THE ED MYLETT SHOW - Randal Pich - Rising to the Top

Episode Date: March 6, 2018

This week on The Ed Mylett Show we have founder and CEO of Live Fit Apparel Randall Pich joining us. He is a 30 year old self made success story, building an empire and social movement. When I talk about #MaxingOut your life, this is what I mean!    Randall’s mother was a survivor of the Khmer Rouge genocide. After escaping and fleeing to America, she built the best life she could but Randall was subjected to a very rough start. He used the violence and poverty stricken surroundings that he saw as a fuel for motivating and helping others.  He studied kinesiology in college and became a person trainer for sometime, but that wasn’t enough. He continued on to build an empire with his fitness/motivation clothing line at the center, while dominating social media and being a powerful social influencer who brings up others with him as he rises to the top. This is an episode you cannot miss!  DISCLAIMER: There is frequent profane language in this episode, may want to protect little ears or those who are opposed to foul language.

This is the Ed Milett Show. Randall Pitch, welcome here brother. Thanks for having me. Good to have you. For cameras, guys, become really a cultural icon in the fitness and apparel business. This is all part of the journey of winning. It's like, he wasn't in a millionaire

when he was 20 at Long Beach State, right? But he was making deposits in himself, right? Like, you're all these investments you were making in you through experience, through the grind, through just doing stuff. You would hear like there's noise, like someone was killed, there's gonna be retaliation, you'd literally be thinking business is gonna spike.

Yeah, me and my buddy Grease were like, dude, we're gonna be busy in the next couple of days, man, because this person got smoked, they came in, made a bunch of shirts, but we know this other person has a green light on them, sure enough. Oh my gosh. He dies like a week later. Welcome back to Max Out with Ed Mylett. So excited. I've got sitting next to me here today, the birthday boy. And this gentleman right here has become, really, I was telling him off camera, this guy's become really a cultural icon in the fitness and apparel business.

And so many of you that are seeing the shot right now already know who he is. But if you don't know who he is, I want to start up by introducing to you one of the real leaders on social media, real leaders in the fitness industry in the apparel industry and really for young people out there too somebody that gives hope and inspiration because of his background. So I'm so excited this guy's here today. We've been putting our cows together to do this finally. So Randall Pitch welcome here brother. Thanks for having me. Good to have you. By the way happy birthday. Cheers. We're drinking a little yeah it's my birthday. We're drinking a little whiskey. Yep. Hope you guys don't mind that.

This is not our first drink but we're still in a good state of mind to give you a good interview. So yeah, thank you for being here, man. Of course, of course. I appreciate it. So Randall is the founder of Live Fit apparel, including a whole bunch of other brands, but most of you will know him from Live Fit. I can't go to a gym anywhere I go in the United States without finding somebody who's wearing your gear all the time, man. So congratulations for that.

Thank you. In the first place. So, he's built an unbelievable brand. And we're going to talk about how to do that because I know there's a lot of young hustling entrepreneurs out there, even older hustling entrepreneurs that want to know, you know, sort of how you've done what you've done. Right. But I think probably, I think the reason Randall's brand is so appealing is because it's the story of Randall

I think you are the story you kind of are the brand to some extent even though I know you've built this culture in this community So I think it's important for everybody to know a little bit about the story so I grew up in Southern California I grew up kind of lower middle class, but and so I know where you grew up. Yeah, yeah. Randall grew up in Long Beach, and so there's two Long Beaches, by the way, everybody out there. There's like the Queen Mary Ocean Long Beach, and then there's like the LBC Long Beach,

which is like East Long Beach, and that is not all picket fences and bubblegums and rainbows, just so you know. And so you grew up in a pretty rough environment, true. Yeah, yeah. Tell everybody a little bit about, you know, just your upbringing, know and so you grew up in a pretty rough environment. Yeah, so tell everybody a little bit about you know just your upbringing kind of how you came up your family life you know community that kind of stuff just set the tone for you. Yeah for sure. So yeah like you said I grew up on the East Hat at Long Beach where there was just a lot of gang activity a lot of poverty there a lot of section eight housing going

on and now as part of that you know. Section 8's government housing everybody. Right, there you go. My mom came over here as a refugee from the Kmyrush, the genocide she survived. So she came here with my dad and they divorced when I was three and I'm not like a sad dude when it comes to divorce because I understand it because for those out there in the Cambodian culture, the marriage was arranged. It was an arranged marriage. It was an arranged marriage. So, like, if my mom didn't like my dad, then it would be it. But the way it is.

My dad was always there, and my mom was always there. It was just two separate things, you know. And by the way, just real quick, stay on that for a second. People don't hiss this historically, because I read about this before I knew you, but when he tells you the Cambodian genocide, you're talking about literally millions of people, right? I mean, you're talking about more than the Jewish genocide. That's unreal. I mean, it's unimaginable that your mom fleed, your mom and dad fleed just to get to

this country. I just want to say one thing to you about that too. Is all this conversation in the world today about immigrants and I was going to tell you something. I can't stand the demonization of immigrants because you and I both know some of the most hard working loyal patriotic people in the world. People like your mom, right? Exactly.

They're the hardest working people in the world. So I just want to say that to set the tone because I don't think you come to become what you've become without your mom. Exactly. Is that true? Yeah, no, she survived so I can do this. It's amazing. So I can get this freedom Yeah, no, she survived so I can do this. It's amazing. So I can get this freedom and live the life she never had because you can see that and live through me.

Did your mom, when you were, I bet you didn't, but I'm just curious, did your mother ever like talk to you about being better than her or having a better life as it ever was, this is like survival all the time? It was kind of a little bit of both. Really? But it was just always do better. Go to school, do better.

And that's it. They didn't really talk about the war, they didn't really talk about, no, and this goes for the whole Cambodian community that lives here in the States. They don't really like to talk about the war, I don't know what it is, and the younger generation can relate to me for sure. But it's now, they're opening up when we ask them these questions, where we're a little bit more growing up and really digging to our own history and try to learn. When we ask questions, then they open up.

But besides that, I think they just want to sweep it and throw it on the rug and it's like, hey, that's the past. You don't want to talk about it. You guys are free, live. Do you think that's interesting? So if you ask, she'll tell you now, but when you were coming up and you're living

in a really rough environment, she's not sowing into all these stories from back home. Never. I think it was maybe the parenting of what they thought coming up and you're living in a really rough environment. She's not sowing into you all these stories from back home. No, never. I think it was maybe the parenting of what they thought was right, or it was good, let's not scare the children of these past history. I don't even know about this, so I'm curious. So do you think it helped you assimilate into this community, into this culture more, or was the Cambodian community still very isolated

in its own community when you grew up? It was kind of isolated, but now it's out there more with the help of Angelina Jolie, actually she helped bring the awareness of the culture out. So it's become more mainstream and stuff as far as the history and what happened in the country. But so you grew up with like literally gang activity

around you outside the front door. Gang activity, Mexican gangs, black gangs, Cambodian gangs, Asian gangs, everything. Were you in one or were you never participated? No, I never participated. It was, I had friends that I skated with, that you either chose to go skateboarding or you go gang bang.

So there's two cultures, skate culture, gang gang bang culture. Yeah, but see what people don't realize over there in Long Beach, sometimes you don't choose to be in Long Beach too, is sometimes you don't choose to be in these games. You get jumped in from the streets and it's like, okay, now you're in. If you want out, then you let us know.

Because I had close friends that are in gangs that told me about this. Okay, so I just jumped, luckily enough. Do you get, I want to learn, I want everyone else to learn. Do you get jumped out too? Like if you say I want to get out, is there a way out if you want to be out, do you get jumped out? For some gangs, I can speak on behalf of some of my friends that if you want out then yeah you can get jumped out.

You get jumped out literally just to shit beat out of you out. Yes, sometimes or you've done enough dirt which they call it and they give you the freedom. Yeah, you're good. You've done enough for the gang, you're good. So how did you avoid it? I just stuck with skateboarding and just stayed away from the neighborhoods that I knew were heavily with gang activity. What did you speak growing up? What language did you speak growing up? English, yeah. English.

Was that, was that spoken in your house? Or did you speak that outside your house? I spoke it everywhere. You did. English, yeah. My mom's looking me in Kmyra, then I would just respond to English. You would respond to English?

