The Foundr Podcast with Nathan Chan 589 : The Mad Scientist Behind One of America’s Fastest Growing Supplement Brands | Brian Littlefield (Best of Foundr)
Sep 19, 2025
Brian Littlefield, co-founder and Chief Product Officer of Jocko Fuel, shares his inspiring journey from an overweight, directionless life to building a thriving supplement brand. He discusses the pivotal partnership with Navy SEAL Jocko Willink, emphasizing the brand's integrity and customer loyalty. Littlefield's 'mad scientist' method for creating effective products, alongside lessons from Brazilian jiu-jitsu on discipline and resilience, showcases how quality and trust can set a brand apart in a crowded market.
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From Health Crisis To Supplement Founder
- Brian Littlefield transformed from being obese and directionless to founding a supplement business after a health wake-up call in his twenties.
- He used his science curiosity and personal health journey to open a supplement store and later co-found the company that became Jocko Fuel.
How Jocko Joined The Team
- Jocko Willink connected with Pete and Brian after a long call and joined their small Maine operation, impressed by shared values and jiu-jitsu culture.
- Jocko originally joined Origin and fueled the launch of their supplement side, aligning on 'people before profits.'
Trust Multiplies Through A Personal Brand
- Naming the brand after a trusted person accelerates consumer trust for ingestible products.
- Brian says Jocko's reputation gave them immediate credibility that a generic brand wouldn't.
