How Rob Dyrdek Went From $15M to $350M in 5 Years (#465)

Sam Parr

So does that mean that the vast majority of your real wealth creation has been in the last 10 years?

Rob Dyrdek

no in the last like few years but you

Sam Parr

were you you you were broke

Rob Dyrdek

I would consider myself broke. I would say I started from $0 almost in 2016 when I launched the machine. I wouldn't say I was dead broke.

Sam Parr

I mean you're a millionaire you you would you were you worth at least 10

Rob Dyrdek

I would say I was probably worth like you know 15 or 20 in that sense so not broke but to me I was like broke

Shaan Puri

to to a future billionaire a millionaire is broke

Sam Parr

sean say exactly what you just said to me when we finished our recording with rob burdick

Shaan Puri

I said, "I think that was the best episode of MFN we've ever done." I don't know if I'm just on a high right off of it, but I believe so. People can tell in the YouTube comments; they should tell us. To me, this was the best episode we've done. Four hundred something episodes... How many have we done, Jonathan? Something like 400 episodes. That was the number one, my favorite, the best episode we've ever done.

Sam Parr

The whole experience, from beginning to end, has left me shocked. So, like you asked him, we started getting along really well, and you said, "Rob, what's your net worth?" I was like, "Damn, is he going to answer that?" He gave the full answer. We're not going to say it now, but yeah, it's somewhere in the middle. He broke it down and talked about his finances. I'm just actually shocked that he said most of the things he said. It was amazing—in a great way!

Shaan Puri

Stories of two companies that he's built were phenomenal. We talked about net worth, what he does with his money, and how he thinks about investing. We discussed how he went from being a beginner in business, making all the mistakes, to now being really sophisticated, and how that all happened in a really short amount of time. We talked about his house, the Forever Estate, the dream that he's been building around, and how he does it. We touched on all the buttons: it had the inspirational, the tactical, the entertaining, and the humorous. It had everything that I like in an episode, all in one. So, I couldn't be happier right now.

Sam Parr

So, if you use YouTube, whether you're listening on podcasts or you're actually watching us right now, let us know in the comments what you think. If you're not a YouTuber, just tweet at Sean and me. It's **Sean VP** (like Vice President) and then **Sam Parr**. Add **Rob** to it and let us know on Twitter. If you're a YouTuber, let us know there. I'm very curious about what you guys think, and tag Rob if you can.

Shaan Puri

Give us a wave of feedback. I'm going to send it all to Rob after the pod to show him the love because I know people are going to love this. Alright, without any further buildup, here's the episode with Rob Dyrdek.

Sam Parr

Alright, we're live! Rob, you missed it because you're late. You're always late, and that's your whole thing—timeliness. He was talking mad shit about you because you were using his face and his time template that he talked about in the last podcast.

Shaan Puri

I am human. "Optimization" was the big line from his last time he was on. That's when I think it's like in our trailer now. And Rob, if you are human optimization, I am the opposite.

Rob Dyrdek

Yeah, and hey, look, the beauty of time mastery is that you have time flexibility. It's about understanding that life is this living experience. But nothing brings me greater joy than knowing a man was using my time data for customer acquisition. Knowing how much I collect my data and how specific I am with mastering my time would be 7 minutes having me waiting.

Shaan Puri

for 7 minutes just makes

Rob Dyrdek

It even more makes life more grand to me to know that for you, knowing how much I respect and use my time so thoughtfully, that you would steal a little bit from me. Even as fun to me, you know what I mean? It's very fun.

Shaan Puri

okay that is well played I appreciate that dude we

Sam Parr

Were talking about a bunch of stuff before you hopped in, but Rob, I want to talk about that in a second. You came on, I think, two years ago or a year and a half ago. I don't remember. That was like your first ever... I just reread the comments a minute ago. Everyone said the same thing, which was the exact same thing I thought: Rob's just a skater. He's smart and does good TV stuff and all that, but we didn't realize that he was just profound. That pod, I felt like, was your... well, it was like you're coming out as this human optimization thing. Now I've watched you with so many other people, and I've gone more in-depth on some of your stuff. Is that true? Was that like your first time? Was that like the artist formerly known as Prince moment?

Rob Dyrdek

you guys get all the credit

Shaan Puri

thank you

Sam Parr

that's what I was looking for

Rob Dyrdek

Hey, let me give you this. You led out with trying to talk to me about... you did no depth of research into seeing what I was up to. You started with some skate talk and TV talk, and then I went on like a 20-minute rant so that you could understand the depth of how I operate. Then, the entire conversation changed for an hour, you know what I mean? That, to me, is the funniest part of the experience. I said, "Okay, they have no idea who they're talking to. Let me lay this out real quick." But again, I'm so thankful that the conversation turned because it was also like I had been collecting the data using my rhythm of existence, but I'd never shared it before. So even then, sharing it with you and then you guys reposting it really began to create the wave. Then you guys put out a little thing that was about, "What if Rob... how would Rob monetize his data?" You put out this entire thing about how to build an app and what I would need to charge in order to create a business out of it. It really started the wheels in me, realizing that I need to turn this philosophy first into a usable digital product that's more intuitive, deeper than an app. It's actually software that allows people to realize this level of harmony and overall happiness that I've created through this system, which has led to where I'm at today—continually pushing the philosophy forward and ultimately creating software inspired by you guys.

Sam Parr

we get all the credit that's nice

Shaan Puri

There are actually a couple of listeners who, after they heard that, made their own version. They were like, "Dude, he was talking about this! It sounded so awesome." He said he might share it, but we haven't seen it yet. So, I just went ahead and made my own version. It's linked to Google Sheets. It was kind of a janky version, but it definitely inspired several people—many people—to look inward and ask themselves, "How am I treating my time?" It seems like you had the complete balance. You were like, "I have my time with my wife and my kids, and then I have my work time, and then I have my body." You had it all. I think that definitely inspired a lot of people to look at it, but it also inspired some people to try to build their own version of that tracker. They wanted to adopt the attitude of "What gets measured gets managed" around their time.

Rob Dyrdek

Yeah, and again, I think it's so much more complex than that, right? Because time's alive. Your time and experience, your present, basically your whole life, leads to this present moment in time. The energy that you feel at this present moment is ultimately the quality of your reality that you're in, right? So time ends up being this much more important aspect of learning to manage. Then you're changing all the time. The world's changing. You're selling companies, you're starting new companies, your kids are growing— all these things. So managing your time and how you stay balanced is constantly changing as well as you change. It's this ongoing focus in my life. It's this constant assessment and adjustment to lead me towards a better probability of a better future experience. That's what's difficult. When somebody makes their own app, there's sort of a philosophy, a rhythm, and a process that I think I need to create in the software. It makes it much more intuitive based on the type of personality you have and the way your life rolls to get it to actually work. Otherwise, it just feels like you're making checklists and data, and then it gets too difficult and it's over, you know?

Sam Parr

Before you joined, Sean, we were talking about Andrew Huberman. The reason why we're discussing him is that both Rob and I like to skate. Rob is a hardcore skater, obviously a professional skateboarder, and Huberman loves it too. We were talking about that, and I don't know if you know what Momentous is, Sean, but they're one of the main advertisers on the Huberman podcast. Andrew Huberman says, "This is the only protein that I like," so obviously, I bought a ton. That's what I drink every day. Oh, and Rob was like, "Is it Jeff? Is he the CEO?" I'm supposed to talk to Jeff.

Rob Dyrdek

jeff was the ceo yeah

Sam Parr

Yep, yeah, I'm supposed to talk to Jeff because Ken Rideout introduced us, who was also on the pod. Anyway, Rob was like, "Yeah, yeah, you know, that's cool. It's amazing to see how fast that business grew because of Huberman's promotion." You know, I co-founded that company not too long ago, and it's just crazy how fast it's grown. We were like, "Wait, what? Rob, you co-founded Momentous Protein?"

