John Timar (Kill Cliff) - Why they doubled down on their core audience in times of doubt, How the Navy SEALs inspired the creation of the brand, and His approach to partnerships for growth

Our guest today is John Timar, CEO of Kill Cliff. Kill Cliff is America’s best-selling clean energy drink and the official drink of the Atlanta Braves. We discuss how the Navy Seals impacted John and led the founding of Kill Cliff, some of the creative marketing initiatives Kill Cliff has done the past few years including a partnership with Joe Rogan, why at one point they considered a rebrand, and how they doubled down on their core audience and release new SKUs. Without further ado, here’s John.

1. Why did you want to be a Navy SEAL?
2. What was the hardest part of becoming a SEAL?
3. What did you most learn from that experience?
4. How was the transition to civilian life?
5. How was the transition from SEALs into business?
6. What did you first do after the SEALs?
   1. Don’t have the community
7. Why did Todd Ehrlich found Kill Cliff? What was the insight? How did you know Todd?
8. When you say lost its way, give an example of something that the company did that was inauthentic to the brand?
9. What were some of the challenges going from enterprise to consumer?
10. How is it a better alternative to what’s out there?
11. Kill
12. What’s been the low points and tough moments within Kill Cliff?
13. When did you get involved? Why did you get involved? What was your first role?
14. How do you approach distribution since I’d imagine the Red Bull probably try to block you?
15. You were able to recruit John Brenkus as your CMO. How did you convince him to join and what has been the impact?
16. How do you approach partnerships?
17. What is Kill Cliff fight club?
18. When did you decide to get into CBD and why?
19. What’s the perception of energy drinks?
20. How did you raise capital?
21. Why were you promoted to CEO?
22. With your partnership with Rogan, has the controversy around him had any affect with Kill Cliff?
23. How do you approach new flavors and products?
24. One piece of advice?