The Gstaad Guy sits down with Paul Wachter, founder of Main Street Advisors and widely regarded as the silent force behind celebrity founders, to unpack the principles that have shaped one of the most influential advisory firms in sports, entertainment, and culture. Known for his work with LeBron James, Beats by Dre, Arnold Schwarzenegger, and other global names, Paul shares how identifying the right people and building brands with cultural resonance has defined his career.

The conversation explores what it takes to be relentless in business without losing sight of human values, and why authenticity is the cornerstone of long-term success. From spotting emerging opportunities to nurturing relationships that transcend contracts, Paul offers rare insights into the intersection of business, culture, and character. A candid look at how vision, discipline, and trust come together to shape influence at the highest level.

Filmed at Nobel LA’s St. Ives property.

Chapters:

(00:00) Intro ✨

(07:50) Working with Arnold & LeBron 🏋️‍♂️ 🏀

(09:55) Choosing clients 🤝🏻 🎯

(18:40) Beats By Dre 🎧🔥

(21:03) Success takes time ⏳🌱

(24:00) Authenticity being lost 🎭 ❌

(25:44) Businesses founded by celebrities ⭐ 🏢

(27:01) Marketing today 📱📣

(28:55) Hype dies down 📉💨

(32:59) Knowing when to walk away 🧐🚶

(36:29) From owning to selling 💼💵

(37:20) Traits amongst talents 🌟🧩

(38:05) Knowing what’s right for you 🧭💡

(42:41) Making the right decision 🎯🤔

(44:50) Non-negotiables & Values 📜 ⚖️

(48:48) À La Poubelle vs. Fantastique 🗑️✨

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The Gstaad Guy sits down with Alex Ikonn, entrepreneur, creator, and co-founder of The 5-Minute Journal and The Productivity Planner, to explore the mindset behind turning hardship into opportunity. From growing up with scarcity and financial struggle to becoming one of the early pioneers in the social media-driven e-commerce boom, Alex’s journey is a testament to resilience, creativity, and the power of authenticity.

The conversation dives into what it means to truly “design your life”, balancing entrepreneurship with well-being, kindness, gratitude, self-development, and the discipline of daily habits. Alex shares lessons from building a global brand, navigating the highs and lows of being an online creator, and why embracing hardship can become the foundation for lasting growth. A candid look at how being yourself, even in the toughest moments, can lead to building not just businesses, but a life worth living.

Filmed at The Jet Business showroom in London.

(00:00) Intro ✨

(03:41) Poubel 🗑️🔗

(06:14) Early Life 👶🌱

(08:54) Basics of Business 📊💼

(13:44) Seeking validation through work 🏆💻

(17:42) A business isn’t just lifestyle 🚀🛠️

(19:58) Creating the right mindset 🧠✨

(21:08) Avoid 50/50 businesses ❌⚖️

(23:03) How to be productive ⏱️📈

(24:05) Vision Boards 🖼️🎯

(26:13) Why is vision important? 👁️🔑

(29:16) Helping your life journey 🛤️🌟

(35:52) Acquiring the right mindset 🧘‍♂️💡

(36:45) Delivering value 🎁🤝🏻

(40:18) The best version of self 🪞💎

(41:42) Confronting death 👊🏻🕊️

(43:46) Choosing your reality 🌍🔮

(50:00) Taking responsibility 🙋‍♂️📌

(52:09) Love life ❤️🌹

(52:48) Choosing a partner 💞🤔

(55:10) Aligning with your partner 👫⚡

(57:15) Experiencing true love 💖🌈

(59:43) Success in dating 💌🥂

(01:01:35) How to progress in relationships 👩‍❤️‍👨➡️💍

(01:03:01) Practicing gratitude 🙏🌸

(01:07:09) À La Poubelle vs. Fantastique 🗑️✨

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The Gstaad Guy sits down with Roxie Nafousi, bestselling author and self-development coach, to explore how personal struggle can become the catalyst for profound transformation. From the depths of addiction, loneliness, and emotional lows, Roxie shares the pivotal moments that pushed her to rebuild her life from the inside out.

The conversation unpacks manifestation not as magic, but as a practical, healing practice rooted in self-awareness, discipline, and consistent action. Roxie opens up about the role of affirmations in rewiring the mind, navigating the challenges of dating and confidence, and finding purpose in helping others unlock their potential. An honest, moving look at what it really takes to turn pain into power, and become the architect of your own life.

