Brett Beck Interview - AI for Founders Interview with Brett Beck, Founder of Bella Booty Episode Summary

Brett Beck joins Ryan Estes to talk about how he built Bella Booty Fitness and launched the patented hip thrust belt that's changing how people train glutes, core, and inner thighs. This episode dives into product design, IP protection, D2C growth, and why AI can’t replace real human training.

Key Takeaways

• Created Bella Booty to solve discomfort and inefficiency in hip thrust workouts.
• Bootstrapped growth using TikTok, Meta ads, and grassroots education before launching on Amazon.
• Filed IP in both China and the US with design and utility patents.
• Built a testing lab inside his own gym to prototype across different body types.
• Uses AI for market research, legal prep, and operational efficiency—not to replace human trainers.
• Grounded in Stoic philosophy, particularly Amor Fati.

Frameworks Shared Product Innovation Cycle

1. Observe pain points in real-world use
2. Prototype in-person with engineers
3. Test daily with real clients
4. Iterate for efficiency, portability, and comfort

IP Protection Strategy

• File patents in China and the U.S. simultaneously
• Submit pre-litigation docs to enable local enforcement
• Use Amazon APEX program for takedowns
• Run AI-based counterfeit detection sweeps

Go-to-Market Playbook

• Start on Meta and TikTok with viral content
• Delay Amazon entry until demand is validated
• Scale via performance benchmarks and ad testing
• Focus on education-first marketing

Resources

• Bella Booty Fitness
• Brett Beck on Instagram
• Beck Fit LA
• Daily Stoic
• LaunchBoom
• Amazon APEX Program
• Kitcaster - Podcast Guest Booking