# 228 - BUCKED UP FRIDAY! Use code CEO50 to get 50% off! interview with CEO Ryan Gardner

- Show: [People of Packaging](https://hardwarepodcasts.com/podcast/people-of-packaging)
- Published: 2023-11-24
- Length: 34m
- Page: https://hardwarepodcasts.com/podcast/people-of-packaging/2023-11-24-228-bucked-up-friday-use-code-ceo50-to-get-50-off-interview-with-ceo-ryan-gardne
- Listen: https://encase.substack.com/p/228-bucked-up-friday-use-code-ceo50

## Summary

Ryan Gardner, co-founder and CEO of Bucked Up, explains how he and his twin brother Jeff transitioned from lead generation to building a supplement empire by acquiring key domain names like LR9.com and buckedup.com. Gardner details the strategic importance of distinctive packaging, highlighting the Consumer Convenient Packaging Award-winning 'Buckshot' energy drink designed to resemble a shotgun shell to compete with Five Hour Energy. He also recounts a critical product failure where 200,000 cans of an early energy drink launch were destroyed due to a bitter aftertaste that emerged after five days, emphasizing the need for rigorous taste testing.

## Chapters

- [0:38](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-11-24-228-bucked-up-friday-use-code-ceo50-to-get-50-off-interview-with-ceo-ryan-gardne#t=38) Introduction and Guest Background
- [5:05](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-11-24-228-bucked-up-friday-use-code-ceo50-to-get-50-off-interview-with-ceo-ryan-gardne#t=305) From Lead Gen to Supplements via Domain Hacks
- [13:17](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-11-24-228-bucked-up-friday-use-code-ceo50-to-get-50-off-interview-with-ceo-ryan-gardne#t=797) The Deer Antler Spray Viral Moment and GNC Deal
- [17:21](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-11-24-228-bucked-up-friday-use-code-ceo50-to-get-50-off-interview-with-ceo-ryan-gardne#t=1041) Launching Bucked Up Pre-Workout and Manufacturing Strategy
- [21:50](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-11-24-228-bucked-up-friday-use-code-ceo50-to-get-50-off-interview-with-ceo-ryan-gardne#t=1310) Energy Drink Launch Failure and Taste Testing Lessons
- [25:43](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-11-24-228-bucked-up-friday-use-code-ceo50-to-get-50-off-interview-with-ceo-ryan-gardne#t=1543) Buckshot Packaging Design and Retail Success
- [31:47](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-11-24-228-bucked-up-friday-use-code-ceo50-to-get-50-off-interview-with-ceo-ryan-gardne#t=1907) Apparel Business and Brand Expansion

## Topics

- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)

## Most relevant to

companies scaling up

## Mentioned

- Bucked Up (product)
- LR9+ (product)
- Deer Antler Spray (product)
- Buckshot (product)
- Five Hour Energy (product)
- GNC (company)
- Vitamin Shoppe (company)
- Walmart (company)
- Specright (company)
- Das Labs (company)

## Related episodes from other shows

- [5-Hour Energy: Manoj Bhargava](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-03-13-5-hour-energy-manoj-bhargava) (How I Built This)
- [#115 Pure Gold Series: Lessons on Iterating from Seth Goldman + Updates on Eat the Change & Just Ice Tea](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-11-21-115-pure-gold-series-lessons-on-iterating-from-seth-goldman-updates-on-eat-the-c) (The Startup CPG Podcast)
- [Advice Line with Sadie Lincoln of barre3](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-09-19-advice-line-with-sadie-lincoln-of-barre3) (How I Built This)
- [YETI: Roy and Ryan Seiders. How Two Brothers Turned a $400 Cooler Into a $2 Billion Brand](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-08-24-yeti-roy-and-ryan-seiders-how-two-brothers-turned-a-400-cooler-into-a-2-billion) (How I Built This)
- [Founder Feature: Houston Buehrle of Little Zing](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-01-02-founder-feature-houston-buehrle-of-little-zing) (The Startup CPG Podcast)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/people-of-packaging/2023-11-24-228-bucked-up-friday-use-code-ceo50-to-get-50-off-interview-with-ceo-ryan-gardne. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to People of Packaging.