The Framework That Built a $50M+ Supplement Empire
Implementing The Creator → Content →Community → Framework:
- Creators are now the face of billion-dollar brands and brand buy-in now starts at the creator level
- Your obsessions are your content pillars and will serve as magnets to find similar people with similar obsessions
- A true community is fostered by connecting not just communicating
- A strong connection is fostered through community events, meetups, and activations
- The best creator-led products are organically plugged into content without feeling pushed/promoted
Now, breaking it down piece by piece…
But Lemme Give You A Little Context
A very talked-about framework right now is: Content → Community → Commerce
But this is 75% of the way there. There is another C missing…
Because it really should be: Creator → Content → Community → Commerce
Today, we’re breaking down Nick Bare who launched Bare Performance Nutrition, back in 2012 and grew it into a $50M+ supplement empire.
And A Quick Back Story
After stagnant sales growth from 2012 - 2016, Nick decided to get out of the US Army and go full-time on his business and his YouTube channel.
Fast forward to today, his YouTube channel has 1.1 Million subscribers and 150+ million views. Plus, his supplement company does a cool $50-60M in revenue.
Which is a prime example of the Creator → Content → Community → Commerce Framework.
And how to execute it…
1. Find Your Obsession
Nick Bare is a former Infantry Platoon Leader. He started the brand back in 2012 when he was earning a nutrition degree at University.
So training and nutrition? Yup, already a pillar in his life.
Which gave him the tools to create content around these topics.
2. Your Obsession = Your Content Pillars
Show, don’t tell.
Nick doesn’t make the typical here’s how to get abs or get videos.
Nick’s content pillar revolves around videos that take viewers on a hero's journey. Such as his marathon and Ironman training process.
So, instead of a one-off video that reaches new audiences - he created binge banks for new audiences to binge on.
Which accelerates the buy-in process. And expedites subscribers into fans.
3. Building a Superfan Community
Community is not measured by the number of subscribers you have, it’s by the number of fans.
Which brings me to the next point written by my good friend Ethan Brooks:
“The term "Community" is thrown around a lot today, especially in creator circles."
For Nick Bare, this KPI is measured by:
• Fans wearing merch
• Fans tattooing BPN’s slogan “Go One More”
• Fans who take the leap to “Go One More”
Which is an organic progression from fan to superfan.
Because the superfans are the ones who scale a community.
But here’s the key…
To create a community like this, you need a few things:
A slogan sums up what you do but also ties the community together around one theme.
Nick Bare came up with the slogan “Go One More” in 2018 and trademarked it which shows you how important it is to him.
And the slogan is cemented across all touchpoints from his videos, and merch, all the way to the team’s sprinter van.
Why? To inspire and unite the community.
Because when someone has “Go One More” on their T-shirt, they’re identifying themselves as part of the Nick Bare Community.
4. Giving The Community A Home
For many, it could be YouTube or Discord.
For Nick Bare and BPN it’s organizing community events like the “Go One More” marathon, run clubs, or activations to bring the community together.
Because a superfan community is not around your brand or product.
It's forged around shared values, a shared journey, and the collective commitment to "Going One More."
5. Create Products that Support Your Community’s Obsession
The best advice I ever heard for launching a product?
If it doesn’t feel like a plugged product in your organic content then you picked the right product.
Which is exactly what Nick does.
He organically embeds the Bare Performance Nutrition products into his usual content, by showcasing how he personally incorporates the product into his daily routine, training regime, and goals.
