Uploaded September 2025 | Updated September 2026, 2 weeks ago
What happens when you mix world-class products with a personal brand built on trust?
Brian Littlefield is the co-founder and CPO of Jocko Fuel, one of the fastest-growing supplement companies in the U.S. In this conversation, he breaks down the unfiltered story behind the brand’s explosive growth—from packing boxes himself to managing a massive consumer brand.
You’ll learn:
✅ Why Jocko Willink’s reputation became their biggest advantage
✅ The surprising origin story of Jocko Fuel
✅ How to build consumer trust in a saturated market
✅ The mindset needed to survive hard business moments
✅ Why Brazilian Jiu-Jitsu shaped his entire entrepreneurial philosophy
If you're building a product brand and want to scale it the right way—this episode is essential.
Omnisend | Get 50% off your first 3 months of email and SMS marketing with Omnisend with the code FOUNDR50. Just head to your.omnisend.com/foundr to get started.
📩 How We Can Help You Scale Your Business Faster
🔥 Learn directly from 7, 8 & 9-figure founders inside Foundr+
Start your $1 trial → foundr.com/startdollartrial
💡 Prefer a custom roadmap and 1-on-1 coaching?
→ Starting from scratch? Apply here → foundr.com/pages/coaching-start-application
→ Already have a store? Apply here → foundr.com/pages/coaching-growth-application
🔗 Connect With Nathan Chan
📸 Instagram → instagram.com/nathanchan
💼 LinkedIn → linkedin.com/in/nathanhchan
🔗 Connect With Jocko Fuel
🌍 Website → jockofuel.com
📸 Instagram → instagram.com/jockofuel
📸 Brian’s Instagram → instagram.com/brianlittlefield
00:00 - Intro
01:01 - From Overweight College Student to Fitness Entrepreneur
05:54 - Opening His Own Supplement Store
06:16 - Founding Jocko Fuel with Pete Roberts
09:46 - How Jocko Willink Got Involved
13:49 - The Decision to Build a Brand Around Jocko
18:48 - What Made Jocko’s Personal Brand So Powerful
24:30 - Real-World Signals Jocko Wasn't Just an “Influencer”
29:30 - Setting Up the Business for Explosive Growth
33:04 - Early Fulfillment Chaos & Rapid Scaling
34:09 - How to Market Health Supplements Safely
35:51 - Why They Call Him the "Mad Scientist" of Jocko Fuel
38:10 - What Jiu Jitsu Taught Him About Business Mindset
42:50 - How He Handles Crisis Like a Black Belt
44:14 - Discipline, Cold Showers & Doing Hard Things
46:34 - Final Reflections & Close
🎯 Follow Foundr for More Business Growth Strategies
📺 YouTube → bit.ly/2uyvzdt
🌍 Website → foundr.com
📸 Instagram → instagram.com/foundr
📘 Facebook → facebook.com/foundr
🐦 Twitter → twitter.com/foundr
💼 LinkedIn → linkedin.com/company/foundr
🎙️ Podcast → foundr.com/podcast
What happens when you mix world-class products with a personal brand built on trust?
Brian Littlefield is the co-founder and CPO of Jocko Fuel, one of the fastest-growing supplement companies in the U.S. In this conversation, he breaks down the unfiltered story behind the brand’s explosive growth—from packing boxes himself to managing a massive consumer brand.
You’ll learn:
✅ Why Jocko Willink’s reputation became their biggest advantage
✅ The surprising origin story of Jocko Fuel
✅ How to build consumer trust in a saturated market
✅ The mindset needed to survive hard business moments
✅ Why Brazilian Jiu-Jitsu shaped his entire entrepreneurial philosophy
If you're building a product brand and want to scale it the right way—this episode is essential.
Omnisend | Get 50% off your first 3 months of email and SMS marketing with Omnisend with the code FOUNDR50. Just head to your.omnisend.com/foundr to get started.
📩 How We Can Help You Scale Your Business Faster
🔥 Learn directly from 7, 8 & 9-figure founders inside Foundr+
Start your $1 trial → foundr.com/startdollartrial
💡 Prefer a custom roadmap and 1-on-1 coaching?
→ Starting from scratch? Apply here → foundr.com/pages/coaching-start-application
→ Already have a store? Apply here → foundr.com/pages/coaching-growth-application
🔗 Connect With Nathan Chan
📸 Instagram → instagram.com/nathanchan
💼 LinkedIn → linkedin.com/in/nathanhchan
🔗 Connect With Jocko Fuel
🌍 Website → jockofuel.com
📸 Instagram → instagram.com/jockofuel
📸 Brian’s Instagram → instagram.com/brianlittlefield
00:00 - Intro
01:01 - From Overweight College Student to Fitness Entrepreneur
05:54 - Opening His Own Supplement Store
06:16 - Founding Jocko Fuel with Pete Roberts
09:46 - How Jocko Willink Got Involved
13:49 - The Decision to Build a Brand Around Jocko
18:48 - What Made Jocko’s Personal Brand So Powerful
24:30 - Real-World Signals Jocko Wasn't Just an “Influencer”
29:30 - Setting Up the Business for Explosive Growth
33:04 - Early Fulfillment Chaos & Rapid Scaling
34:09 - How to Market Health Supplements Safely
35:51 - Why They Call Him the "Mad Scientist" of Jocko Fuel
38:10 - What Jiu Jitsu Taught Him About Business Mindset
42:50 - How He Handles Crisis Like a Black Belt
44:14 - Discipline, Cold Showers & Doing Hard Things
46:34 - Final Reflections & Close
🎯 Follow Foundr for More Business Growth Strategies
📺 YouTube → bit.ly/2uyvzdt
🌍 Website → foundr.com
📸 Instagram → instagram.com/foundr
📘 Facebook → facebook.com/foundr
🐦 Twitter → twitter.com/foundr
💼 LinkedIn → linkedin.com/company/foundr
🎙️ Podcast → foundr.com/podcast
