🍔 “I’m lovin ___” — Shake Shack’s 1st slogan. Trump’s $499 smartphone. Tracy Anderson’s pilates club.

Summary

Podcast Summary: The Best One Yet Episode – June 17, 2025

Hosted by Jack Crivici-Kramer & Nick Martell from Nick & Jack Studios

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Introduction

In this engaging 20-minute episode of The Best One Yet, hosts Jack Crivici-Kramer and Nick Martell dive into three captivating pop-business news stories, offering fresh perspectives and insightful discussions. Skipping the usual banter, the hosts immediately delve into intriguing topics that range from branding strategies in the fast-food industry to the latest ventures of a prominent political figure, and the exclusivity of a renowned fitness brand.

1. Shake Shack's Pursuit of a Brand Slogan

Timestamp: 06:13 – 10:47

Overview: Shake Shack, a major player in the burger industry valued at $5 billion, is set to unveil its very first brand slogan. This strategic move aims to elevate Shake Shack's brand identity and push it towards mainstream recognition, contrasting with competitors like Burger King, which boasts 20,000 locations compared to Shake Shack's 600.

Key Points:

• Slogan Importance: Jack emphasizes that slogans are the "critical linguistic addition to a brand," likening the branding framework to a stool where the slogan forms one of the three essential legs alongside the company name and logo.

• Slogan Trade-Off: The hosts discuss the inherent trade-off in slogan creation—opt for a slogan that is either memorable or likable, but not both. This dilemma is highlighted with examples:

  • Memorable: "The car that Napoleon Bonaparte would have driven." While unforgettable, it may not resonate affectionately with consumers.
  • Likable: BMW's "The Ultimate Driving Machine," which is beloved by fans but may lack the stickiness of a longer phrase.

Notable Quotes:

• Nick Martell [07:09]: "The way we see it, if branding were a stool, then slogan is the first of the three legs."

• Jack Crivici-Kramer [09:51]: "Would you rather it be popular or would you rather it be permanent?"

Conclusion: Shake Shack’s investment in a chief communicator to develop their slogan underscores the brand's commitment to refining its identity and driving future growth. The hosts predict that a successful slogan could boost Shake Shack’s stock and cement its place in the competitive fast-food market.

2. President Trump's $499 Smartphone and 2024 Income Disclosure

Timestamp: 10:47 – 15:49

Overview: President Donald Trump has made headlines by launching a $499 smartphone, simultaneously disclosing his personal income for 2024. This multifaceted news intertwines tech entrepreneurship with political finance, raising questions about self-dealing in politics.

Key Points:

• Income Sources: Trump reported a diverse income portfolio, including:

  • $218 million from golf courses and Mar-a-Lago.
  • $57 million from the sale of crypto tokens.
  • $1.3 million in royalties from Bible sales.
  • $5.3 million from branded merchandise like sneakers and watches.
  • $1.2 million from NFT sales.

• Trump Coin: Launched just before his inauguration, Trump Coin generated an estimated $320 million in trading fees. Trump owns 80% of these meme coins, providing a significant revenue stream.

• Smartphone Launch: The Trump-branded smartphone features an American flag design and includes a $47.45 monthly phone plan, a nod to his association with the 45th and 47th presidencies.

• Self-Dealing in Politics: The hosts propose a two-part solution to curb financial conflicts of interest among politicians:

  1. Increase Compensation: Higher salaries could reduce the temptation for self-enrichment.
  2. Enforce Strict Penalties: Implement zero tolerance policies for corruption and self-dealing activities.

Notable Quotes:

• Nick Martell [12:30]: "So Trump Coin is kind of like an untraceable ATM based on his fame and his paying fans."

• Jack Crivici-Kramer [15:30]: "It's a two-part solution that Jack and I have to fix the problem. First, pay politicians more. Then punish them more."

Conclusion: Trump's ventures into technology and persistent income generation while holding office spotlight the ongoing debate about financial ethics in politics. The hosts advocate for structural changes to mitigate such conflicts of interest, emphasizing the need for better compensation and stricter enforcement against corruption.

3. Tracy Anderson’s Exclusive Fitness Empire

Timestamp: 18:04 – 22:25

Overview: Tracy Anderson, a luminary in the fitness industry, continues to expand her highly exclusive Pilates brand. Her latest venture involves opening invitation-only studios, maintaining control over her empire while eschewing traditional avenues of massive scaling.

