2632: Supplement Wizard & Organifi Founder Drew Canole

Summary

Podcast Summary: Mind Pump Episode 2632 – Supplement Wizard & Organifi Founder Drew Canole

Release Date: July 3, 2025

In Episode 2632 of Mind Pump: Raw Fitness Truth, hosts Sal DiStefano, Adam Schafer, and Justin Andrews engage in an in-depth conversation with Drew Canole, the founder of Organifi. This episode delves into the intricacies of the supplement industry, product innovation, business challenges, and personal growth, providing listeners with valuable insights into both the science and the passion behind Organifi's success.

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1. Introduction to Drew Canole and Organifi

The episode kicks off with Sal DiStefano introducing Drew Canole as a "supplement wizard," highlighting his expertise in bringing effective supplements to market. Drew's company, Organifi, is praised for pioneering products like Shilajit gummies and Happy Drops, which have set trends within the supplement industry.

Notable Quote:

Sal DiStefano [02:24]: "You do an incredible job of bringing supplements to the market and then everybody follows your trend."

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2. Product Innovation and Market Trends

Drew discusses the strategic approach Organifi takes in identifying and launching supplements that meet current health trends and consumer needs. A key example is the introduction of Shilajit gummies, a product backed by traditional Ayurvedic medicine and modern clinical studies. Drew emphasizes the importance of formulating supplements that are not only effective but also appealing to consumers.

Notable Quotes:

Drew Canole [03:12]: "What's an innovative method to put it together? Because she legit tar has been around for a while... but how can you create it to where people crave it?"

Sal DiStefano [05:37]: "You see, curseable. Because typical supplement companies are like, nah, pills, let's not add any sugar... But you hit it right."

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3. Overcoming Challenges in Supplement Formulation

The conversation delves into the complexities of making potent supplements palatable. Drew shares the iterative process behind perfecting the flavor of their Shilajit gummies, likening it to "Mother Nature's Botox" for its detoxifying benefits. The team’s persistence is evident as they underwent numerous iterations to achieve a product that consumers would enjoy consistently.

Notable Quote:

Drew Canole [10:25]: "Green juice was like the 55th iteration before we actually nailed the flavor."

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4. Business Challenges: Amazon Hijacking and Market Saturation

Drew candidly discusses the rampant issue of product hijacking on platforms like Amazon, where unauthorized sellers mimic Organifi's products, diluting brand integrity and undercutting prices. He explains the substantial financial and operational strains this practice imposes, including the need for significant investment in security and compliance measures.

Notable Quotes:

Drew Canole [24:42]: "We had a semi-truck stolen. A million dollars retail worth of Harmony stolen."

Sal DiStefano [25:07]: "Is this a thing where they hijack a truck? It's a thing with supplements."

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5. Commitment to Quality and Regulation Advocacy

Organifi differentiates itself through rigorous quality control, including third-party testing and sourcing from reputable farms. Drew advocates for stricter industry regulations to protect consumers from counterfeit and low-quality supplements, highlighting Organifi’s proactive measures in ensuring product efficacy and safety.

Notable Quotes:

Drew Canole [24:23]: "We are pro-regulation because we're doing everything by the book."

Sal DiStefano [19:06]: "It's really expensive to get all that third-party testing... So talk a little bit about that process."

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6. Personal Journey: Fatherhood and Personal Growth

The discussion takes a heartfelt turn as Drew shares his personal experiences with fatherhood, detailing how becoming a father reshaped his perspectives on life, business, and personal health. He reflects on overcoming childhood trauma, the profound impact of unconditional love from his daughter, and the challenges of balancing entrepreneurial demands with family life.

Notable Quotes:

Drew Canole [32:58]: "Everything about me has been shifted, and it's hard to receive that kind of love."

Justin Andrews [50:23]: "That was it. This is it right here. Like, this is it."

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7. Balancing Business and Personal Life

Drew emphasizes the importance of dedicating quality time to family despite the pressures of running a successful business. He shares strategies like morning meditation and setting boundaries to maintain presence with his daughter, demonstrating how personal well-being directly influences business success.

Notable Quotes:

Drew Canole [41:51]: "I'm a lion chronotype. I wake up at 4am... Choosing my girl in those moments has been the best thing for me and it has definitely impacted the business."

Justin Andrews [43:09]: "Every time before I get home, I stop the car in the driveway for literally an extra two minutes and like let go of whatever is at work."

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8. Health Insights: Testosterone, Gut Health, and Environmental Toxins

The conversation explores the decline in testosterone levels over decades and its implications for male health and fertility. Drew ties this to his company's focus on supplements that support hormonal balance and gut health, addressing the broader issue of environmental toxins and their impact on well-being.

Notable Quotes:

Sal DiStefano [57:02]: "Shilajit and its effects on testosterone... a big deal now for man."

Drew Canole [60:11]: "It's been going down decades... what can we do to increase testosterone, have people feel better?"

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9. Customer-Centric Approach and Long-Term Success

Organifi's commitment to exceptional customer service and building lasting relationships is highlighted as a cornerstone of their longevity in the supplement market. Drew contrasts their approach with larger companies, stressing the importance of understanding and catering to individual customer needs to foster loyalty and sustained growth.

Notable Quotes:

Drew Canole [68:20]: "They come up out of nowhere... it's these powerful moms that get it."

Sal DiStefano [70:01]: "Average retention in the supplement market is probably 60 days, whereas with Shilajit... it's a lot longer than most companies."

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10. Future Outlook and Legacy Building

Drew shares his vision for Organifi's future, focusing on niche markets and continuous innovation to stay ahead in a saturated industry. He underscores the importance of legacy over quick profits, aiming to build a brand that stands the test of time through dedication to quality and customer satisfaction.

Notable Quotes:

Drew Canole [70:04]: "We're constantly working on how do we get that to be even longer... that's the company we want to build for legacy."

Justin Andrews [73:49]: "If you think environmental, you think daily activities... we're lumping them all together and averaging."

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11. Closing Thoughts

The episode concludes with Drew reflecting on personal health practices, the significance of nature in healing, and the evolving landscape of the supplement industry. The hosts and Drew share mutual respect and admiration for each other's dedication to health, family, and authentic business practices.

Notable Quotes:

Drew Canole [75:35]: "I'm pretty impressed with that. You guys have done a great job with our customers."

Justin Andrews [77:34]: "It is the hard part."

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Conclusion

Episode 2632 of Mind Pump: Raw Fitness Truth offers a comprehensive look into Drew Canole's journey with Organifi, blending business acumen with personal resilience. The episode underscores the importance of quality, customer relationships, and personal well-being in building a sustainable and impactful brand in the health and fitness industry. Listeners gain valuable perspectives on navigating market challenges, the role of supplements in modern health, and the transformative power of fatherhood and personal growth.

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For More Information:

• Organifi Products: organifi.com/mindpump
• Mind Pump Training Protocols: mapsfitnessproducts.com

Note: The timestamps provided correspond to key moments in the transcript for reference.

Transcript

[Drew Canole]

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[Sal DiStefano]

Found the most downloaded fitness, health and entertainment podcast. This is Mind Pump. Today we have Organifi Supplement company founder Drew Canole. He's a supplement wizard, so I had a lot of fun talking to him. In fact, this is one of the few people I can really geek out on with supplements. He's also a great guy. This is a fun episode. His company, of course, is Organifi. And if you go through our link organifi.com mindpump Use the code mindpump. You get 20% off any of the products he talks about this episode and all the rest of the products. Now this episode is brought to you by a sponsor, eight Sleep. This is the most advanced sleep system in the world. Sits on your bed. AI technology controls the temperature of your bed to help you sleep better. It's individualized. There's nothing like this in the world. Go to 8sleep.com, spell out 8soeightsleep.com mindpump use the code mindpump and you'll get $350 off your very own Pod 5 Ultra. We also have a sale this month on some programs, Maps Split and the Anabolic Metabolism bundle of programs. All of that 50% off. If you're interested, go to mapsfitnessproducts.com and then use the code 7uly50 for that discount. Here comes the show. Drew, welcome back to the show.

[Drew Canole]

Rock and roll. Thanks for having me.

[Sal DiStefano]

I gotta ask you, dude. So you an incredible job of bringing supplements to the to the market and then everybody follows your Trend. And the example I'll use is Shilajit. When you guys sent us the shilajit gummies, I remember us these guys. I was so excited because I was familiar with shilajit, Justin.

[Justin Andrews]

I had no idea what the hell it was.

[Sal DiStefano]

And a lot of people didn't know what it was. But it's been around forever. It's been using ayurvedic medicine forever, thousands of years. There's studies that support the hell out of it. And I'm a supplement dork or nerd. And so I knew about it. And so when I saw you do that, I'm like, oh, this is going to be game changer. And now I see everybody trying to sell shilajit.

[Drew Canole]

Yeah, there's a bunch.

[Sal DiStefano]

But where do you. Are you. Is this you? Or do you have a team that does, like, because I've talked to you and you really understand supplements, the history of them, what works, what doesn't work? Like, where do you get these ideas?

[Drew Canole]

We have a wonderful team. I have a formulator in house. She's amazing. Think Harry, like Harry Potter, Hogwarts, like, graduated. She's awesome. Shanai, who literally, her and I get on the phone and we bounce back and forth. What's going to help people the most? What's going to help our friends, our family? What trends are we seeing as far as where do people need healing, where do they need internal healing? So she legit mitochondria energy, cellular respiration, weight loss, testosterone. I mean, there's so many clinicals around it now. It just blows me away looking at it.

[Justin Andrews]

You reverse engineer it, though, like that, where you guys are talking on the phone, you're like, these are the things. Okay, now let's go look at all the things that have been around.

[Drew Canole]

What are people searching for, what's available? What's an innovative method to put it together? Because she legit tar has been around for a while, Right? Of course, monks and masters would go up in the Himalayan mountains and get this stuff and it would give them more energy. But how can you create it to where people crave it? And that's when we decided to put it in a gummy with a little organic cane sugar, which you need sugar or you need sugar alcohol to form a gummy in the first place. But this stuff, I mean, it's like Mother Nature's Botox. I get messages every day from people that are blown away with the results of Shilajit.

[Sal DiStefano]

Yeah, but there's more to this because you seem to hit it at the right moment. Because again, Shilajit's been around for. For a long time.

[Drew Canole]

Yeah.

[Sal DiStefano]

Why hasn't anybody. Why didn't anybody bring it to market like you guys first? You did the same thing with the happy drops, with the Saffron. The data on Saffron and its effects on depression, anxiety, it's like a natural.

[Drew Canole]

100, like a natural SSRI informs better 28 clinical trials. It's better than most of the SSRI.

[Sal DiStefano]

Why wasn't anybody else selling it like, you guys? Like, how come you were the first one?

[Drew Canole]

There were. There were pills, you know, there was Saffron pills that you could get for like 100 bucks. But we're like, what are people actually going to take? And we put it in a gummy. Craveable Gummy. And we wanted to add a couple other things. Passion flower. We wanted to add Gotu kola, which is an amazing adaptogen for focus and reducing racing thoughts, which everybody has now with all the noise and the blue screen and everything that we're up against. And then ginger, which helps with cognitive function as well. So we put that into one gummy, and I'm blown away. The testimonials, I've shared some of them with you. It. It lights my soul up because we are in a mental health crisis. We've seen it, and it continues to go up. There's no stopping how many disorders there are that people are dealing with. Low mood, depression, anxiety, all of it, especially in a lot of young kids. I'm seeing it more than ever.

[Sal DiStefano]

Yeah. The other part of it is you're saying craveable. So that's another thing that I just. I think about you often with this is the whole putting things in a gummy. Right. Typical supplement company be like, nah, pills, let's not add any. You know, one gram of sugar candy. Like, but. But you. You hit it. When you look at the data, even on prescription drug or medications that people are supposed to take, they just don't.

[Drew Canole]

Yeah.

[Sal DiStefano]

They're just not consistent.

[Justin Andrews]

You're more likely to give it to your dog than yourself.

[Sal DiStefano]

Yeah. There's studies on this where people are more consistent with their animals and their. Their meds and they are with themselves. And you're like, you know what people will do? They'll eat a gummy. This will make them consistent. And then from a business standpoint, they're going to use it more. They're going to get better benefits. Like, again, where did you get that?

