I had great contractors that allowed me to pay them later.
• 56:40
  Speaker 3: The second store was a very expensive build out because
• 56:42
  Speaker 3: of all the infrastructure we had to put in the kitchen.
• 56:45
  Speaker 3: Didn't really know what we were doing. It was a
• 56:47
  Speaker 3: bad decision to go and put all that money into
• 56:50
  Speaker 3: an old building, into someone else's property, But that's what
• 56:53
  Speaker 3: you do on the second store. Once the second store
• 56:56
  Speaker 3: was opened, the whole thing made sense. And I remember
• 56:58
  Speaker 3: telling my father, I said, going from two to one
• 57:00
  Speaker 3: hundred is going to be easy.
• 57:02
  Speaker 2: Was it hard for you to let go a little?
• 57:05
  Speaker 1: Because obviously you can't be the guy in the front
• 57:08
  Speaker 1: of every single store?
• 57:09
  Speaker 2: Simultaneously, my father.
• 57:14
  Speaker 3: Gave me a lot of good business lessons, and his
• 57:16
  Speaker 3: friends gave me good business lessons. My father told me
• 57:19
  Speaker 3: a long time ago, he said, in order to make money,
• 57:21
  Speaker 3: you got to learn how to get if you blank.
• 57:25
  Speaker 3: You know, you got to learn how to get screwed
• 57:27
  Speaker 3: a little bit. I say it like that. That really
• 57:30
  Speaker 3: burned in my mind and took on a lot of
• 57:31
  Speaker 3: meetings in business. What it meant was for me was
• 57:34
  Speaker 3: that I wasn't going to be able to control everything,
• 57:37
  Speaker 3: and I saw step by step what I had to
• 57:41
  Speaker 3: let go of to grow later on. Later on, I
• 57:48
  Speaker 3: look back and I think that again, that second store,
• 57:52
  Speaker 3: it was done out of necessity. There wasn't really a plan.
• 57:56
  Speaker 3: It was really just following the emergency of the time.
• 58:01
  Speaker 3: And it really wasn't until the company started to grow
• 58:04
  Speaker 3: that things could be done in a much more strategic way.
• 58:08
  Speaker 2: Got it okay?
• 58:08
  Speaker 1: And so now that you have eighty nine stores, you
• 58:13
  Speaker 1: obviously have the opportunity to interact with your customers. And
• 58:18
  Speaker 1: I say customers with a stress on the A s,
• 58:20
  Speaker 1: because there's a lot of them, including a lot of
• 58:22
  Speaker 1: big name A listers that I could rattle off here
• 58:24
  Speaker 1: without hesitation. We have an opportunity to interact with your
• 58:27
  Speaker 1: customers very frequently. What is something that you've learned from
• 58:30
  Speaker 1: your consumer in the last eight years of Juice Press.
• 58:34
  Speaker 3: Loyalty is delicate when you have this many stores, the
• 58:38
  Speaker 3: ownership and the management have to be enlightened. I don't
• 58:41
  Speaker 3: mean enlightened like dlly Lamb enlighten, enlightened as a retailer.
• 58:45
  Speaker 3: The idea is that the customer is a guest and
• 58:50
  Speaker 3: the name of the game is service, and there has
• 58:53
  Speaker 3: to be a mission of integrity in the product. These
• 58:56
  Speaker 3: are things that bring it into the conversation. Is how
• 59:02
  Speaker 3: I went from, you know, having to go into debt
• 59:05
  Speaker 3: to build the second store, to how we got to
• 59:08
  Speaker 3: the number of stores with the deals that we have.
• 59:11
  Speaker 3: In twenty eleven twelve, we had actually three stores. The
• 59:16
  Speaker 3: third store was on sixty second Street, and at that point,
• 59:19
  Speaker 3: my father wanted to get into the business. So I
• 59:21
  Speaker 3: sold him a franchise because he was franchise, my only franchise,
• 59:25
  Speaker 3: and we bought the store back and we had a lawsuit.