Filmed at The Berkeley, London, Knightsbridge Suite.

Chapters:

(00:00) Intro ✨

(04:36) Seven Roles of Manifestation ✨📜

(07:33) Everybody is always manifesting 🌍💭

(08:21) Daydreaming vs. Manifesting 💭⚡

(11:27) Self-development is cool 📚😎

(13:09) Chasing vs. Attracting 🏃‍♂️🧲

(13:51) The act of chasing 🏃‍♀️💨

(14:57) Growing Up 👶➡️🧑

(20:58) Discovering Self-Worth 💎🪞

(26:53) Turning pain to drive 💔🚀

(32:13) The grey zone ⚫⚪

(33:40) Helping others 🤝🏻💡

(38:24) From passion to business ❤️💼

(41:56) Generalist vs. Specialist 🛠️🎯

(42:54) The best version of self 🌟🪞

(40:40) Confidence 💪🏻😌

(41:48) Not feeling like you’re enough 😔🚫

(43:13) Self-Worth 💎✨

(48:10) Dating ❤️💬

(53:12) Approach to good dating 🗝️💘

(54:29) Not in touch with your truth 🙈🗣️

(55:54) Honesty in dating 💬🤍

(56:46) Best place to meet new people 🏙️ 🤝🏻

(59:14) First Date À La Poubelles 🗑️🍷

(01:01:37) Ideal first date 💡❤️

(01:03:37) First Date Fantastiques ✨🍷

(01:06:18) First dinner date conversations 🍽️ 🗣️

(01:08:43) Dating someone with a child 👩‍👧 ❤️

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In this episode, The Gstaad Guy sits down with Nicolas Bijan, founder of NB44 and son of legendary designer Bijan, to explore the values and mindset behind building something new while honouring a storied family name. From growing up in a household defined by excellence to carving out his own creative path, Nicolas shares the lessons shaped by tough love, discipline, and perspective.

The conversation delves into the responsibility that comes with privilege, the importance of respect, and why hard work and humility remain central to his identity. With clarity and conviction, Nicolas reflects on legacy, not as something inherited, but something earned every day.

Filmed at Nobel LA’s St. Ives property.

Timestamps:

(00:00) Intro ✨

(05:11) NB44 🧥

(07:15) Values ⚖️

(08:13) Bijan Pakzad 👨‍💼

(14:03) “How I was raised” 🧑‍🧑‍🧒

(14:29) Relationships with people 🤝🏻 👥

(15:42) Loss 🖤 😔

(18:19) The American Dream 🇺🇸 💭

(20:20) Pressure & Responsibility 😩 🤝🏻

(24:03) Starting a business & family 🧑‍🧑‍🧒‍🧒 💼

(25:41) Filling a void 🫂

(27:39) Developed vs. Inherited values 👴🏻 ➡️ 👦🏻 ⚖️

(30:53) Being a young parent 👩‍🍼👨‍🍼

(36:02) Legacy 📜

(41:07) Multi-generational business 🧑‍🧒‍🧒 💼

(44:15) Household & Work 🏠 🧑‍💻

(53:40) Definition of luxury 📖 💎

(56:08) À La Poubelle vs. Fantastique 🗑️✨

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In this episode, The Gstaad Guy sits down with designer and creative mind Benjamin Paulin to explore how design, culture, and heritage intersect in his evolving body of work. As the son of legendary furniture designer Pierre Paulin, Benjamin brings a unique perspective on honouring tradition while pushing the boundaries of form and function.

The conversation unpacks the balance between art and design, the role of modularity in shaping how we live, and the tension between legacy and pop culture. Benjamin also reflects on the discipline of designing with constraints, how limitations can sharpen creativity and give rise to ideas that are both functional and visionary. Through a lens of innovation and influence, he shares what it means to build a future-forward design language, one piece at a time.