[Drew Canole]

Well, it's got to be fun if you want to form a habit with Anything. So you have the discipline guy that can like you out here deadlifting 600 pounds. That's the discipline cell. But you also have the cell that every once in a while, I don't know what your crutch is, but maybe you like pizza. I'm a pizza guy. Last name's Cannoli. So I'll talk to the discipline guy and be like, hey, we're going to work out. But then the lazy guy that's in my brain too, it's like, hey, you're going to have a pizza after this or you're going to have a cheat day or whatever it is, a cheat meal because I don't really do cheat days. But the gummy works for both. So not only are you getting the nutraceutical of the happy drop that tastes great, you're craving it. It's a habit. But you're also lighting up your reward center in your brain. You're improving your mood, you're increasing serotonin levels. So it just works on all fronts. And that's what we're seeing in the data.

[Sal DiStefano]

Yeah. This is like a long term trend for you. Your flagship product, green juice. Green juice.

[Drew Canole]

Green juice was it too.

[Justin Andrews]

Which, which nobody first, in my opinion, the first. The first good tasting.

[Drew Canole]

Well, it still is the only glyphosate residue free. There's a bunch of organic ones. And it's also the only one that has 600 milligrams of ashwagandha.

[Sal DiStefano]

Yeah.

[Drew Canole]

Which has the clinical trials. So me, I know you're a clinical real world evidence. That's you.

[Sal DiStefano]

Right.

[Drew Canole]

If I think about cell, it's like we need real world evidence here, otherwise we're wasting our time.

[Sal DiStefano]

Right.

[Drew Canole]

So green juice was that. So we looked at the clinical trials of the ashwagandha, which by the way, tastes terrible as well.

[Justin Andrews]

Yeah.

[Drew Canole]

So how can you put it in a green juice that either tastes like apple juice, which is our mint flavor, or that tastes like a sweet mint matcha beverage? You know, so that's what we did with the.

[Sal DiStefano]

You know what? Isn't the the word for ashwagandha? Doesn't it mean something like horse pee or something like that? Because of the smell that it could.

[Drew Canole]

Yeah, horse. Like something like that. Like it's supposed to make like horse stallion. It's supposed to make you as strong as a horse.

[Sal DiStefano]

And also tastes terrible and tastes. It smells like a musky horse.

[Drew Canole]

Yeah. It's not good.

[Sal DiStefano]

So. Yeah. So tell me about this process for you, Drew. Like how long have you had this Passion. Because you have this unique ability. This is what I'm getting at. You have this unique ability of actually you see what works, you understand what works, you know, people's psychology and also how to hit the trend right from a business perspective. Like, what is that?

[Drew Canole]

It's a multi dimensional mindset. So you're looking at more than just one. And that's my lever, my biggest lever is like removing my consciousness, if we want to call it that. Looking at the whole entire industry, looking at what's worked in the past, looking at levers that we can pull now and then combining them all together. So I have a marketing knowledge, I have a knowledge of where the, the audience is going before they're going there, which I think every visionary has to have. You guys have that. And then putting all that together in something that people crave, something that's a habit form. And also trying it on my family first, getting real world testers out there, the testimonials that we have coming in before we ever launch it into the marketplace. Colostrum is another one. Like if you look at the leading Colostrum, some of the big brands, I won't mention the names, but it's only like one or two grams of Colostrum. And if you look at the data, you need 5 to 15 grams a day to actually make a difference. So we were the first to actually have 5 grams of organic bovine Colostrum that tastes so good. There's no artificial flavors, there's no sweeteners in it, there's no fillers at all. So you're paying for what you're getting, which is the colostrum in the first place. 5 grams. And. And this stuff is so craveable, you guys. I literally take scoops of this dry scoop. It put a little water in my mouth and it's like dessert. It's like eating ice cream at night. And I'm healing all four layers of my gut with colostrum. So if you look at the research around this. Yeah, that blows me away. It's also a prebiotic in the gut, so it helps fill those tight junctions and it fills all four layers of the gut, which most people have leaky gut. Now, you know this, it's a huge problem. And Colostrum's one of the best things for that.

[Sal DiStefano]

Yeah, yeah. And so where do you, who do you have on your team for the flavors of these things?

[Drew Canole]

Shania is a wizard.

[Sal DiStefano]

Okay.

[Drew Canole]

She literally lives on the mount like a mountain in Florida. And she's got her own. She Sent me a photo of this. She's got beakers and all this other stuff. So imagine this mad, like white witch in her thing coming up with stuff. And then of course, we use co manufacturing and like formulators to actually make it taste good. But it starts there. It starts.

[Justin Andrews]

How many times you gotta fail before you get one?

[Drew Canole]

Oh, 50, 60 times. Green juice was a like 55 time iteration before we actually nailed the flavor. Wow. So they'll send it to me. I'll send a feedback, they'll send it again. Feedback, send it again. And it's so hard to get the flavor, especially with shilajit gummies.

[Sal DiStefano]

Yeah. How did you do that?

[Drew Canole]

That was so hard to make taste good? Because shilajit tastes like the bottom of a toad. Like it is the worst. It is tar. But finally we landed on something that kind of had like that barnyard funk flavor. Not quite as resin rich as the shilajit that was in the marketplace. And it was a little sweet. So I'm like, this is actually really good. And after you. You put it in the fridge, like, I love the shilajit gummies in the fridge. You take it out.

[Sal DiStefano]

Oh, I haven't tried that.

[Drew Canole]

So it's kind of like rewarding yourself with something too. And you're getting the 84 trace minerals, the humic and the fulvic acid. So you're literally scraping your body out of toxins. And you guys know this. All the fat in our body is basically where toxin storage is. So if you want weight loss, that's actually effective. Shilajit helps with that.

[Sal DiStefano]

Are they. Are those chelating compounds? Is that how they get.

[Drew Canole]

Exactly. Heavy metals, 84 trace minerals in it. It literally strips the toxins out of your body.

[Sal DiStefano]

Yeah.

[Drew Canole]

So mold, dealing with mold, it's great for that. It's a great binder. So kids are taking them and they're getting insane results as well.

[Sal DiStefano]

Yeah. This is a big issue. A lot of people don't realize it's like heavy metal toxicity, mold, you know, and. And then the fact that our gut health is poor kind of really reduces our ability to get rid of. Because normally we have a detoxifying system in our body that's. That's natural.

[Drew Canole]

Yeah.

[Sal DiStefano]

But for whatever reason, environmental factors and then, you know, gut health issues, you're seeing this more and more, especially with this. My kids, my. So I'm at a healthy household. We tested my two younger ones and they had higher levels of heavy metals. And so we're having to use chelating compounds. Sauna to try and get them to daily to get. Yeah. And what we're seeing, what we were seeing, which we're seeing less of now, are kind of strange autoimmune issues. Nothing major, but it's like, why does my daughter have a little bit of eczema here? Why is my son having a little dark.

[Drew Canole]

Lots of skin issues.

[Sal DiStefano]

Skin issues.

[Drew Canole]

Yeah, I'm seeing that. Digestion issues. A lot of kiddos aren't even using the bathroom every day, which is the seed of our lymphatic system. Like, you want to be flushing it out of your body.

[Sal DiStefano]

Yeah.

[Drew Canole]

So anything we can do to improve. Some people are like, oh, you don't need a detox. Your liver does that. But what is it, 60, 70% of people now have fatty liver disease. Like, you just had somebody on your show talking about this.

[Sal DiStefano]

Yeah, yeah. Our. Our ability to get rid of things is over. It's. It's being overcome because of all of the things. So we're exposed to so much. Yeah. All these xenoestrogens and chemicals. Microplastics.

[Drew Canole]

A credit card. What is it? A credit card a week in microplastics that people are eating now.

[Sal DiStefano]

Did you see what they do with the brain one?

[Drew Canole]

Yeah, I saw the microprocessors in the brain. In the brain? Yeah. Like, what is that doing long term?

[Justin Andrews]

Can't be good.

[Drew Canole]

That's dementia, Alzheimer's, I mean, you name it.

[Sal DiStefano]

Yeah.

[Drew Canole]

By the way, kefir destroys microplastics in the body.

[Sal DiStefano]

Does it?

[Drew Canole]

There's been a little bit of research in regards to that. Fenugreek as well. That's one of the things you can take. Fenugreek, water gets rid of microplastics.

[Sal DiStefano]

I know. Psyllium husk was another one. If you use psyllium husk regularly, which, you know, thank God I was using that for a long time.

[Drew Canole]

Yeah, that was a big thing.

[Sal DiStefano]

Yeah. And that's been shown to get rid of this stuff as well.

[Drew Canole]

Yeah.

[Sal DiStefano]

But I've had to become, you know, somebody who looks into this because of my, my little one. Speaking of which, you have a kid now. You have a child, one and a half year old.

[Drew Canole]

Absolutely.

[Sal DiStefano]

Did your, did you, did you just go crazy into all this stuff? Even more, because you already had to.

[Drew Canole]

Yeah, I had to. Which is why we launched Easy Greens for kids and then Kids Protect.

[Sal DiStefano]

That makes sense. Because you had a kid.

[Drew Canole]

There wasn't anything organic that was high quality enough natural food based because we didn't want to give them any, you know, synthetic vitamins. Obviously, you're just peeing that stuff out. So we created Kids Protect and then Easy Greens as well.

[Sal DiStefano]

Wow.

[Drew Canole]

She loves it. She comes in the kitchen and she's like, easy greens.

[Sal DiStefano]

So you just became more hyper aware or kind of what's going on?

[Drew Canole]

I wouldn't call it even hyper aware. I'd say obsessed. I'm literally obsessed with protecting my daughter, as you guys are. You have kids, you want the best for them and big food. I mean, the marketing and the propaganda around everything that's in our environment today, we're not taught it. A lot of people have just been duped. They don't have the right information, which is why we've been working together for over a decade now. Because you give the right information out.

[Sal DiStefano]

Has it been that long?

[Drew Canole]

People need. Yeah, it's been like 10 years. Isn't that wild?

[Justin Andrews]

It's been longer, though, since you got you. Yeah, you, Doug. And who was with. Who was with Drew? Was it with someone else from his team that was with him? It was 2000. What, 13. You said 2013. Yeah, 2013.

[Sal DiStefano]

We went to an Internet marketing thing, like convention. It was with. What were the names of the. Yeah, Mike, Phil.

[Drew Canole]

Same. Andy Jenkins.

[Sal DiStefano]

That's right.

[Drew Canole]

So like the Internet marketing party crew. Yeah, back in the day.

[Sal DiStefano]

Yeah. And they used you. You were like their case example of how to reach, you know, reach people and.

[Drew Canole]

Yeah, fluent stuff. Back in the day.

[Sal DiStefano]

Yeah. Dude, that was before we even knew.

[Drew Canole]

Yeah. I was selling digital products online, making millions of dollars a year selling digital products like 12, 13 years ago.

[Sal DiStefano]

Oh, that's what you were doing? What digital products were.

[Drew Canole]

I had a program called Juice with Drew.

[Sal DiStefano]

That's.

[Justin Andrews]

That's.

[Drew Canole]

So I was teaching kind of like the Gerson Method, like how to detox seven day fast. People were getting crazy results. Thousands of testimonials coming in every week. I was getting 16 million views on my website organically when Facebook. Wow. Per month. 16 million per month. So even a terrible marketer, which at the time I was. I was still absolutely annihilating it with like a.025% conversion rate. And they were like, let's bring this guy up here to talk about how he's doing this, you know, And I didn't. I mean, back then I didn't know, but we had to evolve and adapt over time. And now here we are. What a wild ride.

[Justin Andrews]

Yeah. I was just gonna say what a wild experience for you to come from. All the way from that. That many visits organically like that. Imagine what you do. Those kind of Visits these days.

[Drew Canole]

Oh my God. It would be, yeah, game over.

[Sal DiStefano]

Yeah.

[Drew Canole]

And I always put myself in that, which is the biggest trap because I even look back four or five years ago, you probably do the same thing.

[Justin Andrews]

Yeah.