• 59:27
  Speaker 3: But that's a different story with you dad, with my
• 59:30
  Speaker 3: own dad. But how that came about was my dad
• 59:35
  Speaker 3: wanted to get into the business. He saw what I
• 59:38
  Speaker 3: was doing. He was looking at it closely. He wanted
• 59:40
  Speaker 3: to get out of his business as well. You know,
• 59:42
  Speaker 3: he wants to make money and he's a retailer, so
• 59:45
  Speaker 3: he's my dad. He's helped me out. He said, sell
• 59:48
  Speaker 3: me a franchise. I did, and he's no schmuck. He
• 59:51
  Speaker 3: took a great story. He took one on sixty second
• 59:53
  Speaker 3: and third Avenue.
• 59:54
  Speaker 2: Great story.
• 59:54
  Speaker 3: The store was doing eighteen thousand a day and he
• 59:56
  Speaker 3: had the room to space, and he had me to
• 1:00:00
  Speaker 3: help him run it. So we had three stores. We
• 1:00:03
  Speaker 3: were getting a lot of attention, and really nobody could
• 1:00:07
  Speaker 3: compete at the time because either they were tired in
• 1:00:10
  Speaker 3: their business and couldn't do it, or they never had
• 1:00:12
  Speaker 3: a model and it was interesting. You just couldn't beat it.
• 1:00:17
  Speaker 3: The product was on point, the offering was too much.
• 1:00:20
  Speaker 3: We had every possible thing, and it was just impossible
• 1:00:23
  Speaker 3: to compete. So there were people coming around at that time.
• 1:00:28
  Speaker 3: They were saying, literally looking for me. I want to
• 1:00:30
  Speaker 3: get involved, I want looking to invest, blah blah blah.
• 1:00:34
  Speaker 3: So I started, you know, I started dating. That's what
• 1:00:38
  Speaker 3: I was doing. I was meeting people that want to invest.
• 1:00:41
  Speaker 3: I was learning how to talk that language, and I
• 1:00:43
  Speaker 3: met a few people that were very fine people. I
• 1:00:45
  Speaker 3: was very close with a group of getting involved, and
• 1:00:50
  Speaker 3: something didn't seem exactly right. Part of what didn't seem
• 1:00:54
  Speaker 3: right was they were too closely connected to my father,
• 1:00:57
  Speaker 3: and ultimately I feel I love my dad. We get
• 1:01:01
  Speaker 3: along and the lawsuit was really fluff. I didn't want
• 1:01:04
  Speaker 3: that type of debt to my father. I know that
• 1:01:09
  Speaker 3: my father wouldn't let me off the hook for free.
• 1:01:11
  Speaker 3: That he brought me investors and I got involved with him.
• 1:01:14
  Speaker 3: I would always have something to pay him, and so
• 1:01:16
  Speaker 3: that was my big roadblock with him. Around that time,
• 1:01:21
  Speaker 3: a guest came into the Store's name was Kenny Kenny Dicktor.
• 1:01:24
  Speaker 3: He owned a private aviation company. He was a very
• 1:01:28
  Speaker 3: colorful guy, very polite to the staff, always leaving tips.
• 1:01:31
  Speaker 3: He pulled me over to the side and said, if
• 1:01:33
  Speaker 3: you ever want He said it in a way that
• 1:01:34
  Speaker 3: was extremely non threatening, if you ever thinking about it,
• 1:01:37
  Speaker 3: you want to go bigger, I'd love to talk to you.
