Beyond the Mat From Juice Bar to Cult Status: The Story of Joe and the Juice with Kaspar Basse
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May 8, 2025 
Kaspar Basse, the visionary founder of Joe & The Juice, discusses his remarkable journey from a small juice bar to a global lifestyle brand. He shares insights on the importance of company culture and employee motivation, explaining how standout employees can drive performance. Kaspar reveals the challenges of scaling while maintaining authenticity and reflects on his admiration for disruptors that shaped his brand. He emphasizes wellness, balancing fun with work, and staying true to oneself as keys to success.
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Concept From Sports And Starbucks
- Kaspar Basse built Joe & The Juice by combining admiration for Starbucks with sports nutrition needs.
- He designed a fresh, made-on-order product system tied to clear brand ambition and identity.
Humble Bootstrap Beginnings
- Kaspar invested his small redundancy payout of about $40,000 to open the first store and ran every role himself.
- Early equipment was basic, like an ice machine making only 16 cubes per hour, forcing patient hustle.
Recipes Built On Nutrition Science
- Kaspar formulated juice recipes around nutrient interactions to maximise absorption and effect.
- He treated juices as functional sports nutrition rather than merely trendy beverages.