I could understand it. And no kid. OK, so you grew? I could understand it. No kid. Okay, so you grew up in a really, really rough environment. And so, where you always, this is so, you're talking about an icon here in the industry. You're talking about a man who's built, he's 30 years old today, by the way, which I think is a significant birthday.

At least for me, I'm like, I'm not a young guy anymore. Like, I'm a man now. You're a man before that, and I know you've built this man business, but for me, 30 was like kind of a big birthday. Yes, it's stepping stone. It was only 17 years ago for me. So you and I are basically the same age. Basically the same age.

So, you grow up like this, real rough environment where you always a little bit entrepreneur, like how do you start into, I mean we get to live fit but before we get there, like how do you start in, like how do you, did you eventually like make a but before we get there, like, how do you start in, how do you, did you eventually, like, make a t-shirt for something, like, how'd that start? So check this out, like, on the streets when we were skateboarding,

a lot of the kids' parents were just, they had to go to work, like, during summer days, we would just go out, get maybe five bucks from our parents here and there, and I remember literally trying to make money on the side. Like, if I had two skateboard decks, I would literally, who wants to buy a skateboard, my old one for 10 bucks.

Okay. We would hustle that wheel. You were already on him, yeah. I didn't know that at the time, but I would exchange, you know, things that I had extra for some money, you know, I was like, yeah, I just need to make some extra cash.

Here's some wheels, you want it for five bucks, all right, cool. Yeah, straight up. You're already negotiating, you're already hustling a little bit. Yeah, really young. Now I was building that very're already hustling a little bit. Really young. Now I was building that very young, and I didn't know now that's what it's turning me into, you know? Yeah, so there's a little bit of that gene in you

like somehow already. Yeah, that's interesting. So how's the first, like, how do you do, how do you end up making a shirt? Like, how's that start? Like, what started that? So the whole shirt thing, like, so I've been in the clothing industry

before the fitness industry, far before. Clothing before fitness. Yeah, I didn't know that, okay. So yeah, I'll also even don't know that. In high school, I played in a hardcore band. I played drums in a band. And in that period. What's a hardcore band?

Explain that to everybody. A lot of screaming. Okay. You've got like a punk band or like a high generation? Like a punk hardcore metal band. I don't know what kind of bands that can relate to today. Terror maybe. There you go.

I don't know. Yeah, yeah. So you were a drummer. Yeah, I was a drummer in a band. We already tied it up when you were young or you weren't? When I was 18. Yeah. You were your first tattoo in 18?

First tattooed in 18. Because like mom wouldn't let you or like you just never thought about it. Yeah, the Asian mom was like, you had tattooed you out of the family. You're like, all right. All right You're like 18 and then fully blasted. Yeah, blasted. But yeah, so from being in a band,

you need merchandise and that was like the creative kid, let's get some fucking shirts that have our band name on it. So I decided to take a graphic design class in high school. This is my sophomore year. Here we go. And that's when I first started learning Adobe Photoshop. And in that class, they did one course on how to make a t-shirt from burning the emotion

to making the screen literally from like silk screening to applying, yeah, emotion to burning the screen in the red room, to putting on the screen on the press and silk screening and then drying it. But hold by process. You're like 15, 16. Yeah, 15 years old doing that whole thing and to me obviously I was learning it but I was having fun at the same time. I was like I just want to fucking dope design.

Yeah, so I was just so concentrated on making the perfect design for my band and then obviously the process came with it because you had to do it. And then I made it, went to the shows and started selling the merch. Because that shows for your band. Exactly. That's how it starts. That's how we get money. That's how we get paid. You know?

So you're really, I believe this about you because I'm fascinated with this man just so you know, like I had a little bit of a man crush on him before I met him. And I haven't had that on my show. I've had all these athletes on here and you know, well-known business guys. My first real man crush in business was you, which is a little bit creepy a man crush on him before I met him. And I haven't had that on my show. I've had all these athletes on here and well-known business guys. My first real man crush in business was you, which is a little bit creepy, but it's true, right? Because he's very unique. Like he's this jacked up dude.

He's built this great brand, spilling whiskey all over him. So that means you've had too much whiskey, but I know. I got him a little loose for you here, everybody. And but no, because I think you're really probably at heart, I think you're an artist. Like I think, you know, the fact that you were in a band, the fact that you created, you know, be sure to, I think you're a creative, brilliant artist. And the results of your brilliance is people love your art, right? They love your brand.

They love the look of it, right? I think that's the first thing. So, okay, so you got the shirt, jean, you got the shirt skill, the art of doing it. Now you made a little bit of money from it. Uh-huh. Where do you, where do you end up going from there? So, obviously, the band looked, the tattooed look, selling t-shirts, my mom was like, man, what the fuck is this, what are you doing? What are you doing? What are you doing? So, are you out of high school now in not in college? I'm in high school. So, you're still, so you're still back at that stuff? Yeah, 15,

16 in the band. Yeah, and I'm like, dude, I'm going to be in a fucking band forever. I'm going to play, I'm going to fucking just do this shit, you know, my mom's stuff? Yeah, 15, 16 in the band. Yeah, and I'm like, dude, I'm gonna be in a fucking band forever. I'm gonna play, I'm gonna fucking just do this shit. You know what I'm all like? Nah, I think you gotta go to school. Okay, right, which is good mom advice, right? Exactly, right. So then at the time, obviously I was in a band and I had friends that had clothing brands as well

that sponsored bands and whatnot. A lot of guys did that then, right? They still do it, right? They get these little brands that kind of are connected to bands and different things like that. Okay. So then I had this buddy Mark Atkins. He had this this brand that literally sponsored a ton of bands at that time and blew up and I've seen this blow up. I'm not going to say the name of the brand because he doesn't own it now and there's a bunch of legal shit

that happened. Okay. He got burned. But my buddy Mark Gacken is a fucking smart dude. I know. I know Mark is. Yeah, he took this brand and we were like 16, 17 year old and I seen him take it from a small scale to now being distributed into Tilly's, the zoomies all over the place. And I was just like, fuck, this is crazy. I was telling my mom, I was like, hey, this is something I want to do. And this is before college, she's like, no, no, no, whatever. You know. Be realistic. Yeah, and I was working for Mark too, was like, hey, this is something I want to do. And this is before college, she's like, no, no, no, whatever. You know, be realistic. Yeah, and I was working for Mark too, helping him so treat at the time.

Okay. And then she's like, no, you got to go to school. So I was like, all right, Mark, you just handled this thing. And then he blew it up, I'm like, fuck, so I was experienced to that. I see my own friend below this fucking brand up. So now you got an example. Exactly. Dude, this is what I want to do.

But since my mom was like, all right, you go to school, I decided to take school route. I applied to Cal State Long Beach, got in, and then that's when I started studying kinesiology. Kinesiology? Getting to fitness, trying to be a trainer because that was- But that's sort of this convergence, because this happens in everybody's life. It's like this convergence of circumstance that all end up favoring you, right? So the fact that you had that example, the fact that you did the T-shirt thing, the fact that you're an artist, now you're learning about Kinesiology and the body, all of that sort of, you don't know it, but it's building this combination, this recipe that ends up being, live fit and some other brands.

Exactly. That's crazy to me. So you go to college, a lot of people can relate to this, our families encouraging us to do the traditional path, which more and more, by by the way in life is becoming less traditional. More and more people have awakened to the fact there's nothing wrong with going to college. Chrissy and I debate all the time, my son's a 4-5 GPA, right? Like, should he go to school? I'm kind of for him going. She's like, he should become an entrepreneur out of the gate.

But I think it's great that nowadays there's a debate now. Right. 10 years ago, or when I was a kid, 100 years ago, there was no debate. Like, if you were smart, if you went to college, you went out, you went four or five years, maybe you went six years, got a master's, you got a job and you're like in this system that produces average. Yeah. Right. You just kind of end up in that system.

So you're kind of trending there, but you got this artistic bug, the entrepreneurial bug. So you're at Long Beach State and Yeah, but you got this artistic bug, the entrepreneurial bug. So you're at Long Beach State and now what? Now what takes place? So when I decided to obviously go to school in college, I wanted to move out so I was like, all right, man, I got to get a job somewhere, you know, and I've done. Everybody released of that.