• 1:01:39
  Speaker 3: I have a few companies I got involved in, and
• 1:01:42
  Speaker 3: I knew his lifestyle was very exciting and he was
• 1:01:46
  Speaker 3: a nice guy. So one day we're chewing the fat
• 1:01:49
  Speaker 3: and one thing leads to another. He kidnapped me, brought
• 1:01:52
  Speaker 3: me to Orlando on a private airplane, and we penciled
• 1:01:55
  Speaker 3: in a deal. He wanted to do the deal so
• 1:01:57
  Speaker 3: bad he brought me down to Florida to say, let's
• 1:01:59
  Speaker 3: make this work. And we came up with a hair
• 1:02:02
  Speaker 3: brain scheme and we pulled it off, and we were
• 1:02:05
  Speaker 3: in the airplane penciling a deal. When we had a
• 1:02:07
  Speaker 3: deal and we did a handshake, I said give me
• 1:02:10
  Speaker 3: five hundred dollars as a deposit. He thought I was crazy.
• 1:02:13
  Speaker 3: I said, look, I know you you're going to forget
• 1:02:15
  Speaker 3: tomorrow that you made this deal because it's too small.
• 1:02:18
  Speaker 3: I want a deposit good faith, and on Monday, I
• 1:02:21
  Speaker 3: want twenty five thousand dollars to let you look at
• 1:02:23
  Speaker 3: my books. Because that's obviously something that he had to do,
• 1:02:26
  Speaker 3: and I wanted to see that he was not just
• 1:02:30
  Speaker 3: you know, pulling my chain, and he actually went through
• 1:02:32
  Speaker 3: with all those wacky things which are a retailer's mentality,
• 1:02:37
  Speaker 3: especially a Jewish retailer from New York who's used to
• 1:02:39
  Speaker 3: selling art and antiques. Take a deposit, right. So when
• 1:02:44
  Speaker 3: he got involved, the next mission was to get the
• 1:02:49
  Speaker 3: series A fund the company so that we can expand.
• 1:02:51
  Speaker 3: Where he introduced me to now the person who's now
• 1:02:54
  Speaker 3: the CEO and a dear friend and really the man
• 1:02:58
  Speaker 3: behind a lot of empowering my vision. His name is
• 1:03:04
  Speaker 3: Michael Karsh and his wife Erica Carsh, also a partner
• 1:03:07
  Speaker 3: in the very I mean, they were immersed in the
• 1:03:09
  Speaker 3: project literally from the start. They put a small investment
• 1:03:14
  Speaker 3: and it became like they were addicted right away. They
• 1:03:17
  Speaker 3: loved the excitement of the business just like I did.
• 1:03:20
  Speaker 3: And Michael was willing to put his money where his
• 1:03:23
  Speaker 3: mouth was, and additionally, he put the time in. He
• 1:03:25
  Speaker 3: spent a lot of time as a person who analyzed business.
• 1:03:29
  Speaker 3: He spent a lot of time grooming me for the
• 1:03:31
  Speaker 3: role that I would carry for a number of years
• 1:03:33
  Speaker 3: as the CEO. And eventually, at a certain point I
• 1:03:38
  Speaker 3: was waighing over my head as a CEO who could
• 1:03:42
  Speaker 3: be accountable to millions of dollars of very serious investors' money,
• 1:03:47
  Speaker 3: and it was kind of embarrassing to me. I didn't
• 1:03:48
  Speaker 3: know how to answer certain questions. I didn't really fit
• 1:03:51
  Speaker 3: the role of a CEO for a company that had
• 1:03:54
  Speaker 3: investments from the guy that co found at Home Depot,
• 1:03:58
  Speaker 3: can Langone and other big names in the investment industry.
• 1:04:03
  Speaker 3: It didn't look right, and Michael wanted to be more involved.
• 1:04:07
  Speaker 3: He was leaving his hedge fund when he took the
• 1:04:10
  Speaker 3: front seat, it made sense because of his talent that
• 1:04:14
  Speaker 3: he should be technically the CEO, and so we worked
• 1:04:17
  Speaker 3: side by side together for about five years building the
• 1:04:21
  Speaker 3: company based on a very closely shared mutual vision of
• 1:04:26
  Speaker 3: what Juice Press could be. And the opportunity started to
• 1:04:30
  Speaker 3: pour in and we had the money to back it.
