In this episode of The Entrepreneur Experiment, Gary Fox sits down with Spencer Matthews - founder of CleanCo, endurance adventurer, and the definition of a modern founder operating across business, body and brain.

Spencer shares the real story behind his identity shift: from heavy drinking and coasting, to building extreme discipline through endurance challenges, and channeling that same intensity into building CleanCo. He opens up about raising big money, moving too fast, the U.S. expansion that didn’t land, stepping back from the day-to-day, and what he’d do differently if he was starting again.

If you’re building something and trying to balance ambition with sustainability, this one is a masterclass in reinvention, risk, and rebuilding properly.

Show Notes

In this episode, we cover:
🔥 The wake-up call that made Spencer quit drinking, and why “identity shift” beats habit change
🚀 How CleanCo started: spotting the gap in non-alcoholic spirits and going all-in with zero experience
📈 Scaling lessons: big fundraising, big valuation pressure, and the hidden cost of moving too fast
🇺🇸 The U.S. launch mistake: “no education” + rushing expansion and the 3-year cleanup
🔁 Rebuilding properly: consistency, patience, and focusing only where you can win
🏃‍♂️ Why hard challenges feel liberating, and how endurance became his operating system
🧠 How he runs life week-to-week: training, staying busy, trusting great people, and avoiding the scroll
🏝️ The long game: why he sees a future chapter in the Eden Rock family business

Links & Resources

• Spencer Matthews (Instagram): https://www.instagram.com/spencermatthews/

• CleanCo / Clean Liquor: https://www.clean.co/

• Untapped (podcast): https://open.spotify.com/search/Untapped%20Spencer%20Matthews

• James’s Place (mentioned): https://www.jamesplace.org.uk/
  
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