Yeah, I've done a construction, I've done the whole t-shirt, so screening thing, and then, you know what, let me do something that's in the field that I'm studying in. So I was like, let me apply to Valley's little fitness when it was around back then before I got bought out, right? Yeah. So I got hired on as a personal trainer. Okay, you get certified or no? Yeah, I got certified.

I got my affin, Nazim, all that stuff. And at the time too, I don't know, I always leave the South, I was in search and rescue as well. So I was like, fresh, I was going to be a firefighter. Probably, I did a lot of shit, man. Wow, no way! Yeah, okay. So I graduated rescue academy, had the CPR first aid, all that stuff, plus my certificates of training and stuff, so that's why they hired me right right off the bat.

Okay. Catched it out because I was tattooed, I had big old holes in my ears at the time. That's where they told her from. Yeah, they'll point. Fuck this kid. But I had all my credentials at the time to get hired on. Okay, yeah. So I got hired on. That was my college job, um, throughout college. Okay. You know, because it was pretty flexible. I trained when I had clients. Yeah. This and that. Um, and then I built a pretty big client till at Bally's before I went private because I took all my clients from there. And then what pride. So let's talk about that. I mean, I was interviewing

Pedro's Cooley on the other day. Right. And he was, he's. And he's a huge fan and friend of yours. And I know that feelings are mutual between the two of you. But he was telling me that when he was a trainer, that was a really important time in his life, because the type of people you train typically have a couple bucks, right? And so these people sort of become kind of quasi mentors. So that now, because mentoring is also part of the recipe, right? So was that part of sort of the formula of creating you?

Like you got the art background, the band background, you've done the t-shirt, by the way, when you're in the t-shirt thing, were you hustling like, were you one of these guys I would see sometimes once more that you're selling t-shirts out of the back of your rig or like, or- No, I was never force feeding hit,

but whoever wanted to meet up, I'd go meet it. But I was never like, oh, this is my clothing, no. I don't know the pussy type. Okay, you weren't that, you're not the pushy type. That's good to know, okay. Cause that meet it. But I was never like, oh, this is my clothing. No, I'll never be the one who's your type. OK, not the pushy type. That's good to know. OK, because a lot of guys think, hey, because I'm not either. I come from a family like the culture in my family

is like sales guys are almost like piranhas. Like you don't want to be pushy. You don't ever want to be people uncomfortable. I still feel that way. So that's good for a lot of you to relate to that. Like neither one of us got pushy to push our success. We got pulley pulley which meant what we had was so good people wanted it to come with us, right? That's ultimately you don't win by being pushy you win by being pulley. Yeah, it's a gravitational pull right So that's why you want so you're at Long Beach state. I want to stay in here. Yeah, you got this background now

You're a trainer you're kind of getting some mentoring. You're also probably making some money Yeah, right and so what what takes place from there? So this is crazy, like, Valley Tool of Fitness actually taught me a lot because it's strictly corporate. It's a machine too. It taught me to be the sales savage, dude. I remember my director, she laid out two pieces of paper. She told me, all right, tell me why this one's better

than this one. I was like, fuck, I blanked out for like a cool 30 seconds, but then I gather, I was like, you know what? This paper is made up of this type of wood, blah, blah, blah, blah, blah, blah, blah, and you don't want this one, you know? I don't know what I pulled off, but I pulled it off and sold her this fucking piece of paper

and she's like, all right, cool. And I do that with the training business because you are, your training is this value. And you know, if you believe this otherwise in, why are you even here? Wonderful. I want to jump in on this too. I want to stay with you on this otherwise then why are you even here? Wonderful. Okay. I want to jump in on this too.

I want to stay with you on this because there's like, I think the guys like you have so many skills that make them successful, I want you to be aware of them. Another element in any business, so this man's in the apparel business, the fitness business, you have to be able to persuade people, right? Like that's another layer that I didn't grow up with. No one taught me how to communicate. No one ever taught me how to persuade people, right? Like that's another layer that I didn't grow up with. No one taught me how to communicate. No one ever taught me how to persuade. Right.

So there was a point in my career where I learned how to do those two papers. Yeah. So that's a huge, don't you think that's a huge, it helps you persuade employees to join you, right? Distributors like pricing everything persuasion huge, right? So you learn that at bat. That's interesting. You learn that at ballies.

It was huge because at ballies was cut cut through it once you off your probation period. If you don't make clients and you're out of here, they will, you're not only your broke, they'll get rid of you. Yeah, they're good. They're good. You're done. Okay. I didn't end up making not even being a regular train. I was one of the elite master trainers breaking almost like 10k a month for ballies at the time. As a young guy, as a young dude, there was only like five of a minute. Do you keep any of the 10k? Yeah, probably probably, I don't know, small percentage of it.

Yeah, right, not a whole lot goes back to you, right? But you're paying your bills at least while you're in college doing that. I was living, you know, in large, probably compared to your buddies. Exactly, yeah. Okay, so you're there, you're training, you're obviously getting a lot of business experience,

communication experience. Right. Because this is, here's the thing everybody, especially if you're young, this is all part of the journey of winning. It's like, he wasn't in a millionaire when he was 20 at Long Beach State, right?

But he was making deposits in himself, right? Like all these investments you were making in you through experience, through the grind, through just doing stuff. Like you probably, when you were skating, when you were playing in the band, I doubt you thought I'm gonna be a personal trainer in valleys, right?

No, never, right? Never, right? so it's crazy. Okay, so you're there, what happens from there? Like, where do we go? So, each, so the clients that I met, as I became more of like the master trainer and what they called it, I got, I didn't have to go out and prospect much.

So they used to make me prospect, like go find your own clients, they didn't ever fucking give it to you. We had to go close to deal yourself, walk up to strangers. I did all that. In the gym or out of the gym. Both.

Both, however you can get them in the office. Okay. You know, in a cell-in-on-it. So I did so good at that. I built such a great clientele. And now when the leads actually came in that weren't for me. Yes. That were high paying leads.

Yes. Like these professionals that would come in that need help. Yeah. I would get fed those leads and close them on the deals. And in that process, these professionals, like me being a tattooed minority type of person, like, okay, how do I speak to these guys? How about scary mom? 45 year old white male banker guy, or a doctor, right? Because they come in and they have their off up, you know, or the red wall,

you gotta bring that shit down and be able to relate to them and see what the problem is. Everyone's relating to this right now, right? Like, what would you do? How would you do that? Was it asking them questions about them or how would you do it? I asked you questions to just keep kind of relating

why they're here and how I can help them. And that I'm not this dude that's just, you know, here to sell you on shit. Like I can actually change your life. Yeah. You know what I'm saying? So once I learned that, and I'm talking to this, a surgeon to a lawyer to like a college student, you know,

so I could was able to maneuver, communicate. That's massive, bro. And bring down these red wall barriers and connect with them on a personal level. And it was basically how you could help them, how you could connect with them. Yeah, exactly. See, this is interesting.

I did all this reading about you. This is the part of the story I didn't know. It helps me could connect with them. Yeah, exactly. See, this is interesting. I did all this reading about you. This is the part of the story I didn't know. It helps me piece together your success. Yeah. Because I've always felt like, don't care what the business is. I don't care if you're in the software business. You have to be able to persuade and communicate to people.

Yeah, no, no, sure. This is, that's interesting to me. Yeah, it's hard because I've done a lot of interviews here and there. But, you know, you live life. There's 365 days a year. There's so much that goes on, even with just like eight hours of the day that you can't even explain for, you know, a full two hour interview.

Yeah, so. I'm really glad, because it helps me piece together, you because I just, I have this overriding belief, like you have to learn how to connect with people. Yeah. And I've met you, and I think one thing I will just tell you that I see about you too, is like, I think you have a genuineness about you like you're instantly likable man like you're

Super humble like you don't even know how successful you are and I love that you bro like I just I hope I have that a little bit Like I don't think you know how amazing What it is you've already accomplished because I think you're in the mid I think in your mind you're like still mid, I think in your mind, you're like still in the beginning, which is huge. I think I'm still in the beginning too, right? Like, and I'm 17 years old, and I still think I'm in the beginning anyway. So you're there, you're training, you've learned to communicate,

you've learned to close, right? Now you got some mentors. What? We're getting close to live fit, but we're not there yet, right? Okay. And also, I assume you're probably still connected to the way you grew up a little bit, too. 100%.

