Nate Checketts - $100M+ CEO, Why More Effort Isn’t Always Better
Description
In this episode, I sit down with Nate Checketts, co-founder and CEO of Rhone, to unpack how a luxury performance-apparel brand went from a single pant to a nine-figure omnichannel business with NBA deals, retail success, and a wildly unique internal wellness system.
We dive into:
Building Rhone from the ground up into a category-defining brand
Their “12 Pursuits” framework: a monthly habit system blending physical and mental wellness
How breathwork, sleep tracking, and community-driven wellness drive real performance
The origin of GoldFusion and how Rhone rethought sustainability (without the greenwashing)
Lessons from launching women’s and becoming a multi-category brand
Buying out L Catterton and re-taking full control of the business
How Rhone’s retail strategy beats the odds—and makes money
Why investing in mental fitness may be Rhone’s true legacy
This episode goes deep into the systems behind both a high-performance company and a high-performance life. Enjoy the conversation!
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