(00:00) Intro ✨

(02:01) Echo Of Pierre Paulin 🪑🔊🕰️

(03:49) Passion for Furniture ❤️‍🔥🪑

(04:59) Values ⚖️

(08:32) Art vs. Design 🎨 📐

(09:44) Form vs. Function ⚖️🛠️

(10:57) The Dune 🏜️ 🛋️

(15:49) Paulin & Pop-Culture 🛋️ 🎬 🎤

(19:00) Future of Furniture 🔮🪑

(23:44) Design of The Dune ✏️🏜️🛋️

(26:38) “Passion for design” ❤️‍🔥📐

(33:23) “How Paulin restarted” 🔁🪑👨‍🎨

(36:33) Integrity 🧱💎

(37:58) The Paulin Designs 🪑✨✏️

(40:12) “The living room” 🛋️ 📺

(43:51) “Working without limitations” 🚀🧠🔓

(46:26) “Constraints” ⛓️📏

(48:09) “University of rap” 🎓🎤

(52:09) “Stay passionate” 🧡🔥💪🏻

(56:59) Architects vs. Interior Designers vs. Designers 🏛️🛋️🎨

(58:34) Family & Work 👨‍👩‍👧‍👦 💼

(01:05:18) “Screens are everywhere” 📱💻

(01:06:18) À La Poubelle vs. Fantastique 🗑️✨

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In this episode, The Gstaad Guy sits down with Georgios Frangulis, the visionary behind Oakberry, to explore how he turned a niche superfruit into a global premium brand. From launching with limited resources to now sponsoring the BWT Alpine Formula One Team, Georgios shares the unlikely path that took Oakberry from street-level scepticism to centre-stage visibility.

The conversation delves into the realities of entrepreneurship, navigating doubt, mastering timing, and the mindset needed to keep going through personal and professional trials, including his battle with cancer. Georgios reflects on what it means to stay committed to your vision, even when the world says no. 

Filmed at Casa Cipriani New York’s Liberty Corner Suite.

Timestamps:

(00:00) Intro ✨

(01:55) Oakberry 🫐

(07:02) Battling cancer 🎗️💪🏻

(09:17) Expanding the business 📈🌍

(11:15) The first location 🏪📍

(12:53) Açaí 🫐 🥣

(21:07) Shelf life of Açaí ⏳🫐 🥣

(24:54) Building a luxury brand 💼✨

(29:45) Building the dream 🏗️ 💭

(34:04) People doubting you 🤨🚫

(39:28) Trusting people in business 🤝🏻 💼

(42:00) Knowing your limits 🚧 🧠

(47:54) À La Poubelle vs. Fantastique 🗑️✨

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The Gstaad Guy sits down with Stefan Sonnenfeld, legendary colourist and founder of Company 3, to explore the discipline, drive, and vision behind some of the most iconic visuals in modern entertainment. Known for his pioneering work with Apple and countless cultural touchpoints across film, fashion, and advertising, Stefan unpacks what it means to shape stories through colour.

From policing piracy in the early days to becoming a creative "sheriff" in his own right, the conversation dives into the grit behind his journey, working tirelessly, creating opportunities where there were none, and staying ahead through health, wellness, and biohacking. A rare glimpse into the life and mind of someone who’s not just colouring film, but culture itself.

Filmed at Nobel LA’s St. Ives property.

Chapters:

(00:00) Intro ✨

(02:39) Police Officer 👮‍♂️

(08:58) Giving Back 🤝🏻

(10:05) Why colour grading? 🎨🤔

(12:59) Discovering Colouring 🔍🎨

(17:24) How colour affects films 🎬🌈

(18:03) What is colour? 🌈❓

(22:17) Manipulating feature films 🎞️ 🛠️

(26:20) Working with Apple 🍏💻💼

(26:48) Steve Jobs’ attention to detail 👓 🔍

(33:27) Balancing life ⚖️🧘

(34:02) Greatness requires sacrifice 🥇🔥

(39:14) No room for complacency 🚫😌

(39:36) Lessons passed down 📜👨‍🏫

(42:00) A creative leader 🎨👑

(47:35) Optimisation ⚙️📈

(48:49) AI obliterates mediocrity 🤖💥

(50:48) Timing ⏱️ 🎯

(54:58) Health & Biohacking 🧬🥗

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In this episode, The Gstaad Guy sits down with Adam and Ryan Goldston, the twin brothers behind APL (Athletic Propulsion Labs), the brand that disrupted the sneaker world with a basketball shoe so advanced it was banned by the NBA.

The conversation dives into what it means to build a brand with authenticity at its core, and how vision, process, and purpose have shaped APL’s rise in the luxury performance category. From engineering innovation based on real needs, not hype, to defining what credibility means in today’s culture-driven landscape, Adam and Ryan share how dreaming big, staying focused, and listening closely can drive true impact.

Filmed at Nobel LA’s St. Ives property.