So you still got buddies of yours getting in some trouble, some are successful, some are probably getting even locked up once in a while. You probably even lose a friend here and there. Right? This killed. You're in this environment that's most of us that grew up in it, but grew up close to it.

I know it's almost like you almost lived in a minor, minor war zone, a minor combat zone, and you're still connected to that, right? At that time. Yeah. So, were those associate, like, were you pulled back into that all the time, or were these new associations kind of sculpting you and shaping you at the same time as you still had your homies from where you grew up

at the same time? At the time, like, there's a stereotype where the gang activities heavy and they'll pull you in. Once you get to a certain level, the guys that are still doing it, they respect you as more of a friend, like, oh, okay, what's going on now is catch up. They're proud of you almost. Exactly. When you're done hanging out, then they'll go back to the thing you do you think.

It's kind of like we already lived our separate ways because when people do the dirt stuff, that's when we're done hanging out, then they'll go back to do their thing, you do your thing, you know? It's kind of like we already lived our separate ways because when people do the dirt stuff, that's when we're young, you know? When we start making real money and making the living, everyone respects one another, you know? My other friends who are athletes who come from those environments, too, tell me that there becomes a transition where they're like really rooting for you

and proud of you. You come from where they come from. Did you have some truth to that? Yeah, no, I mean, I see you guys. I brought one of my friends, I was like one of the OG gang bangers head, like shock hauler and he came down to the warehouse and he was so proud. He was genuinely proud.

Yeah. Because he has a family of his own. He's like, dude, I'm fucking, you know? Yeah. I think a lot of the things too from these communities, because I think Long Beach is part of your story. I think it's always going to be, I think being Cambodian is part of your story. But I don't come from that kind of a community, but I have many friends who do,

especially the athlete guys, especially, by the way, some of them from Long Beach. Long Beach Poly is like one of the great football spasquable schools in the country, right? And I think that sometimes a lot of the people that grow up in those communities, at least my sense is, their actual family isn't intact all the time.

And so there's almost a family relationship to the community, like they're all rooting for you. That's true. I know exactly what you're talking about. Yeah. No, I can relate. I think there's a lot of people out there that are just literally proud and rooting for you all the time.

Is this people you see every day that I used to skate with or just hang out with on the streets, like they almost become family just because our actual family's working or doing something to put food on the table, you know? And I think that's part of the success of your brand. I think that the great brands now, and we're gonna get into that in a minute, they're not just communities or cultures, they're almost like a family of people that all sort of support the same culture, the

same way of thinking, the same thought process. I think that's what you have brother. I do. I think it's almost like a family. I don't think it's a, I think brand is like minimizes what it is. Like the people I think that's what you have, brother. 100%. I do. I think it's almost like a family. I think brand is like minimizes what it is. Like the people I know that wear your stuff, like they're proud of it, like the dude you grew up with, like they, it's not like, hey, I, when I meet guys at the gym that wear your stuff, they're aware they're wearing it.

Like once when people walk out of me, they're like, hey, nice hat. I'm wearing some clover hat. I'm like, is that what I'm wearing? You know, it's nothing to me, right? But when guys wear your stuff, I'm like, hey, I'm about to interview that dude. They hat, I'm like, is that what I'm wearing? It's nothing to me, right? But when guys wear your stuff, I'm like, hey, I'm about to interview that too, they're like, oh, bro, like they go right into it,

they know they're wearing, they're proud they're wearing. That's, it's like a family brand. It's like, by the way, that's huge and busy. Okay, so, let's get into it. Bally's, you end up eventually, how do you end up getting to where you have, you like start a store or something, don't you? Like, yeah, so.

After Bally's obviously, I realized I was making good money but I'm like do that can make it a little bit more if I left it you know when it's in private training. That's private personal training. Private personal training. Yeah so running my own business training multiple clients at one time running boot camps maximum maximizing my time. All right. Okay. So I learned that actually looking up bidrilles. Bader us the boot camp. Exactly. Business model and all that stuff. So I learned that actually looking up a bid drill. Bays roast the boot camp. Exactly. Business model and all that stuff. So this was before he even knew who the fuck I was. So I took that model and literally fucking nailed it to the tee. I was in college making way more fucking money than anybody. I knew around me and I was like fuck what am I doing you know. So I

mean I just kind of was doing it for my parents at the time. So I stayed doing that. And then this random opportunity came up with my buddy, Bruce Soth. He owned this t-shirt store in Long Beach, off of Millino, Anaheim. Not a good area, by the way.

Yeah, not a good area. It's fucked up over there, and it's still fucked. He still owns it. It's pretty good. Yeah. He does pretty well. But it was like a shop that offered just like $5 or $10 like black t-shirts or what you'd make like custom one-off shirts. You know that people go in and buy.

Yeah. And sell like dickies. So retail store. Okay. And at the time he gave me this offer to like buy into it. I was like, all right, sure. So. You're entrepreneurial then, okay. You buy into a t-shirt store

in a pretty rough area where you grew up. Yeah, because I've seen them, but people would just see, I thought it was fucking rough area. I've seen them money because over there in the hood, what do people do every morning? This is a trip every morning. They would go in,

a regular customers would buy a fucking brand new white t-shirt every morning, they don't wash it. So this is maybe something new you gotta learn. You don't wash it, it's their Pro 5 t-shirts. So and buy a fucking brand new white t-shirt every morning. They don't wash it. So this is maybe something you can learn. You don't wash it. It's their Pro 5 t-shirts. So just buy it new one. Every day. Every day.

And throw it out. Buy it on the next day. So you have like regular traffic, like someone's going to a Starbucks to buy a cup of coffee. They're buying a white t-shirt from you. Yep. I never knew that. Yeah, it's crazy. It's weird to shit when I tell people I'm like, yeah, that's why when you see like, you know,

some some like game, maybe is that wear a white t-shirt, they'll still have the crease just from the packet. I've been asking this out, I'm like, oh, this guy's such a beautiful shirt every freaking time. So that's why it's a brand new shirt. It's a brand new shirt. Exactly, we'll just open it.

Yeah. Okay, so that's why that location works. That's why it's actually a pretty damn good location. Yeah, that's all kinds of like cool. And you knew that because you grew up in it. Yeah, yeah. All right, yeah. I'm learning a lot here, okay?

So then with that, I got obtained the t-shirt store with my buddy Bruce, then I wanted to do this whole Long Beach brand as well in there. I was like, I think I could sell some cool fucking Long Beach logo stuff because Long Beach has a lot of pride. People within the city like to rock Long Beach. So I started making the designs. I created this LB clothing brand and it took off in the store.

People would just come inside the store inside the store. Yeah, and I obviously started marketing marketing it on like Facebook and my space at the time. There was no Instagram. So there was you were already dabbling in the social media deal. Which is huge to your success right now, which we'll get to. So you're now you're where you're training clients wearing the stuff or this was like a local brand thing. Into what stuff? So in your store, the shirt you were selling in your store

that you created, right? Was that something, the people you trained wore or like local dudes with some local dudes? Yeah, local dudes. Yeah, local homies dudes. Yeah, but then over time, when I was running my private training business, I had all the graphic design skills.

I had all these other like video editing skills, photography skills. I had my training business design skills. I had all these other like video editing skills, photography skills. I had my trading business as well. I was like, okay, I'm gonna design some stuff for my clients. What's a catchy slogan? It's like, all right, lift it. You're kidding me.

Yep, so I fucking designed it. Are you serious? Yeah, this I was not. Lift it started for the people you were training? Yep, my clients. So I had RP fitness and then my slogan was lift it. So I just made this collection of like a t-shirt design and black zip up hoodie.

That we still sell today. That were the first, I guess, line that was offered to my clients first. So then they started wearing it. And then I, at the time, those only what Facebook. Yeah. So I was like, all right, this is fucking cool. Let me film this.

Yeah. When we're doing like boot camps, we're group training because everyone's having fun and everyone's wearing the same shirts, this and that. And not only did I post it, but because they were my clients that were part of the community or my training business. They wanted to post it too because they were wearing the shirts like they wanted to show off to their friends.

Like look what I'm a part of. So it just kind of went in viral in the local community and then it just snowballed from there because then people were like, okay, I'm not training with you but I want that shirt, how do I get it? You're kidding me. Yeah, so then it kind of just, what was it, so what year are you talking about?