• 1:04:33
  Speaker 3: And I think that Michael's genius was taking a rugged,
• 1:04:37
  Speaker 3: untamed savage like me and turning me into somebody that
• 1:04:41
  Speaker 3: could focus and execute and put all kinds of structure.
• 1:04:45
  Speaker 1: If you look back on your time building this company,
• 1:04:48
  Speaker 1: and I'll say so far, what would you say has
• 1:04:52
  Speaker 1: been something that was a huge failure that taught you everything?
• 1:04:57
  Speaker 3: Don't open more than one store ever. Getting that's a joke.
• 1:05:01
  Speaker 3: You know. It's very hard to look at anything you're
• 1:05:05
  Speaker 3: doing in the course of business as a failure versus success.
• 1:05:09
  Speaker 3: Everybody knows this who's in business. If you have twenty
• 1:05:12
  Speaker 3: five businesses, five of them are going to suck, and
• 1:05:16
  Speaker 3: you learn the most from your failures. Your successes could
• 1:05:21
  Speaker 3: keep you in bad habits, and those bad habits will
• 1:05:25
  Speaker 3: always come back to haunt you. So, in terms of failure,
• 1:05:30
  Speaker 3: was juice was my skydiving business of failure? Yeah, I
• 1:05:32
  Speaker 3: was making sixty two thousand dollars a year and I
• 1:05:36
  Speaker 3: was jumping out of airplanes and having near death experiences
• 1:05:39
  Speaker 3: six days a week. But it wasn't a failure. It
• 1:05:41
  Speaker 3: was my college, it was my education. There was no
• 1:05:45
  Speaker 3: failures in Juice Price. You know, there were things that
• 1:05:47
  Speaker 3: we put on the menu that we tried because we
• 1:05:49
  Speaker 3: thought it would work. We had to take them off
• 1:05:51
  Speaker 3: because out of one hundred and twenty items, things are
• 1:05:54
  Speaker 3: scoring one twenty in their ranking. You could say it's
• 1:05:58
  Speaker 3: a failure, take it off the menu. The real thing
• 1:06:01
  Speaker 3: is that you're doing more than averaging out your successes
• 1:06:04
  Speaker 3: versus failures. You just have to have a lot of good,
• 1:06:07
  Speaker 3: solid successes under your belt to make it into a
• 1:06:10
  Speaker 3: sustainable business.
• 1:06:12
  Speaker 2: Wow, talk about a mic drop man.
• 1:06:15
  Speaker 3: Well, I'm not trying to drop the mic.
• 1:06:16
  Speaker 2: You know.
• 1:06:17
  Speaker 3: Look, I'm a middle aged guy with experience. I should
• 1:06:20
  Speaker 3: know some of this stuff. It's just it's time.
• 1:06:23
  Speaker 1: Well, time, time teaches you a lot. Last question always
• 1:06:26
  Speaker 1: a staple on hurdle. You have an opportunity right now
• 1:06:30
  Speaker 1: sitting here to offer your fifteen year old self, maybe
• 1:06:34
  Speaker 1: your twenty year old self, a piece of advice looking
• 1:06:37
  Speaker 1: back on some of the harder times when you were
• 1:06:40
  Speaker 1: a teenager.
• 1:06:41
  Speaker 2: What piece of advice do you offer that guy.
• 1:06:43
  Speaker 3: Now, become a master of mathematics.
• 1:06:47
  Speaker 2: That's it.