Rob Dyrdek

Yeah, and look, here's the thing with Momentous Protein. I co-founded it with Matt Wan in 2016. When they brought it to me, he had a vision for creating basically the most premium supplements that the market had ever seen—the Ferrari of supplements. It was called Project 1 at the time. Matt was foregoing his first year at Harvard to build this company. He was 18 years old, and his father, Mark Wan, had been one of the big investors in my professional skateboarding league. So, I had a relationship with him and said, "You know, I would do this project with his son." The first thing we had to do was rebrand it, right? We really needed to create a name and a soul for what is the absolute pinnacle of supplements—Momentous. I even went through the whole process of making that logo. To me, that "M" is like this timeless, extraordinary logo.

Shaan Puri

Rob, is that you in Photoshop? Or is this like a creative agency pitching you guys? How does that happen? You take it, make it... no?

Rob Dyrdek

this has been literally an illustrator of the agency sent some logos and me cutting up the agency's logo and being like no get rid of there was a circle in the middle I'm like no this is like look at this it forms like an m in a mountain like like get rid like I literally cut and pasting in my illustrator the momentous logo love it and so we launched that company and what happens we don't sell a thing we don't sell a thing what do we got we got the most overpriced like protein in the entire industry it's like it's like 35% above like every other protein like it's like literally nobody buys it nobody buys it now you what do you got you got an 18 year old ceo this kid does it even every single day is another thing of like oh that's what happens in business you're you're if you wanna talk about the headwinds of no man's land and the pain of launching a business with an 18 year old genius right because he's brilliant but he was 18 and didn't even understand anything about a company you can't advise somebody into running a company you know what I'm saying you have to fight the fire learn the battles to ever learn how to operate a company long story short this this business never got off the ground for years and I finally now he's older and like I'm like look man you've got to make a decision like you've tried everything you've done all different types of partnerships you've made all different types of verticals of product it is the ferrari of supplements it is absolutely the purest and best you kept it real but you just can't find a market for it like you either have to sell it or you have to find somebody to merge with but you gotta move on like you can't like spend you're you're now 23 like you learned everything go fig take this skill set that you learned and apply it to a business that has a a more relatively faster growing opportunity

Sam Parr

what were the sales what what what were the annual sales when you when you had that conversation

Rob Dyrdek

oh I wanna say a few million and just losing money year over year and

Sam Parr

and how much did you put in yeah how how much did you put into it to start

Rob Dyrdek

I put in, shoot, I want to say not much like $200,000 at the beginning to get it off the ground. And another $100,000... $300,000 maybe.

Sam Parr

do you split equity when you do that like a

Rob Dyrdek

50% 30% of the business okay okay so so now man raised so much capital any which way but loose you know now I'm on the board I'm in board meetings like and there's I'll tell you what nothing nothing as painful as board meeting after board meeting when there's no revenue growth and you're just burning capital trying to figure out how you're gonna tell a story to raise more capital to keep the dream alive that went on for a significant amount of time we got incredibly diluted and then the it was just like hey man you've gotta make a decision here on like what you what your life looks like forget about forget about this company forget about this investment like you now like are you you foregoed going to harvard to build this company so you essentially like stepped away from from this big education which always like in the beginning I was like this kid's too smart to go to school why he should just go start a company he doesn't need to go to school like as I have kids and I'm older you know what I mean you know like 7 8 years later I'm like man I I was like the bad uncle by advising him to not go to harvard and I'll do this company with you gassed him up right like I I think he should have went to harvard in hindsight but again like diluted all the way down he went out and found amped the business that jeff was running at the time that I actually man I I looked at in 2015 and almost did a deal to own half of pr lotion and and the amp product because of how much I believed in the ip of of what they developed because it was built through this biopharma group that I was doing deals with back in 15 in my early days of hustling and they merged and in that merger then they did a deal now they're joint companies that the whole company becomes momentous and then they they lock in that humor bin deal and then the business exploded overnight overnight wow overnight

Sam Parr

do you know do you know how how how much did

Rob Dyrdek

It grew by like, man, 20 times, right? It went from where it was to now being poised to make a real run. I would attribute it to the one-for-one media-to-consumer approach that Andrew Huberman was to the product. We could never find an audience. It didn't matter how much ad spend we did or where we spent it. We had deals with NFL teams, MLB teams, and all these athletes, but it was when it finally landed with someone whose core media is their authenticity in the science side of human optimization. Then, he's saying, "Hey, Andy's has this massive platform," and he's saying, "These are the very best supplements because they are, in fact, the very best supplements." When you tie those together, boom! That thing goes, you know what I mean?

Shaan Puri

that's a amazing story

Rob Dyrdek

but what do I have now I don't know what do I have now 4%

Shaan Puri

do you know

Rob Dyrdek

What I mean is, I've been... so now, you know, call it 9 years later or 7 years later. I already gave up on the brand. I don't even claim it. I looked at it when they merged as an exit, and now it's just completely exploded. But, you know, yes, I'll get a return on my $300,000. That would be significant to, you know, probably a regular investor. But, you know, for me in the co-founding gang...

Shaan Puri

it could have been yeah

Rob Dyrdek

I looked at selling that business for **$100,000,000** in under 5 years and having **20%** of it. When I measured that out in **16** versus, you know, selling it **8** years later and making **$1,000,000**, wherever I end up getting diluted in the end. It's like, okay cool, you got like **2.5 times** your money, but that's not why you play the game of venture creation.

Shaan Puri

That was, I think, my perfect story. That might be my favorite story that's ever been shared on this podcast for a couple of reasons. 1. You told it great. 2. It had all of the drama and elements to it. 3. You're very honest. Most people that come on this podcast are like, "How much did you put in?" and they're like, "Ah, hand wave. We're doing well now." Then they're like, "Yeah, it's doing well," but they won't say that last part, which is like, "Yeah, but you know, it's been 8 years. I got diluted, and honestly, I'll make kind of fuck all on this." And really, the game I'm in, you know, that's good, but the game I'm in is to create... very honest. I want people to appreciate that because we’ve done over 100 guests from all walks of life. People that are post-economic, they already made it, and they have no incentive to not fully be honest about their situations. It is very rare to hear that, so I really, really like that. I have two follow-ups for you on things you said there. The first is, you mentioned you kind of think maybe you should have gone to Harvard. I think that's an interesting question that applies to a lot of people, which is: Should I go to college? I kind of feel like, you know, people who make it are like, "Ah, that's not where you learn it. You learn it in the real world." It sounds like you were kind of in that boat, but you said maybe you changed your mind as you've matured or with your own kids. What's the thinking there? Should you have gone to Harvard because the company wasn't working, or did you come to appreciate something else about the value of college?

Rob Dyrdek

I think I've come to appreciate the value of college above all. As someone who quit high school and started his first company at 17, you know what I mean? Like, I think about the...

Sam Parr

but but do you appreciate college or harvard and top 20 colleges

Rob Dyrdek

Well, Harvard obviously has a higher level of prestige. But what I never understood, even back then, was looking at business in a multidimensional way. Learning everything about business includes understanding product and supply chain, brand and marketing, customer acquisition, management, hiring, and teams. All of these aspects, including sales and the operational side, are crucial. You really need to understand the financial side as well, knowing that all of these elements have to integrate into a financial model that you believe you can execute. That's how a business actually becomes successful: when you project what you're going to do and then actually do it—not just project a fantasy to raise money. I think that going to business school at least provides you with the fundamentals and a general knowledge base. When you step out into the real world and try to build a company, you will have a foundation to launch from. In contrast, what he did at 18, or what I did when I was launching all these companies in my youth and into my thirties, was operate with very little general knowledge of how it all works. When you're young and optimistic, especially if you're really smart, you can figure things out quickly. However, there are just too many complexities involved in building something like a business. You know?

Shaan Puri

And then my second question was, do you... this is a little nerdy on the protein side, but how did you actually go about creating the cleanest supplement? I've thought about this many times. There is definitely a market for people who want the highest quality, purest grade, best for you product, and they'll pay the extra $20 per bag to get it. When you look at the supplement industry, it is notoriously dirty. You know, the places where they make stuff... if you test these things, they don't turn out very well. So, did you guys do anything radical to actually achieve that result, or was it just finding the right partner and then that was it?

