Beyond Personal Brand - From 5M Followers to $340M Revenue
(6 min read) Mike Rashid on building actual businesses through credibility, quality, and delegation.
Mike Rashid ran from the US Marshalls for 7 years before getting caught…and then he beat the charges. It’s a wild story, but not the one we’re here for.
Today, Mike is a fitness, wellness, and mindset Mogul with a capital “M”.
Mike’s audience numbers ~5 million across social, but he’s built businesses that generate hundreds of millions of dollars a year in revenue.
Very few Creators can say that, and almost all of them have tens of millions of followers.
What can we learn from his approach and his success?
Let’s get into it!
Alpha Shred - Subscription fitness challenge app (owned)
The Ambrosia Collective - Fitness supplements (owned)
Trifecta - Performance meal delivery (investor, managing partner)
Snack House Foods - Healthy keto snack company (owned)
Sacred Society - Business, mindset, and lifestyle coaching (owned)
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Credibility is a Value Multiplier
Mike started his Creator journey as a fitness coach, and that baseline experience is what enabled him to build out the many businesses he has today.
The through-line for Mike’s businesses is that they all require credibility (trust) to capture a customer.
For some - Alpha Shred (fitness app), Sacred Society (coaching), and Trifecta (meal delivery) - they’re subscription services, and recurring payments require trust that you’re getting the value you’re paying for.
For others - Ambrosia (supplements), Snack House (keto snacks), and his digital fitness content - it’s because there are lots of competing options, so high trust helps drive consumption decisions.
When choosing a vertical, segment, or creative direction, if at all possible, pick the one you have the most credibility in.
Credibility could mean:
The reason to go for credibility over, say, market opportunity, is this:
Without credibility, your potential upside will be capped.
Because, when faced with a choice, people on average end up choosing the more credible option.
Focus on Quality
One thing that’s clear from talking to Mike is that he’s incredibly proud of the quality of his products.
He doesn’t just talk about quality, though - he does the work behind the scenes to substantiate that quality.
By not releasing a product until it’s “hater-proof”, he can turn the skeptics into free marketing.
He likens this approach to the Japanese martial art, Aikido.
Build Something You Can Sell
Mike has two kinds of businesses - cash businesses and equity businesses.
His cash businesses include:
Alpha Shreds fitness challenge app
Sacred Society coaching
These are businesses where he is at the center of the product. $1 made means close to $1 in his pocket, but he’ll never sell more product than he has followers.
The upside of these businesses is limited to who knows him…and he’s not that interested in promoting himself.
His equity businesses are
The Ambrosia Collective
These are companies with products that are separate from him.
You might discover protein powder from The Ambrosia Collective at GNC or Sprouts without ever knowing Mike owns the business.
These companies also have much higher product and operating costs - they require inventory acquisition, warehousing, shipping, marketing, etc.
As a result, Mike makes far less in cash from these businesses than they actually bring in…
But these businesses are prime acquisition targets in success, and his ownership stakes could be worth multiples on the profit or revenue of each business.
If The Ambrosia Collective hits $50 million in revenue and is profitable with 10%-20% margins, he could sell it for $50-$100 million.
That’s a lot more than what he’d make taking a salary and profits.
This is also why he doesn’t really do brand deals.
Cash flow is important, but if you have your expenses and your emergencies covered, build something you can sell (or get a piece of the companies that want to work with you).
The upside is potentially much higher.
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Mike has managed to offload the selection, management, and operations of his stack to a team he trusts so much, he doesn’t worry about it anymore.
That’s the dream!
Here’s what his operation looks like to him:
Partnerships - Anooj Desai
They worked together back in the day when Anooj worked at Fullscreen and Mike was in the MCN’s network.
Marketing / Growth
Content - In-house
3 video editors
1 content manager
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