The First Shift

Graeme Bryks
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  • Entrepreneurship
  • Updated Weekly

Behind every brand is a story and First Shift is where those stories get told. Hosted by Graeme Bryks, First Shift digs into the real entrepreneurial journeys behind the brands you see in health, wellness, fitness, and hospitality. No highlight reels. No fluff. Just founders sharing how they actually built it, the first client, the first failure, the marketing moves that worked, and the ones that didn't. Every episode asks the same question: "Tell me about your first shift." From there, we go deep into the origin story that turned an idea into a brand.

  1. 3d ago

    Episode 30: Rommel Sulit - Why is North America falling behind Asia in manufacturing and construction?

    On the newest episode of The First Shift, I sit down with Rommel Sulit, co-founder of Forge Craft Architecture and Design, to drop some massive truth bombs about the state of global construction, corporate culture, and architectural design. As an immigrant from Manila who grew up in Chicago and trained under the legendary architect Rem Koolhaas in Europe, Rommel brings a uniquely global perspective to the Austin, Texas building scene. In this episode, we explore the stark differences between Eastern and Western business cultures. Rommel explains how geographic constraints, extreme climates, and a culture of "filial piety" (family-owned legacy and loyalty) drive massive technological achievements in cities like Seoul and Manila. Meanwhile, American businesses are increasingly obsessed with leverage, acquisitions, and a race to the bottom. We also dive into the gritty operational realities of running a firm today. Rommel breaks down why building Standard Operating Procedures (SOPs) is agonizing yet absolutely critical for modular construction and maintaining your company's core values. Plus, we talk about his approach to "AI washing"—using Artificial Intelligence as a sparring partner to distill thoughts and fact-check building codes—and why isolating yourself in your own business is the fastest way to lose your creative edge. If you want to understand the future of global building and how to elevate your firm's standards, this is a masterclass you don't want to miss. 00:00 Introduction to Rommel Sulit and the gritty reality of business strategy. 01:23 Growing up in Chicago as the child of immigrant doctors and shifting from medicine to architecture. 05:01 Training under Rem Koolhaas in Europe and the power of a hyper-collaborative design culture. 10:22 The Asian advantage: Why engineers run Asia and lawyers run America. 14:48 Filial piety versus leverage: How family-owned legacies beat companies built to be acquired. 17:57 Why American cities lack the preservation and ambition of global megacities. 23:56 The nightmare of SOPs: Why standard operating procedures are so hard to write but essential for scaling. 28:33 AI washing: Using Artificial Intelligence to distill thoughts, test inputs, and verify building codes. 35:46 Rommel's advice to his younger self on staying connected to global architecture and avoiding isolation. 42:36 Where to connect with Rommel Sulit and Forge Craft Architecture and Design. Website: www.forgex.comEmail: rommel@forgecraft.comLinkedIn: Search for Rommel Sulit #Architecture #ConstructionIndustry #GlobalBusiness #DesignBuild #BuiltOnBlues #Entrepreneurship #StandardOperatingProcedures

  2. Oct 11

    Episode 29: Tyler Hupka - The "All In" Mentality: Why Your Safe Job is Sabotaging Your Fitness Empire

