E083 - $100M/Entrepreneur's Framework to Scale Your Business (copy & paste) | Maxx Chewning
Apr 6, 2025
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Maxx Chewning, an entrepreneur and YouTuber known for his fitness content and the creator of Sour Strips, shares his journey from juggling a corporate job to launching a successful candy brand. He candidly discusses the challenges and lessons learned in entrepreneurship, like transitioning from clothing to candy, the impact of influencer marketing, and maintaining brand identity. Maxx emphasizes the importance of community engagement and reinvesting profits, revealing that passion, consistency, and calculated risk are key to scaling a business successfully.
Maxx Chewning's entrepreneurial journey showcases the importance of consistency, calculated risks, and staying true to one's passions for success.
Effective influencer marketing played a crucial role in the rapid launch of Sour Strips, selling 20,000 bags in the first hour.
Chewning's transition from a corporate job to entrepreneurship highlighted the chaotic but rewarding balance between social media growth and professional responsibilities.
The sale of the candy brand to Hershey's provided financial security, allowing Chewning to prioritize personal and family life alongside business aspirations.
Deep dives
Launch Strategies and Influencer Marketing
A successful launch strategy was crucial for the candy brand, with the founder using influencer marketing to gain traction. By building a list of 300 influencers, he engaged them by sending product samples and encouraging unboxing videos. This approach created a buzz that led to selling 20,000 bags within the first hour of launch. Following a restock, another 20,000 bags sold out in just 30 minutes, demonstrating the effectiveness of leveraging influencer networks.
Transition from Corporate Life to Entrepreneurship
The founder transitioned from a corporate job to focusing on his social media career and starting a gym. Initially unaware of his entrepreneurial path, he took the leap into content creation, which allowed for flexibility and the eventual founding of his candy brand. Balancing his time between job responsibilities and growing social media presence was chaotic yet managed. Ultimately, he realized he was ready to fully commit to entrepreneurship when his social media earnings began to exceed his corporate income.
Overcoming Challenges in Starting a Candy Brand
The founder faced numerous hurdles in establishing the candy brand, including difficulties in finding a reliable manufacturer. Initial attempts involved partnerships with individuals lacking experience, leading to stalled progress. After relocating to Texas, he reevaluated and took charge of the brand himself, which allowed for a more direct approach. Finding a proper manufacturer who could accommodate a smaller-scale operation proved vital for launching the brand successfully.
The Importance of Brand Identity and Marketing
A key aspect of the brand's success was its distinct identity and marketing approach. Rather than tie his personal brand directly to the candy line, he ensured it could stand alone and appeal to a broader audience. This strategy was intentional, as he wanted the brand to thrive independently while being relatable to consumers. The eye-catching design, along with effective social media marketing, helped the brand resonate with candy enthusiasts.
Scaling the Business through Online and Retail Growth
With strong online sales initially, the company experienced significant growth, particularly during the COVID-19 pandemic. The founder reinvested profits back into the business, allowing it to expand distribution into major retailers like Target and Walmart. Efficient reinvestment strategies enabled larger product orders, which kept up with the growing demand. The organic growth in retail partnerships was fueled by the brand’s online popularity and visibility.
Navigating the Acquisition Process
The acquisition of the candy brand by Hershey's occurred after its rapid growth and established market presence. The founder grappled with the decision, weighing personal pride against the financial security the sale offered. By choosing to sell, he aimed to leverage the resources of a larger company to support the brand's future growth and legacy. Despite selling, he continues to play a role in brand management, maintaining a connection to the vision he created.
Balancing Personal Life with Business Commitments
Throughout his entrepreneurial journey, the founder emphasized the importance of personal and family life alongside business success. As he prepared for potential fatherhood, he recognized that selling the company could provide the financial stability to support his family. He aimed to foster a balanced environment where his children could pursue their ambitions without pressures from inherited expectations from the family business. His commitment to ensuring their independence highlights his forward-thinking and family-first approach.
The entrepreneurial journey is often glamorised—start a business, build a following, and success will come easy. But Maxx Chewning's story reveals a different reality: one built on consistency, calculated risk, and staying true to your passions. From juggling a corporate job while building a YouTube channel, to turning his love for candy into the wildly successful Sour Strips brand, Maxx has never taken the easy route.In this episode, Maxx opens up about the years of trial and error behind his fitness content, why he walked away from his clothing brand, and how reinvesting, storytelling, and community built a brand that now sits on the shelves of major retailers. We also dive into what it really takes to scale a business without giving up control—and why doing what you love can be your most strategic move.0:00 Introduction to Maxx Chewning1:37 Mike's experiences in America and Texas weather3:29 Maxx Chewning's relocation and starting District Barbell gym6:50 Early collaborations and decisions in Texas10:00 Building a niche in YouTube and bodybuilding forums13:35 Juggling a job with YouTube and early sponsorships17:45 Launch and evolution of Ever Forward and Sour Strips25:38 Challenges and strategies in starting and scaling Sour Strips34:55 Influencer marketing and brand differentiation41:22 Business growth, employee care, and COVID's impact44:21 Retail approaches and protecting the business50:41 Financial risks and strategies in retail expansion53:20 Preparing for business exit and Hershey's acquisition1:02:46 Post-acquisition obligations and Sour Strips' legacy1:07:24 Maxx Chewning's personal life and future endeavors1:12:20 Discussing candy in the fitness industry1:15:52 Balancing fitness with candy entrepreneurship1:19:29 Instilling ambition in children and managing creativity1:23:00 Personal life balance and content planning1:28:38 Audience engagement and content relatability1:33:01 Home building and design collaboration» Escape the 9-5 & build your dream life - https://www.digitalplaybook.net/» Transform your physique - https://www.thrstapp.com/» My clothing brand, THRST - https://thrstofficial.com» Custom Bioniq supplements: https://www.bioniq.com/mikethurston • 40% off your first month of Bioniq GO • 20% off your first month of Bioniq PRO» Join @Whoop and get your first month for free - https://join.whoop.com/mikethurston» Follow Maxx«YouTube: https://www.youtube.com/channel/UCRZAa0ay5dZT71_efD-YlOgInstagram: https://www.instagram.com/maxxchewning/?hl=enTikTok: https://www.tiktok.com/@maxxchewning?lang=en
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