[Drew Canole]

Because the market's a little bit harder and there's so many copycats and now it's so easy to produce content and it's actually pretty easy to create supplements. Low supplements.

[Sal DiStefano]

Yeah, yeah, yeah. Good, good caveat there.

[Drew Canole]

Yeah. But I look at, I look back and it's like, oh gosh. Knowing what we know now.

[Sal DiStefano]

Yeah.

[Justin Andrews]

What do you think has been the biggest shift? Like when you look at the. Because you're such a great person to talk to, especially from the marketing side, like what, what, what is the biggest shift? Do you think that it's just. Is it oversaturated? Is there that many people that can get started and get a supplement company running? And so there's just so much competition for attention.

[Drew Canole]

And I think it's that and I think people are fed up working for other people. There's this whole at home entrepreneurship that people just want their own 9 to 5, you know, of the world, which is great. So. But it does make it harder because the barrier to entry is just so much easier now. You could start up in 100, 150 grand and you could get a pretty good skew off the ground marketing and everything. Which back in the day it was probably less than that, you know, I.

[Justin Andrews]

Mean, just for a company to survive a decade. Sal was actually just bringing this up about us the other day, like reminding us, because I can be the, I can be the, the negative Nancy, the grumpy bear about what's going on with the business. And he's like, dude, the fact that were relevant 10 years later, he goes, absolutely. He's like, remember how many podcasts were going when we started? Like, name one that's still doing it. So when you look back at your guys's over a decade run, like jackery. Yeah. What do you, what do you go back and go like these are the things that we did really right. Like what are you proud of that you guys did from day one that you've maintained that you think has a lot to do with why you guys are still relevant.

[Drew Canole]

Always customer first, you know, what do the customers need asking them, you know, money back guarantee. Regardless of they don't like my video, they don't like my hair, they get their money back. You know, it's like we don't have time to play around with that.

[Justin Andrews]

Yeah.

[Drew Canole]

And also Getting results. So producing things that actually get results, tracking the results, highest quality sourcing would be another thing. So that'd be number three, making sure it's organic, glyphosate free, third party testing on everything we do.

[Justin Andrews]

And you were doing that early?

[Drew Canole]

Early, yeah. You had to do it early and the dosing. So that would be four. So making sure there's a clinical dose of say saffron in the happy drops or Ashwagandha or the shilajit. 250 milligrams of the pure bead. She legit. Making sure that everything we create has the efficacy around it.

[Justin Andrews]

How much more of an investment is that for a company to do that?

[Drew Canole]

Because I think the expensive.

[Justin Andrews]

Yes, you have to, you have to elaborate on that because one of the, one of the things that I'm always trying to communicate to people, I don't care if we're talking about organifi, any brand, whatever, but people, oh, it's so this is so expensive compared to this. I mean, there's a reason why that is. Because it's really expensive to get all that third party testing to go through all that stuff to make sure that you're getting that kind of quality. So talk a little bit about that process and you know why you guys don't shortcut that?

[Drew Canole]

Well, you're, you're sourcing from the best farms. You're making sure that it's organic, third party tested. You're paying at least 30% more for.

[Justin Andrews]

30% more.

[Drew Canole]

At least 30%.

[Sal DiStefano]

Well, Shilajit alone, they're. Now, because, because, and I, I say you guys started a huge shilajit trend. I see them all over the place now, but they're using like lab made. Yeah, Shilajit or Shilajit. That's not from the Himalayas. There's other sources and it's so it's like you're wasting your time. But people have no idea.

[Drew Canole]

They have no idea. And everybody's getting duped because of that. So you look on Amazon and there's probably like 20 other Shilajit gummies that were just pop shops. Some guy in a different country altogether making a lab grown shilajit, does it really have the efficacy, does it really have the 84 trace minerals that we have? Absolutely not. So Puravit, we usually partner up with the best sourcing and then we apply that to the individual ingredients, which helps a lot. It is a lot more expensive. Plus you're testing every lot number as well. So a test can range anywhere from 2000. You gotta keep those in bucks. And you have to do it every time because if one thing goes haywire, it's like, you want to know what it is? Then you're testing every ingredient. So the numbers add up pretty quickly.

[Justin Andrews]

Now, is it. Is it. Like, how often do you guys test something and go, oh, shit, we got to go back and change this or fix that, or we got to go somewhere else? Like, is it often on every skew.

[Drew Canole]

At least once or twice a year where it's like, okay, but luckily we know otherwise, customers would get something that's less than what we've created in the past, which we would never want in the first place.

[Justin Andrews]

Now, do you think when you think of, like, what. The people that. That, you know, there's lots of times where you hear. We remember one of the things that we had with you probably like six years ago. I remember there was a big thing, sort of the glyphosates. Right. Was it glyphosates? Heavy metals.

[Drew Canole]

Heavy metals. Protein.

[Sal DiStefano]

Yeah.

[Justin Andrews]

Do you think. Do you think that a lot of this is, like, malicious or people know they're doing it, or do you think a lot of times it's just purely an accident because they're trying to cut.

[Drew Canole]

Corners and say, I don't even think they know. I think they're trying it, like you said. I think they're probably trying to cut corners. They're trying to just stay in business as it is. I mean, in America, we have to pay taxes, and then we have, you know, attorneys that sometimes sue us for no apparent reason at all because everybody's just trying to survive in this economy that we're in. So it's like you're swimming with sharks. Regardless, these people are just trying to get by, and the customer gets duped in the end.

[Sal DiStefano]

A lot of people don't know. Didn't know this, but, like, vegan protein powders, if they're organic. Organic pesticides will cause. Can cause. Can cause heavy metal buildup in the plants. But they weren't testing for them.

[Drew Canole]

Yeah.

[Sal DiStefano]

So you would. So that's why the top. Some of. At the time, some of the top vegan protein powders I saw that were so high. Yeah. In heavy metals. But they weren't testing them because they didn't even know to test for them.

[Drew Canole]

We had to change up our pea protein because we were sourcing our pea protein. And it was. I didn't even know it at the time, but it was a little higher in heavy metals, so we had to sub that out. We had to Pay literally what we would normally spend for a kilo of pea protein, maybe 10 bucks, something like that. And it had heavy metals in it, so we had to sub it out. And it was three times more because you're getting it in America. Three times more in America. So now a protein that probably would cost X amount is three times more than that. Like, imagine what that does to your supply chain. Everything in your business.

[Sal DiStefano]

Right, right. You know, a lot of.

[Justin Andrews]

They normally measure protein powder in kilos. Is that normal?

[Sal DiStefano]

Yeah.

[Justin Andrews]

You know, this reminds me.

[Drew Canole]

Yeah.

[Justin Andrews]

I have to bring this up to.

[Drew Canole]

You because Adam's hilarious.

[Justin Andrews]

I was just like, I don't know if I've ever heard him say protein right away I see bricks, you know what I'm saying?

[Drew Canole]

So I gotta wait on.

[Justin Andrews]

We wanted. Yeah, I know. You look like you're straight out of Miami right now too. We wanted to, we wanted to do a creatine, remember back in the days and we wanted to sell it in paper bag.

[Drew Canole]

That's actually pretty brilliant. I feel like it would be brilliant.

[Justin Andrews]

Don't you think that would. I think it would be just the purest, the purest creatine and we sell it by the kilo. I think it would, yeah.

[Drew Canole]

It's ideas like that now that separate you from everybody.

[Justin Andrews]

I see. That's what I think too.

[Drew Canole]

I think you have to be original, otherwise you're just noise.

[Sal DiStefano]

Yeah.

[Justin Andrews]

I want to see someone do it.

[Sal DiStefano]

Yeah.

[Drew Canole]

I love that.

[Sal DiStefano]

Yeah. Yeah.

[Justin Andrews]

Well, you're totally brought that up for me.

[Sal DiStefano]

What you're talking about are all the stuff you're mentioning is like, like that's, that's business. If you want long term, sustainable business, you want to create a legacy.

[Drew Canole]

It is what it is.

[Sal DiStefano]

Business 101. But I think what happened with social media, just new media in general, is people and this is business has always been able to. You, you could always cut shortcuts. Create shortcuts. But I think people saw social media and said, oh, this is an opportunity to make a bunch of money real quick. So let's go for it. Cut costs and, you know, who knows, we'll see what happens. But those companies don't last long.

[Drew Canole]

Not at all.

[Sal DiStefano]

No, they don't last long. So if you want to like, like. And we talk to people like this all the time. Like with our business, we teach trainers this. You want a sustainable business, you have to do it the right way. Otherwise you'll be in and out in.

[Drew Canole]

A couple years, you know, And I've seen businesses come and go like that.

[Sal DiStefano]

Yeah. There's lots of supplement companies, unfortunately, gone. Are you pro you probably not. Of course not. But would you be pro, like, regulation of the supplement industry? They always make that argument because they'll.

[Drew Canole]

We are. We are pro regulation because we're doing everything by.

[Justin Andrews]

Because you're already doing it.

[Drew Canole]

That's why you're like basically everybody else on Amazon. Amazon rolled out this huge transparency program and we're already doing like 80 of it. But now it's like 40 to 50% of Amazon subs are gone. Like, they will be gone.

[Sal DiStefano]

What is it? What's this program?

[Drew Canole]

So you have to have a individual. You like the QR code on the back of every product that you sell that Amazon can actually track. So this is getting crazy.

[Justin Andrews]

What's the reason behind this?

[Drew Canole]

So Harmony. Harmony is a female product. It's got the chaste tree berry. It's got cacao with the bliss molecules. Really good for pms.

[Sal DiStefano]

This one Justin likes a lot.

[Drew Canole]

It's one of my. Yeah, exactly. For women. It's one of my favorite products. But we had a semi truck stolen. A million dollars retail worth of Harmony stolen.

[Sal DiStefano]

No way.

[Drew Canole]

Two weeks later, it literally started popping up on Amazon.

[Sal DiStefano]

Wait a minute, hold on.

[Drew Canole]

So you had all these resellers.

[Sal DiStefano]

Someone hijacked.

[Drew Canole]

Somebody hijacked a million dollars worth of Harmony. What, to the kilo? Dude. It's literally like cartel.

[Sal DiStefano]

Wow.

[Drew Canole]

It literally got hijacked. So then we had to hire a freaking, you know, law enforcement, like, security guy to, like, track down this. It was in a warehouse in la and they were just. Put it in their own packaging. Selling it. Yeah, like most of it. But they were already. It was. The damage had been done. Like, they were already selling it for weeks on end.

[Sal DiStefano]

Were they put, like, what, did they undercut you? Was like, absolutely.

[Drew Canole]

Oh, my God.

[Justin Andrews]

They didn't name it the same. How did you not know it was yours?

[Drew Canole]

The Skus. The Skus. No, no.

[Justin Andrews]

So they were still using the same package.

[Drew Canole]

Still using the same package.

[Justin Andrews]

Lazy.

[Drew Canole]

It's late. Yeah, but they're making money.

[Sal DiStefano]

Yeah, but this brand is what sells it.

[Drew Canole]

They made their own brand and they're bidding against us.

[Sal DiStefano]

Using your advertising.

[Drew Canole]

Using our advertising and undercutting us.

[Justin Andrews]

Wow.

[Drew Canole]

And this happens all the time.

[Sal DiStefano]

I was just gonna say this. Is this a thing where they. They'll hijack a truck. It's a thing with supplements. And then go on Amazon and especially.

[Drew Canole]

Somebody who's already selling a ton of it. And not only that, they'll make their own. So now there's Organifi knockoffs. I've had people like multiple times, they've stolen our whole entire website. And then they're selling their own organifi products.

[Justin Andrews]

This is why I always tell you, we do not want to be a suburb.

[Drew Canole]

We do not want to be in the subway.

[Justin Andrews]

This guy always wants us to go. That right? I'm always telling you. Listen, talk to Drew. And Mike tells me too. You haven't mentioned how dirty Amazon. The Amazon game I hear is just dirty too. Just like you get ranked and you have other companies calling other companies just to. Just to screw with stress.

[Sal DiStefano]

They'll complain and they're getting taken down.

[Drew Canole]

Yeah, my cortisol's through the roof, like. And we have this growth.

[Justin Andrews]

That's why you need all that. Happy drop, Sheilajit. Yeah, exactly.

