Unpacking a Triumph Over Adversity

AJ was abandoned at 14, hid his childhood from everyone including his wife, but now runs an 8-figure wellness company.

AJ Williams is the founder of Revel Saunas, a business built on obsession, data, and a drive to prove what's possible when you put the middle finger up to adversity. He aimed to hit $3 million in revenue within 12 months, but did it in the first and is now at over $30M.

In this episode of Chew the Fat, AJ opens up about escaping domestic violence, sleeping in cars, and hiding the truth about his upbringing for most of his life. He also breaks down the exact research process he used to find market gaps, why his first pitch deck hit every number he forecasted, and the moment he realised he wasn’t just building a business - he was building a legacy.

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