Rob Dyrdek

It was first like the people who helped develop it, right? They were all trainers for the 49ers and the Celtics. Then there are all the certifications that make the... I can't think of their exact names, like GRAS and InfoSport, whatever these intrasport certifications may be. But these certifications are very expensive. So now, like the layer of added cost, what does that do? Man, it just keeps putting pressure on price and margin, right? Because there's just a certain point where it's like, man, it's so expensive. Even the people that really care aren't making enough of a difference for the absolute premium. To me, absolutely, we found a consumer, and that consumer never showed up until Huberman spoke to that audience, which converted Sam. Now Sam is talking to Jeff. It's like that level of authenticity; the product backed that up. But we never found that level of media that could validate it to reach a large enough consumer base that would be willing to pay that extra amount of money. It's a dice roll when you launch a business to do it like that, you know?

Sam Parr

need to get the certification business I think

Shaan Puri

Yeah, that sounds like the real business opportunity in there. This is cruelty-free certified ink. We will certify everything for you all for the low, low price. By the way, it's funny that like Joe Rogan is like, "Bro, Oprah," but now Tuberman is like Dr. Phil or Dr. Oz or something. It's the kind of media game where if the doc says, "This is the way to go," if he says, "This is clean," you know he can move a lot of product—like an unbelievable amount of product—in a short amount of time.

Rob Dyrdek

But look, when you think about the depth of him and how he approaches it, you know how deep it is. He's earned that respect from you. So, it's like you don't have to question whether or not Nike is going to put as much effort and innovation as they possibly can into a running shoe. You don't even look into the technology; you just pick the color and which one feels good. You know that they're going to do all the work to get it there. Developing that level of authenticity is incredibly difficult. There are a lot of other people who do not have his depth, which in turn does not allow for his process that you believe in. This, in turn, doesn't allow them to carry the same weight that he does.

Sam Parr

And that was probably just a straight cash deal when you guys bought that ad spot, I would imagine, right?

Rob Dyrdek

Yeah, I'm not entirely sure. I was involved in the company at that time. I'm not entirely sure what his deal is, but whatever it is, he got underpaid.

Shaan Puri

whatever it is hey whenever it it was

Sam Parr

too little look

Rob Dyrdek

I am not privy to what it is, but whatever it is, they got a deal. You know what I mean? It's like I just know that one.

Shaan Puri

What are some other venture creations that you've been up to? That was one amazing venture creation story. You got me hungry for another! Do you have any other interesting things you've been cooking? How?

Sam Parr

many have how many have you even done have you done you've done dozens of these yeah

Rob Dyrdek

I've done a bunch... you know what I mean? And here's the beauty of it too: I've made so much money that I can play the game more honestly. But you're not really judging yourself off of your IRR (Internal Rate of Return). Once you get to a certain point, you're playing the game for the speed of the IRR, the scale of the IRR, and its potential. When I started the game, I wanted to build 50 to 70 companies, own 25 to 35, and sell them for between $50 million and $150 million, making $20 to $30 million each. But when you sell a company for $200 million and get $150 million, you're like, "Well, that's way more fun!" So, how do I move this number from making $15 to $30 million a deal to $50 to $200 million a deal? You just begin to change as you're sort of evolving.

Sam Parr

and what do less deals

Rob Dyrdek

You want to do fewer deals, right? Then you want to be much more focused on the opportunity and on all the lessons learned. Would I start a supplement brand with an 18-year-old ever again? I would not, you know what I mean?

Shaan Puri

and so let me give

Rob Dyrdek

You an example of an opposite version, right? So, I was approached by a really seasoned CEO who had just built a company and sold it. It was a footwear brand called Great.

Sam Parr

so I also owned a pair of those man

Rob Dyrdek

right so so you understand him as a brand and him as a brand builder and as a ceo like you know and he had an idea he wanted to share with us and it was in the beauty space and he essentially presented to us this concept of filtered shower water is this overlooked cornerstone of creating your beauty routine like your water is filled with all this garbage that dries out your hair and dries out your skin it does all this stuff yet for some reason there's no no one's approached beauty and filtering the water right so we do all the and and again so okay wow this is super interesting then now you look at it from a business model right then it's like oh wow now it's reoccurring revenue so it's a single bit of hardware that now the filters have to be replaced so now you've got this reoccurring revenue now it's a super experienced ceo that has has a depth of knowledge in in dtc so it's not like you know a lot of times you'll find a a an experienced ceo that came from retail who just oh it's I wanna build an amazon business right because retail is so hard like anytime you find people trying to transition to what they think is an easier way to create sales is always a red flag but but again now he has the the understanding the knowledge and now it's like is this space valid so we do the research what do we do we go and look at the entire space of all of the filtered shower heads the entire market it is tiny tiny tiny under a $1,000,000,000 right and he wants to charge a $135 for the unit $35 for the filters you know you can go to home depot and get a shower filter for like $19 you know there's like one premier premium one that's sold by a beauty company that's you know kinda chromey or whatever that's like $99 a $100 but like no movement and so when you look at that opportunity you look at it like it it's as clear as can be where it's like man this is either pure white space and there is a real opportunity to like make this matter in beauty and make a massive business and or it will like literally just not work it is like so pure but then the the tantalizing side is well boy if it works man it's like it think of the friction it takes to get a shower head in but man think of how low the churn will be on the subscription because it'll be way more friction to to take it completely out to stop your reoccurring like subscription every 2 months then it will and put back your old shower head like that made it this incredibly compelling concept

Sam Parr

And by the way, for the listener, this is basically your shower head. I don't even think most people know this, but the shower head is not that hard to remove. You can kind of do it yourself. And what you're... is it "Jolie"? Is that how you say it?

Rob Dyrdek

jolie yep

Sam Parr

Jolie, and you basically... they give you a... because I've seen this company. Year 1, I think they did $4,000,000 in sales.

Shaan Puri

the 1st year you basically they send you a thing

Sam Parr

A new shower head... They send you a wrench, you put it on there, and then you add little filters and packets. I think they smell nice or something like that, and they might have some type of other good stuff in there. But the premise is that for all the really hardcore health nerds, they're afraid of some of the chemicals and minerals that are in city water. So, they want this to be better. I have friends that have that one charcoal water filter that's made out of metal. They do that for their home; they undertake these really expensive projects, like $10,000 for their home. What this product is, is a shower head. Did I summarize that?

Rob Dyrdek

and think of that's correct and it's the efficacy of it right and then how did they launch the company how were they able to go to 4,000,000 and now this year you know they'll do close to 40,000,000 is that they they opened it up by like putting in your ad your your zip code so you could see all the contaminants in your water nice so how they did all their initial customer acquisition is they got all the data of what it because the sit the the water departments have to report all the contaminants in the water and so they scraped all that data you put in your zip code and then you got a complete report of all the stuff in your water that's how they did customer acquisition for months before they even had the product out you know what I mean then they did preorders before it launched right then what were we all hanging on for what's that q1 of churn the churn was at like you know 1.2% like of the subscription it's like everything about it and then it was just growth month over month over month then like they just keep evolving like they launched an airwand in the grocery store they have a giant display and you can buy them an airwand right it's like the entire process of how they did it overnight because you got to think how do you value a business like that that that business is valued at 200,000,000 + in a year and a half because how are you how do you really look at that where it's like yes it's selling hardware month over month but then it is stacking subscription dollars like so it is it is this extraordinary hardware subscription service that is incredibly rare that has made it so valuable overnight he built the company with 3 people we're the primary investor it's profitable and never raised another dime ever again

Shaan Puri

chef's kiss

Sam Parr

what size check you do on that one

Rob Dyrdek

yeah I did 800 in that one

Sam Parr

so that's I mean that's that's that's substantial right for an early stage start up

Rob Dyrdek

I mean you know I will I'll go I go I'm I'm all over the place but I'll go up to

Sam Parr

10,000,000

Rob Dyrdek

you know what I mean so when I think 800 I think it's like kind of small

Shaan Puri

what's been the biggest bet like where where have you plowed in something like 10,000,000 into what what type of

Rob Dyrdek

Bet was that I did, you know, when my professional skateboarding league, my production company merged in with Nitro Circus and created Thrill 1 Media. Then we sold Thrill 1 Media for $300,000,000, right? Of which we got $200,000,000. This was sort of like the layering in of my production deal. The group that bought Thrill 1, I invested $10,000,000 with them to buy me, and then did a separate deal as it relates to having a bigger stake in the production company that I sold, my league, and the overall sports property. Because I knew during that transaction, I was going to negotiate for a bigger television deal. So I basically leveraged my ability to go and get a lot of value for the company. I got all this equity back; they just paid me, you know, close to $200,000,000. So I used $10,000,000 of it to invest in buying me, so that I could, you know, turn around and hopefully make another, you know, not nearly as much, but hopefully like another $100,000 to $150,000 off of it a couple of years down the line.