[Drew Canole]

That's truly why I created it for you. It's an IV drip of saffron over here. Just keeping me up.

[Sal DiStefano]

This is wild. This is so. But that makes perfect sense because you could, I mean, you could like you said, a million dollars with a product put it on.

[Drew Canole]

Yep.

[Sal DiStefano]

The consumer has no idea you're putting millions of dollars of advertising out there. So they're just getting brand recognition.

[Drew Canole]

It's our product. Or they'll find a deal day. Like they'll find she legit when we give 20, 30 off. And they'll buy a whole gaggle of it in individual people so you can't catch it. Even the best security interface AI you're using on your back end isn't going to flag a thousand purchases of people buying five units at a time or whatever.

[Justin Andrews]

You got people even doing that, cutting the margins.

[Sal DiStefano]

Oh, yeah.

[Drew Canole]

Oh, yeah.

[Sal DiStefano]

And then what do they do? They wait till the sale's over and they sell it.

[Drew Canole]

They sell it and then they just start steamrolling it, dude. So it knocks our buy button box completely off.

[Sal DiStefano]

This is crazy.

[Drew Canole]

It's the wild, wild west.

[Justin Andrews]

No desire, which zero.

[Drew Canole]

The transparency program on Amazon. And for. I love it. I'm like, bring on the regulation.

[Justin Andrews]

You know? This is the stuff though, that. I love you sharing this. Because ever I feel like every freaking trainer wants to run a supplement company. It's like, it's like, I'm gonna get there. We, we help trainers and coaches and it's like, yeah, I'm gonna get famous online and then I'm gonna make start my subway company. You have no idea, no idea what a monster that is and how thin the margins are. I mean, have to be in the volume you have do to make good money. And Then. Then on top of that, playing this game like that is crazy. That's crazy.

[Drew Canole]

It's not worth it. If you would have approached me eight years ago and said, drew, what do you think about the supplement industry? I would have been like, hey, let's do it. I'm going to help you because there's so much opportunity now, I would tell you to run for the hills.

[Justin Andrews]

Oh, wow.

[Drew Canole]

Like, just stay away.

[Justin Andrews]

Oh, wow. Wow. So what. Okay, the. So what happened to the. The. The guy or the team or who the hell that was stealing? So that. Do they. Do you prosecute? Do they get. Do they get busted? A slap on the wrist.

[Drew Canole]

And it's almost like you have to focus on your core business and to go after people. That's a whole nother.

[Justin Andrews]

That's what I'm saying. Like, do you. It's not even worth your time.

[Drew Canole]

Are we gonna hire Dog the Bounty Hunter to, like, go after people? You know, I joke around. I'm like, hey, let's send up a couple of our boys with baseball bats.

[Justin Andrews]

It's like, what do you do?

[Sal DiStefano]

Italian. And you broke.

[Drew Canole]

Yeah, exactly. What do you do?

[Justin Andrews]

Yeah, what do you do? I mean, do you even know what happened to those people?

[Drew Canole]

You don't do anything, dude, because it's a distraction you have to focus on.

[Justin Andrews]

Right. You lose more money messing with it.

[Drew Canole]

Focusing on something else. Carve it off as a loss. Yeah. Just move on. So focus. The one thing, right, the book, it's like, what are you gonna focus on? You're gonna go after the low hanging fruit of people that are stealing from you, or are you gonna focus on building out other customer segments and like, reaching new audiences and like, actually benefiting the business that way?

[Sal DiStefano]

Wow.

[Justin Andrews]

On a. On a regular week. Okay. Just a normal week, how often are you dealing with something like this?

[Drew Canole]

Every week.

[Justin Andrews]

Every week.

[Drew Canole]

Every week? Yeah.

[Sal DiStefano]

That's a lot, dude. Every week.

[Drew Canole]

And I have a baby girl. Is that now you couple that you guys know? I feel like I'm with my therapist. This is great. Free therapy.

[Sal DiStefano]

Is this why you had gained all that weight, by the way?

[Drew Canole]

Of course.

[Sal DiStefano]

Hey, talk to me about that. I have cookies. No, this is good for our audience to hear because you're a health and fitness guy.

[Drew Canole]

I am. And you had a, like, you guys.

[Sal DiStefano]

You had a health crisis, essentially.

[Drew Canole]

Had that happen big time.

[Sal DiStefano]

No, for real, it's got a little fluffy.

[Drew Canole]

I became a dad bod, you know, and dad bod's a big thing right now.

[Justin Andrews]

Yeah. We'll talk about how it creeped up on you Because I'm sure it came, it started probably from a good place.

[Drew Canole]

I didn't even see it. Yeah, because also guys like us are very like, I look in the mirror and it's like, oh, there's a lot of muscle here. We're always like in our ego enough to be like, ah, just let it for a few more weeks.

[Sal DiStefano]

I'm bigger.

[Drew Canole]

And then that I'm just bigger. I'm stronger. I'm in, I'm benching like 400, just repping it out. And then I look in the mirror and I'm like, okay, I look a little swole still. But then all of a sudden you look and it's like, wait a minute, I have like double chins and like everything going on. Testosterone's falling through the floor. Hair loss is starting to happen. I'm like, this stress. I have to nip stress in the butt.

[Justin Andrews]

So did it start with. With pregnancy? When she got pregnant? Were you right away or like when did it.

[Drew Canole]

For sure.

[Justin Andrews]

Okay, so start.

[Drew Canole]

I think as you guys know, having kids, it's like as soon as you have offspring, it's like everything gets turned up a notch.

[Sal DiStefano]

Oh yeah, dude.

[Drew Canole]

The legacy gets the drive mode.

[Sal DiStefano]

That's insane.

[Drew Canole]

The drive mode goes through the roof like Justin said. And it's like I couldn't stop. So now I was the same health guy waking up at 4 or 5am Just to get a couple hours of work in before baby gets up, losing sleep, stressed out about my business. Luckily I have all the tools, you know, because without our tools, you guys know all the tools that I know, where would we be? So then months into this, you know, six months later after having a baby, it's like, I need to do something about this. I can't be the health guy filming videos on my treadmill with, you know, tire sack hanging on my belly.

[Sal DiStefano]

You said you were, you got into baking to feed.

[Drew Canole]

I didn't know what to do because we had help. I had a couple really gifted like night nurses and midwives and we did the natural birth and all the other stuff.

[Justin Andrews]

Oh, did you?

[Drew Canole]

Yeah.

[Sal DiStefano]

Did you guys do it at home or did you do it?

[Drew Canole]

We did it at home. Wow.

[Sal DiStefano]

Talk about that experience. So we did. So I have two younger ones and my youngest we did in a birthing center with a midwife. And my, my four year old we did in hospital. And the experience is so different.

[Drew Canole]

It's so different.

[Sal DiStefano]

So different. Talk about that a little bit. Was it scary for you going to it or were you like no, this is what we're gonna do for sure.

[Drew Canole]

My wife still hasn't shared this, so I won't share all the details because that's kind of her story to share as women. We started at home, and then she went through something called leg labor, which 1 in 4,000 women have. Oh, wow. Where your legs start to cramp up. But she got to nine and a half centimeters dilated from a little pool that we set up in the living room. And it was the most beautiful experience I've ever had in my life. Like, the birth, it's a portal. You guys know this.

[Sal DiStefano]

Oh, it's crazy.

[Drew Canole]

And the minute that baby came out and I held her, it's like everything in my life was put into perspective. Tears. And you guys, I don't know your backstory enough, but I was tortured as a kid, so 0 to 5, I had parents that were completely checked out. Abusive, sexually abused, like, everything you could. Horrific. So to be confronted with that unconditional love in a little baby girl after she was born, it just put everything into perspective. And every day moving forward, it's like. Like it's so hard because I'm the dad that I never had. You guys are the men that you never, probably never had in your life. Maybe had good dads, I don't know. But there's so much to that.

[Justin Andrews]

Yeah.

[Sal DiStefano]

Yeah.

[Drew Canole]

Hearing her cry.

[Sal DiStefano]

Yeah.

[Drew Canole]

I've never talked about this. This is the first time I ever said this, but even hearing her cry the first time, it just shut me down inside because I remember being alone, you know, in a crib for what felt like two weeks on end. They say, cry it out, but my parents were on drugs. Like, they were on meth and every. Probably everything you could imagine back then. And having this little girl has changed me. Everything about me has been shifted, and it's hard to receive that kind of love.

[Justin Andrews]

Oh, yeah.

[Drew Canole]

Oh, you feel unworthy when you. You have all the limited programming of your past.

[Justin Andrews]

What has been the. The biggest challenge with that? Right. I mean, I think about that all the time too. I had a difficult upbringing, and so. And I, for me, I want to be opposite of everything.

[Drew Canole]

Absolutely.

[Justin Andrews]

And so do you. Do you overcompensate? Are there things that, like, you do you have to have these check ins with yourself of, like, I need to be more like this? Or like, I mean, how has that process been of knowing that you had kind of a up upbringing?

[Drew Canole]

Yeah.

[Justin Andrews]

And then you obviously want the complete opposite and that you also don't want to overcompensate and cause other issues.

[Drew Canole]

So there's definitely the titration of both.

[Justin Andrews]

Right.

[Drew Canole]

Where it's like, I will overcompensate a lot because we didn't have money growing up either. So it's like anything this girl wants, it's like, daddy, can I have this? And it's like done. Because even one squeal of this little girl, like happy about the smallest little toy, it's like, you want to make that happen?

[Sal DiStefano]

Yeah.

[Drew Canole]

But for me, you know, it's in the. The crying. It's in when she's not happy. It's like these visceral fascia constrictions where it's like, this is not how I'm safe. I'm a grown ass man in this body. I can protect myself, I'm safe, I'm whole. All the things that we know. But because trauma stores itself in our fascia, that's another cortisol inducing event. So to go back to what you said, it's like when the baby came, was it all the stress and everything else? Absolutely, dude. There were nights when I would go to bed and it's like, did I handle that right? Was I a good man in that moment? Did I give her love or am I resorting to the past of like what I learned innately?

[Sal DiStefano]

Well, there's a. There's a compounding factor here too, because you have a. Women naturally go through that because as a mother, they're hyper drive.

[Drew Canole]

Linked up.

[Sal DiStefano]

Linked up. Like cries do things to moms. And they're very. They're literally physically connected to the baby through pregnancy. And as the father and the husband, your job is to be the rock, but you're going through these similar kind of emotions. Like, how was that for both you guys?

[Drew Canole]

It's. My wife is probably not probably. She's a saint and she's so emotionally intelligent where she'll see it and she recognizes it and she talks me through it, she holds space for it and huge. Yeah. When I'm locked up, she's like, hey, like, take a minute. And there's not a lot that really locks me up because I'm. I've done a lot of work, but she gets it. My wife totally understands me in those moments, guides me through it so that I can come back better. But if I was a single dad without the support of a woman that's so in tune, I would be. It would be really hard. Dude.

[Sal DiStefano]

It's. Did you go through this experience? Because I. I did to a large extent. Where I. You kind of Feel. You don't realize this, but you were invincible before.

[Drew Canole]

Absolutely.

[Sal DiStefano]

Now you're not. Like you now, you are extremely vulnerable.

[Drew Canole]

Vulnerable?

[Sal DiStefano]

Yeah. What was. What's that like? You know, because for me it was a shock.

[Drew Canole]

Yeah. You feel naked.

[Sal DiStefano]

Yeah.

[Drew Canole]

You feel so exposed where it's like even emotions, like, especially with a girl, it's different. I think it is a little different having a girl as opposed to a boy. And I'm. I love that I had a girl first because my heart has opened up so much. I mean, outside of listening to Moana a thousand times and like the Disney soundtracks on my phone, like, you look at my playlist and it's like, what's this guy listening to? Because she just loves it.

[Sal DiStefano]

So that's what's gonna happen. That's what's gonna play.

[Drew Canole]

She's a little singer, but there's every moment, every day when I'm just. I get rid of my phone and I'm. I get super present with her on the beach or wherever we are, and I just stare at this, this little girl and her big blue eyes. And it's like there's so much wonder and so much awe in her. It's literally rewriting my childhood. I think they say every year that you're alive and you have a kid at that you're, you're reteaching yourself.

