June 03, 2025

“We Sold Out 9 Times In 12 Months!” - Why Steve Chapman Walked Away From a $60M Brand To Start Again (& What He’s Doing Differently This Time)

56 minutes

In this episode, we sit down with Steve Chapman — the man who built not one, but TWO powerhouse beverage brands. Steve is the founder of Shine (which hit over $60 million in sales and was stocked in over 7,000 stores) and now the creator of Hyro, the fast-growing hydration brand that’s shaking up the wellness space in Australia and beyond.

In this episode, Steve shares how he rebuilt himself from the ground up, what it really takes to walk away from a $60M brand, and the hard lessons he learned the first time around. We talk about the “death” of his old identity, the sacrifices of fatherhood, and why he believes true success is about doing something you love with people you love.

You’ll also get a behind-the-scenes look at how Hyro was built — the wild marketing moves, how they sold out of stock 9 times, and why athletes and celebrities invested in the brand (not just promoted it). From branding strategies to mental health to building a community-first company, this episode is packed with both business gold and real-life wisdom.

In this episode:

Why Steve left his $60M brand Shine to start all over again with Hyro.
How a surprise pregnancy forced him to cancel his break and go all-in on a new business.
The biggest mistakes he made with Shine and how he avoided them when building Hyro.
Why focusing on branding and community from day one helped Hyro sell out 9 times in 12 months.
How running marathons in a Hyro suit and hand-delivering drinks became his growth strategy.
The pitch that convinced athletes and influencers to invest in Hyro (not just promote it).
The moment Steve realised he was chasing the wrong definition of success.
How becoming a dad changed his entire approach to business, time and life.
The harsh truth about hustle culture and why the cost of building a brand is rarely talked about.
What Steve would tell every first-time founder about staying profitable from day one.

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By Dylan Mullan