Open Residency

Caleb Ralston, Founder and Brand Strategist at Ralston, shares his expertise in building impactful brands and generating engaging content. He introduces the Brand Journey Framework, a four-question system for effective branding. Caleb emphasizes the significance of personal storytelling, authenticity, and the 80/20 content rule for balancing expertise with personality. He discusses platform-specific strategies and the importance of assembling a solid content team, offering key insights that help creators stand out in a crowded market.

Nick Shackelford, Head of Retention and Partner at BREZ, oversees over $200M in ad spend. He shares insights on how creative content has become the cornerstone of ad targeting in 2025. Nick discusses effective customer acquisition frameworks and retention strategies that slashed BREZ's churn from 24% to 17%. He reveals conversion tactics, the impact of mobile-first design, and how brands like Drake’s leverage subtle content strategies to boost engagement. This conversation is a treasure trove for marketers looking to navigate the modern advertising landscape.

Kent Yoshimura, Co-Founder & CEO of Neurogum, reveals how he turned TikTok into a powerhouse for his brand, driving over $100 million in revenue. He shares insights on a data-driven content strategy that emphasizes genuine creator partnerships. The discussion also dives into maintaining strong employee retention through effective hiring practices and the pivotal role of mental endurance in entrepreneurship. Kent details the challenges of retail expansion and the impact of their viral marketing tactics, making for an inspiring conversation on innovation and growth.

Join Ryan Bartlett, CEO of True Classic, who transformed from a failed poker player to leading a brand with a near $1B valuation. He shares insights on evolving marketing strategies, prioritizing customer feedback for product innovation, and optimizing website design to elevate average order values. Ryan emphasizes the importance of strong team culture and the art of customer service in building brand loyalty. With a focus on strategic hiring and leveraging technology, he reveals the secrets behind scaling a successful direct-to-consumer business.

⚡️ BTS & More: www.openresidency.com/nate-checkettsIn this episode, I sit down with Nate Checketts, co-founder and CEO of Rhone, to unpack how a luxury performance-apparel brand went from a single pant to a nine-figure omnichannel business with NBA deals, retail success, and a wildly unique internal wellness system.We dive into:Building Rhone from the ground up into a category-defining brandTheir “12 Pursuits” framework: a monthly habit system blending physical and mental wellnessHow breathwork, sleep tracking, and community-driven wellness drive real performanceThe origin of GoldFusion and how Rhone rethought sustainability (without the greenwashing)Lessons from launching women’s and becoming a multi-category brandBuying out L Catterton and re-taking full control of the businessHow Rhone’s retail strategy beats the odds—and makes moneyWhy investing in mental fitness may be Rhone’s true legacyThis episode goes deep into the systems behind both a high-performance company and a high-performance life. Enjoy the conversation!Chapters00:00 Intro01:05 Start01:37 Rhone’s Approach to Mental Health02:12 The 12 Pursuits Program03:42 Creating Healthy Habits and Company Culture08:59 Monthly Focus: Sleep and Hydration13:29 Monthly Focus: Breath Work20:03 Goal-Setting with Family: Systems for a Meaningful Life30:35 How Nate Structures His Day for High Performance35:38 The Science Behind Rhone’s GoldFusion Technology39:01 The Complexities of Sustainability in Fashion40:29 Fabric Innovations That Actually Matter41:17 Expanding the Line: Product Strategy and Pivots43:10 What Focus Groups Really Reveal About Your Brand46:14 Big Inventory Mistakes and Product Flops49:13 Launching Women’s: Why It Took 8 Years54:41 Partnerships with NBA & LPGA56:45 Marketing in 2025: Influencers, CPMs, and Real Brand Loyalty01:11:52 How Rhone’s Retail Stores Actually Turn a Profit01:20:48 Building an Efficient Retail Footprint01:21:31 Distribution Risks and Channel Strategy01:23:55 Long-Term Brand Positioning01:25:03 Advice for Breaking Into Wholesale Retail01:26:41 Buying Out L Catterton: How and Why01:34:43 How Long-Term Thinking Changed the Business01:38:34 Leadership Lessons from Nate’s Father01:39:54 50+ Investments: What Nate Looks for in Founders01:45:24 Lightning Round: Favorites, Systems, and Sneaky Wins01:50:46 How Big Can Rhone Be?01:52:08 OutroLinks Mentioned:Big Ass Calendar: https://jesseitzler.com/products/the-big-a-calendarAtomic Habits by James Clear: https://amzn.to/3YwIgAlThe 5 Minute Journal / Productivity Journal: https://amzn.to/42G34rDEOS Operating System (Traction): https://amzn.to/4lqWvRfSportsish (by Nate’s sister): https://www.instagram.com/sportsish/🎙 Guest:Nate Checketts, Co-Founder & CEO of RhoneInstagram: https://www.instagram.com/natechecketts/Rhone: https://www.instagram.com/rhone/LinkedIn: https://www.linkedin.com/in/natechecketts/Website: https://www.rhone.com/📬 Get in Touch:Instagram: https://www.instagram.com/openresidency/LinkedIn: https://www.linkedin.com/in/markmastrandrea/Website: https://openresidency.com/Contact: info@openresidency.comPowered by IKONICKGet 30% off motivational art at https://ikonick.com/openresidencyUse code: OPENRESIDENCY30