Probably like 2011. Okay, so you're like all this stuff we see today that everybody does is acceptable, which is film their brand, make it fun. You did before most of everybody was doing it. What makes you think, how did you know to do that? I thought the shit was cool. You thought it was cool.

You thought it was cool. Yeah, man, the shit's tight. I wanna fucking let's film it, you know? You know that that's genius, right? Like that's, no, not I guess. I didn't know that. Yeah. I was always like a marketing person. Yeah, you person. Everything, if you wanted to look at my brand

or whatever I'm about, I wanted to make it look, as cliche as it sounded, I wanted to make it look perfect, I'll make it look cool, you know, so how do I do that? I think I'm gonna film this, you know. Show my, show my, show my friends what I'm doing, you know, that I'm, you know. And it went a little bit viral through their posts

and them wanting it, then people who don't train with you want a little piece. So you have that going on the sort of viral social media virtual world and you have this physical store that you're selling local stuff to as well, right? Tell them real quick, because I didn't know this, and you would get business spikes at the store through tragedy almost, right?

Oh, yes. And I want people to understand this because there's this, there's all these brands that are massive, that are what I don't know the right word for, but I'll just call it like Urban Driven or City Driven or Culturally Driven Brands, right? But a lot of people don't understand, whether that be even like music like Jay Z,

or we were talking about Damon John earlier with Fubu like, or what was Russell Simmons brand, Baby Fat, right? Or these other brands, like, so you would have a spike in business in your store and in your shirt when what type of stuff would take place. When murders would happen, yeah. When murders would happen. It was a, why?

Like I said, there's heavy gang activities. So one of the things we did too were just one off custom shirts. And a lot of that was rest and peace or in loving memory. Because in game culture, if someone dies, what happens usually? They retaliate or whatnot.

They retaliate, but they also make some, they make, I didn't know this. There's like rest and peace shirts. Yeah, they'll make rest and peace shirts just for the lost ones, the loved ones, you know. So you would hear like, there's noise, like someone was killed, there's gonna be retaliation, and you'd literally be thinking business is gonna spike.

Yeah, me and my buddy Bruce were like, dude, we're gonna be busy in the next couple of days, man, because this person got smoked, they came in, made a bunch of shirts, but we know this other person has a green light on them or like fuck, all right, he's about to die and then sure enough, it's so much, but he dies like a week later, and it's just that cycle of bubble, dude. It's awesome. He dies like a week later and works. It's just that cycle of bubble.

That's amazing to me. And so you put it on real story. By the way, so I'm going to carry, I don't know, I don't know. So you have this store, it's interesting. You got all these things going. So you're training, you got this culture going, we're now live fit starting, you got the store, guys you're coming and buying their shirts every single day plus someone dies business spikes because you're making those shirts plus your normal brand that's local plus the other

stuff you sell. Like, you ever get, I always think about this. I go on a, when I'm driving home from LA back here, right? Or when I was even a kid, I'd go play baseball at Long Beach State. I go to a game there or I go to, or even Cal State LA. You know, you drive back from there,'d go play baseball at Long Beach State. I go to a game there, or even Cal State LA. You drive back from there, you go get gas to the gas station. You grew up in Diamond Bar where I go to say, hey, man, this is a rough gas station.

This is a rough, I'm more careful, right? Like I go into where you grew up. And did you ever get robbed? Yeah, actually, when I was, they'll rob you. They don't care, what the fucking age you're at. I was, I think, 13, 14. It was on the 11th and 10th place. Funny you asked me.

I was with probably 12, 12 of my friends just hanging out in front of my buddy's house. These two Asian guys, okay, voting as well. Because there's two gangs in Long Beach, or two Cambodian gangs, and they beef with each other too. Still to this day. Yeah, still to this day.

There was these two gang members, they walked by and they looked at me, they're a little older, and I was like, I was kind of weird, you know? I had a fuck to do look, and they walked to the end of the block, and they started to walk back. I was wearing this gold boot and necklace, I didn't know at the time, my mom gave it to me, and then you were mom gave it to me.

Yeah, and then these two guys came up, and then one of them, the second time they walked back, he took a knife out, put on my neck, he snatched it, and all my friends were just like, we kind of just knew, we're like fuck our, fuck we do, you know? I even call my friend, that was in that gang too, I was like, hey man, can you get my fucking,

like, let's back, my mom's gonna fuck kill me, you know? She gonna beat my ass, cause that's just what, if you get jacked, they're gonna do a gay man at you. Yes. But then they're like, nah dude, I can't, if they're just doing that, that's just part of the work. I was like, fuck no. Did you ever get it back?

No, never. Then it was funny because when I went back home, I guess I never said anything to my mom. This is weird, I never fucking talk about this shit. She never asked where the necklace was and it was fucking years later, I was like, hey mom, remember what I thought? She's like, I know you got robbed.

She knew. I was like, fuck, are you serious? She knew. Yeah, because she's like, you know, she's just new. I guess I was to quiet or like, I know you got robbed. She knew. I was like, oh, are you serious? She knew. Yeah, because she's like, I was like, you know, she's like, she's just new. I guess I was to quiet or something, you know? But. You're mom, but we're gonna get to live fit now,

but your mom's like a central piece of your life, huh? Yeah, no, for sure. You talk about your mom a lot. Why? Like, what, why is that? She was probably like the only person that, now that I realized I'm older, she gave me everything I wanted,

even though we didn't have the fucking funds for it, or the means for it. If I wanted I'm older, she gave me everything I wanted, even though we didn't have the fucking funds for it, or the means for it. If I wanted new skate shoes, she would buy it. She'd find a way. When I was young, I didn't know what the fuck housing was. I didn't know what section 8, I didn't know what food stamps was. I knew you buy this fucking food and this greenback to you buy other shit. That's what my mom said, you know.

But I didn't know, I thought I was fucking part of life, right? Everybody had that. Yeah, so. And then everything I wanted, skate shoes, fucking wheels I thought it was fucking part of life, right? Everybody had that. Yeah, so. And then everything I wanted, skates, shoes, fucking wheels, whatever it was, I was like, mom, I'd have to fucking have it. I was that dickhead kid, you know, I was like, I fucking have that.

Yeah, that shit, you're not fucking not cool, whatever, you know. So she'd fucking make it happen, you know. She found a way. You know, so now realize, like, fuck dude, I'll vote to beat my ass if I was looking, you know. What's amazing that y'all don't know is that now that live fits Bill, one of the first things you do when you got money was you took care of your mom retired.

Yeah, I'm tired of my mom. Yeah, now she doesn't have to work, nothing. Yeah, that's gone in her spot, she's chilling. That makes me, that's my favorite part of your whole, all the wealth you're gonna make man, all the cars you already have, you're gonna sell live fit for a couple hundred million someday or whatever you're gonna do. My favorite thing about it is that the first thing you did when you made some money to carry your mom.

Like 100%. And that's everyone watching this, like it's one of their dreams. Like, wouldn't you love to take care of your mom? All the stuff he went through being robbed as a kid, I'm pretty sure your store probably, I don't know, your store ever get robbed or almost robbed? Try to get robbed, yeah man. Try to get robbed.

At one time, we're talking about with our nanny's thing, men. What happened there? I don't know about that. So I'm gonna try to buy a t-shirt with the fake $5 bill that's masking dude. And he was just from a gang that just didn't like Asian people. So I was like, well, it's like, so he comes in your store with a fake $5 bill. So he tries to buy it and I'm like, dude, I can't sell you this.

He's like, why? Because I'm a donkey. I'm like, nah dude, cause this is a fucking fake $5 bill. I think he was all drugged up. He was like, dude, I'm gonna come back and kill all you guys. I think he was all drugged up, he was like, I'ma come back and fucking kill all you guys. Kill all the fucking nips. That's what they call us nips. And then I was like, fuck, I knew he was serious.

I'm like, alright man, fuck this shit. Oh my gosh. So then my buddy, we had a shotgun. In the store. Yeah, he went a shotgun in a block. But we fucking had, we loaded the shotgun, cocked it back and just had the safety on. That's how fucking scary the shit was.