[Sal DiStefano]

Yeah.

[Drew Canole]

So I'm holding the little boy that never had love.

[Justin Andrews]

Yeah.

[Drew Canole]

I'm speaking to the little kid at age 2 that didn't have a dad or a mom even around.

[Sal DiStefano]

Yeah.

[Drew Canole]

And we're working through all that. And it's, it's one of great, it's one of life's greatest teachers.

[Sal DiStefano]

I've read a lot about this. My wife had some really difficult experiences with, with our son, with our four year old. And what they'll say with, I guess what psychologists will say is that you, whatever your trauma you had as a kid, you do a really good job. Especially if you're growth minded and you're, you know, you move forward, you do a really good job with kind of adapting, but nothing will bring it back out like having your own kid, which happened with my wife. But what was communicated to her and what's really happened is you can turn post traumatic stress into post traumatic growth growth. But that's hard.

[Drew Canole]

Yeah.

[Sal DiStefano]

So you got to go through all that. Is that what you're finding? Like, I'm going through a lot of this stuff that I thought I could move past for sure.

[Drew Canole]

It was all stuff I had. I. I thought I Had it neatly organized in my own unconscious mind. I mean, I had a Peter Levine trained coach 15 years doing Tre trauma release exercises, shaking out on my fascia, emdr. I mean, you name it, I've done it. But as soon as that little girl was just plopped on my chest and cried for the first time, it was like, all of that, it just starts to fill the room again. It's like you may have thought you got rid of it for a second, but here's your greatest teacher. And I find myself also as a busy entrepreneur in a tough climate, wanting to excel, wanting to have success. And in those moments, it's like, why am I checking out so much? I'm on my phone, like scheduling meetings and doing like, stuff that's. I could probably be a lot more effective if I just left the room. But to truly get present with her and just be in the uncomfortable, like, hey, what are you dealing with here? Like, looking at it from a higher perspective is where the healing takes place. It's like turning those moments with her into those sacred opportunities to heal something that wasn't healed before. So I love that you said the post traumatic growth. Yeah, that's exactly what's happening.

[Justin Andrews]

How long have you and your wife been together? How long have you guys known each other?

[Drew Canole]

Four years.

[Justin Andrews]

Four years?

[Drew Canole]

Yep.

[Justin Andrews]

How. How much did you did that shift your guys's relationship and change? Bringing a lot like a baby into the picture?

[Drew Canole]

Oh, my gosh. Night and day.

[Sal DiStefano]

Yeah.

[Justin Andrews]

That's when. When people share the. The birthing process. I feel like I had such a different experience. Everyone, every. I won't. Every guy I talk to talks about that moment when that kid comes out of just like this overwhelming looking at him just like you described. Mine was so much more with my wife. Watching her go through that, that it bonded us on another level. I had still, I mean, holding my son and put him on my chest, like a lot of great feelings. But the thing that really rocked my world was my. My capacity for her and how much that was different. I thought that was unique. So did you have. Did you feel like you guys really shifted and changed and what was that like with her?

[Drew Canole]

I feel that seeing her level up as a woman.

[Sal DiStefano]

Yeah.

[Drew Canole]

Even just bringing a baby in, you know, and this is a Viking baby. Like, she had a huge head like me. And my wife is like, I have a small wife. She's like 110 pounds soaking wet. And to see the work that it took to bring this life into this existence and how hard it was for her because It's. I mean the birth for a woman is like changes them entirely, of course. And then to see her heal all of her mom wounds and dad wounds because she still had all this stuff too. It has brought me so close to her, like you said, and recognizing how powerful she is and how much she's a force, you know, and it's. Yeah, I don't think there's anything like it.

[Sal DiStefano]

You said something about you had briefly said how you'd be on your phone scheduling meetings, essentially dissociating because you're just checking out. Yeah, yeah, yeah. There's a driver in a man. That tends to happen when you have a baby, which is like, like gotta make more money, gotta be more successful, gotta be more focused. Also want to be with the kid. It's very easy for a guy, a dad. I did this with my first two and it to. It was. I wish I could go back in time and change it. I was all in on work. So much so that I missed a lot of their childhood.

[Drew Canole]

Yeah.

[Sal DiStefano]

Did you, did you find yourself having to like struggle like okay, I chose.

[Drew Canole]

My baby girl and I think in many ways it, it impacted the business because you can't, I think it's hard to have both. It's either you're all in. You can't have all in on everything.

[Sal DiStefano]

No, it's impossible.

[Drew Canole]

There's, there's life coaches out there that you get to have it all lie. But it's. Yeah, it's like you choose. So it's like I would rather have presence with my girl in the morning. An hour, hour and a half. And that's my most productive time. I'm a lion chronotype. I wake up at 4am Right. And I'm ready to go for the day. My most productive time is probably four to, let's say 11 o' clock after lunch. I'm basically dead to the world because I've just been so, so on it for so long. But choosing my girl in those moments has been the best thing for me and it has, it's definitely impacted the business.

[Justin Andrews]

Have you created practices? Like I've had to teach myself like certain strategies. I think Jordan Peterson shared this on Joe Rogan's I thought it's been powerful for me. Every time before I get home, I stop the car in the driveway for literally an extra two minutes and like let go whatever is at work. And then like, you know, and in my head I'm visualizing, you know, putting, putting on my dad clothes. I, I actually as soon as I Come in, kiss my wife, my son. I go upstairs and I put sweats on just to put me. Yeah, it is. It just to. I've created that as a ritual of. This is part of me. Even though I don't have, like, I wear comfortable clothes to work, but literally the changing of the clothes. That is comfy. Dad sweats. And now I'm full dad mode. Like, it helps me. Have you found things like that?

[Drew Canole]

I think that's so good for everybody listening to this. You need that. I'm still working on that. Because if I get up at 4am and I'm on it for like, two, three hours before the baby gets up, I'll try to sit for five minutes and just meditate and do some breath work. But there's still an edge. There's still like this testosterone in me that's like, I'm hunting. I'm in the middle of hunting. And then I'll go into my wife who just woke up, and she's more of like the bear chronotype. So quiet, slow.

[Sal DiStefano]

Oh, man. That's like my wife and I.

[Drew Canole]

And that's hard for me to turn off.

[Justin Andrews]

Yeah.

[Sal DiStefano]

Because Are you loud? Are you like, wake up?

[Drew Canole]

I'm like, I'm ready.

[Justin Andrews]

Yeah, that's Sal, too.

[Drew Canole]

So even. Even, you know, you might do a leg day in the morning. And so then your Testosterone's up, what, 20, 30 more? So you're even louder. Like, I come in sometimes playing music, like getting the dance party started. You know what I'm saying? And I just shut down. Yeah. She's like, hey, this isn't gonna work. You need to calm down right now. And she's this little fiery, you know, fiery woman. And I'm like, hey, I respect it, but it's so hard. So I admire what you're doing.

[Sal DiStefano]

Yeah.

[Justin Andrews]

Yeah.

[Drew Canole]

I need to find more methods like that.

[Justin Andrews]

The changing the clothes is work because there's times when I'm on, like, a heated conversation on the car phone driving home. So I'm in it. I'm in full hunt mode.

[Drew Canole]

Yeah.

[Justin Andrews]

You know? Yes. Just in the middle of a kill, and I'm like. I'm pulling up my driveway and like, okay, I've got to switch this.

[Drew Canole]

Yep.

[Justin Andrews]

And so it's like, I gotta stop in the driveway for a minute or two, gather myself, decompress, then go in straight to the wife, kiss her, pick my son up. Ah. Do some of them, and then go run upstairs and I freaking put my sweats on. T shirt. And by the time I do that and it's not perfect. Right. Granted, it's still coming down, but it really helps that process.

[Sal DiStefano]

It was.

[Justin Andrews]

Been a huge hack for me.

[Drew Canole]

I love that.

[Justin Andrews]

Yeah. Huge hack.

[Drew Canole]

And when my wife tells me stuff now, like, you need to bring it down a notch or even gives me feedback on how I'm being, it's like, I used to. My ego used to flare up, and it's like, woman, like, I've been working three hours already. I'm providing. I pay for everything. Like, we have all this support.

[Justin Andrews]

Yeah.

[Drew Canole]

Whatever. The ego likes to make up.

[Justin Andrews]

Yep.

[Drew Canole]

And I would almost fight with her about it.

[Justin Andrews]

Yep.

[Drew Canole]

But now it's like, you know what? Whatever my oracle says, my wife, I'm gonna listen to it.

[Justin Andrews]

Yeah.

[Drew Canole]

I'm gonna be like, you know what? You're right. Like, let me bring it down a notch or whatever the situation is, because nine times out of 10, she's like, spot on, dude. She just sees right through my soul.

[Sal DiStefano]

Yeah.

[Drew Canole]

Like, just looks, then there's no escaping it.

[Justin Andrews]

Yeah. Yeah.

[Drew Canole]

Our women, we need women like that, you know?

[Sal DiStefano]

Yeah. Yeah. Because would we grow up without that?

[Drew Canole]

I don't know. No.

[Sal DiStefano]

Yeah. What is it about little girls, too? Is your. Is she a daddy's girl, your little girl?

[Drew Canole]

Absolutely.

[Sal DiStefano]

Yeah. So what is it about little girls that do that to us? Because I have boys and girls I love all my kids. Love them. But my daughters can melt me like nothing. Is it because we know. Like, we identify with the boys, so we know. My wife says, because for her, it's the boys. Right? My son.

[Drew Canole]

Yeah. Oh, yeah.

[Sal DiStefano]

And she's like. Because I know what she's playing. I know what the little girls do. I know what my daughter's doing. And it works on you, but it doesn't work on me. It's got to be something like that.

[Drew Canole]

I think it's biologically too. Like, there's something in a man. We want to provide, we want to protect. She senses that. She's like, here's my guardian. Here's the guy that's going to it. What do they say, like, your dad is like your first love as a little girl?

[Sal DiStefano]

That's right.

[Drew Canole]

So we're modeling everything that we want her to have in the future.

[Sal DiStefano]

The worst. I heard this once, and this hit me, man. The worst man that a girl will put up with is the worst that she saw in her father. So if you yell, if you're not, if you're inconsistent, if you lie, whatever, she'll put up with that. And the guy that she's with.

[Drew Canole]

Interesting.

[Sal DiStefano]

Oh, yeah. And that hit me, man. Cause I'm like, oh, yeah, dude.

[Drew Canole]

Yeah. You know, I love that I asked a question on my Instagram the other day and it was like, hey, 20 years from now you have a two year old kid or whatever, would you allow your daughter to marry you?

[Sal DiStefano]

Yeah.

[Drew Canole]

Would you allow your son to marry a woman like you? Switch the role, you know?

[Sal DiStefano]

Yeah. Yeah.

[Drew Canole]

And I really thought through that.

[Sal DiStefano]

Huh. What was your answer?

[Drew Canole]

Absolutely. Yeah, yeah, yeah, Absolutely.

[Sal DiStefano]

Good, good. That's great.

[Drew Canole]

So we're doing. We're doing good work.

[Sal DiStefano]

That's great, man. And you said you want 10.

[Drew Canole]

Yeah, I would love 10 kiddos.

[Sal DiStefano]

What's realistic, though? For real?

[Drew Canole]

Yeah. I need a bus.

[Sal DiStefano]

Yeah. Good for you. A lot of people don't want to have a lot of kids anymore.

[Drew Canole]

Oh, I love kids, man.

[Sal DiStefano]

Yeah.

[Drew Canole]

And I. I love being a dad.

[Justin Andrews]

My favorite thing, the crazy part is, I don't know about you, I was. Was almost not.

[Sal DiStefano]

We used to argue. Adam was next to.

[Justin Andrews]

Yeah. When we started this podcast.

[Drew Canole]

You're such a good dad.

