In Episode 25 of BrandBusters, James and Sean sit down with Dylan Menter, founder of Bear Balanced, the world’s first creatine gummy brand. A Marine Corps veteran, SpaceX alum, and host of the How to Entrepreneur podcast, Dylan has built Bear Balanced into a category-defining brand in the booming sports supplement space.
In this episode, we dive into:
-The surprising origin story of Bear Balanced and how a gym mishap led to an industry-first innovation
-Why gummies have become a dominant format in supplements and how they compare to traditional powders in bioavailability and effectiveness
-The biggest challenges in launching a novel CPG product, from IP protection to manufacturing hurdles
-The role of Meta and Amazon in Bear Balanced’s explosive growth, including key insights on digital advertising and demand generation
-Lessons learned from navigating TikTok Shop, influencer marketing, and finding the right content strategy for high-performing ads
-Dylan’s "oh sht"* moment—how a $100K manufacturing disaster nearly sank the brand and the critical lessons learned in vetting suppliers
Dylan brings raw, unfiltered insights into what it takes to build a successful DTC brand, scale through paid media, and survive the ups and downs of entrepreneurship. If you're growing a CPG brand or thinking about launching one, this is a must-listen!
Follow Dylan on LinkedIn and Twitter for more insights, and don’t forget to subscribe to BrandBusters on YouTube, LinkedIn, X, or wherever you get your podcasts!

In Episode 24 of BrandBusters, James and Sean sit down with Martin Forde, a retail CPG sales expert whose career spans from PepsiCo to Dr. Squatch. Now running his own company, Martin helps brands craft winning retail strategies.
In this episode, we dive into:
-Why Martin chose to double down on retail sales over the popular DTC and Amazon-first approach
-Key considerations for brands moving from digital-first to brick-and-mortar, including retail readiness, pricing strategies, and retailer selection
-How DTC data can be leveraged to build a smart retail expansion plan
-The role of omnichannel strategies and the evolving synergy between digital and retail distribution
-The importance of execution at retail, including merchandising, marketing, and managing in-store compliance
-Lessons from the Dr. Squatch Walmart launch and navigating the challenges of retail pricing, Amazon competition, and trade promotions
Martin shares invaluable insights on retail expansion, retail media, and navigating the complexities of scaling in stores. If you're a CPG brand thinking about going into retail or looking to optimize your strategy, this is a must-listen!
Follow Martin on LinkedIn for more retail strategy insights, and don't forget to subscribe to BrandBusters on YouTube, LinkedIn, X, or wherever you get your podcasts!

In Episode 23, James and Sean chat with Daniel Schindler, Founder and CEO of the hydration brand, Buoy, covering:
-Differentiating within the saturated hydration category
-Prioritizing "convenience and clean" in product development
-Growing a DTC brand efficiently versus "at all costs"
-Managing investors and communication cadence
-Leveraging celebrities such as Chris Paul to endorse the brand vs. tapping into the medical community as brand ambassadors
Daniel (and his new pup) offer a great perspective for brands that are operating lean and agile and show growth can start slowly and then scale suddenly.