Key Points:

• Exclusive Studios: Anderson's newest studios are accessible only by invitation, costing $1,000 a month. This exclusivity ensures a tailored and elite fitness experience, perpetuating the brand’s high-end reputation.

• Business Strategy: Unlike other fitness brands that have scaled through private equity or public offerings (e.g., SoulCycle, Peloton), Anderson retains majority ownership, allowing her to maintain creative and operational control. This strategy has enabled her brand to survive and thrive over two decades without succumbing to fad cycles.

• Diversified Offerings: Beyond workouts, Tracy Anderson has diversified her brand with fragrances, apparel, healthy foods, and even unique fitness equipment like three-pound rose quartz weights priced at $299.

• Celebrity Endorsement: Gwyneth Paltrow's investment in Tracy Anderson's company underscores the brand's appeal among high-profile individuals, further enhancing its exclusivity and allure.

Notable Quotes:

• Jack Crivici-Kramer [21:15]: "Tracy Anderson is the perfect example of rich versus queen yetis."

• Nick Martell [22:09]: "The Tracy Anderson method, it is a reminder that you can be rich or you can be queen, but it's hard to be both."

Conclusion: Tracy Anderson's approach exemplifies a sustainable business model focused on exclusivity and brand integrity. By resisting the push for rapid expansion and maintaining control, Anderson ensures her fitness empire remains influential and resilient, setting a benchmark for longevity in the volatile fitness industry.

Additional Insights

Throughout the episode, Nick and Jack interweave interesting trivia and broader industry observations that enrich the main stories:

• Ferrari's Iconic Red Color: Discussed early in the episode, the hosts highlight how Enzo Ferrari's insistence on red cars has cemented Ferrari's status as not just a car manufacturer but a fashion statement. This legacy contributes to Ferrari's market cap surpassing that of Volkswagen, despite producing significantly fewer vehicles.

  • Notable Quote: Nick Martell [02:02]: "The answer is Enzo."

• Slogan Effectiveness Research: Citing the Journal of Consumer Research, they explore how slogan length impacts consumer perception—short slogans are more likable, while longer ones are more memorable.

  • Notable Quote: Nick Martell [10:34]: "Here's the plot twist. According to the Journal of Consumer Research, shorter slogans are more likely to be loved, but longer slogans are more likely to be remembered."

Conclusion and Takeaways

Shake Shack:

• Focus: Developing a compelling slogan is pivotal for Shake Shack to differentiate itself and capture greater market share.
• Strategy: Balancing the slogan's memorability and likability will be crucial in resonating with a broader audience.

President Trump:

• Focus: His diverse income streams while in office raise concerns about political self-dealing.
• Solution: Advocating for higher politician salaries and stricter anti-corruption measures to mitigate ethical conflicts.

Tracy Anderson:

• Focus: Maintaining brand exclusivity and control to ensure long-term success.
• Strategy: Avoiding mass scaling in favor of a curated, high-end fitness experience preserves her brand's prestige and sustainability.

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For those eager to delve deeper into these stories and gain a comprehensive understanding of the strategies behind these business moves, this episode of The Best One Yet offers a rich and insightful exploration.

Transcript

[Nick]

This is Nick.

[Jack]

This is Jack.

[Nick]

It's Tuesday, t Boy. Tuesday, June 17th. And today's pod is the best one yet. And this is T Boy.

[Jack]

The top three pop business news stories you need to know today.

[Nick]

But exciting update Yetis. We are publishing an interview episode on Friday. Jack, you wanna drop a hint for the besties out there?

[Jack]

It's with the founder of a company that turns 20 years old this Friday.

[Nick]

All right, so here's some T Boy trivia. What company turns 20 years old and we're about to interview him?

[Jack]

Let us know in the comments. By the way, we just hit 20,000 on Instagra. We got a free hack coming to Mara Hanson. Thanks for helping us get there.

[Nick]

Thank you, Mara. But, Jack, three fantastic stories for today's show. What do we got on the D boy?

[Jack]

For our first story, Shake Shack is the only major burger chain without a slogan. But not for long. Shake Shack's whipping up a slogan.

[Nick]

Here is Shake Shack's slogan secret. Shorter is more likable, but longer is more memorable.

[Jack]

For our second story, President Trump disclosed his 2024 personal income. Golf, hotels, crypto and Bible.

[Nick]

But for 2025's income, we're gonna have to add mobile phones because the president is launching a $499 smartphone.

[Jack]

And our third and final story. First there was yoga, then spinning, then Pilates. Now Tracy Anderson.