[Justin Andrews]

People that have listened, that have listened from the beginning have heard me say that, like, oh, yeah. Because Katrina and I have been together for a long time. We've been together for 14 plus years. There was a point in our relationship where we had agreed that we might not have kids. A lot of that had my own wounding as a. As a kid of not having and wanting to provide. And so I had this weird number in my head that I needed to be at before I. And I didn't want to bring a child in the world until I was there. Yeah. And what's funny is that I made peace with that before I had reached that. And the irony of it was the nine months when he was in her tummy was when we really kind of hit that, which was kind of crazy that I let go of it, which is probably what I needed to do. And then everything unlocked and it ended up working perfect. And it ended up like it was at that place that I wanted to be. And now I look back and I go, I wish I could have five. You know, I want. I mean, after having one like that, it makes me want to have a bunch more. But it's wild for me to think that at that time of my life when I said that I truly didn't feel like I needed to or it was that important. It was like, like, yeah, sure, if I have a kid, I have a kid. It's not a big deal. I look back now and it's like, oh, man, I would have been really missing out.

[Drew Canole]

Yeah. I talk to people every day that don't have kids.

[Sal DiStefano]

Yeah.

[Drew Canole]

And they're like, I don't want kids. And I'm like, in my head, and I don't tell them this unless they ask, but in my head, I'm like, you're going to miss out on so much. I had no idea how much it would evolve me. How. How the man that I would have to become.

[Justin Andrews]

Yeah. Yeah. I didn't realize how selfish I was. I knew I was selfish.

[Drew Canole]

Agreed. Man.

[Justin Andrews]

I. I knew I was a selfish person. I would admit it to you. You asked me.

[Drew Canole]

Oh, yeah.

[Justin Andrews]

I'm a selfish guy. You know, And a lot of times when guys like us have childhoods like.

[Drew Canole]

That, you have to be.

[Justin Andrews]

And you. You have to be. And then you figure it out. You're like, hey, now's my time. I didn't get it. 0 to 10. Like, now's my time, and I'm gonna. I'm gonna live it up. I'm gonna enjoy it. So I was very openly selfish and knew that, but to. To what extent, I didn't realize until he came around. Then when he came around, I realized, oh, like. Like, not only was I selfish, but I had never truly loved anything close to how much I love myself. And for the first time, I love something more than myself.

[Drew Canole]

Ah, chills.

[Justin Andrews]

Oh, dude. I mean, if you asked me, I'd say, oh, I love my mom, I love my sister, I love my brother. I love my wife. I love all these things. I'd say it, but I never felt like I actually. More than me.

[Drew Canole]

Yeah.

[Justin Andrews]

Like, I loved all the. I love all those people of a ton. I would take a bullet for them. I'd say, but this thing I actually love more than myself. That was wild.

[Drew Canole]

And that plays into the vulnerability. Cool. I love it so much.

[Sal DiStefano]

Yeah.

[Drew Canole]

I've never let anything happen to this.

[Sal DiStefano]

It's scary is what it is.

[Justin Andrews]

It's scary. But also, I don't know. For me, it was it really. Because I probably would have some. I wish I remember what I would say when someone asked me about purpose in my 20s.

[Sal DiStefano]

Would.

[Justin Andrews]

I'd probably say something to the extent.

[Drew Canole]

Rolls off the tongue.

[Justin Andrews]

Yeah.

[Drew Canole]

Yeah.

[Justin Andrews]

You know, something about legacy and leaving something behind and helping others or some, you know, whatever.

[Drew Canole]

But having a son, Coach. Yeah.

[Justin Andrews]

Yeah. With some. Having son was just like, oh, no, it's very clear now. Like, that's. This is it. Yeah, this is it right here. Like, that's. He's. He. This is me living on you know, 60, 70 years from now. So, yeah, that was, like, game changer.

[Sal DiStefano]

I remember Jordan Peterson said, like, like, why should you have kids? Like, what else are you gonna do? And I remember thinking, exactly. That's true. What else are you gonna do? You're gonna drink Mai tai's on the beach all day.

[Justin Andrews]

I mean, I feel like. I feel like for guys that have. I mean, I. You know, I think I had a pretty cool life. Like, I. Like, I was agreed. Yeah.

[Sal DiStefano]

I was like, yeah, but extend that out.

[Justin Andrews]

No, I mean, I mean, listen, I'm. I totally was blown away. I. But, you know, that was probably why it seems. And I know I'm. I talked to others that are considering not having kids, and I'm like, I get it. I totally get it. You know, you got a rad life. You got a lot of cool stuff going on, and you think, if anything, you think the kid's gonna cram into.

[Drew Canole]

That or collecting stuff.

[Justin Andrews]

Yeah.

[Drew Canole]

And all the cars.

[Justin Andrews]

Yeah. All the. All the cool. I was. I really, really enjoyed my life and couldn't imagine a kid possibly making. I thought, making it better. Yeah. I thought it would take away from some of those awesome things, and it didn't. It just made all of it better.

[Drew Canole]

I'm with you on that.

[Justin Andrews]

Yeah.

[Drew Canole]

Yeah.

[Sal DiStefano]

Are you. Are you. When you look at your. Your daughter, do you look. Do you think of, like, your company you've built and what you do, and you're like, this will be something that she can get into when she gets older, or are you. Are you.

[Drew Canole]

Do you think.

[Sal DiStefano]

Legacy in that way?

[Drew Canole]

I'm pretty detached from that.

[Sal DiStefano]

Okay.

[Drew Canole]

But if she wanted to, like, let's say she has the world's littlest green thumb, because every time we go outside, she's. Even when she came out of the womb, guys, it was weird. She would walk up to trees, and she would just want to touch the tree.

[Sal DiStefano]

No way.

[Drew Canole]

And she would giggle and, like, smile at the tree. Yeah. Birds would come up to her. Like, just every time we'd walk down to the ocean, she was like, I got to go to the ocean. Dolphins would swim up.

[Sal DiStefano]

Wow.

[Drew Canole]

Just. I'm getting chills saying it. Like, this kid, super in tune, super in tune. Super connected, telepathic. Like, the kids that are coming are insane. You guys know this. So she's definitely on her own path, like, whatever she wants to create. I think maybe she'll get into it at some point, like, see dad on, you know, videos talking about superfoods, a crazy guy, you know? But I'm not attached at all. She's definitely a little artist.

[Sal DiStefano]

How do you do you now? How do you look at things like technology? I mean, she's so. She's still young, but, you know. Well, she's a year and a half, right?

[Drew Canole]

Yeah.

[Sal DiStefano]

Throw their kids on iPads and stuff.

[Drew Canole]

We. We limit it.

[Sal DiStefano]

Okay.

[Drew Canole]

So once a week on the weekend, maybe we'll watch a movie together. I try to keep the phone out of her hand just because I've seen what it does to kids. It's like it just grabs them so much. It's like this visceral experience. And then they throw tantrums afterwards because of all the blue light.

[Sal DiStefano]

Yeah.

[Drew Canole]

And now you look at all the blue light research and everything that it does neurochemically to children.

[Sal DiStefano]

Yeah.

[Drew Canole]

It's not good. So we're trying very hard to keep her entertained through minimal, stimulated, like devices, you know what I'm saying? Toys that don't have a lot of color. Like, we're going about a very natural, holistic way.

[Sal DiStefano]

Yeah.

[Drew Canole]

But I get it. If you're a single mom and you're. Or a single dad and it's like you have to work. It's like, what do you, what do you do? Like, it's so hard.

[Justin Andrews]

That's why I feel really, I feel it's tough. I have a. I have a best friend and his wife and they both work crazy hours and they're raising two. And I know that like, you know, a lot of times he just, he uses his defense. You know, it's just like, I'm handling this one, so give this one that.

[Drew Canole]

I mean, I get it.

[Justin Andrews]

But then see the, the challenge that they have, you know, it's really.

[Sal DiStefano]

I was having this conversation with a friend of mine because we were talking about diet. He was asking me questions and I was talking about processed foods and how they're engineered to make you overeat and et cetera, et cetera. And then, and then we got to tech and I said, you know, what's crazy? There's, you know, so much money was invested in, in to make processed food so palatable. Lots of science went into it. So much so that has drug like effects. Tech engineers itself on the fly. So it not only is an engineer, but it engineers itself. To you individually, it would be like eating processed food. And it gets better. And the processed food can judge by your salivation and by your own, you know, reception.

[Justin Andrews]

You're the product.

[Sal DiStefano]

Yeah. And Right. And so, and so techs, you talk about engineering to capture you and to Create drug like effects and to make you addicted or whatever. It's. There's nothing like it. We've never experienced anything like it.

[Drew Canole]

No.

[Sal DiStefano]

So it's smart to avoid it. It.

[Drew Canole]

Well, I mean, even the average screen time that I have, you know, sometimes I look at mine and it's like six and a half, seven hours. I'm like, what's going on?

[Sal DiStefano]

Yeah.

[Drew Canole]

I'm on my phone seven hours a day.

[Sal DiStefano]

Yeah.

[Drew Canole]

So even when my little girl sees me on my phone now, I'm like very conscious of explaining, hey, I have a little bit of work to do and then I'll be present with you again.

[Sal DiStefano]

Has it been, has it, has it gotten harder to capture people attention, to talk to them about things like health and all that stuff?

[Drew Canole]

Absolutely.

[Sal DiStefano]

Okay. Because they're getting hit with so much other stuff.

[Drew Canole]

The windows shrinking Monday, Monday through Friday. I like to focus on health because that's when our willpower is the highest. You guys have looked at that stuff. Stuff. Weekends people just want to be entertained. People want to check out because the week was so incredibly intense.

[Sal DiStefano]

So even change your ads, you guys.

[Justin Andrews]

I say, do you change marketing on those?

[Drew Canole]

We don't change ads. Not yet, but that's definitely something.

[Justin Andrews]

Interesting thought.

[Drew Canole]

Yeah, we, we're doing more entertaining stuff. Like a lot of our ads. I'll wear like a costume and just crazy.

[Sal DiStefano]

They're great.

[Drew Canole]

You know, those seem to work different on different days. Like it's a whole mathematical algorithm in and of itself.

[Justin Andrews]

Yeah, that's an interesting thought.

[Sal DiStefano]

How's the market shifted?

[Drew Canole]

Like the consumer, the attention, obviously the attention span is so small now.

[Sal DiStefano]

So you just have to capture like attention quick.

[Drew Canole]

Yeah, it's so small now. I mean, you guys are blessed because you have this hour long podcast or longer. You know, people are focused, they listen to the whole entire thing. I mean, I've listened to dozens of your podcasts in my car. But if you get somebody on their device and they're just in a scroll hole or doom scrolling first thing when they wake up in the morning, the likelihood of capturing them. It's like you got to have some bold methods to do that.

[Sal DiStefano]

Wow. Is the consumer more educated now when it comes to health products and stuff?

[Drew Canole]

Absolutely.

[Sal DiStefano]

Okay.

[Drew Canole]

Because everything's so easy to get. I mean, Harvard put all their whole entire curriculum online. Like you could literally go to the best university. Everything's free now. Chat. GPT will act like a therapist, it'll act like a contractor, It'll literally interior designer.

[Sal DiStefano]

Yeah.

[Drew Canole]

I literally took a photo of my outfits I'm like, hey, what's going to be best on the mind pump? They said wear this. Everything, dude.

[Justin Andrews]

Wear your best Miami Vice fit.

[Drew Canole]

Yeah, exactly.

[Justin Andrews]

Talk about kilos of protein powder.

[Drew Canole]

Yeah.

[Justin Andrews]

This is chat GBT advice right here.

[Drew Canole]

If you're not using, yeah, if you're not using it though, like, you're just gonna get left in the dust now.

[Sal DiStefano]

Okay, going back to Shilajit and how it affects testosterone. It's really interesting because the, the studies on it affecting testosterone are pretty remarkable. This is a big deal now for man. This has been a big deal, by the way, for decades. People don't know this. We've been tracking testosterone for decades. It's been going down since the 80s, 1950s. Oh, 50s, yeah. Okay, so this is a big deal now. We're getting to kind of like this, like this area where it's like, okay, if we keep going lower with fertility, we're gonna be really screwed. So like, was that like a main focus? Was it, was that one of the main motivators?

[Drew Canole]

Absolutely.

[Sal DiStefano]

Okay.

[Drew Canole]

Because we look at the big theme. Fertility rates are declining. What can we do to increase fertility? What can we do to increase testosterone, have people feel better? We've always, as a society, we've always been into hormones. You look at birth control, what does a birth control hormone do? And for men, men are just so deficient. Our granddads had what, three times the amount of testosterone as the average boy has now.