In this episode, I sit down with Oliver Zak, co-founder of Mad Rabbit, to break down his journey from launching a DIY skincare product in a crockpot to securing a Shark Tank deal with Mark Cuban and scaling into major retailers like Walmart.We dive deep into:What really happens after a Shark Tank deal and its long-term impactThe business of tattoos and how Mad Rabbit is disrupting an overlooked industryThe power of TikTok, influencers, and affiliate marketing in scaling a DTC brandSucceeding in retail & WalmartRaising venture capital, working with investors, and the lessons learned from Mark CubanHow community-building is at the core of Mad Rabbit’s successOliver doesn’t hold back on the realities of fundraising, navigating competition, and marketing strategies that drive real revenue. If you're an entrepreneur, a brand builder, or just someone interested in scaling a consumer product, this episode is packed with insights you won’t want to miss.00:00 Intro01:00 Early Life and Family Influence02:28 High School and College Ventures04:25 Learnings as a Generalist05:41 Oliver’s First Business06:29 Founding Mad Rabbit07:42 Developing the First Product in a Crockpot08:33 Process for FDA Regulations09:22 Company Breakdown from $0-$3 Million11:00 Shark Tank Experience17:33 Advice for Shark Tank / Raising Capital18:02 Business Behind the Tattoo Industry21:00 What a Shark Tank Deal Looks Like After the Show23:05 Revenue Effects from the Show24:00 VC Effects of Deal with Mark Cuban25:15 Challenges with Raising Money27:18 Communicating with Investors28:10 Advice on Raising Money29:02 Utilizing Investor Money31:06 Working with Walmart33:03 Getting into Walmart / Brokers36:35 Using TikTok to Drive In-Person Sales38:13 Succeeding in Retail42:45 Approach to Competition in the Space44:07 Marketing Mix45:57 Affiliate Program Infrastructure53:22 Incentivizing Affiliates55:57 Tattoo Artist Pro Team58:22 Tips for Building Community1:00:11 Mad Rabbit’s Creative Space1:01:53 Most Impactful Marketing Initiative1:04:57 The First Thing You Should Do to Build Community1:06:30 Biggest Failure1:08:39 Lessons from Mark Cuban1:10:01 Biggest Regret from Raising Money1:10:49 Lightning Round1:15:36 Weapons of Choice1:17:49 How Big Can Mad Rabbit Be?1:18:55 OutroHard Things about Hard Things: https://amzn.to/4bBXhGFInstagram: https://www.instagram.com/olvrzk/LinkedIn: https://www.linkedin.com/in/oliverhzak/Website: https://www.madrabbit.com/Instagram: https://www.instagram.com/openresidency/LinkedIn: https://www.linkedin.com/in/markmastrandrea/Website: https://openresidency.com/Contact: info@openresidency.comGet a 30% discount on the best motivational art from IKONICK at https://ikonick.com/openresidency (use code: OPENRESIDENCY30)ChaptersLinks MentionedGuest: Oliver Zak, Co-Founder & CEO of Mad RabbitGet in TouchPowered by IKONICK