Sam Parr

And when you say "we," is that like the Dyrdek Family Office, or is that... you don't have a fund, right? Yeah, it's just your family office.

Rob Dyrdek

just my money yeah like no I this is all my money so I and I just run it like a family office and I just look at that as where I would deploy venture capital right so if I just deploy capital into real estate and ventures that I have a much more control over and or I have a higher leverage or position but it was amazing think about this like in the closing of the deal I had to not it was the most money I made in one shot right and the most like I had invested at 1 shot in a venture so with the like here on my you know closing that deal and the zoom call it was the most I made and the most I invested in in one one one here here with you know whatever like I whatever my like final check off on was it but again what are the stakes of it it's whatever you know what I mean I look at it as it's fun and like I'm underwriting the business because I went and signed a massive television deal so I'm underwriting that entire roll up like and its amazing partners it's dana white and the the fertitta family who own the ufc so it's like even being close to them and knowing them for so long just makes the joy of of even partnering with them fun and exciting and I dedicate very little time to it right like I I still and help help sort of adding the vision and how to continue to evolve and and grow it but I you know continue to shoot television at an even much higher scale like now I'm shooting 336 episodes a year up from 252 that's still at 4% of my time that's you know essentially 5 hours a day 4 times a month for 10 months right like is essentially what it is but it's underwritten the entire roll up it is you know a $1,000,000,000 television deal over a 7 year.

Rob Dyrdek

With the production and everything involved, I get all my talent money. But then I'm also leveraged into the roll-up in the production company again to sell it. It's just squeezing water out of a rock.

Shaan Puri

you know

Rob Dyrdek

What I'm saying is that you're looking at opportunities inside every deal. There just isn't a world where I'm only looking at, "Where are the ways for me to add leverage and create opportunity?" I look at each one of these deals in this way, each and every time.

Shaan Puri

Who are some of your business advisors, mentors, or friends that are helping you develop this muscle? Because, you know, in anything you want to do, you go from a white belt to a blue belt. Eventually, you can become a black belt. It sounds like when you started, you were more of a white belt, like everybody. Now, looking at structures, looking at ways to double dip, and looking at ways to measure... okay, I want IRR, but also I should be thinking about the gross dollar amounts. Maybe fewer deals, but bigger deals. Who have you learned a ton from that you respect, either as a friend or a mentor on the business side?

Rob Dyrdek

Man, I, you know, I don't think anybody plays the game like this that I know in my circle. I think it's that experience and it's that continually looking at every deal multidimensionally. I think the gift that I actually had early on is that I used to look at media and marketing multidimensionally. In the early days, I would be able to look at a television show and consider all the ways that I could monetize it. How do I own the rights to media and then sell that to different people? I always looked at opportunity multidimensionally, but I didn't understand how to build and create value in business. So, I never looked at business multidimensionally. Once I taught myself how to look at business holistically and how to create and build businesses to sell, creating value, I began to see all of the opportunities from different angles. This allowed me to create the most value for myself and, a lot of times, underwrite risk. You know what I mean? If I didn't know I was going to go and sign that mega television deal, I wouldn't have put in the $10,000,000. But then I thought, "What if I go and sign this deal? How much additional equity will you give me for my $10,000,000?" Then they're like, "Oh, if you go and get that deal, then we'll give you an extra 12%." You know what I mean? Then it's like, "Okay, now I just made my $10,000,000 worth like $60,000,000," and I underwrote it off of the deal that I'm going to make $100,000,000 to just do. So, it's like, at the end of it, keep in mind through all of this, I work less now than I've ever worked.

Shaan Puri

you know what I mean

Rob Dyrdek

Through optimizing my time and getting more and more efficient in how I use it, I work about a 40-hour week to manage my family office, all of my venture portfolios, and shoot television and a podcast. You know what I'm saying? All of that is done without exceeding a 40-hour week, you know?

Hubspot

this data is wrong every freaking time

Hubspot

Have you heard of HubSpot? HubSpot is a CRM platform where everything is fully integrated.

Hubspot

Woah! I can see the client's whole history: calls, support tickets, emails, and here's a task from three days ago that I totally missed.

Shaan Puri

HubSpot, grow better. What do you think you're worth at this? So, you have liquid assets and you have obviously illiquid assets. What do you think the kind of the old... the net worth is at? And do you have a goal with that?

Sam Parr

And in the last podcast, you said, "I need to be a billionaire; I deserve it." So, where are we at with that? Remember that line? It was a beautiful line.

Rob Dyrdek

No, no, I don't, but that's really funny. It's like, you know, I was doing... because you gotta think, like, you know, I have this... I, in between our last call, I hired an amazing CEO that came from a family office structure. I needed somebody that understood business, understood sort of the dynamics of a family office, but was also young and excited to go on a journey to a billion dollars. So, I have modeling for just my cash-flowing assets that take me to a billion dollars. Forget about any of your venture stuff and building out sort of your pathway through the business side. I have modeling out to the year 2050 that I have fully integrated on all asset classes that I'm even investing in now. Where do you make the billion dollars? You make it either slowly over time at compounding or in big chunks. Right? So, if today my net worth of all of my assets is a little low, just under $350 million, the pathway there is the slow, long pathway to a billion. That's easy through compounding. Right? Because the majority of the...

Sam Parr

just like 7 or 8%

Rob Dyrdek

correct right and with the the the buildings now you gotta think about the way the buildings work and the real estate work is I'm getting 5 to 6% cash like tax free cash but I'm still getting 7 to 10% equity growth over the long term and and some of those are you know so you know call it with the cash 15 16% irrs but a lot of the buildings that I've sold I ended up with like 35 and and 42% irrs and what do you do with that you 10 31 exchange it and and you get new buildings on an ongoing basis so like that real estate even side of it is compounding in a unique way and then with my cash you know money markets are giving you 5% right now close to 5% and then I keep a significant amount of liquid dollars in in sort of nuveen high yield funds that kick off around a blended 10% that aren't gonna grow but you get cash for your cash you're making so much cash off of your cash then you're making so much cash tax depreciated cash off of your off of your real estate portfolio that you you know when you look at all of I look at that I call it the modern cash flow portfolio where it's just that cash is underwriting the expense of my life in the family office right mhmm and so I don't even like when I have these big exits and when you know all the money I get made from tv I look at all of it through the lens of how much am I actually making post tax per hour so okay it seems like I'm making a lot shooting television so efficiently but and how much time I actually work on the derdic machine and the actual venture side of the business when you look at long term capital gains versus ordinary income but boy when you look at the amount of time I spend on that cash flowing portfolio and real estate it's a couple hours a year

Shaan Puri

And so, what do you have as a dollar-per-hour goal? Like, what is good for you and what is bad for you? Right, so everybody has a... you know, if I do something that saves me $100, I go return a blender to the store. That wasn't a saving of $100.

