When Dan Lourenco and Ryan Hughes started GHOST, they wanted to build something with authenticity at its core, not a fake version of fitness. Today, GHOST is one of the fastest growing brands in the industry across a multitude of categories. I sat down with Dan and Ryan to learn about their unique approach to brand building and how GHOST convinced brands like Chips Ahoy to work with them early on.
Dan Lourenco: When we first launched GHOST back in 2016, we set out to create what we called the ‘first lifestyle sports nutrition brand’. At the time, the industry was very bodybuilding focused. We wanted to go and build a brand for everybody that was accessible and authentic and that just told the truth. No matter of your specific fitness or physique goal, the science is generally the same. The products - although there are nuances and small differences between them - are kind of comparable in a lot of ways so we wanted to focus on building a brand and a product that was accessible and appropriate for everyone.
Ryan Hughes: Dan and I come from a very different background, but we worked for two very large brands in the space. And truthfully, we just wanted to have some fun. And the funny thing about entrepreneurship and success in a lot of ways is you don't start something like this, or go on this journey as an entrepreneur for success. You do it out of pure passion for what you're doing. The two of us being good friends prior to this, we wanted to have some fun and we wanted to do it together. And fast forward six years, one of the most challenging things is talking about the success of the brand because that was never a conversation early on. The coolest part about GHOST is everything that Dan just alluded to was the vision and the goal for this next chapter of our life. And to see it come to life and see how many people it's impacted and what we've done at a global scale is incredibly cool. And the best part about that is we're still having that same fun that we started back in 2016.