TV personality. Special Forces soldier. Royal Marines Commando. Royal Engineer in the British Army. Best-selling author.

Ant Middleton has conquered the world's toughest environments. Now, he is expanding his empire into a new kind of battlefield: Business.

In the first official interview of This Could Be So Good, Ant sits down with hosts Larry Emdur and Steve Grace for a raw, unscripted conversation about the reality of building a brand from scratch.

Ant reveals why he turned down a blank cheque to become the face of a sugary energy drink, choosing instead to build his own hydration company, R3SUP, with a team of scientists. He opens up about the "confidence ego" that serves you in the Special Forces but destroys you in the boardroom, and why doing business with friends is the fastest way to lose them both.

From the battlefield to the balance sheet, this is Ant Middleton like you’ve never heard him before.

Timestamps:

00:00 - Intro

01:45 - Ant Middleton’s Elevator Pitch for R3SUP

02:50 - The danger of doing business with friends & family

06:40 - Money does funny things to people

09:55 - Military Ego vs. Corporate Ego

11:30 - How Ant’s ego led to bad investments

15:15 - The "Control Freak" Trap: Why you must delegate

19:40 - Why startups really fail (It’s not usually money)

22:00 - Protecting your personal brand & equity

24:45 - Larry Emdur on launching Ben Buckler Whiskey at age 60

29:30 - Why Ant turned down a massive energy drink sponsorship

31:00 - Developing the R3SUP formula with scientists

37:50 - The power of storytelling in sales

40:40 - How Ant’s book "Zero Negativity" changed Larry’s mindset

44:20 - Ant’s "Superpower": Why he doesn't fear failure

49:10 - The meaning behind Ant’s tattoos

52:45 - Ant’s final advice for founders

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