Interested in starting your own entrepreneurial journey but unsure what to expect? Then read up on our interview with Jared Twitchell, Founder of Salty, located in Herriman, UT, USA.

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

Salty is a nutrition company focused on providing effective and great-tasting nutrition to endurance athletes. Most of our customers are cyclists and runners, but we have soccer and football players, wrestlers, and others that want to boost their aerobic performance using our products as well.

Tell us about yourself

I love nutrition/physiology, and I love endurance events. The combination of these two was as inevitable for me as smothering chocolate on top of peanut butter. I'm motivated by seeing people push themselves and reach their fitness goals. That means something different for everyone, but I love being part of that journey no matter what their level or goal is.

What's your biggest accomplishment as a business owner?

Building a product that I love and that works! There are a lot of nutrition products on the market that aren't effective at improving performance. When I started Salty, one of my core principles was to only create products that I personally use. I will never sell a product that I don't use. I use Salty Beets for every hard training session and all races.

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

Time management and prioritization. I'm a small business owner, and the biggest challenge is juggling all the demands of the business with my family and hobbies.

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

  1. Just do something. Too many people talk about doing it "one day." Stop talking about it. Stop trying to get one more piece of information, so everything is perfect. Go. Do. Experience is the best teacher.
  2. Pick something you'll enjoy. As Mark Twain said, "Find a job you enjoy doing, and you will never have to work a day in your life." Even if the business is not a financial success, if you love it, you will have spent time doing something you enjoy. And really, isn't that sort of the point of life?
  3. Pick projects and skills to work on where even if you lose, you win. E.g., Network with the types of people who, even if a business relationship doesn't evolve, you still built a relationship with someone you like and can learn something from. Learn and implement new skills that might not pan out in the context of your business but are still valuable (digital marketing, photography, sales, etc.).

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.

Turn your craft into recurring revenue with Subkit. Start your subscription offering in minutes and supercharge it with growth levers. Get early access here.