• 1:06:47
  Speaker 3: That's it. Look, you know, well, you can't run a
• 1:06:52
  Speaker 3: business if you don't have extraordinary talent and math. And
• 1:06:56
  Speaker 3: if you have a personality too, and you're good at retail,
• 1:06:58
  Speaker 3: you can't fail. And if you're a good executor, oh
• 1:07:01
  Speaker 3: my god, you might make a few dollars. You know,
• 1:07:05
  Speaker 3: it's very hard to talk to young people be for
• 1:07:10
  Speaker 3: a certain age of their life. It's like talking to
• 1:07:13
  Speaker 3: a wall. You can't have an attachment to that. You
• 1:07:16
  Speaker 3: still have to give them the message, and for some
• 1:07:19
  Speaker 3: years it takes twenty five years to sink in. Sometimes
• 1:07:21
  Speaker 3: it never does. What I would have do, what I
• 1:07:24
  Speaker 3: would do with fifteen year old Marcus is just tell
• 1:07:27
  Speaker 3: him all the things I'm saying to you right now,
• 1:07:30
  Speaker 3: and just repeat it and repeat it, and I'd understand
• 1:07:34
  Speaker 3: that he's still going to bump into walls. I wouldn't
• 1:07:38
  Speaker 3: change very much about my life. You know. If I
• 1:07:42
  Speaker 3: wasn't sober all those years, I'd probably have a mass
• 1:07:45
  Speaker 3: amount of regrets and dishonorable things. I've had a very fair,
• 1:07:50
  Speaker 3: honest life, conducted myself with integrity. You know, I should
• 1:07:56
  Speaker 3: have had closer relationships with my family. I'm not so
• 1:08:00
  Speaker 3: good at that. You know. I articulate my passion and
• 1:08:03
  Speaker 3: love for strangers much better. I have a great relationship
• 1:08:07
  Speaker 3: with my wife. I have great friendships. I would definitely
• 1:08:10
  Speaker 3: emphasize forcing myself to take more time to deal with
• 1:08:14
  Speaker 3: the annoyance of my family and in business. You know,
• 1:08:19
  Speaker 3: I couldn't say something like take more risk because everything
• 1:08:22
  Speaker 3: I did was risky. I would probably beg all the
• 1:08:26
  Speaker 3: versions of me throughout the years to care a lot
• 1:08:29
  Speaker 3: less about material nonsense things. I don't need a gold Rolex,
• 1:08:34
  Speaker 3: I don't need expensive cars. You don't need to have
• 1:08:38
  Speaker 3: nine suits when you only need two. You know, I
• 1:08:41
  Speaker 3: spent a lot of money because I was trying to
• 1:08:43
  Speaker 3: fill a hole. And it's an infinity loop. You're spending
• 1:08:47
  Speaker 3: more money on nonsense. You gotta work harder, you need
• 1:08:50
  Speaker 3: more money. You need more money to spend money on nonsense,
• 1:08:54
  Speaker 3: and it really doesn't lead to happiness for me. It's
• 1:08:57
  Speaker 3: different for other people. At the stage I am in
• 1:08:59
  Speaker 3: my life, I could say I have a few dollars,
• 1:09:02
  Speaker 3: I've worked hard, I'm still working. I plan to work
• 1:09:05
  Speaker 3: until I'm one hundred. I like being short sleeve shirt,
• 1:09:09
  Speaker 3: covered in tattoos, wearing a pair of jeans. You should
• 1:09:12
  Speaker 3: over You should underestimate me from the beginning. I should
• 1:09:15
  Speaker 3: look like a guy that can't put a sentence together.
• 1:09:17
  Speaker 3: And then when I talk, you say, oh, interesting guy,
• 1:09:21
  Speaker 3: I don't need props. Yeah, my life was filled with
• 1:09:24
  Speaker 3: props until more recently. You know, I would say more recently.
• 1:09:29
  Speaker 1: I think it's funny the guy that likes to be
• 1:09:32
  Speaker 1: in jeans and a T shirt.
• 1:09:33
  Speaker 2: And again, here we are sitting in this nice suit.
• 1:09:36
  Speaker 3: Paul Smith's soup, by the way, two thousand dollars time.
• 1:09:39
  Speaker 3: This was the old money Marcus.