    In Episode 29 of Built on Blues, host Graeme Bryks sits down for his first-ever live, in-person podcast with Victoria-based personal trainer Tyler Hupka. Tyler is the founder of Hubs Fit, an online coaching business that he built from scratch. He opens up about his messy beginnings—transitioning from a heavy party lifestyle and promoting clubs to finding salvation in the gym. Tyler details the moment he decided to quit his stable job at GoodLife Fitness to launch his own brand, relying on the terrifying motivation of having no safety net and maxed-out credit cards. Tyler drops hard truths about the entrepreneurial mindset, explaining why a "half-in, half-out" approach guarantees failure. We dive deep into the fitness industry, discussing why he preaches consistency over perfection and why the rigid "chicken and rice" bodybuilder diet is actually setting most clients up to fail. We also tackle the rise of Artificial Intelligence in fitness. Tyler shares his candid thoughts on apps like Trainerize and explains why trainers who rely entirely on AI to generate generic meal plans will inevitably be replaced—while coaches who prioritize human connection and true accountability will thrive. Finally, Tyler opens up about a surprisingly personal journey: finding his faith. He shares how leaning on God during his darkest business moments gave him the clarity and resilience to keep pushing forward when his bank account was empty. If you are an aspiring entrepreneur, a personal trainer trying to break out on your own, or just someone looking to reframe your mindset, Tyler's story of grit, balance, and betting the house on yourself is a must-listen. 00:00 Introduction: First live episode with Tyler Hupka. 00:46 From the bar scene to the gym: Finding purpose in fitness. 01:53 The pivot: Leaving GoodLife Fitness to build Hubs Fit. 03:00 The "All In" Mindset: Why a safety net is killing your potential. 05:27 Surviving the gutter: Maxed out credit cards and choosing groceries over rent. 07:11 The importance of family support and managing your work-life balance. 10:48 Glass balls vs. bouncy balls: Juggling business, health, and family. 12:49 Fitness 101: Stop trying to be perfect and start being consistent. 16:34 The problem with AI meal plans and generic ChatGPT workouts. 19:42 Why the human element and accountability are the only things keeping trainers in business. 22:56 Discussing Trainerize and the future of fitness apps. 26:15 Reprogramming your brain: Why "how you do one thing is how you do everything." 28:50 Finding faith: How hitting rock bottom led Tyler to a relationship with God. 36:58 2026 Vision: 3X-ing the business and impacting as many lives as possible. 39:51 Advice for new trainers: Make it unreasonable for you to fail. 41:14 Where to find Tyler Hupka. Instagram: @tylerhupka Spotify ChaptersConnect with Tyler Hupka

  3. Oct 4

    Episode 28: Jae Cripps - 65% of Startups Fail: How to Actually Manage a Sales Pipeline and Get Funded

    In Episode 28 of The First Shift, host Graeme Bryks sits down with a truly exceptional local connection he made right at his co-working space in Victoria, BC. Janet "Jae" Cripps is a powerhouse entrepreneur and semi-retired sales executive who has done it all. From growing up in a tough, hockey-obsessed family in St. Albert, Alberta, to holding global enterprise IT accounts and growing them from $20 million to $70 million, Jae shares her relentless drive and exactly what it takes to succeed in business. Jae drops massive knowledge bombs on the realities of enterprise sales and startup growth. She explains how she managed to outsell her entire international sales team in less than three months and reveals her number one secret to startup funding: selling a "proof of concept" before the product is even built. We discuss the founding of Double Diamond Adventures—a family-friendly bus company she launched with a YMCA business plan and a $15,000 RBC grant—which grew to 44 buses in just six months. Beyond the wild stories of navigating a male-dominated software industry, Jae provides raw, actionable advice for new entrepreneurs. She explains the critical importance of being coachable, how to relentlessly practice your sales pitch in the mirror, and why understanding the different tiers of funding (seed, angel, series A, grants) is the only way to avoid becoming part of the 65% of startups that fail. Finally, she shares her tactical approach to AI, detailing how she challenges tools like ChatGPT and Claude to produce high-level marketing strategies instead of accepting their first hallucinated draft. 00:00 Introduction: Meeting Jae Cripps and her incredible business resume. 04:24 The Hockey Foundation: Why being "coachable" is the most important business skill. 11:32 The Babysitting Hustle: Discovering the entrepreneurial dopamine rush. 17:15 Double Diamond Adventures: Growing a bus company to 44 buses in six months. 20:20 Transitioning to Enterprise IT Sales: Outselling the international team in 3 months. 23:26 The "Proof of Concept" strategy: Selling $75,000 software before it's built. 25:13 Winning the American Express President's Club Award. 31:33 The Work Alone App: Building life-saving technology for the oil and gas industry. 34:36 Sales 101: Why you must practice your pitch in the mirror and learn to ask tough questions. 38:39 The power of mentorship and finding the right people to push you. 49:06 Why 65% of startups fail and how to properly manage a sales pipeline. 01:05:13 Using AI as a tool: How to challenge ChatGPT to get the data you actually need. LinkedIn: Search for "Janet Cripps"In-Person: If you are in Victoria, BC, you might just catch her networking and mentoring at the Spaces co-working office! Spotify ChaptersConnect with Janet (Jae) Cripps

  4. Sep 27

    Episode 27: Kristofer Potts - The Intoxicating Drive: Why the Real Entrepreneur Never Truly Stops Working