Rob Dyrdek

it was it was a loss I'm looking at a 1,000,000 an hour as the goal

Shaan Puri

you know what I mean that's your goal

Rob Dyrdek

Like, as it relates to energy and effort that's put into it, right? You know, it's fascinating when you look at how much money I make from television and then what that ends up being like post-tax and fees. Even though it seems like a limited amount of time—because it's only 4% of my time—seeing all of them through that lens is a way more interesting way to view it all. You know what I mean? Again, it goes back to time. It's like, what life do you want to live? Where do you get time? Where can you buy time back? Ultimately, where are the places where you make the most money? People don't believe in them. Like this idea of passive income. Passive income is not buying a building that you've got to operate, and you're constantly dealing with trying to keep it rented, things breaking, and making decisions. That's not passive income in real estate. Passive income is when you give money to an operator, and they give you cash back for your money. That's when you're doing nothing. Now, what you have to get good at is evaluating rules and creating principles for the type of operators you'd be willing to deploy capital with. You need to know that they're world-class and that what they say they're going to do, they do. In turn, all you're doing is reading statements and putting a little money together or putting a little bit of time to think through strategy—future strategy—a few times a year. That's the difference in the way you choose to get into an asset class, you know?

Sam Parr

And based off of the last podcast, you were saying how, like, I think you said you're 47 now, right? You mentioned on the last podcast that basically, I think you said into your late thirties, you'd screwed a whole bunch of things up. I think when you were trying to raise money from, I forget the VC or PE company, but you were raising money for something and you were like, "Dude, my business sucks. I'm losing money." Turns out I was wrong. So does that mean that the vast majority of your real wealth creation has been in the last 10 years?

Rob Dyrdek

no in the last like few years

Sam Parr

but you were you you you weren't broke

Rob Dyrdek

I would consider myself broke. I would say I started from $0 almost in 2016 when I launched the machine. I wouldn't say I was dead broke.

Sam Parr

I mean you're a millionaire you you would you were you worth at least 10

Rob Dyrdek

I would say I was probably worth like you know 15 or 20 in that zone so not broke but to me I was like broke

Shaan Puri

to to a future billionaire a millionaire is broke

Sam Parr

Well, yeah, but he described it. He was like, "In my thirties, I spent this, this..." and you said phrases like, "I had nothing."

Shaan Puri

and I

Sam Parr

was and and I but

Rob Dyrdek

But I would tell you that the majority of this wealth was created between 2018 and 2022, over that four-year period. Right? Now it's exponentially scaled. I don't even know... you know, when I think about how I've... I very conservatively value the ventures that get me up to the $325 million zone. I could easily push those to... I could easily say those are, you know, pushing me closer to $400 million. But it's also like, okay, how do I want to continue to create bigger opportunities in the future? Because I'm always thinking five years into the future. The same way I understood in 2016, "Here's the strategy." The strategy worked, only it was bigger than I had anticipated. Then all these other additional things happened. I had the clarity of, "This is what I was going to do." But then that clarity... the universe conspired to create more opportunity that I capitalized on, and I got to this scale that I could have never imagined in such a shorter amount of time. All it does is make me see further and clearer on how I can get the scale even bigger, which leads me to believe in compounding. I believe I can become a billionaire over time. I also believe I can create some ventures, including the software that I create and the platform that I want to build, to speak to that core audience. I believe I will be able to monetize it at a much higher scale in a shorter amount of time with my existing portfolio of assets.

Sam Parr

If you Google your name, you'll see that you went on a little bit of a buying spree where you're buying, I think, four really, really nice homes in LA. But I thought I saw a quote saying you're not going to live there, that those are rentals. a) Is that true? b) What type of real estate are you actually buying that you consider cash-flowing real estate versus just personal?

Rob Dyrdek

yeah so I would never buy a house of rent that's like

Sam Parr

Yeah, I didn't think so. I thought it said that you... maybe it was like on the, what's it called, like the dirt or like the real... something like that.

Rob Dyrdek

yeah really what I did and this look this is gonna like this will this this this will give you this is this will give you an ex like clarity on how much money I had and how dumb I was in 2015 okay I like had met like my wife like all I wanted to find was a forever home I had like realized in 14 like I had began to develop like like like learning everything about business and everything you gotta think in 2013 I was dumb as dirt I was at the bottom I didn't understand business I didn't understand anything I hired all the consultants and all the groups and began to formulate everything I needed to learn to speak the way I'm speaking today and and the strategies of what money is where do I want to invest it never even heard of multifamily units in 2014 right like all of this I I then took all of my money at the time I had all the money I had to my name in 2015 it was $12,000,000 in cash moved it all to cash like because I had money in all these different brokers that didn't know what it was here I am in 2015 with a vision for like how I'm gonna create a venture studio the dyrdek machine and the whole thing and I'm looking for you know I just gotten married and I'm looking for a forever home or a place to buy and I find the most heaven sent piece of land that god has ever created in a gated community in beverly hills that is a like this gated community to a private road to a 4 acre promontory with unobstructed views of the entire la basin hollywood sign the most extraordinary property I have ever stepped on in my life and paid 10,000,000 cash for it and then took launched this dream with 2,000,000 you know because I was like oh man this is my destiny to build a house and live on this land forever

Sam Parr

so it's just land it was just land

Rob Dyrdek

Just land. Call it **Forever Estates**. I have since, in that neighborhood where it is, bought multiple houses and remodeled them while I continue to design Forever Estates, as it's called. I have kept it all these years, carrying the cost of about **$200 a year** just to maintain it. I spent millions, built a whole house, and worked with an architecture team. I fired them and hired **Souta**, the best architects in the world out of South Africa. We have just been designing and designing. It was part of the vision that I would spend the rest of my life in Forever Estates. That's where I'm going to live. There is no better piece of land in the city of **Los Angeles**. It's the most extraordinary home. I rented a house for three and a half years, bought a house for **$6.5 million**, and sold it for about **$9.5 million** two years later after remodeling it. I bought another house for **$8 million** and put **$2 million** into it. This house that I'm in now is two doors down from the entrance to Forever Estates. So when I begin to build it in the fall, I can be there every step of the way. But what happened?

Shaan Puri

Hold on. Begin to build it in the fall. How long do we have time on? Are we talking about this? It's been 8 years and we're just beginning to build it. This is the forever... this is the "Take Forever Estates."

Sam Parr

yeah hey and and what

Rob Dyrdek

Did the world say to me, "This is crazy"? And I'm like, "Man, I'm going to live there forever." When I build it, I don't even want to think about the cost. It's going to cost me $20,000,000 to build. I don't even want to think about it. I needed to get to generational-level wealth so that it wouldn't be a burden. That's why I kept buying houses and working on the design. Now that I've gotten to such a scale, what's the strategy now? Well, I'm putting it into a trust. I'm paying cash for the house to build it, and then I'm going to pay rent to the trust. This will build an endowment so that this home can be in my family forever but run as self-operational. That way, it doesn't have to be tied to the estate. It will be run, and there can be family meetings in forever estates for hundreds of years into the future. You can't even get to that way of thinking unless you have kids, unless you create generational wealth, and unless you get to that time. But that all happened over five years.

Shaan Puri

You know what I mean

Rob Dyrdek

that is an extraordinary transition to go it

Sam Parr

started it started with a horrible decision I mean 10 10 terrible

Rob Dyrdek

Terrible. Look, I could've put... I could've put 10. Think I'm gonna say, you know how much money I had invested in buildings in 2015?

Shaan Puri

100,000

Rob Dyrdek

I had invested $100,000 and was making, you know, $7,000 from that one. Instead of putting $10,000,000 into a cash flow, which would have set me for life, I put that $10,000,000 into the buildings that I purchased back in 2015. Those buildings had like 40% IRRs and were kicking off like 9% cash flow. I would have been set for life from the compounding and the cash flow of that one thing. Oh no, oh no, I took $10,000 and put it straight into a liability.

Shaan Puri

you know what

Rob Dyrdek

I'm saying that now I'm carrying the cost of paying the taxes and double homeowners fees because it's a double lot. So, I'm just carrying $200 a year, and then I'm paying all these architects on an ongoing basis to continue to design and develop it. It's absolutely ludicrous.

Sam Parr

You're amazing! Are you taking adoption? I think you're 15 years older than me. You know, I could be your teenage...

Shaan Puri

your you're taking up your age

Sam Parr

Yeah, I wanna go to Forever Estates, man. Forever Estates for you is gonna be more like a decade estate. Sounds like the way it's taken, but oh, that is like... hey, and look, even.