• 1:09:40
  Speaker 2: Thanks so much for coming to hang out with me today.
• 1:09:43
  Speaker 3: Thank you very much for having me. I apologize in
• 1:09:45
  Speaker 3: advance for the ruckus that I've caused here on a
• 1:09:48
  Speaker 3: very civilized show.
• 1:09:50
  Speaker 1: You have not caused a ruckus. I'm so happy to
• 1:09:52
  Speaker 1: have had you here at Smile Radio. Inside the Smile
• 1:09:55
  Speaker 1: to go at the Freehand Hotel. Please take a moment
• 1:09:59
  Speaker 1: to leave a quick review by clicking the link with
• 1:10:01
  Speaker 1: the description to this episode. We all face multiple hurdles
• 1:10:04
  Speaker 1: in life. I want to hear about yours, reach out
• 1:10:07
  Speaker 1: to me Emily at Hurdle dot us. Connect with the
• 1:10:09
  Speaker 1: podcast on Instagram and Twitter at Hurdle Podcast. Marcus, where
• 1:10:13
  Speaker 1: do they find you? They got they're going to want
• 1:10:15
  Speaker 1: to keep up with you.
• 1:10:16
  Speaker 3: Well, we're we my friend Ralph and I, who's a
• 1:10:19
  Speaker 3: brilliant talent who has a very successful podcast. We started
• 1:10:23
  Speaker 3: a podcast of our own, which we we just got
• 1:10:26
  Speaker 3: to prove from iTunes.
• 1:10:28
  Speaker 2: That email is really exciting, by the.
• 1:10:30
  Speaker 3: Way, it's going to be. It's a show that he
• 1:10:32
  Speaker 3: titled The Sherpa and the Schmuck and the catch line
• 1:10:35
  Speaker 3: is who's leading who? And it's really a show with
• 1:10:38
  Speaker 3: a very a brilliant guy, Ralph, who really could care
• 1:10:43
  Speaker 3: less about anything spiritual. You know, he's very happy to
• 1:10:47
  Speaker 3: settle for being fifty percent happy. And it's a show
• 1:10:49
  Speaker 3: that happened by accident of him and I just having
• 1:10:52
  Speaker 3: our usual banter about business, health, relationships and just overall
• 1:10:58
  Speaker 3: being content. And so we have ten episodes done. It's
• 1:11:01
  Speaker 3: going to be out there, The Sherpa and the Schmuck
• 1:11:04
  Speaker 3: And if you want to find me, Marcus and tebbe
• 1:11:07
  Speaker 3: straight forward A N T. E. B I Instagram whatever.
• 1:11:09
  Speaker 3: Google me, you'll see, Uh, I have no arrest record.
• 1:11:14
  Speaker 3: I had that expense. I'm kidding. I never had a
• 1:11:15
  Speaker 3: rest record. At juicepress dot com, we have all the
• 1:11:18
  Speaker 3: social media tags. We're up to date Twitter, We're on
• 1:11:22
  Speaker 3: Snapchat now, we're on what's that one? My daughter uses songly, songly?
• 1:11:29
  Speaker 2: What is that?
• 1:11:29
  Speaker 3: No, it's so childish. It's like you got to be
• 1:11:31
  Speaker 3: eleven years old, and then you follow like there's things
• 1:11:34
  Speaker 3: that kids are doing.
• 1:11:34
  Speaker 2: You're everywhere. What you're saying is.
• 1:11:36
  Speaker 3: Musically musically musically? Are you not on musically?
• 1:11:39
  Speaker 2: I'm not.
• 1:11:40
  Speaker 3: You just have to google it. You'll see it's all there.
• 1:11:42
  Speaker 2: It's everywhere.
• 1:11:43
  Speaker 3: Don't get anxiety about it. It's just there.
• 1:11:46
  Speaker 1: I am at Emily a body, another hurdle conquered.
• 1:11:51
  Speaker 2: Catch you guys next time