In this episode, I sit down with Manny Lubin, co-founder of Slate Milk, to unpack the journey from a simple idea in 2017 to becoming a dominant player in the protein drink market. Manny shares hard-hitting lessons on brand positioning, product innovation, and some keys to winning in the beverage industry.We talk about: The early struggles of launching a better-for-you chocolate milk How Slate Milk stacked TAM’s to find its niche between bodybuilder protein shakes and chocolate milk The business of dairy including ultra-filtration, removing lactose, and optimizing for a low sugar, high protein product Raising over $30 million with key investors like Peter Rahal (RXBAR) and Drew & Amanda Cohen (Yasso) The Shark Tank experience Leveraging influencer marketing, UFC partnerships, and retail expansion to scale The biggest mistakes in CPG fundraising and marketingWhether you're an entrepreneur, fitness enthusiast, or just fascinated by building a challenger brand, this episode is packed with tactical insights you won’t want to miss.00:00 Intro01:15 Brand Positioning, Starting Slate04:21 Target Audience and Market Growth05:13 Core Thesis of Slate07:14 Market Analysis, Stacking TAM’s09:54 Masterclass on Dairy Industry11:29 How Slate Makes Their Product12:45 Deep Dive into Product Development20:32 Mistakes When Building the Product22:01 Raising $30M and Investor Insights22:33 Advice from Peter Rahal, RxBar23:33 Advice from Nick Rellas, Drizly25:04 Advice from Drew and Amanda, Yasso27:32 Choosing Board Members28:42 Slow vs Fast Growth29:20 Board Seat Deal Structure30:39 Common Blindspots in Business31:45 Meeting with Stu Klane, Chobani33:26 Working with Skyview and Riverbank34:39 Advice when Raising Money35:24 Partnering with Maxx Crosby36:30 Intro with the UFC38:14 Launching with Kickstarter39:35 Marketing: Overarching Strategy41:26 Working with the UFC, Deal Structure44:08 Marketing: Top Funnel44:38 Influencer Partnerships49:24 Marketing: Middle Funnel53:14 Retail Strategies and Field Team Operations55:00 Succeeding In Stores, Advice from Retail Managers59:23 Getting in Whole Foods59:49 Direct to Consumer Buyer Funnel01:03:30 Fitness Influencers01:04:17 Cavinder Twins01:05:20 New Initiatives01:06:48 New Product Sneak Peek01:07:42 Operating as a Remote Company01:08:44 Co-Founder Dynamics01:11:28 Scaling Challenges01:12:27 Measuring Success01:13:05 Mental Resilience01:14:24 Misconceptions About Shark Tank01:16:35 Lightning Round01:23:27 How Big Can Slate Be?01:26:24 OutroGuest: Manny Lubin, Slate MilkInstagram: https://www.instagram.com/mannylubin/ / https://www.instagram.com/slatemilk/LinkedIn: https://www.linkedin.com/in/manny-lubin-56329785/Website: https://slatemilk.com/Get in touch in the comments below or head to:Instagram: https://www.instagram.com/openresidency/LinkedIn: https://www.linkedin.com/in/markmastrandrea/Website: https://openresidency.com/Contact: info@openresidency.comPowered by IKONICKGet a 30% discount on the best motivational art from IKONICK at https://ikonick.com/openresidency (use code: OPENRESIDENCY30)