[Nick]

Tracy Anderson's workouts are so in demand that their studios are invite only.

[Jack]

Nick's life goal is to get one of those invites and crash the ladies Pilates workout.

[Nick]

Tracy, we know you're listening. What do I gotta do? Come on.

[Jack]

But yet, yeties. Before we hit that wonderful mix of stories.

[Nick]

I can touch my toes.

[Jack]

I thought you were gonna say something impressive.

[Nick]

That's not gonna get either of us an invite, Jack.

[Jack]

Yetis, have you ever noticed that the color of the race car emoji on your phone, it's red. And the fastest car in the Pixar movie cars is red. Which leads to our trivia question from yesterday. Who was it that said this quote?

[Nick]

Ask a child to draw a car, and certainly he will draw it red.

[Jack]

The answer is Enzo.

[Nick]

Yes, it is.

[Jack]

Enzo Ferrari.

[Nick]

Enzo Ferrari, the founder, inventor, and namesake of Ferrari cars.

[Jack]

For decades, Enzo Ferrari would only sell a sports car if that sports car was red.

[Nick]

Because the way we see it, Ferrari isn't just a car company. Ferrari acts like a fashion company.

[Jack]

And today, Ferrari is the biggest European car company. By market cap.

[Nick]

It's worth $80 billion with a B.

[Jack]

Even though Ferrari produces the fewest cars of any European car.

[Nick]

Get this. Volkswagen makes 650 times more cars than Ferrari, But Ferrari is worth nearly twice as much.

[Jack]

That is a wild stat. But here's something even wilder. Ferrari was one of the worst run companies we've ever researched.

[Nick]

I mean, honestly, Enzo's stubbornness should have put him out of business. Like, what do you think? 1, 2, 18 times? Probably. Jack.

[Jack]

To find out how Ferrari, despite those odds, became the ultimate car, check out our weekly show. The best idea yet.

[Nick]

The untold origin stories of the products you're obsessed with.

[Jack]

The reason you picture a car as red is because of one stubborn but brilliant Italian a century ago.

[Nick]

And we'll drop the link in today's episode description. Check it out after the pod. But in the meantime, Jack, we got a fantastic show today, don't we?

[Jack]

Man, if enough people listen, Ferrari's gonna send us a car.

[Nick]

And maybe I'll learn how to drive stick. Jack, let's hit our three stories.

[Unknown]

Fifteen years before this song, two boys from the Northeast met in the dorm. They had an idea to cause a cultural storm. It's the best one yet. But the best is the norm, Jack. That's it. I don't even think they need to practice. 50%. That's a fat tip. T boy city on your at Liz. If you know, you know. Cause we ready to go we can't wait no more. So just start the show. Start the show.

[Nick]

First, a quick word from our sponsor.

[Jack]

Monarch Money.

[Nick]

All right, Jack, can I tell you about my smh?

[Jack]

What is that?

[Nick]

It stands for my stupid money habit. You ready for this? I just realized I spent $412 last month on taxis.

[Jack]

Nick, that's a car payment.

[Nick]

I know. I could have probably just bought another car at this point.

[Jack]

Now Nick only realized how much he spent on Uber's, Lyfts and Yellow Cabs. Thanks to Monarch Money.

[Nick]

Monarch. It isn't just a budgeting app. It is like a personal cfo.

[Jack]

Now. I'm using Monarch Money, too. My favorite part.

[Nick]

Yes, you are.

[Jack]

I've actually retired my net worth spreadsheet. Seriously?

[Nick]

Really?

[Jack]

Because I have every single financial account I own linked to Monarch Money.

[Nick]

You can immediately see your net worth because Monarch Money refreshes all your account balances instantly.

[Jack]

So to help you track and build your net worth, Monarch Money is offering 50% off your first year for listeners of this pod.

[Nick]

And it's not just us. Over a million households already use Monarch Money.

[Jack]

The Wall Street Journal already named it the best budgeting app of 2025. Yeah, we're not even halfway through the year.

[Nick]

No, we're not. And I think I just spent 10 more dollars on a taxi. So, besties, get control of your overall finances with Monarch Money.

[Jack]

Even though Nick Apparen use code t.

[Nick]

[e-mail] in your browser for half off your first year.

[Jack]

That's 50% off your first year if you go to monarchmoney.com and use code T Boy. Airbnb now.

[Nick]

Yeah, it is. Jack mentioned his favorite skinny dipping spot. Where was that again?