Shaan Puri

I'm hey if it lasts forever what's a decade man that's that's a drop in the bucket

Rob Dyrdek

But think about it. It seems to me, I don't even... it's just another part of seeing my life completely in multidimensional. It's like, it's my relationship with my wife and kids in time. It's the health that I have. It's how every part of my existence has continued to expand and get better. I didn't get better in just business; I didn't get better in just one area. I got better in all aspects of my existence on an ongoing basis. So that house... if I would have built the house I designed 5 years ago, I would have been so bummed. Because every 6 months, I would get a completely new design, get it in VR, and as I changed and thought about and got clear on what I wanted the future to look like—how I would want family meetings here in 200 years—it allowed me to keep evolving. When I finally got to this point, where I'm just about to get the final permits, it feels right on time.

Shaan Puri

me I love that

Rob Dyrdek

Right, and it's like I'm healthier, happier, wealthier, and wiser. I know that I'm just going to get healthier, happier, wealthier, and wiser until the day that I die. Right now, what's my goal? One million hours of life, which is 114 years and 54 days. So, where am I spending a significant amount of my wealth? I'm understanding every single aspect of my body and having a very deep longevity plan that allows me to enjoy life and live it at a high level at the ripe old age of 112. Someone gets to 114 and just falls off a cliff.

Sam Parr

I

Shaan Puri

Oh my God, Rob, you're amazing! So, I was going to ask you about longevity... like, perfect segue, right?

Sam Parr

Yeah, I want to ask about that too. What I was going to say is very similar to that. You know, a lot of people, when I sold my first business and had my first bite of financial success, I was able to get physically fit. It was definitely a little bit easier; I could hire some people. But also, I felt a little bit more calm and I had more time. Is this new focus on longevity and all this stuff because you are now financially successful and have more time? Or do you think that you always had this bug? What are you doing now health-wise?

Rob Dyrdek

I have been doing it nonstop for as long as 20 years. I got my first blood panel and started optimizing my blood work in 2012. For me, a big transition occurred in 2015, around the same time I made the decision that I was in the best shape of my life, but my body was always achy. I decided to have a doctor come to my house five days a week. All I wanted to do was build a perfectly structured physical system, and there was no timeline to it. What it led to was triangulating a ton of different therapies, which allowed me to learn about every muscle in my body, how the fascia system works, my neurological deficiencies, and all the things I needed to retrain in my overall system internally. This relates to issues like leaky gut and the blood-brain barrier, all of which can lead to inflammation, heart disease, and other factors that reduce your quality and length of life. I had been doing this for over a decade, so now the way I approach it is very sophisticated. I know every single aspect of my entire function holistically—my body, my mind, my time, and my energy. It's a different level. What happened when I reached this scale of success? I refer to it as "peak top." It's the same psychological chaos that happens to a drug addict at rock bottom, where you finally make...

Shaan Puri

a shift

Rob Dyrdek

in you where like you don't you can't be a drug addict anymore and something shifts in you mentally I finally got to I'm I it happened to me on the other side where like you started getting more and more disciplined and healthy that you all of a sudden were like why would I ever not just be extraordinarily healthy for the rest of my life and what happened from that. I have not missed the day of getting up at 5 am I have not missed the day in the gym I have not missed one day meditating I have not missed one day eating supplements eating clean I have not had a drink I haven't had any sugar I haven't had a snack any of that for since I hit that like 9 months ago the data that I shared with you guys as it relates to the quality of my life numbers how I feel about my life work and health 0 to 10 and then my discipline numbers what percentage did I get up at 5 brain train meditate get in the gym eat clean and not drink and take my supplements it is 100% across this entire year and then my qualitative numbers are at the highest they've ever been so every single day I wake up feeling extraordinary right and I grew into that and then the more success I had it I didn't have to then decide I wanna be healthy I had been working when in 2016 when I designed my vision for my business and my financial success I designed a vision for my life success and my health success so what happened over the last 7 years is I got better and better and better at all of it which led to this euphoric state of where you have an incredible depth of knowledge of your entire reality and your current state and your future state so you're just continuously predicting the future and creating higher probabilities of being healthier happier and wealthier in the future while living extraordinary in the present

Sam Parr

What's been like the 80/20 of that? Like, what are the things that have made the biggest change in your health?

Rob Dyrdek

I mean, look, not drinking, not eating sugar, and practicing intermittent fasting while eating a lean protein and vegetable meal is everything to me. It's everything because your body begins to clean itself. You feel better about yourself, make sharper decisions, and go two layers deeper. Your emotions are more in check. When things happen inside the family—different things that are uncontrollable—you’re able to control all of those better. Just that pure diet alone, in avoiding all of these processed foods and alcohol, and being committed to that, will absolutely change your life. It gives your mind more depth to execute at a higher level in the limited amount of time that you have to execute.

Shaan Puri

so have you seen this guy brian johnson what he's doing

Rob Dyrdek

Look, I look at Brian Johnson as this guy who's outrageous. It's too much. But I withhold my judgment because I'm more... If I would have told myself five years ago, "Hey..."

Shaan Puri

this is what

Rob Dyrdek

You're gonna be doing... I'd be like, "That guy's crazy." So I look at it like, "Man, I feel like Brian Johnson's crazy, but I'll probably turn into Brian Johnson in like 7 or 8 years."

Shaan Puri

you know what

Sam Parr

I mean he's wild man he's wild

Rob Dyrdek

Yeah, Brian Johnson just has that look, you know what I mean? He looks like a futuristic amoeba.

Shaan Puri

you know

Rob Dyrdek

what I mean dude

Shaan Puri

That's what I was thinking. I looked up the other day and thought, "All he needs to do is tan." If he tans, everybody would be like, "This guy is amazing!" But he doesn't tan, and they're like, "You're a vampire, bro." No.

Rob Dyrdek

Just... he looks like AI. All the new AI versions of people coming out, he looks like an AI person. He might not even be real. He might not even be real.

Shaan Puri

you know he's a he's a mid journey

Rob Dyrdek

But I do look at that aspect because you've got to think about anything. Think about the way that I talk about business. It's knowledge, experience, and understanding, along with a continual evolution and growth of understanding. I apply that to my relationship with my wife and family, to my health, to business, to investment, and to building my family office. All of that way of thinking is based on gaining knowledge to take something from not understanding it and feeling difficult, to then making it easier, and continually optimizing. You're just incrementally making it all better.

Shaan Puri

What are... I love the way you think, and I love the kind of pursuit of greatness and excellence for yourself. Having a vision for yourself is inspiring, but I also know that it's hard to relate to perfection. So, I'm curious: what are the current flaws or bugs in your software that you're still debugging? We all have some bugs in our software that's running. We're hunting them down and trying to squash them one at a time. What are some that are still in your system? It might be in business, it might be in health. For me, a nice bag of chips is still a bug in my software. Sometimes, when I'm with my wife, I'm not as present as I should be; I'm on my phone. But I know that's not really me and who I'm going to be. I'm still catching up to myself in that way. What are some of those for you? I... you know, I...

Rob Dyrdek

And this is going to sound extraordinarily... don't say it.

Shaan Puri

I tried to help you, man. I tried to serve you up a way of being vulnerable here. No.

Rob Dyrdek

No, I'm not. I'm not. No, again, I'm not. There is no "there."

Sam Parr

Is nothing. I'm not... I'm not racist, but this is like you're teeing this up.

