How I Built This with Guy Raz: Lenny & Larry’s Protein Snacks – Barry Turner

Release Date: February 24, 2025

In this compelling episode of How I Built This with Guy Raz, host Guy Raz delves into the entrepreneurial journey of Barry Turner, the co-founder of Lenny & Larry’s, a leading brand in the protein-packed snack industry. Barry’s story is one of resilience, innovation, and the challenges of building and maintaining a brand amidst personal setbacks and business decisions.

Early Life and Athletic Pursuits

Barry Turner’s path to entrepreneurship began long before he founded Lenny & Larry’s. Growing up in Hickory, North Carolina, Barry was a talented athlete, excelling in baseball until an injury left him deaf in one ear. Determined to continue his athletic career, he turned to wrestling during his time at Georgia State University.

Quote:

"I felt like this was the pinnacle of my sports career. Everything had led me to that moment."
— Barry Turner [06:46]

Barry’s dedication saw him auditioning for shows like Knights and Warriors and eventually landing a spot on the popular TV show American Gladiators, where he adopted the persona of Cyclone. However, his burgeoning career was cut short by a severe injury during a Powerball event, leading to the termination of his role on the show.

Quote:

"It was one of the most painful things I’ve ever gone through. I didn't know what I was going to do next."
— Barry Turner [19:10]

The Birth of an Idea: Protein Muffins

After recovering from his injury, Barry reconnected with his friend Benny Graham. The two shared frustrations over their monotonous bodybuilding diets and sought a more palatable way to incorporate protein into their meals. This conversation sparked the groundbreaking idea of infusing protein powder into everyday baked goods.

Quote:

"Why can't we put that protein in that muffin?"
— Barry Turner [23:00]

In 1993, armed with $1,400 and a DIY mentality, Barry and Benny launched Lenny & Larry’s by baking protein-rich muffins. Their initial trials faced challenges, with the muffins being hard and having a short shelf life. Undeterred, they partnered with Len Hoffman, a retired baker from Entenmann’s Bakery, who introduced a scientific approach to perfecting their recipes.

Scaling Up: Private Label Success

Lenny & Larry’s began gaining traction through private label partnerships, notably with Coffee Bean and Tea Leaf. Their reduced-fat scones became the coffee chain's top-selling product, leading to expanded offerings like protein brownies and cookies. This period marked significant growth, with Lenny & Larry’s servicing over a hundred Coffee Bean and Tea Leaf locations, generating substantial revenue.

Quote:

"Our first invoice was $13.20. That was our first sale."
— Barry Turner [32:29]

Despite the success, personal circumstances led Benny to relocate to Georgia in 2001, forcing Barry to make the tough decision to sell Lenny & Larry’s for $480,000. This sale was a moment of deep regret for Barry, who felt he had relinquished his vision for the brand.

Quote:

"That day was the worst day in my life."
— Barry Turner [65:56]

A Second Chance: Reacquiring the Brand

Six years later, in 2007, Barry seized an opportunity to reacquire 50% of Lenny & Larry’s from the new owners, Don Crouch and Jim Felder. Motivated by a renewed passion to build the brand, Barry set out to innovate beyond the original protein muffins.

He introduced the high-protein brownie, a novel concept at the time, and later the protein cookie. These products resonated with a broader audience beyond bodybuilders, targeting the average consumer seeking healthier snack alternatives. The protein cookie, in particular, became a massive hit, fueling exponential growth.

Quote:

"I just saw this as building a brand, not just a business."
— Barry Turner [52:00]

Exponential Growth and Challenges

By 2016, Lenny & Larry’s achieved impressive revenues of $94 million, primarily driven by the success of their protein cookies. However, rapid growth brought new challenges, including quality control issues and the pressures of maintaining brand integrity amidst increasing competition.

Barry remained steadfast in his commitment to quality and brand vision, focusing on offering "better bad" snacks—indulgent foods with added nutritional benefits. His philosophy was to provide consumers with healthier choices without sacrificing the pleasure of their favorite treats.

Quote:

"I created my own lottery. It was all the work and grind that got us here."
— Barry Turner [70:03]

A Painful Second Sale and Reflections

In 2016, faced with acquisition offers from larger corporations eager to capitalize on Lenny & Larry’s success, Barry made the difficult decision to sell 75% of the company to Lion Capital for $250 million. This second sale mirrored his feelings from the first, leading Barry to view it as the second worst day of his life. He expressed profound regret over relinquishing control and felt that the new owners failed to uphold the entrepreneurial spirit that defined the brand.

Quote:

"I wish I never would have sold my company."
— Barry Turner [65:57]

Barry highlighted issues such as poor management decisions and a lack of commitment to the brand’s original vision under the new ownership. Despite the financial success, the emotional toll of selling the company twice left Barry yearning for the times when he could directly influence the brand’s trajectory.

Lessons Learned and Moving Forward

Barry Turner’s journey with Lenny & Larry’s underscores the complexities of entrepreneurship—balancing innovation, growth, personal passion, and the hard choices that come with scaling a business. His story serves as a testament to the importance of staying true to one’s vision and the emotional challenges that accompany building a brand.

Quote:

"Luck wins you the lottery, I created my own lottery."
— Barry Turner [70:23]

Barry emphasizes that success is built through relentless work and dedication rather than mere luck. His experience illustrates the highs and lows of entrepreneurship, offering invaluable insights for aspiring business leaders.

Conclusion

Barry Turner’s story with Lenny & Larry’s is a rich narrative of ambition, innovation, and the bittersweet nature of business decisions. From humble beginnings and athletic pursuits to building a multi-million dollar brand and facing the emotional aftermath of selling it twice, Barry’s journey encapsulates the essence of what it takes to build something lasting and meaningful.

Quote:

"Doing what I wanted to do from the very beginning, which was build this brand. Money didn't excite me. Building my brand excited me."
— Barry Turner [52:00]

Barry Turner continues to serve on the board of Lenny & Larry’s, remaining quietly hopeful about the brand’s future while reflecting on his profound connection to its origins.

Notable Quotes:

1. "I felt like this was the pinnacle of my sports career. Everything had led me to that moment."
   — Barry Turner [06:46]

2. "Why can't we put that protein in that muffin?"
   — Barry Turner [23:00]

3. "Our first invoice was $13.20. That was our first sale."
   — Barry Turner [32:29]

4. "That day was the worst day in my life."
   — Barry Turner [65:56]

5. "I created my own lottery. It was all the work and grind that got us here."
   — Barry Turner [70:03]

6. "Luck wins you the lottery, I created my own lottery."
   — Barry Turner [70:23]

7. "I wish I never would have sold my company."
   — Barry Turner [65:57]

8. "Doing what I wanted to do from the very beginning, which was build this brand. Money didn't excite me. Building my brand excited me."
   — Barry Turner [52:00]

Barry Turner’s narrative is a poignant reminder of the passion and perseverance required to build a successful brand, and the emotional complexities that come with letting go of a creation one has poured their heart into.