[Jack]

I did a bunch of people ask me about that, but, Nick, there's nothing better than swimming in Mother Nature with the outfit Mother gave you.

[Nick]

I mean, you know what they say. It's not the summer unless you're outside naked at some point and nobody knows it.

[Jack]

Now, another way to do that is an outdoor shower. And I should mention, my place has one of those, too.

[Nick]

And how is it possible you have an outdoor shower, Jack?

[Jack]

Because I'm an Airbnb host.

[Nick]

True.

[Jack]

Now, I usually spend my Airbnb hosting income on travel for the family, but this time, we earmarked it for a home upgrade.

[Nick]

Now, Jack, I should point out, I'm no carpenter, but outdoor shower, it ain't cheap. You got the cedar wood install, you got the copper pipes, the French drains.

[Jack]

But with the money we're making on Airbnb, it was affordable. We put it in last year.

[Nick]

Well played, Yeti's.

[Jack]

I'm an Airbnb host with my current chalet and with two previous apartments, and I can tell you it's very easy to use besties.

[Nick]

Millions don't realize their space could be an Airbnb. You already have an Airbnb. You could be yodeling naked outdoors with fresh shampoo in your hair in the.

[Jack]

Outdoor shower paid for by your guests.

[Nick]

Your home might be worth more than you think. Find out how [e-mail] host for our first story. Shake Shack just announced they'll soon launch their very first brand slogan.

[Jack]

But when it comes to slogans, you can be likable or memorable, not both.

[Nick]

All right, Jag. And we're gonna tell this story. How about you and I play a little game of Finish the sentence? You ready for some? Finish the sentence. Okay, here. Can we play some game show music? All right, here we go. Here we go. Thanks, Trey. All right, Jack. America runs on blank Duncan. Yeah. Well played. One for one. One for one. Okay, here's the next one. I'm lovin' Blank it. Okay. All right.

[Jack]

Two for two.

[Nick]

Not bad. Jack, you're on a roll. All right, last one's the hardest. Here we go. Here we go. Live blank.

[Jack]

Was it Live forever?

[Nick]

It's Live Lost. That is Taco Bell, Jack. I'm sorry. Two out of three. You come back next week. YETI slogans. They are the critical linguistic addition to a brand.

[Jack]

Slogans are the most important sentence in all of marketing.

[Nick]

The way we see it, if branding were a stool, then slogan is the first of the three legs.

[Jack]

The three legs are the name of the company, the logo of the company, and the slogan of the company.

[Nick]

And now from Jackson, my research, jumping in T boy style. Some slogans never change.

[Jack]

New York life, the company you keep.

[Nick]

It's been that way for like a century. And other companies do change their slogans actually, like really often.

[Jack]

Pepsi. They've had 30 different slogans since 1909. I don't even know what it is today.

[Nick]

They don't even know what Pepsi. Jack, at this point, this is doing what Coke does. Turns out slogans can drive a profit, Puppy. Because in 1984, Wendy's launched their new slogan, where's the beef?

[Jack]

Sales jumped 31% at Wendy's in the 12 months after that slogan launch.

[Nick]

And here's the news. Shake Shack, the $5 billion burger joint, just hired a chief communic. And Jack, what is that person's number one job?

[Jack]

Come up with a slogan, literally.

[Nick]

The CFO of Shake Shack said last week that Shake Shack's first company slogan will be announced soon. This is their top priority.

[Jack]

I'm going with oily but elevated. Fried but fancy. Caloric but euphoric.

[Nick]

You're welcome, Shake Shack. Jack's already got the mood board going over there for you. Jack, we gotta pay him charging for this thing.

[Jack]

Yeti's Shake Shack stock is already up 35% in the last year. It's approaching its all time highs on this slogan hype.

[Nick]

Because we noticed that Shake Shack actually faces a pretty interesting challenge, right, Jack?

[Jack]

They only have 600 locations, which is tiny considering Burger King has 20,000 locations.

[Nick]

So basically you're more likely to think about Burger King when you want a.

[Jack]

Burger, not Shake Shack, just based on those numbers. That's why the CFO said last week the slogan is the key to finally bringing Shake Shack mainstream.

[Nick]

Yeah, they really think a slogan is what's going to drive a new wave of sales. Like more than launching a truck chicken plant based avocado burger.

[Jack]

So the CFO is saying that the new slogan is gonna drive new revenues that investors haven't incorporated into the stock price yet.