And my friend Bruce was like, if this hole comes back, just point that shit that way. You don't have to aim, just fucking point and shoot. It'll fucking blow the whole whole fucking window off. I was like, oh, fuck. Where are you scared? I was scared, I was fucking about to shit my pants. But I was ready.

That's the thing I was fucking ready, dude. I was like, all right, this will come back. I'll fuck the whole fucking window off the door. You'll never have a gun right next to you. Under the keyboard. Just like, just get this everybody. We're gonna segue now into where he is now, but they're like, just so you get this.

And I'm not exaggerating when I say this, on some level I am and I'm not. What's happened now is the modern day Nike. It's the modern day Nike came from this. Do you understand that? Like when you go Google him or you research him, it's the modern day Nike came from this, do you understand that? Like, when you go Google him or you research him, it's the modern day Nike. It's like, it's like, you're, and by the way,

I think you're more viral and innovative and creative and have a more loyal following than them. So you're talking about somebody who grew up in a band, skating. He drops out a long beach state just so you know, I mean, like pretty close to graduating. You probably could have graduated if you went like what six more months or something probably right. He leaves on the state. He's in a store where he's getting robbed with fake $5 bills. His business would spike initially when people were killed right and he ends up building this modern day massive brand. So just

think about what you're capable of when this man's done this. And there's this combination of unique things you've built. You've got this artistic, I think everyone who wins in business takes advantage of some birth blessing and then build skills after it. So like for you, my analysis is you were born with a birth blessing of artistry, of creativity, right? Like, you,

skating's an art to me. I skated too. So, skating's an art, playing in a band as an art, creating these designs you've created as an art. I think that you're heart, you're an artist, but that's not enough. Then you learned how to close. Then you got cementoring. Then you learned to be an entrepreneur, which you already had that kind of desire because you come from nothing. So you want to make money, right? Scarcity, I want more of this. Exactly.

World class mom who soes belief into you and love all the time, like just loving a child like you were loved by your mom gives you confidence. Like even as I say that, just so you know bad-ass tattoo guy, your face just changed. Right.

When I talk about how much your mom loves you, right? Like that's this, when you you, the story of your life, and you're engaged in this beautiful woman, you're gonna marry, the central figure of your life till this moment is your mom. She's the one, if I turn the pages of the book of your life is your mom, right? And so I love that, bro.

And your mother went from like, I've read about like, like literally no food, eating like anything she could find to eat, right? Is that not true? Like, your mother was like, what would she do? Like to eat? I remember the story of her last year. I remember her mom, my grandma, during when they were at the, we call the labor camps.

Because they only get fed one time or twice. They would try to get, they see you fucking lizard, and she would snag it and fucking kill it, and put it in a pocket, and then later distribute it to the rest of the kids. Later just so they can eat. I've heard that. Knowing that if they did get caught execution right away, but it's like fucking eat or fucking, you know,

it's survive every day. Isn't it amazing? Your mother... That bro, like, ain't ever trippy, dude. Your mother... That bro, like... No, it's fucking trippy, dude. And her son becomes this? That's wild. I just like, I owe people this and this is like,

if this is possible, what's possible for me? Or my children, right? Like, or my future, like, you're past, you're upbringing, you're the tragedies you got. They don't define you. Like, look what this man's become. So we got to fast forward just because of time.

Yeah, of course. You're in the shirt store. I know eventually he buys you out because things are blowing up. And now live fits taken off. So now you're a businessman. Now, and here's what happens once you're there just so you don't all know.

Now you're riddled with like tons of false starts. You thought you had a business then you didn't, probably, right? You thought you had a business then you did it. So when do you like, is there a point where you hired your first employee for LiveFit? Like when was that? I think from 2012 to 2013, that was when I sold the T-shirts.

So when did you work on that long ago? Yeah, right. LiveFit. 25ish, somewhere around there. Yeah, 25 was with the birth of my first, like when, lift it became an LLC and lift it up her old, established in California. Crazy, yeah.

Crazy. So that was like about six years ago. Okay. I was operating on a small ass fucking, like, warehouse probably a thousand square feet, you know? Okay. Doing a lot of shit by myself and then having, just to help from a few friends.

And then officially hired on like, we didn't even know what the fucking role was. You know, just people to help do this. And they just grew from there, you know. And that from that point from 2012, 13 to now, we had the most craziest fucking growing pains, you know, we dealt with other shit that I never thought. Like what? We just closed the report of the Federal IRS

and the California State Alistair. I thought it was finished. Nothing. So we're fucking clear of that. But that's a stressor. Yeah, we've dealt with patent trademark trolls and just fucked you. A lot of legal shit that was just like, man,

I can't believe this is even still legal, you know? Learning that route and then dealing with ex employees and just people that are self-pressuring people. Pressuring people. Yeah, pressuring people. Frustrated people, haters, yeah. Frustrated people. Litigation, privilege, whatever. Litigation, you know. I had a fucking employee, we terminated her because I've distrapped the behavior, spreading rumors about another employee.

If you turn around and try to claim that we fired him because she was a lesbian, right? What the fuck? And to fight a civil case in California is pretty far from difficult. So we're like, are you fucking serious? But luckily we had a lot of the backup and to fight a civil case in California is pretty far really difficult. So we're like are you fucking serious? We're lucky we had a lot of the backup and and and people worked to say no she's a fucking line you know. And there's no way owning a t-shirt store prepares you for that right? And this

is what everyone this entrepreneur's listen to me okay? This is what stops most people. They hear these things they think well I don't know about how all that stuff works. No one he does okay? What happens is you just get into these situations and you navigate through them, not because I'm a person of faith, actually think, God just will prepare you once you're in it. Like, you didn't know what the litigation is, you probably even have a lawyer back in the day, right?

You started out a lawyer, like, this is my lawyer. So it's like, the way business works is you just keep stepping into dark places and eventually figure them out And then there's another light and another light and then there's a setback and then there's another light and it's your guts Okay, it's your courage. It's your drive. It's your dream. It's your mission that takes you through these things You know nothing about I've had the same things. It's like I know nothing about these things, right? So you create this thing. Let's talk a second about what's caused it to grow.

Because we know what some of the obstacles were. And by the way, the bigger you get, the more obstacles. So what do you have? Like, 30 employees now? Roughly? 30 employees. Yeah. Okay, 30 employees, which is a big business. How big is your facility now?

Not a thousand square feet. Uh, 32,000. 32,000. So in five years, you've 32 times the size of your business Yeah, in times of just the square footage right right imagine this you guys think about this for a minute and It started in Facebook kind of that in Rome and let's talk about this for a few minutes Okay, what are some of the keys that's grown live fit what what would you say the number one key was and there's so many factors But yeah, if I were to choose one. Yeah I'd just say the relatability of the culture,

that generation of people that are in their fitness and into that, but still like surfing, like skating and are still into that sub-culture a little bit. You know what I mean? It's like a safe haven for them to relate to, because before we were even here, there was no brand that was really offering that. Yeah, Nike does skateboarding this and that,

but they don't target like that real experience, you know? Correct. So. This is the lesson, because I agree with you on LiftFit. This is what I've started to find, I found this in my own business too. 10, 15, 20 years ago, you could have a vanilla brand, there was this kind of something and you had sponsors.

And I know you have sponsors too. My bet is most of the business you generate is not from your sponsors, from your athletes. It's from you. It's from the culture, okay? And so now, this is great news for all of you. Little guys can win big time against big guys now because people don't just buy products,

they buy cultures, they buy environment, they buy a mission, okay? They big thing people buy is mission. What's the stand for? What's this about? What's this represent, okay? What's this, because I see all kinds of guys that wear your brand that didn't grow up in Long Beach,

okay? But they love what it represents, right? And so you obviously have a lot to do with that for a second, okay? So just elaborate on that for a minute what is what do you think it represents and how important is it that you're constantly feeding that to people too are you conscious of feeding the what it represents the culture the mission of the company how do you how do you think about that often and how do you deliver it like we're with me and like my team of athletes, we're fairly, you know, I'd say on the younger side of the realm.

And when we preach like the whole fit lifestyle, eating healthy, living healthy, we're not blacking out the other dark side where we like to have fun, we like to have a few drinks, like to do this now, like to still go to fucking hardcore shows and mosh on souls, you know? Like it's fast cars and half fast cars, pretty fast cars, pretty fast cars, you know? Like it's- Half-fascars and half-fascars, pretty people are out here or whatever. Like there's this culture where, no, I can do all this shit and still fucking live a healthy life, you know? Yes, yes.

