⚡️ BTS & More: https://openresidency.com/caleb-ralston

In this episode, I sit down with Caleb Ralston, Founder and Brand Strategist at Ralston, to break down what it actually takes to build a brand that sticks—and content that converts. We unpack real frameworks, hard-won lessons, and key insights from working with names like Gary Vaynerchuk and Alex Hormozi.

We cover:

- The Brand Journey Framework — a four-question system to shape your strategy

- Association: how proximity builds powerful brand perception

- The 80/20 Rule for content: balancing expertise with personality

- Platform-specific tactics: what deserves your attention—and what doesn’t

- How to build a content team that solves bottlenecks

- Learnings from top-tier operators in branding and media

Enjoy the conversation!

Chapters

00:00 Trailer

01:09 Caleb’s Brand Journey Framework

01:39 4 Questions That Drive Brand Growth

03:41 Why Personal Branding Matters

05:20 The Power of Association

08:30 The Start of Ikonick

19:40 Creating Content with Purpose

23:15 How To Create Authentic Content

29:57 Universal Ads

31:04 The Value of Your Origin Story

43:45 Mastering the 80/20 Content Rule

47:01 Optimizing Content for Each Platform

48:58 Measuring Success Outside of Views

53:40 Choosing the Right Medium

59:09 Tailoring Content for Platforms

01:14:10 YouTube’s Power for Long-Form Content

01:18:48 Quality vs. Quantity in Content

01:26:45 Why People Lack Consistency

01:28:35 Scaling Across Multiple Platforms

01:33:55 Building Your Content Team

01:41:05 Hiring the Right People

01:49:12 Monetizing Your Content

01:53:38 Lightning Round

02"02:05 How Big Can Ralston Be?

02:03:18 Outro

🔗 Links Mentioned

- One of Ten – https://www.oneof10.com

- Frame.io – https://frame.io

- Descript – https://descript.com

🎙 Guest: Caleb Ralston, Founder, Ralston

- Instagram: https://www.instagram.com/calebralston/

- LinkedIn: https://www.linkedin.com/in/calebralston

- Website: https://www.calebralston.com/

📬 Get in Touch

- Instagram: https://www.instagram.com/openresidency/

- LinkedIn: https://www.linkedin.com/in/markmastrandrea/

- Website: https://openresidency.com/

- Email: [email protected]

- Book a call with Mark: https://intro.co/markbrazil

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⚡️ BTS & More: https://openresidency.com/nick-shackelford

In this episode, I sit down with Nick Shackelford, Head of Retention and Partner at BREZ, to break down modern customer acquisition and retention strategies for 2025.

Nick has managed over $200M in ad spend and brings hard-won insights from scaling multiple brands — including his own agencies, Structured and Konstant Kreative — into this conversation.

We get into:

• Why creative is now the new targeting, with Nick giving the keys on Meta’s evolving algorithm

• The ideal framework for customer acquisition in today’s landscape

• How to structure your testing budget between proven winners and fresh creative

• Conversion tactics that immediately lift performance — from mobile-first design to offer structure

• The retention strategies behind BREZ’s drop in subscription churn from 24% to 17%, on a mission toward sub-5%

• The tactics powering BREZ, one of the fastest-growing beverage brands in the country, on pace to hit $50M in just two years

• How celebrities like Drake and Druski use subtle content strategies to drive massive viewership — and what brands can learn from it

This is a deep dive on what’s actually working in marketing in 2025.

Enjoy the conversation!

Chapters

• 00:00 Trailer

• 00:57 Customer Acquisition & Creative Testing

• 05:52 How to Optimize Ads with Smart Creative

• 09:13 Targeting in a Post-iOS World

• 11:56 Media Buying Meets Creative Strategy

• 18:03 Influencer Army

• 19:35 Clipping Culture (Cheat Code)

• 25:13 Running Ads as a Founder + Managing Creative

• 33:38 Marketing Funnel Breakdown

• 39:32 Organic Content’s Role in Paid Performance

• 43:24 Learnings from Running a Creative Agency

• 45:30 Conversion Optimization & Offer Strategy

• 55:32 Retention Marketing + Subscription Tactics

• 01:04:35 Building Products & Activating Loyal Customers

• 01:08:06 Smart Product Strategy and Feedback Loops

• 01:16:20 Building a Brand in Public (Pros & Cons)

• 01:24:43 Playing the Long Game: Brand, Business & Burnout

• 01:27:49 Work-Life Balance, Tools & Final Reflections

• 01:35:00 How Big can Brez Be?