[Nick]

And that's why Shake Shack just hired the same ad firm that did Arby's. We have the meats.

[Jack]

We have the meats. Not to be confused with where's the beef?

[Nick]

40 years earlier, but it's definitely confusing. And since Shake Shack Stock is up 3% on the news, investors think they'll get 3% more business because you'll remember the name.

[Jack]

Nick, do we have a slogan?

[Nick]

I mean, are you trying to whip up a quick T boy brainstorm over here, Jack? I'm game if you're game.

[Jack]

How about business news that slaps T boy?

[Nick]

We give earnings reports, Main character energy.

[Jack]

T boy, TikTok, attention span, Bloomberg brain.

[Nick]

All right, besties, you have better ideas than we do, so why don't you drop them in the comments? In the meantime, Jack, Ba da ba ba ba. What's the takeaway for our buddies over at Shake Shack?

[Jack]

It's the slogan trade off. Would you rather be popular or permanent?

[Nick]

Yetis? There's actually a deeper strategy behind slogans that's both interesting and frustrating.

[Jack]

Research shows that slogans can either be memorable or likable, but you can't have both.

[Nick]

Here's the plot twist. According to the Journal of Consumer Research, shorter slogans are more likely to be.

[Jack]

Loved, but longer slogans are more likely to be remembered.

[Nick]

What we're saying, besties, is that you can't really be memorable and likable, which.

[Jack]

Is, of course, what everyone wants, right?

[Nick]

Here's an example. Here's an example for you. BMW. Their slogan is the ultimate driving machine.

[Jack]

That'S beloved by BMW fans. It's a likable slogan.

[Nick]

On the other hand, BMW's longer, the car that Napoleon Bonaparte would have driven. Everyone would remember that, but not everyone would love that. So as Shake Shack considers its first slogan, they're facing the slogan trade off.

[Jack]

Would you rather it be popular or would you rather it be permanent?

[Nick]

For our second story, we just got the president's income for 2024. The $600 million it reports, that's just the tip of the iceberg.

[Jack]

But we've got a counterintuitive solution to self dealing in politics now.

[Nick]

Yeti's funny thing. Jack and I have noticed, when companies announce news on a Friday afternoon, it's because they don't really want you talking about it.

[Jack]

Yeah, they want you already sipping at happy hour.

[Nick]

Aperol spritz is for everybody.

[Jack]

Well, Trump did the same Friday aftern when he disclosed his income for 2024.

[Nick]

Before the weekend, Trump shared a range of his income, but only for the year 2024.

[Jack]

Still interesting. Here are the numbers he reported.

[Nick]

Get this. $218 million in revenue from just three of Trump's 14 golf courses, plus Mar A Lago, the members club.

[Jack]

That was his Florida income.

[Nick]

Right.

[Jack]

Then he also disclosed he made $57 million related to the sale of crypto tokens.

[Nick]

Also, $1.3 million in royalties for selling holy bibles. That.

[Jack]

$5.3 million from sneakers, watches, and fragrances sold with Trump's name on them.

[Nick]

Oh, and $1.2 million from the sale of NFTs, also with Trump's name on them. Even though the T doesn't actually stand for Trump, we should point out if.

[Jack]

You could put the letters T, R, U M P on it. Yeah, Jack, Trump's got a licensing template and he's ready to sign.

[Nick]

Yeah, we've got the receipts for it, so add it all up. And the $600 million we just described was on the lower end as the sum of Trump's golf, crypto bible and perfume lines. Honestly, Jack, kind of sounds like an earnings report from Macy's.

[Jack]

That's what the disclosure included, though what it doesn't include is the boom in wealth since becoming president a second time.

[Nick]

All right, Jack, let's look at those receipts. The Trump Coin launched the day before his inauguration generated an estimated 320 million bucks in trading fees.

[Jack]

But the trading fees is just the start of it, because Trump owns 80% of those Trump Meme coins, which he can sell whenever he needs to raise money.

[Nick]

So Trump Coin is kind of like an untraceable atm based on his fame and his paying fans.

[Jack]

The other big part of Trump's wealth since becoming president a second time is Trump Media and Technology Group, a publicly traded company that he owns 53% of the stock in, which happens to be.

[Nick]

The owner of the social network Truth Social.

[Jack]

Trump Media has never profited, but it acts like a meme stock. So it's worth $5 billion today.

[Nick]

That's about one lift.

[Jack]

And here's the latest news. Trump is launching a physical smartphone.

