Christian Guzman, founder of Alphalete and creator of Alphaland, joins the show to break down the real highs and brutal lows of building a multimillion-dollar brand from scratch. It’s tempting to assume overnight success when you see big launches and flashy gyms—but Christian walks us through the failed gyms, manufacturing mistakes, and sleepless decisions that built the empire. From ordering $2.5M in inventory without a finance team to managing influencer trends, middlemen, and changing buyer habits, he shares what it truly takes to scale.

00:00 Welcome to Alphaland
02:23 From first YouTube video to fitness icon
04:05 Choosing entrepreneurship over college
05:18 The humble beginnings of gym ownership
09:22 Pivoting to digital and apparel
10:45 Alphalete's birth and early growing pains
15:38 Building community through content
20:47 The costly lessons of scaling too fast
28:16 Learning the women's apparel market
33:49 How women became Alphalete's core business
36:46 Mastering production relationships
41:38 Nearly losing it all: financial turning points
45:46 Building a proper finance foundation
50:02 Adapting to evolving marketing landscapes
53:52 Reimagining the Alphalete brand
55:40 Thoughts on selling vs. building legacy
57:19 The 3D Energy drink adventure
1:02:28 Fighting to reclaim a stolen brand
1:05:53 Rebuilding 3D from the ground up
1:11:16 Managing multiple ventures and life
1:15:37 Confronting addiction and burnout
1:19:48 How Alphaland transformed a community
1:22:55 Vision for the brands' future

» Escape the 9-5 & build your dream life
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» My clothing brand, THRST
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» Follow Christian
Instagram: https://www.instagram.com/christianguzmanfitness
Website: https://alphaleteathletics.com

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