Alex Center is the founder of CENTER, the Brooklyn-based studio behind brands like Bero, Butter, United Sodas of America, Ghostwriter, and more — building challenger brands that don’t just sit on shelves, but move culture. He also founded & hosts the 'Front & Center' podcast alongside Kevvvvvvvin. Overall, he's a real one.

Before that, he spent over a decade inside the Coca-Cola system, working across Vitaminwater, Smartwater and Powerade, and was there as Vitaminwater grew from a small startup into a business that sold for $4.1 billion. Did he get a slice though?

From interning at the New York Knicks, to becoming the first designer at Vitaminwater, to building his own studio in Brooklyn — his journey is all about backing your instinct, building strong culture, and leading with care.

We talk about leadership, fitness and mindset, working with celebrities like 50 Cent, starting your own studio, and what it really takes to build brands that people don’t just see — but feel.

And on a personal one — before I moved to New York, Alex gave me his time and showed proper love. He signed off with:“From Brooklyn to Manny.”So today… BIG UPS FROM HARLEM TO BROOKLYN.WDYMT to the world. Run it up! Safe.

– What Does Your Mum Think is a podcast for anyone out here trying to make their mum proud.Hosted by Sheps — designer, podcaster, martial arts enthusiast, and a lifelong believer that if your mum gets it, you’re doing something right.Each episode, I sit down with inspiring people, all figuring it out in this mad world — talking to the humans behind the hustle, the passion, and the journey.Stories from the heart that make mums proud.– WDYMT SOCIAL:Instagram: https://www.instagram.com/wdymt_official/?hl=enTikTok: https://www.tiktok.com/@wdymt_officialSpotify: https://open.spotify.com/show/4UQ1fAYGya2gOpUlyXSaPk