    In Episode 27 of The First Shift, host Graeme Bryks sits down with Kristofer Potts, the founder of Norseman Construction and Development, one of Toronto's premier custom home and renovation firms. Taking a raw, "How I Built This" approach, Kristofer strips away the polished veneer of his current success to share the incredibly gritty, unglamorous beginnings of his entrepreneurial journey. Starting out as a commercial diver, Kristofer transitioned into doing odd jobs and deficiency repairs for a high-rise development company, leveraging his unique ability to stay awake for 24 hours at a time to outwork everyone else in the room. We dive deep into the messy reality of his early days as a business owner, where his most loyal and hardworking crew members were often the most dysfunctional—sometimes requiring him to bail them out of jail on Monday mornings just to get the job done. Kristofer explains the hyper-competitive, almost hostile environment of early Toronto construction, where his crews operated like "hit squads" to finish entire condo floors so developers could hit occupancy points. Beyond the wild stories, this episode is a philosophical masterclass on the mindset of an entrepreneur. We discuss why a truly balanced life is a myth for anyone unwilling to accept mediocrity, the intoxicating high of seeing your own physical creations come to life, and the harsh truth that the drive to build will likely never turn off. Whether you are just starting your first shift or running a multi-million dollar operation, Kristofer's unfiltered honesty will make you rethink what it means to be a builder. Spotify Chapters00:00 Introduction: Stripping away the polished veneer of custom home building.01:21 The First Shift: From commercial diver to fixing locks in a sales center.03:57 The leap of faith: Power washing construction hoarding in the winter and starting Norseman.08:26 The intoxicating drive of the entrepreneur and the refusal to quit.12:21 Graeme’s story: Quitting a high-paying job watching people weld to chase purpose.20:11 The value of hands-on learning versus formal education for an entrepreneur.25:01 When does it stop? The truth about finding balance and why you can never turn off the motor.36:01 The Hit Squad: Hiring homeless workers, bailing crews out of jail, and the gritty days of early Toronto construction.40:11 How Norseman evolved: From fighting for jobs to leading AI integration and modular 3D printing.42:06 Where to find Kristofer Potts, Norseman Construction, and the "Construction Disruption" show. Connect with Kristofer Potts & Norseman ConstructionWebsite: www.norsemanconstruction.ca or norsemanconstruction.comYouTube: Search for "Construction Disruption" under Kris Potts (K-R-I-S P-O-T-T-S)Email: info@norsemanconstruction.ca

  5. Sep 20

    Episode 26: Babak Nikraftar

    How do you go from drowning in debt and owing the CRA to winning national home building awards? You embrace the quicksand. Babak Nikraftar, founder of Forte Projects, builds some of the most stunning custom homes in Vancouver. But the trophies and Georgie Awards hide a gritty beginning. Babak opens up about the absolute lowest points of his entrepreneurial journey—maxing out credit cards, facing tax collections, and enduring the intense, sleepless loneliness of building a business from scratch. He shares how listening to other founders' failures literally brainwashed him into surviving his own, proving that hitting rock bottom is often the ultimate test before you scale. We dive into the massive operational shifts happening at Forte Projects today. After years of spending absolutely zero dollars on advertising, Babak discusses the terrifying but necessary decision to drop six figures on a market research firm to shatter his company's growth plateau. He also breaks down exactly how he is rewiring his operations with Artificial Intelligence. From turning a three-hour bookkeeping nightmare into a three-second task, to building an entire HR performance scorecard system in a single weekend using ChatGPT, Babak proves that AI is the ultimate leverage tool for modern builders—as long as you have the expertise to verify the output. If you want to know what it takes to survive the valley and scale a luxury building firm, this episode is a must-listen. 00:00 Introduction to Babak Nikraftar and realizing corporate office culture wasn't the right fit. 05:22 Hitting rock bottom, navigating deep financial debt, and surviving the loneliness of entrepreneurship. 14:15 The massive marketing pivot and why Forte Projects is investing six figures after years of zero ad spend. 22:46 How a clever market research interview convinced Babak to hire outside experts. 27:55 Integrating AI to automate project management software and save hours on bookkeeping. 35:14 Using ChatGPT to build a comprehensive employee performance scorecard system over a single weekend. 38:31 Advice to his younger self on overcoming family stigmas about business and taking the plunge. You can connect with Babak Nikraftar directly on LinkedIn, or follow his company's stunning transformations on Instagram at @CondoWorks and @forteprojects. #CustomHomes #ConstructionManagement #Entrepreneurship #ArtificialIntelligence #BusinessScaling