[Sal DiStefano]

It's wild. I think it was like a 65 year old man in 1985 had the testosterone, had better testosterone than the average 19 year old or something like that today.

[Justin Andrews]

Do you both are into that stuff? Right. So it'd be interesting to see like, like what if we, I, I met this guy, I was just, where was I just at? I was down in San Diego and I met this, this family that was, see Tennessee or somewhere they live. I mean, he lived out in the middle of nowhere. No, it was Montana. Excuse me, it was Montana.

[Drew Canole]

14 level testosterone.

[Justin Andrews]

Well, and so this is where I'm going with this is like. And he was, we were talking and he was just talking about how he's raised his, his boys were young, they were both there with him and they already knew how to hunt and fish and lived on the farm. And so I, I wonder if we, if have we actually tried to take like, like families who are like generational farmers or so that still live very traditional lives and then compare to, that'd be great data. Right. And compared it, like, is it, is it more Something that's happening to all of us as a species, or is it, is it because of how we're evolving, the things we're evolving and doing every single day? That's. Yeah. Culturally that's playing more of a factor than it is as a data.

[Sal DiStefano]

The data points all across the board, however, they're probably higher in more active, healthier populations. But generally speaking, it's going down. Generally speaking. And it's, it's a lot of speculation, probably environmental toxins that you can't.

[Justin Andrews]

Well, that's why I said so. You think environmental, you think daily activities, you know, they're playing, they're sitting down watching tv, video games, Netflix versus hunting Porsche carrying hey. Bales of hay like. So if you took say a thousand kids, you know, that were raised out in the middle of Montana for the last 10 years versus the middle of San Francisco for. And then what will we see? Do you think we would see the same thing? Lump them in and average it. Right? Yeah. Because that's what we're doing is we're lumping them all together and we're averaging. And really when you look at the average, I mean I forgot I saw the, the statistics on this, like literally 80% of us live on the coast and then the rest fill up sparse.

[Sal DiStefano]

The data, the best data we have suggests that it's an environmental toxin, probably related to the explosion of, of Paul. You know, petroleum based plastics and products which in the 50s started to become a, a bigger thing and just grew. It just grew decade over decade.

[Drew Canole]

Oh gosh. And then you look at all the information around all the, the juice that people have been given over the past four years.

[Sal DiStefano]

What do you mean?

[Drew Canole]

Like the vaccines.

[Sal DiStefano]

Oh, right.

[Drew Canole]

And fertility rates on the demise of that.

[Sal DiStefano]

Yeah.

[Drew Canole]

And also the common denominator being people in Montana or even San Diego or wherever they are on a farm. Like the, the bio circadian rhythm of the sun.

[Sal DiStefano]

Yeah.

[Drew Canole]

Being outside sun is information. Right. Supplements are just supplements. That's what they are. If you're not getting information to literally repackage your DNA, create stem cells, if you're not out in the sun every single day for 15 to 20 minutes, your body's a battery, your solar powered being.

[Justin Andrews]

I can I tell you that I think that's actually one of the most. Since we're talking about parenting and kids and stuff like that, that one of the most profound things that I, I have seen in my son who's going to be six now is when I get him outside early and he plays.

[Sal DiStefano]

What a difference.

[Drew Canole]

Dude.

[Justin Andrews]

A night. And I mean his behavior, his sleep, everything. His mood. I mean, everything.

[Sal DiStefano]

Everything.

[Justin Andrews]

Everything. I can tell.

[Drew Canole]

Barefoot.

[Justin Andrews]

Yes.

[Drew Canole]

Electromagnetic. Getting rid of the negative ions or whatever. And then the sun building the solar callus.

[Justin Andrews]

Let him run around and play in the dirt and the sand barefoot and mess around out there for a couple hours and. Holy. One of different child.

[Sal DiStefano]

One of the biggest psyops I think we had the last few decades was getting everybody afraid of the sun. But you combine that with a crappy diet, and your skin is more sensitive.

[Drew Canole]

Yeah.

[Sal DiStefano]

To the sun. You are more likely to get sunburn from the sun.

[Drew Canole]

Skin cancer.

[Sal DiStefano]

Yeah. But it's a huge psyop. Like, everybody's scared. I'm so scared of the sun. Cover up. Put on tons of sunscreen. Oh, what's the sunscreen made of? Hormone disrupting.

[Drew Canole]

Yeah.

[Sal DiStefano]

Wow.

[Drew Canole]

Phthalate exposure thing. Titanium dioxide.

[Sal DiStefano]

Yeah.

[Drew Canole]

Like a lot of these. These sprays.

[Sal DiStefano]

Yeah. Not a good trade. Crazy.

[Drew Canole]

It's just where. Where did common sense go? That's.

[Justin Andrews]

That's why I feel. I feel like words. Because it's in. Is it because we're all aware and we're paying attention? Because I feel like it's very obvious to me. It. It's. It's not like a. Oh, it's kind of. Or there's a correlation I've got there. No, it's very. Like, I've tested days where I said, ah, let's lay around, watch TV today and do nothing and hang out. And he is a different kid.

[Drew Canole]

Tantrums.

[Justin Andrews]

Yes.

[Drew Canole]

At night.

[Justin Andrews]

Or he's upset, or he's like 100 event. And if he, if he has that day where he's out, he plays and he's playing out there for a couple hours, getting the sun. It is a night and day difference.

[Drew Canole]

Nature's a healer. Nature's the greatest healer. We live on a Federal reserve. The farm is so all around us, thousands of acres of trees, oak trees that have been there, like, since the beginning of time. And she goes out there and she just opens her eyes up and listens to the birds, and you could literally see it impacting. Her feet healed in real time. She could be cranky before that. We haven't had to use any pills for teeth pain, for any of the teething that's going on. I mean, she's so dialed in, but it's because she's out in the sun every day. She's playing. Her hands are in the dirt. She's picking up microbes everywhere. Her microbiome's probably loving It, Yeah, she's in the greenhouse picking veggies, putting things in the soil. Like, she's just a different kid. And even parents come up, they're like, what are you doing to her? That's different because she's so calm, she's so peaceful, she's so happy. People are always like, that's the happiest kid I've ever seen. She walks into a room and smiles at everybody and just, dude, even when she came out of the womb, she, like, would make eye contact with you. And you know how kids, like, just kind of float around a little bit when they come out. Like, where I'm on planet Earth now. Yeah, she's so, like, just on it.

[Sal DiStefano]

You know, one thing that impressed me about Organifi and continues to is you guys have this great balance between like, like what's natural and then what's efficacious when you're looking at extracts or with science, like, how's that balance? How is it maintaining that balance? Because supplement companies, I think, will go too far in one direction or the other where it's like all that, like, there is no standardization and it's, you know, and then you don't know what you're getting. And then there's the, no, no, we're going to extract the chemicals and that's all we're going to sell you, you know, type of deal. What's that like between you and your team in that discussion?

[Drew Canole]

That's a Shania question.

[Sal DiStefano]

Okay.

[Drew Canole]

She dials in on all that. You would love, love having a conversation with her. Yeah, yeah. Usually it's whatever's going to benefit the customer and whatever the data says, you know, is what we put into it the most.

[Sal DiStefano]

What's your typical customer like? What is your customer avatar? What do they look like?

[Drew Canole]

I would say 70% women, 30% men.

[Justin Andrews]

Oh, is that one skewed?

[Drew Canole]

Yeah, skewed. Like women organics, high quality yoga moms, moms that want the best for their children. They're the spender in the house as well. They make the decisions of, well, being in the house. I mean, I go to farmer's markets and I'm not famous by any means. Maybe like at a different school that I went to growing up, that's kind of what it feels like. But I'll go to a farmer's market or I'll walk into like a whole, like a Erewhon or whatever, and that's where you're known. They come up out of nowhere, you know what I'm saying? Like, I'M kind of famous there. It's hilarious. But it's these powerful moms that get it. And as soon as I make eye contact with a mom and she's like, I watch your videos, I buy all the organifi for my kids. Kids I already know. Like, she is so studied. She's educated. She's giving the best to her children.

[Justin Andrews]

Yeah.

[Drew Canole]

She has deep, meaningful, present conversations with the people in her life. She's just a rad human. So I actually love meeting people out in the streets. It's one of my favorite things.

[Justin Andrews]

I mean, that's got to be kind of cool knowing that because you've built the brand around a lot of that stuff that you. You've attracted that customer.

[Drew Canole]

You guys too. I mean, you want to hang out with the people that listen to you.

[Justin Andrews]

Yeah.

[Drew Canole]

That's how I think you guys feel that way.

[Justin Andrews]

I know we do. That's definitely.

[Drew Canole]

And I feel that way.

[Justin Andrews]

Yeah. I love that when we. That's one of our favorite part. In fact, that' actually one of the exercises that we do to keep us grounded is like, you know, sometimes we get in this cave and we talk on this podcast out in the ether ones, go out into the cave, and then every once in a while we get to meet with all the people that listen and it always reminds us, oh, this is why we do this. Like, this is cool that we're getting to meet all these people that are like us.

[Drew Canole]

I love thinking that and I love looking at testimonials and just reading the name, even the name of somebody. And like the experience that they had with their kids or the experience that they had healing or losing weight or whatever it is and just feeling into that.

[Justin Andrews]

Yeah.

[Drew Canole]

And how much that changes their whole entire household. Because they're a better person. They feel better, they have more energy, they're more present. I think that's what we're after here.

[Justin Andrews]

When you. When you look at your. The. The full SKUs. Right. The whole pull product line has it over this entire time been like Green Shoot. Green Juice was the flagship. Right. And I'm sure you do a lot of protein. Is it consistent or has it. Have you had like. Like this product has way overtaken this one.

[Drew Canole]

Yes. It's had to evolve. So with the onslaught of AG1.

[Justin Andrews]

Right.

[Drew Canole]

You know, you got a company that's just a Goliath now after a hundred million dollars in funding, like, they can buy up any single podcast there is.

[Justin Andrews]

If they see that, they'll try to buy us out.

[Drew Canole]

Huberman. I mean, you name loyal.

[Justin Andrews]

We are just.

[Drew Canole]

They just. I know.

[Justin Andrews]

That's what I love about you all the time, loyalty. They do what we are and then.

[Drew Canole]

It'S like, what is it? It's like 50 ingredients, tiny specs, no efficacy at all. But the marketing is brilliant.

[Justin Andrews]

Oh, yeah. It crushed that.

[Drew Canole]

Yeah.

[Justin Andrews]

And they think it's one of the best because of the marketing. Isn't that wild how that is? Yeah, that, you know, it's like, how's the game? It is, it's. It's the unfortunate part.

[Drew Canole]

It is. And you can't, you know, hate the player, hate the game kind of a thing.

[Justin Andrews]

For sure.

[Drew Canole]

Great. But at the end of the day, it's like when you have that type of capital, you could have it a losing. You could be losing your ass on something. It doesn't matter because it's not really hurting your bank account.

[Sal DiStefano]

Yeah.

[Drew Canole]

Long term. They've tracked their LTV with the subscriptions. So for us to answer your question directly, it's had to evolve, it's had to change. So we look for niche marketplaces that people actually need support before the market gets there.

[Justin Andrews]

That's. To me, that's the answer to the question he was asking earlier about sheilajid and Happy Drops. It always seems like you've done this incredible job of something that's been around forever. So it's not like you're inventing something.

[Drew Canole]

A small company.

[Justin Andrews]

Yeah, we're bootstrapped.

[Drew Canole]

We don't have deep pockets like that. That. So for us, the customer relationship is the most important. The relationship that I have with you guys, because you're customer interfacing, you're talking to people every single day, working your booty off. So that's what we look for and it's worked well.

[Sal DiStefano]

You know, Adam uses you guys as an example when we talk to other companies that want to work with us because you guys do such a good job of. With our customers, with the people we send, you do such a good job with them and then they stick around. And so when he talks to the companies, it's one of the things he wants to find out because, like, is this going to be a good fit? And he, he, I'll always hear him, oh, organifi does this.