• 01:36:00 Outro

⚡️ BTS & More: https://openresidency.com/kent-yoshimura

In this episode, I sit down with Kent Yoshimura, Co-Founder & CEO of Neurogum, to unpack how the brand became one of TikTok’s fastest-growing success stories and scaled to over $100 million in revenue.

We dive into:

- The TikTok strategy that transformed Neurogum’s growth

- How the team shifted their marketing mix to make TikTok their top-of-funnel channel—while maintaining a 52x ROAS on Amazon with zero ad spend

- Their strategic approach to partnerships

- A hiring process that’s led to 98% employee retention over three years

- The origin story—and how they've sustained a competitive edge through patented manufacturing

This one’s packed with gems. Enjoy the conversation.

Chapters

00:00 Trailer

01:11 How to Crack TikTok

03:54 Neuro's Content Creation Pipeline

04:17 Coaching Creators on Engagement and Voice

06:09 The Culture Behind a Creative-Driven Brand

07:59 Anatomy of a Scroll-Stopping Hook

12:02 TikTok’s Untapped Power for Brands

15:15 The Best Influencer Strategy

16:43 Building a Full-Funnel Marketing Engine

27:00 Turning Customer Insights into Growth

32:06 Creating Content with AI

38:25 Fast Operators vs. Scalable Operators

39:32 The Masogi Challenge: Mental Toughness in Business

42:55 Running Ultra Marathons as Mental Training

45:55 How Kent Hires Creators and Builders

57:13 The Wild Origin Story of NeuroGum

01:01:06 What’s in NeuroGum? A Dive into Nootropics

01:12:11 Retail Distribution: Wins and Pivots

01:15:21 Why Data Shapes Every Decision

01:21:16 What It Takes to Be a Founder

01:34:15 What Shark Tank Didn’t Show

01:35:36 Lightning Round

🎙 Guest: Kent Yoshimura, Co-Founder & CEO of Neurogum- Instagram: https://www.instagram.com/kentaro/- LinkedIn: https://www.linkedin.com/in/kentyoshimura/- Website: https://neurogum.com

📬 Get in Touch:- Instagram: https://www.instagram.com/openresidency/- LinkedIn: https://www.linkedin.com/in/markmastrandrea/- Website: https://openresidency.com/- Contact: [email protected]

Powered by IKONICK- Get 30% off motivational art at https://ikonick.com/openresidency- Use code: OPENRESIDENCY30

⚡️ BTS & More: ⁠https://openresidency.com/ryan-bartlett⁠
In this episode, I sit down with Ryan Bartlett, CEO of True Classic, to break down how they scaled to over $200M+ in annual revenue with a valuation approaching $1B.

We get into:

• The evolution of their marketing strategy from pure direct response to brand building

• How they leverage customer feedback to drive product development through their membership program

• Their unique approach to customer service and community building

• Website optimization strategies that helped increase AOV from $36 to $112

• Key operational insights on running a lean, efficient DTC brand

This one’s packed with actionable insights for brand builders at every stage. Enjoy the conversation!

Chapters
00:00 Trailer
01:20 Intro
01:42 Identifying the White Space
04:55 Mistakes in the First 12 Months
06:02 Marketing Mix
09:19 Ad Library Breakdown
18:13 The Greatest Form of Marketing
23:56 Tips for Scaling a Company
37:28 Building a Strong Team Culture
40:11 The Lost Art of Customer Service
49:00 How Customer Feedback Shapes Strategy
53:57 Metrics That Matter Most
58:25 What Works in E-Commerce Today
01:17:24 Alternate Marketing Channels
01:23:22 Contrarian KPIs Everyone Overlooks
01:27:34 Raising Equity and Debt
01:29:23 Managing Credit and Inventory Risks
01:31:14 Retail Rollout Masterclass
01:34:30 Landing Major Retail Partnerships
01:47:04 What’s Next for True Classic
01:51:57 Lightning Round
02:10:23 How Big Can True Classic Be?
02:11:26 Outro

🎙 Guest:
Ryan Bartlett, Co-Founder & Chairman of True Classic
Instagram: ⁠https://www.instagram.com/ryanbartlett/⁠ / ⁠https://www.instagram.com/trueclassic/⁠
LinkedIn: ⁠https://www.linkedin.com/in/rbtct/⁠
Website: ⁠https://www.trueclassic.com/⁠

📬 Get in Touch:
Instagram: ⁠https://www.instagram.com/openresidency/⁠
LinkedIn: ⁠https://www.linkedin.com/in/markmastrandrea/⁠
Website: ⁠https://openresidency.com/⁠
Contact: ⁠[email protected]⁠

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⚡️ BTS & More: www.openresidency.com/nate-checketts

In this episode, I sit down with Nate Checketts, co-founder and CEO of Rhone, to unpack how a luxury performance-apparel brand went from a single pant to a nine-figure omnichannel business with NBA deals, retail success, and a wildly unique internal wellness system.