Rob Dyrdek

yeah no no I'm not there is no like to me it is like I still get triggered like and will get angry right like I will get like when my expectations are mismanaged at a high level I'll I'll get mad and get like in snap right like I have I'm not even kidding you like I am trying to like like even when I get triggered I'm trying to stop the triggers to avoid like saying some like letting it come out right like I'm really but I still feel the trigger my goal is to get to like don't even let things trigger you like when you let people get angry but you gotta think part of like the evolution is like there's certain people in your life that do that to me that I had to let go of right and continually optimize for those people and this is the this is embedded in my soul this is embedded in my soul when I feel stuck when I feel stuck when I'm working on like trying to do deep work or do and I feel stuck all I want is pizza and wine all I want is pizza and wine it's not even like a matter of like like acting on it it's like my soul feels like it needs it needs a glass of like wine and it's like because whenever I get stuck it's this this psychological thing of like just fuck let it all go let it all go so even though I don't act on it because I've just evolved beyond it I still when I get stuck I the feelings are are existing there but but I'm telling you it's the you know the commitment of where it went a 100% health and no alcohol and no sugar in that level it it eliminated so many things it eliminated me being like you know short with people it eliminated me like making rash decisions right not thinking through stuff and just like shooting from the hip you know which is a a recovery you know I used to say like you know dyrdek enterprises our money's fearless right because I would in like invest so recklessly when it was really our money's dumb but that reckless like let's just push it forward like let's just let's just start it and go for it is still something that I fight on an ongoing basis because I'll get excited and energized and see it and be like let's do it and I've gotta control that impulse just to that I've that I've learned to control in this state at a much higher level but there are very little and here's the thing I I look at it as like how kobe was never like was relatable to me because it was too much discipline and how tom brady like man why would you not take the off season off like like I used to look at that as this impossible level and to me like I know that I'm I'm reaching this unrelatable unattainable place it's why I put out a podcast earlier this year that was the most unrelatable podcast part 1 and part 2 because I just laid out the depth of like actually how I'm operating and what I've learned along the way to get to this level because I do want to I want to be the proof that you can get to a place where you never get angry you never have a negative thought where you are completely harmonious and balanced in all your relationships and time and health and happiness where you are happy and filled with gratitude 7 days a week every single day eve even under unexpected duress I I'm living it and I know it's possible I wanna continue to be proof that it is then I wanna build the products services and tools that other people can use to get to this level and this feeling because to me it is heaven on earth it is true happiness is really the output of this existence that I've created in a relatively short amount of time

Sam Parr

Let me run this trend by you guys that I'm seeing, and it's related to this. I live part of the time in New York and most of the time in Austin, Texas. I also own a ranch out in Texas. What I'm noticing is that in Austin, it's almost like LA a little bit, where we have all types of health freaks. You know, it's really cool to be around those types of people, and I eat really healthy as well. I'm noticing that my extreme health friends are doing something similar to what a redneck family, like where I grew up, used to do. They buy a cow. You go in with either you or your neighbor, purchase a cow, and someone slaughters it. Then you get the whole cow for the year. I noticed that Zuckerberg, I think two years ago, made this commitment that he was only going to eat what he killed or even grew. I'm seeing that my health friends are doing this now. I've seen a lot of tweets recently where people say, "You know what? I'm eating healthy, but I still feel bad. When I go to Europe, I feel good." I did some research, and the FDA and the EU measure food a little bit differently, especially regarding preservatives and things. Anyway, I know you're into health now, and I know you invest in a lot of health and wellness stuff. My prediction is that in the next five to ten years, I think we're going to see a couple of brands where you can buy meat online. I'm even seeing people revolt against Whole Foods meat. Are you eating just meat off the shelf from Whole Foods, or do you get it from somewhere special? Because I think there's going to be an interesting brand that does this in the next five to ten years.

Rob Dyrdek

Yeah, it looks like my meat is not so special to me.

Shaan Puri

you know like I when

Rob Dyrdek

I get meal delivery 7 days a week, right? And I get from...

Sam Parr

what brand

Rob Dyrdek

It's just a local chef here. So, okay, I get that's all organic, right? Grass-fed. And so, I get a salad.

Sam Parr

fed beef yeah

Rob Dyrdek

and so

Sam Parr

that's it tastes so bad man

Rob Dyrdek

Yeah, and so look, to me, that's my baseline. I have breakfast Wednesdays with my wife, Friday night pasta with my wife, and Sunday night sushi. I have sort of the rhythm of dates that I take my wife on. When I look at that particular protein, if you will, at this stage, I see it as much as I'm willing to dedicate to what's in my body until I can get to a point where the data shows me the impact of having Daisy in the backyard. Me cutting Daisy up and slicing off a rib is going to deliver more nutrients that will add to a longer, higher quality of life. I would need the data to take me there one day, as opposed to getting that nuance in the delivery of the quality of that protein. For me, that's enough as it relates to what I'm capable of and my personal capacity to dedicate to the quality of the food, you know?

Sam Parr

I think this is going to be a thing, Sean. If you do not know, there's a company that just raised money from Peter Thiel. It's called Coop, and they're making the Tesla of chicken coops. So normal people could have a chicken coop in their backyard. Have you guys not... Sean, do you not...?

Shaan Puri

like believe any trend yeah that that coop guy he's the eye crack guy right same guy

Sam Parr

yeah aj dude I'm so fascinated with this look

Rob Dyrdek

**Fuck, listen. Listen right now. Fundamentally, would you have your own chickens that you slaughtered and ate? Chickens, if it was no...**

Sam Parr

it's for the eggs it's it's it's for the eggs yeah it's for the eggs

Shaan Puri

eggs eggs make sense

Sam Parr

Bro, that makes sense. You just told me that a shower head company is going to be worth $1,000,000,000. Okay? And you just bought a $10,000,000 piece of land. So, look, you might have an error in your judgment. Things happen.

Rob Dyrdek

yeah look I

Sam Parr

I know your biggest weakness is you're sick of the shower but come on

Shaan Puri

yeah look

Rob Dyrdek

For eggs, maybe. But beef, I don't know. I'm not... I don't... I'm not you guys. When you look at trends on an ongoing basis, you refine your lens of the things that were improbable that ended up working when they're harder to see. You know what I mean? Yeah, I think my lens always ties back to the probability of unit economics and the recurring revenue aspect of it. You know, I look at it so much more through that lens. Because even when I think about the coupe, right? If you're selling a single unit of hardware, now you've got this incredibly small customer base in the very beginning that are the ultra-healthy. It's like a mattress in the direct-to-consumer mattress game. As soon as they buy one, they don't need another one for, you know, 15 years. It would suffer that same sort of consequence. Versus five years ago, Coop would get, you know, a $100 million valuation based off of the idea that there are going to be Coops in every house in the world. It's innovation; it's like the Tesla of eggs. So, my lens isn't as refined, and I always go back to how much revenue the idea could create from a long-term value perspective versus those tough hardware businesses that have minimal margins. You sell one, you know what I mean?

Sam Parr

Mean, so what trends interest you now? What do you think is going to be popular in the next 5 years? Where are you investing your money? What interesting trends are you looking to invest in?

Rob Dyrdek

yeah look I don't invest in anything I invest in real estate and and businesses that I create and right now I haven't even invested in a new venture since jolie you know because to me I'm I do think when I look out into the future like like as it relates to the type of stuff that I would do it'd still be related to biofeedback you know health customization all of these things that that help lead you to optimizing your overall health and well-being you know I do think you know like you know you gotta think those those glucose monitors that have that sort of come out to kinda give you an indication of like what your blood sugar's doing when you're eating food that they're going to evolve that to eventually become dopamine and cortisol and it's gonna end up being a cornerstone of like how you even your life is actually feeling based off of what your your blood is saying in real time I think that's going to be something that really makes a big impact on the world and and to me I wanna I wanna time into creating the existence management system that helps you manage how all of it fits together to lead to your present moment in time and help you optimize for guiding your life to creating higher energy present moments that you use with purpose and whether that's to to be on your phone and watch tv with your wife because you're tired or it's for you to be ultra present with your kids so that you can actually experience it or you wanna be able to design use the present to design a better future for yourself like it's really about how do you become this healthy develop healthy and understanding in the knowledge of yourself develop the ultra awareness of everything about you so that you can continually live a consistent state of joy because feeling joy over long periods of time is what it creates the feeling of happiness

Sam Parr

Sean, we could wrap up with whatever you want to, but I know that people in the comments are going to be like, "Why is that douchebag bringing up meat? What the fuck?" They're already good. I already know they're going to flame me in the YouTube comments for that. I'm sorry. Hey, I'm just curious.