  6. Apr 1

    Episode 25: Adam Schaffer - Why the "Safe Job" is Actually Killing Your Business (And How to Burn the Boats)

    In Episode 25 of Built on Blues, host Graeme Bryks sits down with Adam Schaffer, a man who took the ultimate war path to entrepreneurial success. Adam started as a humble sales rep in Saskatchewan with nothing but seven color samples, no brochures, and an unwavering belief in a revolutionary building product: Vipeq Thermal Cork Shield. Today, he owns the distribution rights for North America, the Caribbean, and South America. Adam shares the gritty, unfiltered reality of what it takes to build an empire—including surviving hostile takeovers, fighting off cease and desist letters, and legally forcing out bad partners to protect the product he loves. If you think cork belongs only in wine bottles, Adam is here to drop a masterclass on the science of building envelopes. He explains why this sustainable, negative-carbon-footprint material is the "product of the century". From its natural resistance to mold and fire to its unmatched breathability and flexibility, Adam breaks down why cork spray is the ultimate solution for retrofitting old homes and saving condo boards millions in maintenance costs. Beyond the product, Adam delivers hard-hitting advice on sales, networking, and the harsh realities of entrepreneurship. He explains why your "safe job" is actually holding you back, why you need to surround yourself with people who talk about investments instead of sports, and why the best way to get a lead is to stop being afraid of asking your friends and family. Finally, we discuss how Adam is cautiously leveraging AI to automate his lead generation, scraping contact lists in 10 seconds to find the best stucco and paint companies in new territories. If you need a dose of raw, unapologetic motivation, this episode is exactly what you are looking for. Spotify Chapters 00:00 Introduction: From Saskatchewan sales rep to controlling the map. 01:33 The early days: No brochures, no branding, just pure product passion. 04:19 The sales equation: Why passion + product knowledge equals success. 08:06 The anti-franchise model: How the Vipeq Certified Installer Network operates. 10:09 Hostile takeovers and cease and desists: Fighting for the product you love. 16:25 Why "luck" is a myth and how to create your own opportunities. 22:43 Burning the boats: Why your safety net is killing your business. 28:16 The 5 Millionaires Rule: Why you need to upgrade your peer group immediately. 34:04 The ugly truth about networking: Stop being afraid to sell to friends and family. 42:10 The science of Thermal Cork Shield: Fire retardant, breathable, and mold-resistant. 51:56 The harvest process: Why cork is a sustainable, negative-carbon-footprint product. 01:05:14 Leveraging AI: Scraping leads and automating emails to scale distribution. 01:11:47 Radical transparency: Why telling the truth makes you more money in the long run. 01:16:37 The 2030 Vision: Building an army of entrepreneurs and expanding globally. 01:20:32 Where to find Adam Schaffer and Vipeq Canada. Connect with Adam Schaffer & Vipeq Canada Website: vipeq.ca Email: adam@vipeq.ca

  7. Mar 29

    Episode 24: Daniel LeSieur - The Walmart Way: Why a Fortune 1 Exec Traded Billion-Dollar Supply Chains for Custom Homes

    In Episode 24 of Built on Blues, host Graeme Bryks sits down with Daniel LeSieur, a man who traded the high-stakes world of Fortune 1 logistics for the deeply personal business of custom home building. After a 20-year career at Walmart—managing billion-dollar supply chains and building the Walmart marketplace—Daniel could have easily taken a quiet board seat. Instead, he founded Walk Your Plans NWA, a studio that projects residential floor plans at a 1:1 scale, allowing homeowners to physically walk through their future homes before a single drop of concrete is poured. Daniel shares the surprisingly seamless transition from global enterprise software to small business entrepreneurship. We discuss the science behind "walking your plans" and how seeing a layout at scale solves the most common homeowner regrets—like a kitchen oven door blocking the dishwasher or a hallway that feels too much like a maze. He also reveals his tech stack, detailing why he chose Zoho as his all-in-one CRM to manage leads and social media across his multiple ventures. Beyond construction, Daniel opens up about a deeply personal project: Family Journal. Inspired by his wife's battle with pancreatic cancer, he is developing a secure, digital platform to capture and preserve family stories, voices, and legacies for future generations. Finally, Daniel leaves startup founders with two invaluable lessons from his time at Walmart: the importance of a zero-based budget and the power of an "always" commitment to the customer. Whether you are building a custom home or a tech startup, this episode is packed with operational wisdom. Spotify Chapters 00:00 Introduction: From Walmart supply chains to Walk Your Plans NWA. 02:20 The transition: Moving from global logistics to intimate, emotional home building. 04:53 The joy of the business: Listening to homeowners and becoming part of their story. 06:16 The science of Walk Your Plans: Why you need to feel the space at a 1:1 scale. 07:41 The biggest homeowner regret: Kitchen layout and appliance flow. 10:46 Intake and marketing: Using social media, word of mouth, and the Architectural Designs partnership. 12:20 The Tech Stack: Why Zoho is the ultimate all-in-one CRM for managing multiple businesses. 15:06 Full Sail PMC: Bringing enterprise problem-solving to startups and taking smaller bites of the elephant. 17:11 Family Journal: Turning a personal tragedy into a mission to preserve family legacies. 21:13 The Magic Wand: Closing the sales cycle gap between planning and permitting. 24:09 The Walmart Lesson: Zero-based budgeting and the "Always" commitment to the customer. 26:53 Where to find Daniel LeSieur and Walk Your Plans NWA. Connect with Daniel LeSieur Consulting (Full Sail PMC): https://www.fullsailpmc.com Walk Your Plans NWA: https://www.walkyourplansnwa.com

