287. Ross Mackay, Founder & CEO of Cadence

Today, I'm joined by Ross Mackay, founder and CEO of Cadence.   Cadence is a performance supplement brand creating premium hydration products for goal-oriented individuals — from elite athletes to business leaders.   In this episode, we discuss building a brand that's bigger than the product itself.   We also cover: Shaping a lifestyle brand with strategic collabs Decision-making frameworks for high-performing teams Creating content to document the entrepreneurial journey Subscribe to the podcast → insider.fitt.co/podcast  Subscribe to our newsletter → insider.fitt.co/subscribe  Follow us on LinkedIn → linkedin.com/company/fittinsider    Cadence Website: https://usecadence.com/  Cadence IG: https://www.instagram.com/usecadence/  YouTube: https://www.youtube.com/@RossMackay1    -   The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart workout solutions for fitness and health facilities.   Fitt Talent: https://talent.fitt.co/  Consulting: https://consulting.fitt.co/  Investments: https://capital.fitt.co/   Chapters: (00:00) Introduction (01:15) Ross's background and entrepreneurial journey (03:50) The transition from Daring Foods to Cadence (05:10) Differentiating in a crowded supplement market (08:35) Building authentic brand content and community (11:10) Strategic collaboration approach and tiered partnerships (14:15) The momentum behind Cadence's rapid growth (16:30) Decision-making frameworks for a high-performing team (20:50) Creating lifestyle products vs just supplements (23:50) Cadence's product system: Core, Race, and Recover (27:25) Product roadmap and upcoming innovations (32:35) The cultural rise of running and endurance sports (35:15) Personal athletic goals vs. product development (37:50) Balancing entrepreneurship with new fatherhood (41:00) Conclusion