We dive into:

• Building Rhone from the ground up into a category-defining brand

• Their “12 Pursuits” framework: a monthly habit system blending physical and mental wellness

• How breathwork, sleep tracking, and community-driven wellness drive real performance

• The origin of GoldFusion and how Rhone rethought sustainability (without the greenwashing)

• Lessons from launching women’s and becoming a multi-category brand

• Buying out L Catterton and re-taking full control of the business

• How Rhone’s retail strategy beats the odds—and makes money

• Why investing in mental fitness may be Rhone’s true legacy

This episode goes deep into the systems behind both a high-performance company and a high-performance life. Enjoy the conversation!

Chapters
00:00 Intro
01:05 Start
01:37 Rhone’s Approach to Mental Health
02:12 The 12 Pursuits Program
03:42 Creating Healthy Habits and Company Culture
08:59 Monthly Focus: Sleep and Hydration
13:29 Monthly Focus: Breath Work
20:03 Goal-Setting with Family: Systems for a Meaningful Life
30:35 How Nate Structures His Day for High Performance
35:38 The Science Behind Rhone’s GoldFusion Technology
39:01 The Complexities of Sustainability in Fashion
40:29 Fabric Innovations That Actually Matter
41:17 Expanding the Line: Product Strategy and Pivots
43:10 What Focus Groups Really Reveal About Your Brand
46:14 Big Inventory Mistakes and Product Flops
49:13 Launching Women’s: Why It Took 8 Years
54:41 Partnerships with NBA & LPGA
56:45 Marketing in 2025: Influencers, CPMs, and Real Brand Loyalty
01:11:52 How Rhone’s Retail Stores Actually Turn a Profit
01:20:48 Building an Efficient Retail Footprint
01:21:31 Distribution Risks and Channel Strategy
01:23:55 Long-Term Brand Positioning
01:25:03 Advice for Breaking Into Wholesale Retail
01:26:41 Buying Out L Catterton: How and Why
01:34:43 How Long-Term Thinking Changed the Business
01:38:34 Leadership Lessons from Nate’s Father
01:39:54 50+ Investments: What Nate Looks for in Founders
01:45:24 Lightning Round: Favorites, Systems, and Sneaky Wins
01:50:46 How Big Can Rhone Be?
01:52:08 Outro

Links Mentioned:

• Big Ass Calendar: https://jesseitzler.com/products/the-big-a-calendar

• Atomic Habits by James Clear: https://amzn.to/3YwIgAl

• The 5 Minute Journal / Productivity Journal: https://amzn.to/42G34rD

• EOS Operating System (Traction): https://amzn.to/4lqWvRf

• Sportsish (by Nate’s sister): https://www.instagram.com/sportsish/

🎙 Guest:
Nate Checketts, Co-Founder & CEO of Rhone

• Instagram: https://www.instagram.com/natechecketts/

• Rhone: https://www.instagram.com/rhone/

• LinkedIn: https://www.linkedin.com/in/natechecketts/

• Website: https://www.rhone.com/

📬 Get in Touch:

• Instagram: https://www.instagram.com/openresidency/

• LinkedIn: https://www.linkedin.com/in/markmastrandrea/

• Website: https://openresidency.com/

• Contact: [email protected]

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Use code: OPENRESIDENCY30

In this episode, I sit down with Oliver Zak, co-founder of Mad Rabbit, to break down his journey from launching a DIY skincare product in a crockpot to securing a Shark Tank deal with Mark Cuban and scaling into major retailers like Walmart.

We dive deep into:

• What really happens after a Shark Tank deal and its long-term impact
• The business of tattoos and how Mad Rabbit is disrupting an overlooked industry
• The power of TikTok, influencers, and affiliate marketing in scaling a DTC brand
• Succeeding in retail & Walmart
• Raising venture capital, working with investors, and the lessons learned from Mark Cuban
• How community-building is at the core of Mad Rabbit’s success

Oliver doesn’t hold back on the realities of fundraising, navigating competition, and marketing strategies that drive real revenue. If you're an entrepreneur, a brand builder, or just someone interested in scaling a consumer product, this episode is packed with insights you won’t want to miss.

