Before You Speak Coffee Founder: How A Broke Tradie Sold 2M Coffees In 18 Months & Built A Global Empire!
Description
In this episode, I sat down with Jaryd Terkelsen, the tradie-turned-CEO who went from swinging a hammer on construction sites to building one of Australia’s fastest-growing coffee brands - Before You Speak Coffee.
In this episode, we dive deep into his incredible journey from working long days in the mines to selling over 2 million coffees in just 18 months, launching into thousands of retailers, partnering with Formula 1 teams, and turning a simple idea into a global wellness movement.
Jaryd shares the real story behind the brand, the early struggles, the bold $80K bet, and the massive risks that nearly cost him everything. We talk about how he left behind a secure job and took a huge pay cut to chase a dream no one believed in. From managing a supplement store on weekends to creating a high-performance coffee formula that changed his life (and the industry), this episode is packed with raw honesty, hard-earned wisdom, and powerful insights into what it really takes to build something that lasts.
In this episode:
- From Carpenter to Coffee CEO – How Jaryd walked away from life in construction to start a wellness coffee brand from scratch.
- The $80,000 Bet That Started It All – The moment he risked it all on a first production run that could’ve bankrupted him.
- How Before You Speak Sold 2 Million Coffees In 18 Months – The scrappy marketing and grassroots growth strategy that exploded the brand.
- Overcoming the Fear of Starting Over – What it really felt like to take a massive pay cut and leave a “safe” job to chase a risky dream.
- The $1.5M Tech Startup That Failed – Why his side business didn’t take off and what that failure taught him about focus, ego, and letting go.
- Going From Local Startup to National Retailer – How the brand scaled into Woolworths and got stocked across Australia.
- Sponsoring a Formula 1 Team with ZERO Experience – The behind-the-scenes story of how they landed a dream deal in one of the world’s most elite sports.
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