Ghost Wasn’t Created To Be A Billion-Dollar Brand. That’s Why It Is One.

When Ghost co-founders Dan Lourenco and Ryan Hughes launched their fitness and lifestyle brand in 2016, they weren’t chasing headlines or quick exits. They were trying to build a company that felt like a movement. 

From the outset, Ghost resonated with a younger, influencer-savvy audience drawn to its bold, candy- and snack-inspired fitness supplements – flavors like Warhead and Sour Patch Kids brought a nostalgic twist to recovery powders and wellness products. Building on this momentum, the brand expanded into energy and hydration beverages, achieving broad distribution across major U.S. and international retailers while cultivating a strong direct-to-consumer presence. In a significant endorsement of its growth and potential, Keurig Dr Pepper acquired a 60% stake in the company for $990 million in October, with plans to purchase the remaining 40% by 2028.

So how did a company that deliberately avoided a traditional marketing playbook become a household name in sports nutrition and energy?

In a candid conversation, Dan pulls back the curtain on Ghost’s rise — from behind-the-scenes YouTube videos to blockbuster licensing deals and national shelf space. He explains why authenticity remains the brand’s North Star — and why, for Ghost, that goes beyond simply being founder-led. Dan also reflects on the personal journey behind the business: how stepping away from social media helped him regain focus, and what scaling a brand taught him about leadership, growth, and staying grounded.

Show notes:

0:25: Dan Lourenco, Co-Founder & CEO, Ghost – Dan talks about Ghost’s mission to become a “100-year brand” built on authenticity, innovation, and community, and how, despite selling a majority stake to Keurig Dr Pepper (KDP), Ghost has retained its founder-led identity. He also discusses why the brand’s growth has been rooted in transparency rather than traditional marketing, how differentiation lies in purposeful innovation, and why the company approaches licensing more selectively than in the past. Dan explains how Ghost’s expansion into functional beverages was driven by organic customer behavior, and why he emphasizes staying nimble, preserving brand values, and maintaining a startup mindset. He also reflects on the challenges of founder wellness, learning to balance personal fulfillment with leadership, stepping back from personal social media and how he advises entrepreneurs to focus on what truly matters.

Brands in this episode: Ghost, Warheads, Sour Patch Kids, Skittles, Cinnabon