So, and that's what we're pushing. And yeah, I am always aware of that. And you've done it through social media a lot too, right? So, here, the first thing is this, if you're gonna grow your business, you're gonna grow your brand. One of the core messages has to be, this is what I wanna get at,

this is what I wanna tell you that I noticed about you. I'm going to give you something I've not heard someone else tell you. Okay. I think that there's this culture, there's this environment, there's this mission, and then there's this like iconic figure who represents it, which is you. Okay. All of that's wonderful. Okay. And I think it's a huge part of it. But this is what I think all companies that have exploded, whether it be Facebook or Twitter or Amazon or you or my buddy, I'm wearing a shirt, Andy for sale at first form. Yeah. Yeah. Yeah, they have a guy that represents it. Let me tell you what they're great at. You ready? They're great at telling their story. They're great at telling a story

about what they represent. So it's not just the representation. It's telling the story. So there's a story behind all of it. You're an amazing storyteller in addition to your art. And I think the way you tell the story is essentially through social media to some extent, right? So we're going to talk about this. If you have any business financial, I don't care if it's tech, whatever it is, if you're going to grow it and he's ever brand, the good news is the brand can be the story you tell, okay? So I want you to hear him on this for a minute.

How important is social media been for you? And how do you tell your story through it? What are you conscious of when you tell the story? It's, I mean, the social media is very important. And when I tell the story, I can tell it through art work to designs or just like a simple marketing campaign. Okay. Like let's say we're shooting this product that we just launched like over this spring line, whatever.

We were marketed with lifting weights and like skateboarding at the beach and whatnot and why is that lift it? Because that represents a little bit of my life past, you know? And when we talk about it, it's like, I can't lie about this stuff because this is stuff I've already lived. You've lived it.

So when I'm talking about this campaign or the California lifestyle, surfing, skating, like I'm not lying, you know? Yes. And I just feel people feel that it's more real that way because they connect to a certain, you know, a certain extent. I watch you tell a story with pictures

better than anybody on social media. By the way, if you don't follow Randall on social media, number one place you should find you is what? Probably Instagram. Instagram, yeah. Instagram. If you go look at his stuff, not only should you consume his stuff because it'll inspire you,

but it's going to teach you if you have any brand anywhere. He's, it's like a mosaic. It's like an art form, the way you, I think you're even detailed about like the way you take your pictures. Yeah, of course. Are you conscious of every single little thing like that? Everything you know, I can't turn it off. Yeah.

You can't turn it off. Yeah. If you go watch his stuff, you're going to know what I'm talking about, right? Like, when I watch you So I'm a 47-year-old A Italian white male who now lives in Laguna Beach. I didn't grow up in Laguna Beach, right? But and I consume your stuff because it inspires me But it's like every time I come see you. It's like another little part of the same story

I'm hearing and it pulls me deeper in every single time so If you were listening to them and someone said, hey, well, how would I use social media to grow my business? What would you tell anybody vanilla entrepreneur out there? Here's some advice on social media. What would it be? That's a good question.

As far as marketing or? Marketing branding utilization of it. Should they begin to, should they be conscious of their messaging, their storytelling? Like, a lot of people use it to like, okay, here they be conscious of their messaging, their storytelling. Like, a lot of people use it's like, okay, here's the deal of the week. We both know guys on there's like, here's the new deal, 20% off, 50% off. I don't see you do a lot of that stuff. I see you, this is one of your strengths.

I think you just, it looks to me like you're telling a story every time and you, one thing man, you do well, you don't even know you do well. You stay on message. Like, your message is your message, is your culture, is your brand. know you do well, you stay on message. Like your message is your message, is your culture, is your brand. So I'm not giving away your answer. Yeah, yeah, no, no, what would you say? There's all these, there's a 18 year old entrepreneur out there who's in the financial business. There's a 35 year old entrepreneur out there who's like, Hey, I'm trying to get off the ground. My, I've got a product that cleans

windows, whatever it is, right? What would you tell them about social media and should they use it and how should they use it? Well, one of the things that we use to leverage our business is to show the behind the scenes too. Like, we're delivering a culture every single time and it stays in unison. It's, I've explained this prior to a couple of guys that I asked. It's always themed out.

And let's say we're taking a picture and the whole set is done, you can tell they're completely five different pictures, but you can tell Liffit took it. Yes. Because it's all themed together. Yes. So it's until you break out and want to really, really expand, I would theme it out and really engrave that theme into your brand first. Wonderful. So building themes on social media is important. Mm-hmm. theme into your brand first. Wonderful.

So building themes on social media is important. Keep it consistent first, you know? Okay, I've never heard someone say that before. Actually, so that's good. Yeah, that's good. Actually, that's good for me. I don't know that I do that very well, to be honest with you. I think I kind of skip around a lot.

So your building themes, so social media has been a really key component of the growth of your business too. Yeah, sure, connect to authentic customers, you know? Yeah. And for me, here's like a cool little shortcut. If you're starting a brand and want to put out a shirt, this is one thing to test a market, or one thing I did to test a market,

is create a template of a design. I didn't make the shirt yet. I just rendered the shirt up and make it look real and put it up and see the feedback. If people liked it, I'm probably going to make the shirt but if I didn't get any good feedback, whatever, let's grab that in and it cost me anything. How do you get the feedback? You put it up and ask for the feedback?

Now it's even easier. You put it on a poll on the fucking story. Do you like the shirt? Yes or no? Or you can have other people posted for you or whatnot. But you can get on his feedback without throwing money into the actual shirt. OK, so one is building themes on there.

Now let's talk about the other thing you've done. So you've grown it through part of it is through social media, part of it's through your culture. Right. OK, then there's just like the growth of your company. So how have you scaled it? Like how have you been able to scale the growth of the company and still stay like financially solid, but not getting too big?

How have you navigated it? Did you just learn that as you went or how have you been able to scale the growth of the company and still stay like financially solved and not getting too big? How have you navigated it? Did you just learn that as you went or how have you done that? So we've built one out, had enough or actually we started sponsoring people too in the beginning because I was in the bodybuilding industry as well. I was doing physique and stuff. I never went pro. Okay. I can tell from looking at you.

Obviously you were doing that. Yeah. Because a lift it started taking off. I had to take more time to force on that. But there were people that I wanted to sponsor. One of our first athlete, Tori Woodward, he's an IFB pro, and first time Olympian. Wow.

We just sponsored him like, hey, I don't have any funds right now, but I can, I'll pay you later. Yeah. But here's some clothes. Good. To rock and he genuinely liked it. So he wore it on his back.

Yeah. And he started pushing it on his social media. Mm-hmm. But instead of like what brands do nowadays, feed fucking 100 people close, no, I still wanted to keep in an elite like maybe five people max. He just fucking pushed that and have them push it. I'm like, this is Liffit and it's hard to be part

of this team. I always made that very clear too, that to be part of Liffit, it ain't easy. This is like an elite tier group of people. You know, and that's what we market. As you can see now, with Liffit on our page, you only share athletes being marketed, you know. We rarely post models too.

You do, yeah, you're right. You're right. It's just always our athletes because we want to just give like the audience like, man, I want to be a part of that. Now how can I, you know, you can be associated with that. I think that every business, I don't care what it is,

recruiting people, attracting people, clients, you have to maintain that air of exclusivity who would agree. If you're just sort of, I don't want to use this word in the wrong way, but if you sort of hoard your brand out to everybody, if anyone can get access, there's no value to it whatsoever. But yet, the brilliance of what you did is,

you have to get attention for your company too. And so it is going to people who already have some what I call like heat, they have some heat, and getting them, people do that with me right now, right? They'll send me things like if they're smart, like if I could get him to wear this, or I could get him to say this, just a little bit of heat for their brand, because Grant Cardone talks about this all the time. We're in an era now where you got to get attention. And that's one of the things that you've been able to maintain. So you scaled it, you grew it.