Timestamps:

(00:00) Intro ✨

(03:12) Genesis of APL 🌱👟

(05:36) Induction into the CFDA 🤝🏻🏛️✍🏻

(07:30) From vision to reality 👁️😌

(08:42) “Luxury Performance Category” ✨👟

(10:21) “Making the right decisions” ✅⚖️

(12:14) Pursuing an idea 💡🏃

(15:50) Confidence 😎💪🏻

(17:55) The disbelievers 😲

(20:08) Logos 🔲 🔠

(21:48) “Tackling a new silhouette” 🆕

(24:56) “Positioning of APL” 🎯 👟

(29:40) “Love for obsession” ❤️ 😵‍💫

(31:39) “Vision, POV, Perspective” 👁️

(34:58) “Design & Colour” ✍🏻 🎨

(37:47) “Taste” 🤌🏻

(41:10) “Process” 🔄⏳

(43:40) “Inspiration” 💡🎨

(46:44) “Moments of defeat” ⏳😫

(49:01) “Learning from failure” 📚🧠❌

(54:15) À La Poubelle vs. Fantastique 🗑️✨  

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In this episode, The Gstaad Guy sits down with tech entrepreneur and human optimisation pioneer Bryan Johnson to explore the ideas, trade-offs, and motivations behind Blueprint, his controversial and cutting-edge protocol to reverse ageing and extend biological youth.

The conversation unpacks the science of longevity, the measurable impact of sleep, nutrition, and cellular regeneration, and how our perception of health is being completely redefined by technology. Bryan speaks openly about the sacrifices behind his routine, the psychology of motivation, and the role of superintelligence in reshaping not just what we do, but who we are.

(00:00) Intro ✨

(02:52) Former Life ⏪👤

(05:05) The Bargain 🤝🏻👌🏼

(06:07) Sleep 😴

(07:15) Health vs. Work 🍎💊💼

(10:11) Health Is Cool 🍎😎

(13:14) The Journey 🚗

(14:08) “The body is god” 👤👑

(15:37) “Added years or quality of life?” 📅🧘🏻

(16:39) “Stopping everything” ✋🏻🛑

(19:35) “Superintelligence & health problems” 🧠😷

(21:20) “Where are we as a species?” ❓🧑‍🤝‍🧑

(24:06) “Sun exposure” ☀️

(25:44) “Where to live”📍🏠

(28:43) “Sleep is antisocial” 😴🤐

(30:12) “Health decisions” 🍎🤔

(34:56) “Archetypes of Don’t Die” 🦁💊

(36:42) Growth Vectors 📈

(40:18) “Health as a status signal” 🍎✅

(43:13) “Speed of aging” ⏳👴🏻👵🏻

(46:50) “Bad things can happen” ☣️

(49:02) Extra Virgin Olive Oil 🫒🫙

(50:17) À La Poubelle vs. Fantastique 🗑️✨  

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In this episode, The Gstaad Guy sits down with Lori and Marci Hirshleifer, co-owners of the iconic luxury boutique Hirshleifers, to explore how a century-old family business has adapted, grown, and thrived in this day and age.

This conversation traces what it’s like to work alongside family, and how creative and strategic decisions are made when curating collections. Lori and Marci reflect on their role in sparking the global handbag charm trend, and how Hirshleifers has consistently stayed ahead of the curve through bold buying choices and a sharp eye for what’s next. They go on to share how they've developed a unique presence online, and how the boutique continues to stand out through its carefully curated mix of legacy labels and emerging designers.

Filmed at Casa Cipriani New York’s Liberty Corner Suite.

Timestamps:

(00:00) Intro ✨

(04:20) Family businesses 🧑‍🧑‍🧒‍🧒 💼

(07:00) Social media journey📱🚀

(08:30) Unique collections 🌟

(10:00) “Are you inspired by other stores?”💡🛍️

(10:56) Relationship with Virgil Abloh 👑

(13:28) Handbag charms 🔗👜

(15:02) Growth & change of life 📈🌱

(17:18) Category of style 🔠 😎

(20:26) Tips for business 💡🏢

(22:28) Working with family 🧑‍💻👩‍💻👨‍💻

(23:16) “Approach to business” 🎯 💼

(25:47) Detaching from the family business ⛓️‍💥 🧑‍🧑‍🧒‍🧒 💼

(28:27) “Decision making process for stocking brands?” ⚖️

(29:40) À La Poubelle vs. Fantastique 🗑️✨  

(32:16) Age to wear designer pieces 🔞👗👕

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