[Justin Andrews]

Well, you guys do something that's unique to a supplement company too, that I, there's not many that I am aware of that do this, which is you. And you've been doing this for a very long time. And that was you guys. And I don't know what you call them. They're like your customer service, your coaches or whatever. That's unique to you. There's not a lot of supplement companies that do that.

[Drew Canole]

Coach people. People.

[Justin Andrews]

Yeah. You actually have people who get on the phone that will coach people how to take the supplements. Or is this right for me? Or, oh, maybe you should do this also. And so not. And. And that is like, we've always been good at being able to point people in the direction of like, oh, this is a great product, this is a good company. But then if you. And that's why I use you as an example. I was like, if you guys on the back end support those people and you take good care of them, we're gonna have a great business relationship. You're gonna be very successful. We'll be very successful. But if you think that we're going to be able to. To close all these people on your product and your stuff, and we don't spend time doing that. We're. We're a podcast and we're helping people finish it and we're going to mention the brand and we're going to talk about how great they are, but we're not going to, we're not going to gear our whole podcast around selling your product. You know, say you guys got to do some shit on your back end and not a lot of companies do that.

[Drew Canole]

No. You got to care.

[Justin Andrews]

Yeah.

[Drew Canole]

And I think that's longevity. That's what we were talking about earlier. It's like if we understand the avatar, we understand the customer that's on the phone, their, their bio, individuality. They have different needs than you have. Everybody's different. So what can we do to make it special? What can we do to show them that it's not about just selling them one supplement, it's about creating a relationship with them long term and building a friendship.

[Sal DiStefano]

Because you guys have great retention.

[Drew Canole]

Great retention, people. Best in the industry.

[Sal DiStefano]

Okay, so talk about that. So how do you produce that? Is it just.

[Drew Canole]

So average retention in the supplement market is probably 60 days, whereas with Shilajit as an example, I mean, the average is probably four to five months.

[Sal DiStefano]

Wow.

[Drew Canole]

Which is a lot longer than most companies.

[Justin Andrews]

Double to triple.

[Drew Canole]

Yeah.

[Sal DiStefano]

Wow.

[Drew Canole]

And we're constantly working on how do we get that to be even longer. I mean, obviously you have the outliers that I've had people buying green juice for the past decade. So there's a cohort of people that have been buying green juice for 10 years, and then people that want a discount on the front end so they buy it. And then they fall off for the first 30 days or whatever, but the math works out. And that's the company we want to build for Legacy, as opposed to just a quick, quick, quick cash infusion.

[Sal DiStefano]

That's awesome. What do you. Drew, what do you do for yourself personally? Obviously, you eat healthy, you use good supplements. What do you do for fitness?

[Drew Canole]

Gosh, I used to work out twice a day. Probably like you guys, way back before kids. Now it's less is more kind of a thing. I watched this guy's short series. I loved it, by the way. I'm wondering why you don't do more of those, because I think you have your. And we're probably gonna get comments on this right now, but I miss it because I felt like you were my guide on the side, like, going through your transformation.

[Justin Andrews]

Yeah, it was a lot. You know what to be. And Justin just went through it. Right? So Justin just. Justin did a series on hitting a PR of 315, and he documented the whole thing.

[Sal DiStefano]

Overhead press.

[Justin Andrews]

It's.

[Drew Canole]

Dude. Overhead press.

[Justin Andrews]

Hey, that.

[Drew Canole]

It was calves, dude.

[Sal DiStefano]

He didn't work out his calves. Don't get us started on that jump rope. Yeah.

[Drew Canole]

So good job, man.

[Justin Andrews]

It was. It was a. It was a major commitment. Commitment. It was a lot. Yeah. It's like, to do it right. I think, like, I documented everything, right? So I was on my Instagram and, you know, taking this conversation full circle to having a kid and stuff like that. Like, I mean, I had during that time, I remember apologizing to my wife and my son that, hey, daddy's gonna do this for the next couple months, so bear with me. Like, this is a priority. And so every day, when I would. Because this is our. We have to do this. This is what really makes the business go. Go. That's, like, a nice to have a bonus that we were doing. It's good for the business. People love it. They want more of it, but it takes a lot of commitment outside of this to do that. And so, yeah, a lot of my time that I normally would be spending with my son or my own time with my whatever was now dedicated to, like, documenting this product. That's why, like, man, when I see some of these people, I'm so blessed to how we built this business and that it's really centered around this right here, which we all love to do so much, much. And it's. It's been good enough to us that we can have a living off of it, because the typical Instagram influencer person that makes good money Is like, man, it's like they don't, they don't, they don't separate. They don't separate their personal life from jobs on top of that's their, that is it. It becomes it. And we all never wanted that. And I, and we all agreed that like I didn't want.

[Drew Canole]

And so I remember you saying that on our first interview.

[Justin Andrews]

That's right.

[Drew Canole]

Something like that.

[Justin Andrews]

And so we keep it it. You know, I share a lot of. We all share a lot of our personal life, but we keep a lot of it to ourselves too. Like I, I, I don't document all of it. And so that three months. Why I think people eat it up is you get to see me docu. I really documented my life.

[Drew Canole]

Nothing like it.

[Justin Andrews]

Yeah. And so people ate it up because.

[Drew Canole]

I mean I've watched C Bum. I've watched, you know, what's the other guy's name? Sam Kulik or whatever the guy's name is. And it's okay. Like it's, it's all okay. But the way you were doing it.

[Justin Andrews]

Man, I enjoyed it and I got a lot of. I, I felt like the way we did it, I thought it was unique. Like that was kind of a like a fly on the wall type.

[Drew Canole]

Yeah, it was cool.

[Justin Andrews]

Yeah. Like where I was just kind of talking to myself. Like I thought, thought what we did was pretty cool. I wished, I wish it, it supported the business more to justify doing it more often.

[Drew Canole]

But it's the hard part.

[Justin Andrews]

It is. That's the hard and. And that's the. And so for the listener who's wondering why we don't. It's like, you know, it's got to make sense. The amount of effort and time that I put into that. There's so many other things that I can do within the business. And the ROI is significantly greater as much as maybe the consumer. You love it. It's got to make sense to take take away from us personally. But I feel you, you know.

[Drew Canole]

Yeah. I love watching that and applying it to my life because I was under the impression that I needed to work out four times a week, at least an hour every time. And I was just running myself into the ground. Girl, dad, less sleep mold in the house. I mean, my lymphatic system was probably mucked up because I have the MTHFR gene mutation as well. And I got all that going on, you know what I'm saying? So it's like all these variables I had to deal with. Now it's, I would say three times a week, 30 to 45 minutes. I make sure I get at least 15,000 steps a day. Usually.

[Justin Andrews]

Yeah.

[Drew Canole]

On a good day is the goal.

[Sal DiStefano]

Well, that's it, huh? You look great.

[Drew Canole]

Thank you, brother.

[Sal DiStefano]

Yeah. You build a good base. You've been.

[Drew Canole]

You trained for so long.

[Sal DiStefano]

I started sticks around too.

[Drew Canole]

When you build a base and it's easy. It's so easy. Because isn't that funny?

[Sal DiStefano]

We. We need to sell that. We try to sell that off on the show. So especially if you build muscle keeping. It's not hard.

[Justin Andrews]

So easy building.

[Drew Canole]

It's hard keeping it in a. I don't eat nearly as much because you're.

[Justin Andrews]

That's the other thing that I. I was just talking on my Instagram the other day about if I were to like, unpack the thing that I've. I've. I've worked on, though someone asked me a question like, what are you working on the most in your life? Or something like that. I said, you know, the thing that I've gotten much better at in my 40s that I didn't have such a good time or it wasn't very good at my 30s and my 20s is. Is B, my nutrition with what I'm doing with my activity and my training.

[Drew Canole]

Y.

[Justin Andrews]

So it's. I've always been all on or all off all the time where now I'm very mindful, like, hey, this has been kind of a lazy week for me. I didn't get into my training as much. I didn't get my steps as much as I would. So very much so that. That might be the time where I'm intermittent fasting that by any time I skip out on that dessert or that popcorn or the thing I'm really good now in my 40s of like telling myself that, hey, if I want those things, I need to go earn them by moving and doing the things. And if I don't, because I get busy and life happens or I'm traveling, then I adjust the diet. And as. As simple as that may seem, it's. It's hard to. To be consistent in practice. And I've gotten better at that. I've gotten older of doing that. That's made a big hack for me too.

[Drew Canole]

Likewise on that. And it's. It's more about recovery for me. So it's like getting the. The daily solar callus built up, getting outside in the sun, planting my feet in the grass. 30 minutes. I would choose that over lifting weights.

[Justin Andrews]

Now that's my kick. Right now we have a pool and I'm like I've been like laying out and like, I'm like, man, I haven't eaten up this much sun in so long.

[Drew Canole]

So good because your inflammation goes way down.

[Justin Andrews]

Just feel good.

[Drew Canole]

Are going to look leaner.

[Justin Andrews]

I feel good. I just feel better all the way, all the way around. And I'm. My workouts are meh right now, but I'm getting outside way more. And it's like to me, like that's another thing too is I feel like the, the whole health sphere is so much more than just lifting iron. I mean that's a big part, don't get me wrong. And it's probably one of the.

[Drew Canole]

Gotta do it.

[Justin Andrews]

It's one of the best.

[Drew Canole]

Rois.

[Justin Andrews]

Of all the things that we talk about, right. Is. Is lifting weights, eating correctly. And so those are pillars. But so was getting outside and getting in the sun and I've, I've neglected that a lot in the last decade or two. And it's, I'm trying to like be better about that.

[Drew Canole]

We're obsessive kind of guys and I love to lift heavy ass weights. There's no greater. I mean, if I don't lift three days, if I'm, if I haven't lifted in three days, I start to feel off.

[Justin Andrews]

Yeah.

[Drew Canole]

Just a little depressed where it's like, what's going on? Like thoughts that wouldn't affect me are now affecting me. So as soon as I pick up the iron or I'm in the gym, it's like, oh, this is my bliss spot. Yeah. But it's a lot less now. Diet's plugged in. I eat when I'm hungry. So I may go all day and just have one meal.

[Sal DiStefano]

Yeah.

[Drew Canole]

And I feel great doing that.

[Justin Andrews]

Yeah.

[Drew Canole]

It's like in the morning it might be caffeine o' clock as opposed to, you know, having breakfast.

[Sal DiStefano]

That's great.

[Drew Canole]

And I feel better than I ever have. Like I said, my blood test showed that my inflammation was a little high. Cholesterol was a little high as well.

[Justin Andrews]

Well, how often are you doing those? Do you, do you check up every.

[Drew Canole]

Three months is goal.

[Justin Andrews]

Okay, so every, every three months.

[Drew Canole]

Yeah.

[Sal DiStefano]

How old are you now, Drew?

[Drew Canole]

44.

[Sal DiStefano]

Okay. Yeah. We're all the same generation.

[Drew Canole]

Yeah. I thought we were the same.

[Sal DiStefano]

Yeah.

[Drew Canole]

Around the same age.

[Justin Andrews]

You and I are the same. They're a little bit. They're older than we are.

[Drew Canole]

They're older guys.

[Sal DiStefano]

Yeah. Yeah.

[Justin Andrews]

Doug's way. The older.

[Sal DiStefano]

Doug used to write.

[Justin Andrews]

You know what I'm saying?

[Sal DiStefano]

Yes.

[Justin Andrews]

He is the old wise one us straight for sure.

[Drew Canole]

Thank you for listening to Mind Pump. If your goal is to build and shape your body dramatically, improve your health and energy and maximize your overall performance, check out our discounted RGB super [e-mail] the RGB Super Bundle includes Maps, Anabolic Maps, Performance and Maps Aesthetic, nine months of phased expert exercise programming designed by Sal Adam and just to systematically transform the way your body looks, feels and performs with detailed workout blueprints and over 200 videos. The RGB Super Bundle is like having Sal, Adam and Justin as your own personal trainers but at a fraction of the price. The RGB Super Bundle has a full 30 day money back guarantee and you can get it now plus other valuable free [e-mail] if you enjoy this show, please share the love by leaving us a five star rating and review on itunes and by introducing Mind Pump to your friends and family. We thank you for your support and until next time, this is Mind Pump.