Interested in starting your own entrepreneurial journey in health and wellness but unsure what to expect? Then read up on our interview with Michael Brandt, CEO of Health Via Modern Nutrition, located in Los Angeles, CA, USA.

What's your business, and who are your customers?

We make Ketone-IQ, a ketone drink that came out of development with the US Department of Defense and our work with elite athletes. Ketones are a clean and healthy metabolic super fuel, and our mission is to make it widely available to everyone in the world.

Tell us about yourself

I'm a computer scientist by training who got into biohacking for personal health and performance. I became an avid marathoner, running 6min miles for the marathon. I apply the systems thinking approach to the human body, which led to metabolism and ketones in particular as a massive multi-billion dollar opportunity to help improve the metabolic health of everyone everywhere.

What's your biggest accomplishment as a business owner?

We have helped athletes break world records and helped countless people live better everyday lives. My favorite accomplishment is the team and culture we have built; it's fun to build every day.

What's one of the hardest things that come with being a business owner?

Knowing when to go against the grain vs. go with it. Most things in a business should be very vanilla — use Shopify, Quickbooks, etc. But for the "special sauce" that makes you unique, you need to be radically innovative. Sometimes issues are on the edge, and it can be difficult to know whether to go with "best practices" or to try out something new.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

Build a community before you build a business. Make sure your margins are higher than you think you need. Raise money from good people — bootstrapping is noble, but having investor capital on the balance sheet makes life a lot easier and allows you to take bigger bets.

Is there anything else you'd like to share?

It never hurts to be generous to other founders and operators; we're all in this together.

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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