Do you have any other things you're doing, like is lift fit your deal, or are there any other brands you're involved with, or any other things you're doing at all right now? Yeah, lift fits like my bread and butter, and that's like the umbrella corp. But we have another brand too, as well, called top threads. Yeah. That's more of like a streetwear brand. And that's like the umbrella corp, but we have another brand too, as well, called Top Threads. Yeah. That's more of like a streetwear brand. That is like, represents representation

of me outside of fitness, you know? Something I can just solely like me. Does it look different? Yes, completely different than Luffy, yes, there has nothing to do with fitness, nothing. We got jeans that we have like cool thermals, like, you know, like this is one of the hats right here. I like that, but it's more of a...

He brought me some gear today, so he'll be seeing me wearing some of it because it's beautiful. I wear it because it's good looking, right? So, are you gonna do anything else? So, you got that brand? Is that the main of two top thread and then... Yeah, I'll say that was the main ones right now.

And then I have like, it's not a more of a brand, it's more of my personal brand with these posters and campuses that I, Is that RP or no? Yeah, RP, yeah. I don't even know how I knew that. Yeah. Yeah, because I'm watching your stuff too much,

I'm like a fan, right? I'm telling you. So take these entrepreneurs through this real quick. So basically you leave the shirt store around 25, now you're 30. Okay, just let them hear one thing. Forget the artistry, forget the branding, forget the genius of what you've done,

forget the culture, let's talk about work. How much do you work a lot? All the time. Give me an example. I get the feeling like you're living, live fit, it's funny, but you're living, live fit. Yeah, you gotta do that for a window of time in your life. Exactly, yeah.

So what's it like? Do you work six days a week? Are you thinking about it all the time? Like, when do you turn it off? And I know you have fun, because that's part of the brand. But talk about your work ethic, man, because I know you're a horse. You work hard.

In the very beginning, it's like, it's, yeah. Like you said, you don't turn it off. And you can ask these guys, our phones are always on, you know? Because I always need content. I always need this and that. And it doesn't come at just like a nine to five. You know, I need it sometimes at eight o'clock in the morning, sometimes at 10 o'clock at night.

It never stops. And the idea is that come, you're like, fuck, I gotta jot the shit down to her. I'll just forget, on the car right here, me and McGill, we were just talking about like, dude, all right, we gotta film this, and I just told him, I was like, all right, dude, these are fucking great. It is, let's fucking write it down and knock it out

because if not, we're just gonna keep talking about it. Yes. But as far as work goes, we're always working. But we make it have, we have fun, you know. That's the only way to go and the way to do it. That's what people need to hear. I work all the time, just like you do. And it's like, but it's fun as I'm working.

I work with people I love, right? And like, I watch you, like I already know, like if it was Sunday at four o'clock, there's something to live fit going on, somehow in your brain all the time. Saturday at three o'clock, Monday morning at six a.m. Wayne dire, by the way, my grab that stuff for me for a second way for Randall, I think I ran in one time. You know, Wayne dire is, he's passed away. He's sort of a thought leader, inspirational speaker, guys, passed

away. And I was running on the beach one time with him. This is such a great lesson you just gave everybody. I was running on the beach in Hawaii really, or like five o'clock in the morning one time. A lot of people listen to this that are older than you will know who Wayne is. And so I ended up running right by him and we ran right by each other in the dark almost, right? He's like a Tony Robbins kind of, but like more new AG.

I guess this is the way it was, it's say Wayne. Beautiful man. Anyway, I run into him and I ended up, I said, Wayne Dyer. And he goes, hello. And we end up sitting on this beach in the dark till like sunset talking. I'm like one of these icon guys. I'm talking to him. And I told him, and he said something to me that was what you just said. He said to me, he goes, I, um, he goes, do you ever wake up in the middle of the night with like an idea, like a business idea? And I said, yeah, like two or three in the morning goes, that's the universe waking you up with the morning

breeze and he goes Get out of bed and write write it all down don't think you're gonna remember you have this to Yeah, you wake up at two three all entrepreneurs out there to listen to this you wake up at two three four o'clock in the morning with ideas And you all remember in the morning or you write one word down He said no get up and write it out every because he goes that's where you're like divine inspiration is coming from Most of the great ideas I have in business happen between like midnight and 6 a.m. and I wake up and I write,

do you have that any of that stuff happen? Oh yeah, no, for sure. We'll just make you up, yeah. I figured it out. I have like fucking random notes in my notes section of just random shit. Yeah. It might not even make sense,

but there's a little clue, I'm like, I'll piece it together, okay, it's sweet. I'd be too. Me too. Like, I think this, your obsession becomes your possession. Yeah. And I just think you're obsessed with this. No, for sure. We're would be true. Me too. Like, I think this, your obsession becomes your possession. Yeah. And I just think you're obsessed with this. No, for sure.

We're addicted to the results that's gonna happen. Because one result, we're like, we fucking celebrate. Like, fuck, I wanna celebrate it again. So we're gonna just get to work 10 times harder to try to outdo the previous, you know, like our campaigns. Like, we cheers every time. We fucking have a drink after a successful launch, which is like every fucking week.

I love that. Yeah, we thought this one last year. Well, here's what happens. This is why this is so brilliant, man. Like, if you don't celebrate your wins with your team, if you're just grinding all the time with people, your brain starts to think it's not worth it. But if you celebrate the wins as you're going,

your brain goes, let's do more of this. Let's make it bigger, because the celebration will be bigger. I just watched your five year celebration deal. You spent some money on that same way, right? But like it looked, you can go to his Instagram and see some of the videos from this stuff. But it's like, I loved it because everyone around

you is like, this is fun as we're grinding, as we're winning, as we're building something special. Here's what I think you're doing. And I just want to share this with you, Matt. I think you're watching in front of you what American entrepreneurism is today, right here. I think you're watching what it looks like today. Randall is the face of the future, except it's happening in the present.

There are millions of you out there that have something in common and some way with Randall, whether it's his upbringing, his desire, his artistic ability, his closing ability, his ability to think out of the box, to scale the business, his willingness to jump in in the middle and not know everything and grow his company, right? The way he uses social media. Dude, I think, I just think you're amazing. It's one of my favorite interviews I've ever had because it's like, you're the real thing.

Like, you interview a lot of people that are all theory, you're all real stuff you've done, brother. Like, you're only 30. You're only, brother. Like, you're only 30. You're only freaking 30 years old, and you've done this. You're gonna watch this man go to 100 million, and 200 million, and then somehow live if it's gonna morph into some other thing. I just have this feeling, this culture,

this following, this is gonna get bigger, and bigger, and bigger. Like I'm proud of you. Appreciate that man. I'm really proud of you, man. I really am. You're this amazing interview. Do anything else you'd impart? So entrepreneurs you're listening. I got an interview with Ed Mylett and Randall Pitch and I got all this value. I've heard his story. I'm inspired. I've got some tips and

keys. My lead asked him at the end one thing and Randall said what to anybody that's out there. Would they have a dream or a vision? What would you tell them that are listening? Then if you're going to go do it, do it with 110%, and make sure you have passion into it because if not, my eyes will start out the bucket, you know? Yeah, I love that. You get the fall in love with that process, you know?

So, get the love it. You have to live it and love it. Yeah. Great advice. You can't have fast business. You can't, you gotta love it. It's gotta be your passion. It's got to be your purpose. And with that in mind, I asked Mike to go get this year, a few minutes ago. Actually, I'd rob, go get it as a matter

of fact, Mike's filming us. But your birthday, dude. Yeah. So I know you need a lot of these. And either of the guys bring it out. Wait, you see the guns on this guy. But I want to wish you a happy 30th birthday. There's probably a candle in here somewhere, but I'll let you blow out one of these with the same time. So let's everybody 30th birthday. There's probably a candle in here somewhere, but I'll let you blow out one of these with the same time. So let's everybody say happy birthday. You're 30 years old brother. So happy birthday. And we'll have a cupcake as we click off here. By the way, I get this one because these are really, really good, but happy birthday brother. And thank you. Cheers, man. Little whiskey and a little cupcake for his birthday. I hope you got value out of this today. Thank you, brother. Appreciate it. I think you're having me.

One of my favorite interviews ever. And so everybody listen, if you enjoyed this interview today, go follow Randall on Instagram at Randall Pitch. You're going to absolutely love his content. Get involved with his company, live fit, get some of his apparel, start representing his gear, and make sure that you rank and review this podcast or like it and comment on it depending on the platform that you're looking at it out. Max out everybody God bless you.