[Nick]

Yeah, this one we didn't make up either. Yesterday, President Trump launched a gold mobile phone with an American flag etched into it.

[Jack]

We'll see whether it's made in the USA at $499 each. I doubt it.

[Nick]

Oh, yeah. Also, it comes with a monthly phone plan. Jack, we should point that out. And what's the specific strategic cost of that plan?

[Jack]

$47.45 a month. A reference to the 45th and the.

[Nick]

47Th president, we should point out as Apple shareholders, Apple stock did not dip on this news.

[Jack]

Now previous presidents have been subject to congressional investigations when they do stuff like this. Allegedly enshrining their family using the power of the office.

[Nick]

But when you look at the number of product launches President Trump has done, like able, like there's nothing close to Trump's second term.

[Jack]

Trump's business dealings while in office is one of the rare things he's being criticized on by both sides of the aisle.

[Nick]

Although there haven't been congressional investigations. So Jack, what's the takeaway for our buddies who are everyone looking at? The money in politics?

[Jack]

The solution to self dealing in politics. First pay them more. Then if they do something wrong, punish them more.

[Nick]

Yeah, yeah, he's putting aside Donald J. Trump here. There is widespread suspicion that politicians use their power to enrich themselves, no matter their party.

[Jack]

The easiest example they can point to is stock trading. Members of the House and senators get to trade in the stock market based on non public info that only they can see.

[Nick]

But here's what Jack and I think yetis. We think the root problem here is that politicians are not paid enough.

[Jack]

Think about it. Our D.C. representatives must have two homes. They must have a home in their home district and they must have a place to stay in Washington D.C. it's an expensive life being a congressperson and.

[Nick]

Yet we pay our representatives 174,000 bucks a year.

[Jack]

The former speaker of the House, Paul Ryan used to have a cot in his office in D.C. because he couldn't afford an apartment there. Their relatively low pay makes them vulnerable to use their power to try to get rich.

[Nick]

So it's a two part solution that Jack and I have to fix the problem. First, pay politicians more.

[Jack]

They have one of the most important jobs in the country. Give him a million bucks a year.

[Nick]

And after you pay him more, have zero tolerance for dirtiness.

[Jack]

Ban individual stock trading. Enforce anti bribery laws. Jack up penalties for corruption.

[Nick]

Again putting Trump aside here because he's just a special case. But a solution to self dealing in all of politics. First pay them more. Then punish them more. Now a quick word from our sponsor.

[Jack]

The best one yet is sponsored by BetterHelp.

[Nick]

All right, Jack, let me set the scene for you. My birthday dinner, we did a pizza party. I rented out a whole spot called the Dough Room in San Francisco. You mess with the pizza dough while you make it.

[Jack]

I know. And then what comes next is the most San Francisco thing ever. Basically group therapy over dinner.

[Nick]

So all three people on my side of the table were in therapy and all of us were talking about each other's therapy. You know, like one person was saying how their therapist helped them through a co worker battle. Another was talking about like the future of fatherhood with their therapist. They were stressed about becoming a dad.

[Jack]

It's not just San Francisco. Society's views on therapy have changed across the world. True, it's evolved to the point where you had a birthday dinner. Learning from each other's therapy sessions.

[Nick]

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[Jack]

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[Nick]

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[Jack]

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[Nick]

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[Jack]

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[Nick]

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[Jack]

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That's vitalproteins.com, promo code T Boy for 20% off.

[Nick]

These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease. For our third and final story, Tracy Anderson. She runs the most exclusive fitness brand.

[Jack]

On the planet and her newest invention, Invitation Only studios. They cost 1,000 bucks a month, but you can't go unless you're on the list.

[Nick]

Now, Yetis, Jack and I have warned you. We have warned you about the three Fs of fads.

[Jack]

Food, fashion and fitness. Those are the three industries most vulnerable to fads.

[Nick]

I mean, the NordicTrack, the Peloton, the CrossFit, Super Hot Vinyasa, extreme boxing, yoga.

[Jack]

Those are all fitness fads that have come and gone.

[Nick]

But there is one workout that's been around 20 years and it's only growing. It also happens to be the wildest and the most expensive workout we've ever seen.

[Jack]

It's the Tracy Anderson method. AKA the Method.

[Nick]

Ah, Tracy Anderson. It's not Pilates, it's not cardio, it's not even bar. It's some kind of combination to re engineer your body, as they put it.

[Jack]

It is a boutique sweat ritual that's only doable within a Vogue zip code. Nick, can you explain why?