00:00 Intro
01:00 Early Life and Family Influence
02:28 High School and College Ventures
04:25 Learnings as a Generalist
05:41 Oliver’s First Business
06:29 Founding Mad Rabbit
07:42 Developing the First Product in a Crockpot
08:33 Process for FDA Regulations
09:22 Company Breakdown from $0-$3 Million
11:00 Shark Tank Experience
17:33 Advice for Shark Tank / Raising Capital
18:02 Business Behind the Tattoo Industry
21:00 What a Shark Tank Deal Looks Like After the Show
23:05 Revenue Effects from the Show
24:00 VC Effects of Deal with Mark Cuban
25:15 Challenges with Raising Money
27:18 Communicating with Investors
28:10 Advice on Raising Money
29:02 Utilizing Investor Money
31:06 Working with Walmart
33:03 Getting into Walmart / Brokers
36:35 Using TikTok to Drive In-Person Sales
38:13 Succeeding in Retail
42:45 Approach to Competition in the Space
44:07 Marketing Mix
45:57 Affiliate Program Infrastructure
53:22 Incentivizing Affiliates
55:57 Tattoo Artist Pro Team
58:22 Tips for Building Community
1:00:11 Mad Rabbit’s Creative Space
1:01:53 Most Impactful Marketing Initiative
1:04:57 The First Thing You Should Do to Build Community
1:06:30 Biggest Failure
1:08:39 Lessons from Mark Cuban
1:10:01 Biggest Regret from Raising Money
1:10:49 Lightning Round
1:15:36 Weapons of Choice
1:17:49 How Big Can Mad Rabbit Be?
1:18:55 Outro

Hard Things about Hard Things: https://amzn.to/4bBXhGF

Instagram: https://www.instagram.com/olvrzk/
LinkedIn: https://www.linkedin.com/in/oliverhzak/
Website: https://www.madrabbit.com/

Instagram: https://www.instagram.com/openresidency/
LinkedIn: https://www.linkedin.com/in/markmastrandrea/
Website: https://openresidency.com/
Contact: [email protected]

Get a 30% discount on the best motivational art from IKONICK at https://ikonick.com/openresidency (use code: OPENRESIDENCY30)

ChaptersLinks MentionedGuest: Oliver Zak, Co-Founder & CEO of Mad RabbitGet in TouchPowered by IKONICK

In this episode, I sit down with Manny Lubin, co-founder of Slate Milk, to unpack the journey from a simple idea in 2017 to becoming a dominant player in the protein drink market. Manny shares hard-hitting lessons on brand positioning, product innovation, and some keys to winning in the beverage industry.

We talk about:

• The early struggles of launching a better-for-you chocolate milk
• How Slate Milk stacked TAM’s to find its niche between bodybuilder protein shakes and chocolate milk
• The business of dairy including ultra-filtration, removing lactose, and optimizing for a low sugar, high protein product
• Raising over $30 million with key investors like Peter Rahal (RXBAR) and Drew & Amanda Cohen (Yasso)
• The Shark Tank experience
• Leveraging influencer marketing, UFC partnerships, and retail expansion to scale
• The biggest mistakes in CPG fundraising and marketing

Whether you're an entrepreneur, fitness enthusiast, or just fascinated by building a challenger brand, this episode is packed with tactical insights you won’t want to miss.

00:00 Intro
01:15 Brand Positioning, Starting Slate
04:21 Target Audience and Market Growth
05:13 Core Thesis of Slate
07:14 Market Analysis, Stacking TAM’s
09:54 Masterclass on Dairy Industry
11:29 How Slate Makes Their Product
12:45 Deep Dive into Product Development
20:32 Mistakes When Building the Product
22:01 Raising $30M and Investor Insights
22:33 Advice from Peter Rahal, RxBar
23:33 Advice from Nick Rellas, Drizly
25:04 Advice from Drew and Amanda, Yasso
27:32 Choosing Board Members
28:42 Slow vs Fast Growth
29:20 Board Seat Deal Structure
30:39 Common Blindspots in Business
31:45 Meeting with Stu Klane, Chobani
33:26 Working with Skyview and Riverbank
34:39 Advice when Raising Money
35:24 Partnering with Maxx Crosby
36:30 Intro with the UFC
38:14 Launching with Kickstarter
39:35 Marketing: Overarching Strategy
41:26 Working with the UFC, Deal Structure
44:08 Marketing: Top Funnel
44:38 Influencer Partnerships
49:24 Marketing: Middle Funnel
53:14 Retail Strategies and Field Team Operations
55:00 Succeeding In Stores, Advice from Retail Managers
59:23 Getting in Whole Foods
59:49 Direct to Consumer Buyer Funnel
01:03:30 Fitness Influencers
01:04:17 Cavinder Twins
01:05:20 New Initiatives
01:06:48 New Product Sneak Peek
01:07:42 Operating as a Remote Company
01:08:44 Co-Founder Dynamics
01:11:28 Scaling Challenges
01:12:27 Measuring Success
01:13:05 Mental Resilience
01:14:24 Misconceptions About Shark Tank
01:16:35 Lightning Round
01:23:27 How Big Can Slate Be?
01:26:24 Outro

