James Smith: Building Neutonic into a Billion Pound Brand

James Smith knows a lot of people think he’s a prick. He’s fine with that.

He started as a personal trainer, picked fights with every diet tribe going, and didn’t even agree to his first book deal. Today he’s a bestselling author and a co-founder of Neutonic, the productivity drink he built with Chris Williamson, Luke Betts and Shan Hanif. He says it’s now valued at over $100 million. None of the four had any experience running a drinks company. By his own admission, they’re winging it.

James Smith joins hosts Jack Frimston and Zac Thompson for the most honest conversation we’ve had about building a consumer brand from a following. He explains why he upsets vegans, keto people and Formula One fans on purpose, why Joe Wicks could never get away with what he does, and why he tells people to buy a can of C4 if they’re shopping on price.

He breaks down what nobody tells you about drinks: Prime’s cans ending up in the bargain bin, Walmart asking for 11 SKUs per store, the $1 million bill for cardboard displays in one retailer, and the investors who called a £150,000 first-year profit stupid. He explains why the founders haven’t taken a penny, why he’s a million in the hole, and why he thinks that once Neutonic reaches the size they’re hoping for, they’ll get rid of him.

Along the way: the investor who lent them his helicopter and the LinkedIn backlash that followed, 3am calls to the US, why he refunds customers personally, why most creators think their audience is thick, what’s really wrong with Chris Williamson, Matthew McConaughey, the mistake in Jordan Peterson’s most-viewed video, and why young people are psychos.

Chapters

00:00:00 Welcome to the Show: Meet James Smith, Founder Turning Newtonic into a Billion Pound Brand

00:01:20 The Problem We Solve: Why Productivity Could Be the New Fitness

00:03:25 The Drug-Fueled Book Writing Sessions: Modafinil, Clenbuterol, and Getting Sh*t Done

00:05:35 How Newtonic Was Born: From Hammersmith Apollo to Hiding Ghost Cans Backstage

00:12:27 Selective Polarization: Pissing Off Vegans, Keto People, and Everyone Who'll Never Buy

00:16:55 Leading with Honesty: Money Back Guarantees, Refunds, and Why It's Actually Selfish