Nate Checketts - $100M+ CEO, Why More Effort Isn’t Always Better

In this episode, I sit down with Nate Checketts, co-founder and CEO of Rhone, to unpack how a luxury performance-apparel brand went from a single pant to a nine-figure omnichannel business with NBA deals, retail success, and a wildly unique internal wellness system.

We dive into:

• Building Rhone from the ground up into a category-defining brand

• Their “12 Pursuits” framework: a monthly habit system blending physical and mental wellness

• How breathwork, sleep tracking, and community-driven wellness drive real performance

• The origin of GoldFusion and how Rhone rethought sustainability (without the greenwashing)

• Lessons from launching women’s and becoming a multi-category brand

• Buying out L Catterton and re-taking full control of the business

• How Rhone’s retail strategy beats the odds—and makes money

• Why investing in mental fitness may be Rhone’s true legacy

This episode goes deep into the systems behind both a high-performance company and a high-performance life. Enjoy the conversation!