Guest: Manny Lubin, Slate Milk

Instagram: https://www.instagram.com/mannylubin/ / https://www.instagram.com/slatemilk/

LinkedIn: https://www.linkedin.com/in/manny-lubin-56329785/

Website: https://slatemilk.com/

Get in touch in the comments below or head to:

Instagram: https://www.instagram.com/openresidency/

LinkedIn: https://www.linkedin.com/in/markmastrandrea/

Website: https://openresidency.com/

Contact: [email protected]

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In this episode, I sit down with Bill Shufelt, co-founder and CEO of Athletic Brewing, to discuss his journey from Wall Street to redefining non-alcoholic beer. Athletic Brewing has grown from an idea to a $800M valuation, disrupting an industry and carving out a new market in craft brewing.

We talk about:

- The bold decision to leave a lucrative hedge fund career for entrepreneurship.

- The science and innovation behind brewing non-alcoholic beer.

- Overcoming early rejection and building a loyal community.

- Lessons on scaling, fundraising, and maintaining a strong company culture.

Bill’s story is an inspiring testament to taking calculated risks and staying true to a mission. Whether you're an entrepreneur, craft beer enthusiast, or just curious about the non-alcoholic beverage revolution, this episode has something for you.

Tune in to hear how Athletic Brewing is making waves while staying grounded in community impact.

CHAPTERS

00:00 Intro

01:32 Leaving Wall Street

02:12 Discovering the Need for Non-Alcoholic Beer

07:28 The Importance of a Strong Support System

10:30 Quitting a Stable Job

15:09 Finding the Right Co-Founder: John Walker

19:11 Launching the First Product

23:55 Crafting Company Culture

26:14 Working With the Right People

27:50 Meeting Investors

31:40 Launching, E-Commerce and Retail Distribution

33:02 The Keys to Building Community

36:40 Sober October, Dry January, Market Timing

41:00 Navigating Fundraising

42:52 Mistakes While Raising

45:29 Scaling Manufacturing

49:38 Advantages of Vertical Integration

51:23 Tackling Supply Chain Issues

53:25 Communicating Effectively With Investors

55:03 Evolving as a CEO

56:20 Hiring the Right People

01:00:06 Expanding Internationally

01:06:28 Giving Back Through Two for the Trails

01:11:13 Evaluating Investments

01:12:32 The Name

01:13:36 Lightning Round

01:18:28 Reflections / Learnings as CEO

01:20:47 Best Advice

01:21:35 Favorite Podcast

01:23:35 Giving Flowers to an Entrepreneur

01:25:11 How Big Can Athletic Be?

Guest: Bill Shufelt

Instagram: https://www.instagram.com/athleticbrewing/

LinkedIn: https://www.linkedin.com/in/bill-shufelt-650059138/ / https://www.linkedin.com/company/athletic-brewing-company-llc/

Website: https://athleticbrewing.com/

Get in touch in the comments below or head to:

Instagram: https://www.instagram.com/openresidency/

LinkedIn: https://www.linkedin.com/in/markmastrandrea/

Website: https://openresidency.com/

Contact: [email protected]

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What does it take to secure $95 million and revolutionize an industry? Let’s find out.

From building a successful apparel brand to hosting 907 episodes of his own podcast, this conversation covers the full spectrum of his entrepreneurial journey. We dive deep into:

CHAPTERS

Get in touch in the comments below or head to:

Guest: Dee Murthy

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Note from Mark:

If you landed on this page, I just wanted to thank you. This is the first episode of a new chapter that I am very excited about ! All feedback is greatly welcomed in the comments. I will read, respond and look to get better accordingly. I am going to continue to search for business operators that I am interested in and share my learnings with everyone. If you got any value from this episode, sharing it with a friend would mean a lot. Hope you enjoy!  - Mark