Ep. 370 – Co-Founder & CPO, Jocko Fuel, Brian Littlefield

In today’s episode of the Second in Command podcast, Cameron is joined by Brian Littlefield, co-founder and Chief Product Officer of Jocko Fuel, as he shares his entrepreneurial journey and the strategic decisions that led to the company’s success in the highly competitive energy drink and nutritional supplement industry. Brian discusses the initial challenges of balancing roles and leveraging each co-founder’s strengths, emphasizing the importance of recognizing and admitting one’s own limitations. His narrative underlines the transformative impact of partnering with Pete Roberts and Jocko Willink, highlighting how their unique skill sets and leadership styles contributed to Jocko Fuel’s growth and innovation in product development, particularly within the niche of clean, health-focused ingredients.

The discussion explores the intricacies of navigating the business landscape, from managing direct-to-consumer strategies to expanding into retail spaces like Vitamin Shoppe and utilizing Amazon for broader reach. Brian articulates the company’s strategic approach to growth, including their cautious entry into the retail domain, the significance of understanding and leveraging Amazon’s platform, and the importance of subscription-based models for sustaining long-term customer relationships. His insights reveal a nuanced understanding of market dynamics, emphasizing the necessity of a strong foundation in direct-to-consumer sales before venturing into retail, to mitigate margin dilution and enhance brand recognition.

Reflecting on personal growth and leadership, Brian shares the evolution of his role within Jocko Fuel, transitioning from operational duties to focusing on his passion for product development. He candidly discusses the lessons learned in leadership, such as the value of patience, humility, and the ability to delegate, underscoring the importance of building a competent team and fostering a culture of trust and empowerment. His journey epitomizes the essence of entrepreneurial growth, not just in terms of business success, but also in the personal development that comes with navigating the challenges of co-founding a leading company in the wellness industry.


In This Episode You’ll Learn:

  • How Brian navigated the challenges of working with a co-founder, finding balance in their roles, and leveraging each other’s strengths to drive the company’s success.
  • Jocko Fuel’s journey to innovation in the crowded energy drink and nutritional supplements market, focusing on clean ingredients and a holistic approach, rooted in personal experiences and the quest for health and wellness.
  • Insights into strategic market expansion, starting from a niche manufacturing company to becoming a recognized brand in the functional foods and beverages space.
  • The strategic decision-making process behind entering retail spaces and online markets like Amazon.
  • How Jocko Fuel has built a strong brand identity through authentic messaging and strategic marketing, focusing on their unique value proposition in the health and wellness sector.
  • The importance of subscription-based models for sustaining long-term customer relationships and driving revenue, with over 50% of Jocko Fuel’s customers on recurring subscriptions.
  • Brian’s personal growth as a leader, the challenges of scaling a team, and the shift towards focusing on areas of passion and expertise.
  • How Jocko Fuel adapted to remote work, maintaining team connectivity, and the importance of face-to-face interactions in fostering team spirit and collaboration across remote teams.
  • And much more…


Connect with Brian: Website | LinkedIn

Connect with Cameron: Website | LinkedIn

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