This conversation is a great reminder that the best ideasoften come from trying to solve your own problem. That’s exactly how Atlas Bars — and this journey with James Oliver — began.

James joins me for a thoughtful, easy conversation aboutfood, endurance training, and what it really looks like to build something from the ground up. What started as a personal need — wanting better, cleaner fuel for his body — turned into making bars in his kitchen with his mom, andeventually into a brand that now reaches millions of people.

We talk about how his curiosity about nutrition started at ayoung age, how training and studying abroad in China helped shape the idea, and why he’s always believed that taste, ingredients, and how you feel after eating something all matter.

We also get into:

• Why so many “protein bars” are really just sugar bars in disguise

• What it takes to grow a product without losing what made it good in the first place

• Why focusing on building something truly useful beats chasing hype or trends

• And, of course, a little food talk, wings, and some friendly Patriots vs. Bills banter

This is a grounded, honest conversation about curiosity,consistency, and building something you’re genuinely proud to stand behind.

Thank you, James, for such an engaging conversation. Weloved hearing about your journey and your product!!

Where to find additional information on James and AtlasBars:

Instagram -Atlas Bars

Amazon- Atlas Bars

James Oliver | LinkedInBio:

James Oliver is the founder of Atlas, a company dedicated to providing clean, convenient, high-protein nutrition. He’spassionate about helping others unlock their full potential by fueling their bodies with intention and purpose.