Shaan Puri

Rob, I wanted you to... can you finish with a 2-minute crash course on something I've been interested in and you know very well, which is production companies? So, I noticed I don't know anything about Hollywood or TV production, but my ears perked up when I forgot who it was that bought Reese Witherspoon's production company for some $100 million. Then I saw that Peter Chernin from the Chernin Group is doing a roll-up of production companies. He's put in $1 billion to work rolling up production companies. I thought, "Oh, that's interesting." I read some interviews, and he's talking about why he thinks there's a growing and sort of insatiable demand for content. Then, you know, I just look at people who create Netflix shows. I go, "Look at 'Love is Blind,' it's ranked number 1 on Netflix. Who created this?" That was a small production company. Is this like the startup game where you create the next hit show and you become a billionaire? Or is it a ruthless business? Can you just describe what creating a show or creating a production company is like, and if that's a good business to be in or not?

Rob Dyrdek

as someone who sold their production company for 200,000,000 and who like had an offer on the table that fell apart for 400,000,000 recently it is the worst business that you could ever get in in your life it's like and and I'll explain to you why it is a shoot what you kill game and the distributors control all of the money so like in your you have a hit show and you have this flourishing production company and then the show gets canceled and your company's worth 0 right it is and then the problem with shows is like they don't pick them up for long periods of time I have a 5 year 1680 episode order of television it is unprecedented in all of production it does not exist but why is it hard for me to turn around and sell that because it's one single show and now they look at the and it's so expensive because it's made the the production company so profitable but let's just say that didn't push you away a production company is built like this right you you've got to build the infrastructure that allows you to have your camera equipment your finishing equipment your licensing for your music you've got to basically then go and and give a budget to a network who's gonna give you $500 for an episode and now you have got to figure out how to pull 20 to 30% of that in margin right so it gets in incredibly difficult to do and the only way that you can do that is look at all of the different ways that you can scrape margin out of that budget by owning vertically integrated so a lot of times there'll be people that that you know have you know television shows and they just get paid an executive producer fee right so they will make a lot of money like jeff tremaine who is one of the executive producers on my show you know makes 1,000,000 off of ridiculousness and doesn't just off his executive producer fee nothing where we rolled in our executive producer fees then built out the entire post and finishing and music division to push our margins up to be able to to create a sellable asset then we had multiple shows and then the you know the call it the long term sustainability of ridiculousness created the value that allowed us to sell it right and so even if you you launch in a production company and you have love is blind and it's a hit show you're not making that much money off of that show you are now hoping to stack shows and then end up pulling off of that margin that you get to split right and then then you trade on ebitda right so when you sell the business you're trading at like you know 6 times ebitda 5 6 times ebitda and then a lot of times now they won't even buy you outright they will partner with you incentivize your long term earn out because they don't wanna just like pay you you know 5 times 6 times your ebitda and then all of a sudden like the show goes away right they and and you were the creative force behind getting new shows right so it it's a lot more like complex and and when you think about like the big dogs doing it they're looking at it more from they're buying the creative minds that are making the new content all the time so when you if they believe long term in content they're just and when you look at that aggregate you can have a couple of them slip and have a couple heroes in there and when you see all those together you can bet that that thing's gonna generate a ton of cash because the industry itself is built around being incredibly lean and then being being profitable because they're only worth their profitability and then they can accordion you got a big show and all this staff and the show goes away boom you bring it all the way back down because you you put so many people under under the show itself so that's where the bigger vision is for them to look at and is there an opportunity for creatives and people in the space in this day yes because endeavor's doing it churnin's doing it a lot of people are doing it but it's extraordinarily difficult and and the gatekeepers are the distributors the netflix the paramounts the you know you can attempt to create your own platform and distribute it yourself youtube digitally whatever it is but it's expensive and difficult to build audiences and then you're really looking at those distributors as the gatekeepers to the quality of the asset that you're creating and whether or not someone will make it to decide that you're worth the purchase all of that incredibly difficult in my opinion to to make happen you

Shaan Puri

know perfect answer exactly what I

Sam Parr

was looking for

Shaan Puri

rob this has been amazing

Sam Parr

better than part

Shaan Puri

Somehow, where should people follow up? Where do you want them? Do you want them on your podcast, your Twitter, or your email list? How can people get more of Rob?

Rob Dyrdek

You know, Rob's just at Rob Dyrdek across social media, you know, on a dot com. I got billed with Rob, but really, I'm not out pitching anything. I'm just out trying to figure it out and keep evolving. One day, I'm going to come back with my software when it's done. Well, first, I'm going to send it to you guys. And then, when the book and the philosophy are out, and the software is out, it's going to be about how we convert the listeners into changing their lives from being erratic to harmonious, high-quality existences with the existence operating system. You know, but that's off in the future. Now, I'm just glad to reconnect because I'm thankful for you guys for kind of starting the spark of the whole thing. I'm even thankful for you posting all the data and using the customer acquisition from the stuff that I sent you. You know, I sent you all the new stuff too.

Shaan Puri

To do this, you know what happened? Sandman? No? So basically, he came on, he did the "Rhythm of Existence." He sent us the Excel PDF, we posted it on Twitter, and it was kind of over. Then, like a year later, I was like, "Alright, I'm gonna start building my email list." I was like, "How do I get fans of the show, the like-minded people? How do I get my type of people to subscribe?" I don't just want any subscriber; I want the right type of person. I was like, "What would the right type of person be into?" And I was like, "Oh dude, the Rob Dyrdek, that Rhythm of Existence sheet, the time tracker. I think they would be nerding out about that. That's my type of nerd." So we put it up as a lead magnet, which was like, "Hey, come, you know, put your email in and get the... he'll share his thing with you." We started spending a bunch of money, and Rob emails me like, I don't know, six months ago. He's like, "Bro, you're blowing me up with this sheet. You know it's all good, but you gotta update the photo. You're using the wrong photo from over here." So we updated the photo, and I was like, "Oh man, I feel bad." We took the whole ad down and started putting something else up. But it was a moment of embarrassment.

Rob Dyrdek

Don't feel bad because it, to me, just perpetuates... like, for me, it just continues to push the narrative of a level of discipline, commitment, and being data-driven.

Sam Parr

and rob you you said you you said you subscribed

Shaan Puri

It was good in that we were preaching your gospel, and it makes you look like a badass. There was nothing bad there. I just should have asked you first, and I had forgotten to do that. I didn't do that, and that's why I felt embarrassed. I was like, "Oh, my bad."

Rob Dyrdek

I appreciate it and thought it was funny, but I was also like, "This is great." Then I was interested in the data from your perspective. I wondered, "Okay, well, how many did it convert?" Just to kind of understand how many.

Shaan Puri

well there was nothing to convert to right

Rob Dyrdek

Since you had the DocuSign, it was just the views of the PDF that I was interested in, right? And so, I don't...

Shaan Puri

I don't think it ran for too long. I think it had maybe 5,000 to 10,000 hits, something like that. So, you know, a good amount for sure, but...

Rob Dyrdek

not not really that I love that as just another data. From my perspective

Shaan Puri

that's why I

Rob Dyrdek

Hey, use the new stuff. Make it feel more inviting. Make it feel more exciting for people to see because I want to continually perpetuate it. But again, I am...

Sam Parr

And Rob's getting triggered now. By the way, this is him working on that trigger of not getting angry.

Shaan Puri

You know, I was talking to somebody yesterday about triggers. They were like, "Man, he just pushes my buttons." I was like, "Dude, you're like a Blackberry; you're just covered in buttons." I said, "The problem is not that he pushed a button. You have so many buttons to push. Like, you want to be an iPhone—no buttons, nothing to push. What can someone do to you now? You're unstoppable."

Rob Dyrdek

yeah and it's possible for everybody to get there awesome

Sam Parr

Well, we appreciate this, dude. Last time, maybe the video and audio had like half a million views. I have a feeling this is gonna crush it, so we appreciate you.

Rob Dyrdek

okay till we meet again till we meet again see you guys

Shaan Puri

thank you