[Nick]

Well, Jack, if you want to get in and you want to sit in the front row, you're going to have to get an agent at uta.

[Jack]

True, because there's eight locations of Tracy Anderson. There's two in the Hamptons, two in New York City, two in Los Angeles. Yeah, that says it all.

[Nick]

You got it right there, Jack. You don't even need to go on. The other ones are in London and Madrid.

[Jack]

Now, Gwyneth Paltrow's agent's wife. Speaking of uta, Nick, she got Gwyneth into Tracy Anderson. And Gwyneth liked it so much, she invested in the company.

[Nick]

But you're gonna need to invest in a different way, because to work out with their app, it's gonna cost you 90 bucks a month.

[Jack]

To work out in person in their studio, it's gonna cost you 900 bucks a month.

[Nick]

And Jack, what about to work out with Tracy Anderson herself?

[Jack]

O only doable at the Hamptons location, and it's $5,000. Working out with Tracy is like getting your hair cut by Fabio.

[Nick]

But yet, here's what Jack and I found fascinating about the story. Tracy Anderson herself, she's become the celebrity.

[Jack]

Fitness guru, but she actually grew up of modest means in Indiana.

[Nick]

And she's an interesting person because she doesn't describe her workouts as moves, but as cannons of work. Like she's an artist.

[Jack]

She also doesn't think of herself as a fitness instructor. She thinks of herself as an inventor.

[Nick]

But what she's done with the business is expand beyond fitness in a way not many fitness brands have. Right, Jack?

[Jack]

Tracy Anderson has fragrances, apparel, magazine, healthy foods.

[Nick]

Okay, get this. Tracey Anderson sells a three pound weight, but they're made of rose quartz, not iron.

[Jack]

So they cost 299 bucks, which we hope is for the pair and not for just one. And here's the news. Her latest studio is the most Tracey Anderson of Tracy Anderson.

[Nick]

Jack, what's the name of the studio? Cause you've been Pretty.

[Jack]

And it's the most exclusive fitness studio in America because it's invite only.

[Nick]

That's right. This new Tracy Anderson studio in Santa Monica. You must apply to get into it. They review your application like they're Yale.

[Jack]

It's like a royal wedding.

[Nick]

It is.

[Jack]

You want to work out, but you need to be knighted by the queen first. By the way, what gets you in, Jack?

[Nick]

The way my friend Lauren put it, if you want to go to Equinox or Melissa Wood or Tracey Anderson, you don't go to get in shape. You go. Cause you're already in shape.

[Jack]

Ah, they do the old visual check on you first. Huh?

[Nick]

Oh, by the way, you can't talk during the class. Cause she doesn't talk either.

[Jack]

She pioneered something called viral silence. Apparently, she doesn't tell you the moves. She just does them. And you watch. Well, does music play?

[Nick]

You know, Jack, with these kind of questions, I don't know if we're gonna get in. So, Jack, what's the takeaway for our buddy Tracy Anderson?

[Jack]

Tracy Anderson is the perfect example of rich versus queen yetis.

[Nick]

There's a concept among entrepreneurs we've mentioned to you. It's called rich versus king.

[Jack]

You can get rich or you can maintain control. It's really hard to do both with your company.

[Nick]

Now, most fitness trends have cashed out to make it rich, to make it big. Berry, SoulCycle, CrossFit, they've all sold to private equity.

[Jack]

Peloton cashed out, too, by ipoing.

[Nick]

But Tracy Anderson impressively remains private and still owns a majority of the company.

[Jack]

The result? She never got a giant payday like she would have if she sold the company. But she's still the queen of her castle.

[Nick]

If she had sold the company or raised VC money, then the Tracy Anderson method probably would have scaled and maybe would have suffered a fad fade cycle like the rest of fitness.

[Jack]

But she didn't. She kept control. She kept it relatively small, but it's still growing two decades later with her calling the shots.

[Nick]

So the Tracy Anderson method, it is a reminder that you can be rich or you can be queen, but it's hard to be bothered. Jack, could you whip up the takeaways for us For T Boy Tuesday, Shake.

[Jack]

Shack is about to unveil their very first slogan, which is one of the three legs on the branding stool.

[Nick]

Shake Shack is facing the slogan trade off. Would you rather be likable or memorable?

[Jack]

For our second story, President Trump disclosed his 2024 income and he launched a smartphone.

[Nick]

A good start to eliminating self dealing. In politics. First, pay him more. Then punish the rule breakers.