  8. Mar 25

    Episode 23: Carl Nelson - Why the "Design-Build" Model is Broken (And How to Fix It)

    In Episode 23 of Built on Blues, host Graeme Bryks sits down with Carl Nelson, founder of Visual PNW. Carl’s journey in construction started at age 14, physically framing houses with his father and grandfather. After a stint in the Army and a decade in residential design, Carl transitioned into the corporate commercial world, spending years executing high-efficiency, massive-scale rollouts for giants like Starbucks and McDonald's. Now, he’s taking the rigorous, standardized systems he learned in the corporate boardroom and applying them to the notoriously chaotic and uneducated world of custom residential design. Carl opens up about his "f**k you" moment—the mounting frustrations of trying to instill change in an industry comfortable with doing things the old, inefficient way. We dive deep into why the current "design-build" model is broken, specifically the messy handoffs between designers, builders, and suppliers that frequently derail projects. Carl also breaks down the critical importance of feasibility studies, explaining why homeowners need to stop obsessing over Pinterest photos and start understanding zoning, setbacks, and true project costs. Looking at the future of construction, Carl shares his unfiltered thoughts on Artificial Intelligence. While he uses AI to automate client education and proposal generation, he explains why meaningful, industry-wide AI integration will take a long time due to the fragmented nature of local permitting and individual builder processes. Finally, Carl gives invaluable advice to any homeowner terrified of getting ripped off: go read a book, understand the different types of general contractors, and do your homework before making that first call. Spotify Chapters 00:00 Introduction: Bringing corporate efficiency to residential design. 01:15 Framing at 14: Learning the reality of construction before becoming an architect. 02:04 The Starbucks and McDonald's masterclass in process and scale. 03:36 The tipping point: Leaving the corporate world to fix the broken residential market. 08:13 The most skipped step: Why you can't just build a Pinterest photo. 12:23 Defining "Custom": The disconnect between homeowners and builders. 15:21 Educating the client and using AI to automate project communication. 17:27 Why AI won't solve the housing crisis overnight. 18:27 The broken "design-build" model and the messy handoffs of construction materials. 21:16 The Magic Wand: Navigating the nightmare of city permitting and supplier handoffs. 24:11 How to avoid getting ripped off: Understanding the different types of general contractors. 27:27 Where to find Carl Nelson and Visual PNW. Connect with Carl Nelson & Visual PNW Website: https://visualpnw.com LinkedIn: Search for "Carl Nelson" to connect directly.

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About

Behind every brand is a story and First Shift is where those stories get told. Hosted by Graeme Bryks, First Shift digs into the real entrepreneurial journeys behind the brands you see in health, wellness, fitness, and hospitality. No highlight reels. No fluff. Just founders sharing how they actually built it, the first client, the first failure, the marketing moves that worked, and the ones that didn't. Every episode asks the same question: "Tell me about your first shift." From there, we go deep into the origin story that turned an idea into a brand.

Information

  • Creator
    Graeme Bryks
  • Years Active
    2026
  • Episodes
    30
  • Rating
    Explicit
  • Copyright
    © Graeme Bryks
  • Show Website
    The First Shift