Interested in starting your own entrepreneurial journey in food and beverage but unsure what to expect? Then read up on our interview with Sandy Kellin, founder of Xendurance, located in Scottsdale, AZ, USA.
What's your business, and who are your customers?
Being a severe asthmatic when I was young and watching my sister fight through polio, I learned at a young age that your health is everything. The business I founded, Xendurance, is based on health, wellness, and sports performance. We build proven supplements for game athletes, World-Class athletes, and weekend warriors. And we have clinical studies that back our products to benefit every person on the planet. Check out this athlete who explains our products on Joe Rogan. And check out why this clinician calls our products the Holy Grail.
Tell us about yourself
I was the first bobsledder from the State of AZ. Yes - bobsledding in the desert! I was also the first bobsledder to recruit top track & field athletes into the sport of bobsledding because I knew they had the strength and speed to provide fast starts down the track. I have always been very competitive, so I started looking at how to improve performance, and by doing so, I founded Xendurance so I could personally benefit from high-quality supplements and nutrition.
My daily motivation has always been to win-win in competition - win with my health - and win in producing better products than anyone in the supplement marketplace. There is always room to develop better, proven products. Research changes almost daily, so you look for problems, and you go out and try to solve those problems with better and better products.
What's your biggest accomplishment as a business owner?
My biggest accomplishment has been to develop a supplement that reduces lactic acid by 26%, increases VO2 max, and reduces inflammation and oxidative stress by 39%. No one has a better formula (Extreme Endurance) that has been clinically proven multiple times. That is what I am most proud of.
What's one of the hardest things that come with being a business owner?
One of the hardest things as a founder and owner is to get others to see your vision. You see it right away. The people who surround you may have to think through it longer and see it actually come to fruition to BELIEVE as you did from the start.
What are the top tips you'd give to anyone looking to start, run and grow a business today?
Number one, be prepared to work 24/7. You probably hear this or read this from successful business owners, but you can never walk away, enjoy a weekend or go on vacation without a connection to your business. And I am not saying this is good or bad, but your business never leaves your mind if you have passion for it.
Number two, get ready for a “bobsled” ride. Lots of turns and twists and a few crashes. If you don’t have to get stitched up a few times, you are not working hard enough.
Number three, you must build a foundation. It is somewhat like building a house. You lay the foundation, which seems to take forever, and then all of a sudden, the walls go up quite fast, and pretty soon, the roof is on. It is the foundation that takes the greatest care to get right. If it is not built correctly, your house may not stand up.
Is there anything else you'd like to share?
If you think you are an entrepreneur and want to build your own business, then here are some facts that might keep you up at night. The Startup Genome’s 2019 report states that only 1 in 12 entrepreneurs succeed in building a successful business, and that’s before the COVID-19 pandemic that caused millions of small businesses to fail. Having built several businesses such as fitness centers, retail stores, real estate development, and nutrition companies both here and in Europe, the one I enjoyed most was the fishing lodge I built and ran in Alaska for 13 years - because I love to fish!
That being said, I feel the best business to be in today that has little or no risk, very small capital investment, and has given me the capital and time freedom, is direct to consumer selling. If you are one of the few who are willing to work hard and invest 2 to 4 hours each day to build a network of people and create income in a fun business, please reach out to me so I can answer your questions about my company.
Where can people find you and your business?
If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.
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