[Jack]

And our third and final story is the Tracy Anderson Method. It's 20 years in business and they just opened their eighth studio, which is invite only.

[Nick]

As a business owner, you can be rich or you can be king. And Tracy, she chose queen.

[Jack]

But yetis, this pod's not over yet. Here's what else you need to know today.

[Nick]

First, Stablecoin. So hot right now. It's just two weeks since the first Stablecoin IPO from Circle and Jack. So much happening.

[Jack]

Amazon, Walmart and Uber are all reportedly interested in creating their own company. Stablecoins.

[Nick]

And why would we be seeing corporate stablecoins, Jack?

[Jack]

Well, if customers pay Amazon via Stablecoin, then they get around the credit card fees.

[Nick]

Yeah, that's why Visa, MasterCard and Block all fell 5% each on the news.

[Jack]

Second, America's Got Talent just had the strangest audition yet. A four legged dog robot.

[Nick]

Yeah. Boston Robots, that legendary robot startup. They entered the TV competition America's Got Talent.

[Jack]

Four of these dancing robot dogs were dancing to a song by Qu and Nick. It was a highly choreographed experience, although.

[Nick]

Jack, one of the robots fell over. And then Simon Cowell said this.

[Jack]

It was weirdly better that one of them died because it showed how difficult this was.

[Nick]

So wise, Simon. So wise. And finally, the newest perk at work is Legos.

[Jack]

At least at Deloitte, where the fancy consulting Firm has a $1,000 a year annual well being perk.

[Nick]

That wellbeing program includes gym memberships, but also Legos.

[Jack]

Legos and puzzles are good for well being, according to the Deloitte HR department.

[Nick]

Yeah, you can expense up to $1,000 a year in Legos if you've just finished your MBA and are now working at Deloitte. Now time for the best fact yet. This one sent in by John W. From Floral Park, New York, the same town that was on my fake ID in college.

[Jack]

Here it is. Yetis, the movie jaws has its 50th anniversary, right?

[Nick]

June 15, 1975, we first heard this particular sound. Dunnan dunna.

[Jack]

Da na da na da na da.

[Nick]

Na da na da na da na.

[Jack]

Da na get back to the beach.

[Nick]

And the wildest part about that song is that it's only two notes. It's just E and it's just F. E, F. Apparently, composer John Williams managed to turn two notes E, F, just.

[Jack]

Two notes E, F into the scariest song we've ever heard. Get back to the boat, apparently. By the way, the song mimics the heartbeat because John Williams wanted it to feel primal.

[Nick]

Even Hans Zimmer respects that.

[Jack]

We're gonna need a bigger podcast.

[Nick]

Yetis, you look fantastic today. And if you have got the best slogan yet for Shake Shack, you might as well drop it right here on the bottle tab.

[Jack]

Or for T boy. Let us know your suggested slogan for this show. Yetis.

[Nick]

Check out our episode of Ferrari Ferrari on the best idea yet and Jack and I will see you manana. And before we go, a happy birthday to Yeti Erin Tabor in Melbourne Beach, Florida, who was just in San Francisco and rode in her first Waymo survived for the birthday.

[Jack]

Happy 36th birthday to Naga Giotti Belucar in Chatham, New Jersey and Kristen Sikorski.

[Nick]

And Eric back in Philadelphia, Pennsylvania just got engaged, guys. Let's see some ring picks. Congratulations.

[Jack]

And a happy belated Father's Day to Nick, who took my son Wilder when he was freaking out the other day and he talked him from like pure meltdown into pure joy and happiness in 30 seconds.

[Nick]

Jack the secret with kids, you gotta say stuff that's just wrong so they can be right.

[Jack]

We actually posted the video on our Instagram. Full disclosure of the 10,000 views of that video. A thousand of them are me. I love watching that video. It's on our Instagram tboypod.

[Nick]

A happy belated Father's Day and a belated Mother's Day. Why not? Y' all deserve it. Jack and I will see you tomorrow.

[Jack]

This is Jack. I own stock in Amazon, Nick owns stock in Shake Shack and we both own stock in Peloton and Apple. If you like the best one yet, you can listen ad free right now by joining Wondery and the Wondery app or on Apple Podcasts.

[Nick]

Prime members can listen ad free on Amazon Music.

[Jack]

And before you go, tell us a little bit about yourself by filling out a short [e-mail] survey we want to.

[Nick]

Get to know you.

[D]

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