In this episode, I sit down with Bill Shufelt, co-founder and CEO of Athletic Brewing, to discuss his journey from Wall Street to redefining non-alcoholic beer. Athletic Brewing has grown from an idea to a $800M valuation, disrupting an industry and carving out a new market in craft brewing.We talk about:- The bold decision to leave a lucrative hedge fund career for entrepreneurship.- The science and innovation behind brewing non-alcoholic beer.- Overcoming early rejection and building a loyal community.- Lessons on scaling, fundraising, and maintaining a strong company culture.Bill’s story is an inspiring testament to taking calculated risks and staying true to a mission. Whether you're an entrepreneur, craft beer enthusiast, or just curious about the non-alcoholic beverage revolution, this episode has something for you.Tune in to hear how Athletic Brewing is making waves while staying grounded in community impact.CHAPTERS00:00 Intro01:32 Leaving Wall Street02:12 Discovering the Need for Non-Alcoholic Beer07:28 The Importance of a Strong Support System10:30 Quitting a Stable Job15:09 Finding the Right Co-Founder: John Walker19:11 Launching the First Product23:55 Crafting Company Culture26:14 Working With the Right People27:50 Meeting Investors31:40 Launching, E-Commerce and Retail Distribution33:02 The Keys to Building Community36:40 Sober October, Dry January, Market Timing41:00 Navigating Fundraising42:52 Mistakes While Raising45:29 Scaling Manufacturing49:38 Advantages of Vertical Integration51:23 Tackling Supply Chain Issues53:25 Communicating Effectively With Investors55:03 Evolving as a CEO56:20 Hiring the Right People01:00:06 Expanding Internationally01:06:28 Giving Back Through Two for the Trails01:11:13 Evaluating Investments01:12:32 The Name01:13:36 Lightning Round01:18:28 Reflections / Learnings as CEO01:20:47 Best Advice01:21:35 Favorite Podcast01:23:35 Giving Flowers to an Entrepreneur01:25:11 How Big Can Athletic Be?Guest: Bill ShufeltInstagram: https://www.instagram.com/athleticbrewing/LinkedIn: https://www.linkedin.com/in/bill-shufelt-650059138/ / https://www.linkedin.com/company/athletic-brewing-company-llc/Website: https://athleticbrewing.com/Get in touch in the comments below or head to:Instagram: https://www.instagram.com/openresidency/LinkedIn: https://www.linkedin.com/in/markmastrandrea/Website: https://openresidency.com/Contact: info@openresidency.comPowered by IKONICKGet a 30% discount on the best motivational art from IKONICK at https://ikonick.com/openresidency (use code: OPENRESIDENCY30)

What does it take to secure $95 million and revolutionize an industry? Let’s find out. This episode features Dee Murthy - the founder behind Ghost, the brand who’s revolutionizing how businesses handle excess inventory. From building a successful apparel brand to hosting 907 episodes of his own podcast, this conversation covers the full spectrum of his entrepreneurial journey. We dive deep into: • Raw lessons from nearly a decade of podcasting • The untold stories of his fundraising journey • Why picking the right investors can make or break you • The real challenges nobody talks about This conversation goes deep into what it really takes to scale a venture-backed company. CHAPTERS 00:00 Intro 00:22 Lessons from 907 Podcast Episodes 02:15 Leveraging Podcasting in Business 03:56 Launching the Podcast: Early Days and Growth 06:08 Building an Audience and Content Strategy 10:57 The Importance of Niching Down 13:41 Podcast Learnings 15:52 Avoiding Burnout and Maintaining Relevance 20:19 Introducing Ghost: A Marketplace Solution 30:23 The Future of Retail and Distribution 37:18 Fundraising Journey: From Idea to Seed Round 44:03 Fundraising Challenges 46:06 Building the Business from Scratch 49:09 Pivoting to a B2B Marketplace 51:25 Navigating the Venture Capital Landscape 01:09:41 Hiring and Company Culture 01:15:01 Lightning Round and Final Thoughts Get in touch in the comments below or head to: Instagram: https://www.instagram.com/openresidency/ LinkedIn: https://www.linkedin.com/in/markmastrandrea/ Website: https://openresidency.com/ Contact: info@openresidency.com Guest: Dee Murthy Instagram: https://www.instagram.com/deemurthy/ LinkedIn: https://www.linkedin.com/in/deemurthy/ Twitter: https://twitter.com/deemurthy Website: https://ghst.io/ Powered by IKONICK Get a 30% discount on the best motivational art from IKONICK at https://ikonick.com/openresidency (use code: OPENRESIDENCY30 ) Note from Mark: If you landed on this page, I just wanted to thank you. This is the first episode of a new chapter that I am very excited about ! All feedback is greatly welcomed in the comments. I will read, respond and look to get better accordingly. I am going to continue to search for business operators that I am interested in and share my learnings with everyone. If you got any value from this episode, sharing it with a friend would mean a lot. Hope you enjoy!  - Mark