Entrepreneurship is the back bone of any strong economy. If you talk to any economic professional, they encourage people to start their own businesses. A good friend of mine introduced me to Jason Cellura. Jason did just that (start his own business) as he is the Founder and CEO of Ammo Athletic.
Ammo Athletic is an athletic apparel company created by Jason and his brother. Jason has developed what he calls “the most comfortable athletic underwear ever.” Stack.com has called it “The new must have for leg day.”
Tony Gentilcore, a big time strength coach says, “On deadlift/squat day my thought process is now weight belt, protein, and gotta have AMMO.”
Athletic Apparel is a competitive industry. Apparel behemoths such as Nike, Under Armour, and Adidas make it difficult for new companies to gain market share. These companies have large marketing budgets and do a great job message bombarding their market.
Nick Cipkus. : What are two things you wish you would have known about the athletic apparel industry before starting AMMO?
Jason Cellura: A) Just how competitive it really is. I think everyone sees it on the surface, but once you’re in the trenches it’s really a dogfight. Differentiating yourself and making a name for your brand is definitely a challenge. Nowadays there’s so much noise for consumers, it really comes down to what makes you special. It’s important to stand out.
B) The importance of branding yourself as a founder. We didn’t want AMMO to be about us, so we resisted posting much about ourselves. The reality is, as a founder, you have to put yourself out there in order to build a successful brand. People need to see you, know that you’re a real person who lives your brand, and not just someone hiding behind a keyboard trying to sell them stuff. This is why I recently launched my own Instagram page (@celluracane) to help motivate, educate and show the results of my own training
Nick Cipkus.: What two qualities MUST someone have if they want to start their own business?
Jason Cellura.: Passion – Starting a company is easy. Building a successful one will require every ounce of energy you posses; it’s 100x harder than you could ever imagine, so you’d better love it. If not, what are you going to do when it’s 3am, the company you’ve put years into building is failing, and you’re running out of cash? Fold up or press on?
B. Fortitude – If you’re starting a company, the odds are high that you’re going to fail (probably A LOT) before you finally see real fruits from your obscene labor. You need to be able to accept failure and learn from it. A lot of so called “friends” will support your cause early on, but once shit hits the fan they run for the hills. It’s a humbling experience, but you have to keep fighting.
There are a lot of people who aspire to start their own company. You MUST have passion. There is no way you will fight through the difficult times if you lack passion. You have to live and breath whatever it is your are building. Learning from you failures is important in any job, but AMPLIFIED for someone starting their own business. Failing is nothing more than a learning opportunity.
Nick Cipkus.: What are two resources (books, podcast, website) you use on a consistent basis to help you improve and get better?
Jason Cellura.: The first book I recommend is “The Obstacle Is the Way” – Ryan Holiday. This book is a must-read for any entrepreneur. It’s rooted in Stoicism, with emphasis on controlling what you can control and letting go of everything else. It’s principals helps keep me sane in the eye of the storm
B. “How to Win Friends and Influence People” – Dale Carnegie. A classic based on Carnegie’s many years of studying human interaction. A great way to improve your interpersonal skills and to better understand and sympathize with others.
Jason provides some great insight what it’s like starting a business. Taking on the likes of Nike, Under Armour, and Adidas is not easy task. You have to have grit in order to have any chance.
To learn more about Ammo Athletic check out
AMMO ATHLETIC: “The most comfortable underwear ever”
Taking on Nike and Under Armour; AMMO ATHLETIC
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