Brian Johnson's Content-First Launch

A story about how Brian Johnson built an audience as a longevity influencer before launching a successful subscription product.

"Brian Johnson finally started to sell something. Me and Sam had made a prediction about 6 months or a year ago - we said we don't think Brian's doing this for the money or fame, although he's gonna make a lot of money.

He basically turned himself into a character. He's not a fitness influencer, he branded himself as a longevity influencer, a 'don't die' influencer. He spent a couple million on tests and content and building his brand. He came on pods like ours and built an amazing following.

He's doing everything you should do as an influencer - he has these meetups lately, these runs where people chant 'don't die' and then run up a hill. At the bottom they eat just a pot of lentils. He's building this little cult.

He came out with his first paid product - it's like a meal service, basically his blueprint diet as a ready-to-eat delivery package. You pay $330 a month. 12,000 people applied, 5,000 people paid. That's $20 million in ARR that he had on day one of launching this product. And $20 million ARR for a subscription supplements business is like a $200 million business. He let in less than half of the demand he had, so he could have been at $40 million if he wanted to."