James Oliver, the founder of Atlas protein bars joined host Greg Glynn for a podcast discussion to share his entrepreneurial journey and business and his development of Atlas Bars.
Clean-Label Food Entrepreneur's Journey
James shared his journey of starting Atlas, a company focused on clean-label food products, inspired by his interest in nutrition and athletic performance. He explained how his curiosity about nutrition, particularly the conflicting information available, led him to dive deeper into understanding food science. James also discussed his athletic background, which included football, lacrosse, and endurance sports, emphasizing the importance of proper nutrition for performance and recovery.
Athlete-Focused Nutrition Journey
James discussed his journey of creating Atlas, a nutrition company focused on providing protein bars with balanced nutrition for athletes and active individuals. He explained that while sugar is not inherently bad, it is often overconsumed by sedentary individuals, but is necessary for athletes during high-intensity activities. James shared his personal motivation for starting Atlas, highlighting his extensive experience as a consumer of protein bars and his willingness to take a risk after graduating from Tufts University.
Entrepreneurial Growth and Adaptation
James shared his entrepreneurial journey, starting with selling bars from his parents' dining room and later funding his company through driving for Uber while training for ultramarathons in Boston. He described how he balanced Uber driving with business development, visiting gyms to sample his bars. James revealed that his company has been in business for 7 years and has gone through significant growth phases, reaching over a million dollars in sales when he was 23. He emphasized the importance of continuous evolution and improvement in business, comparing it to the mindset of athletes who must constantly adapt and progress to stay ahead.
Adapting Products to Market Trends
James and Greg discussed the importance of positioning products in response to market trends, similar to how athletes adapt to their competition. James emphasized the significance of authenticity in partnerships, particularly in the NIL (Name, Image, and Likeness) market, and suggested focusing on genuine product users who can genuinely endorse the product. They also touched on the potential for college athletes to promote products, highlighting the new opportunities presented by NIL.
Atlas Bars Online Sales Strategy
James explained that Atlas Bars are primarily sold online through their website and Amazon, with plans to expand retail presence once the company reaches a larger size. He noted that getting products onto store shelves is relatively easy, but removing them once there is much more challenging due to the overwhelming number of products consumers face. Greg encouraged listeners to check out Atlas Bars as a low-sugar, high-protein option, particularly athletes seeking such products.
Show Links
Connect with Atlas Bars on Social Media
https://www.facebook.com/atlasbars/
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http://tiktok.com/@atlasbars
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