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

⚡️ BTS & More: www.openresidency.com/nate-checketts

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!

Chapters
00:00 Intro
01:05 Start
01:37 Rhone’s Approach to Mental Health
02:12 The 12 Pursuits Program
03:42 Creating Healthy Habits and Company Culture
08:59 Monthly Focus: Sleep and Hydration
13:29 Monthly Focus: Breath Work
20:03 Goal-Setting with Family: Systems for a Meaningful Life
30:35 How Nate Structures His Day for High Performance
35:38 The Science Behind Rhone’s GoldFusion Technology
39:01 The Complexities of Sustainability in Fashion
40:29 Fabric Innovations That Actually Matter
41:17 Expanding the Line: Product Strategy and Pivots
43:10 What Focus Groups Really Reveal About Your Brand
46:14 Big Inventory Mistakes and Product Flops
49:13 Launching Women’s: Why It Took 8 Years
54:41 Partnerships with NBA & LPGA
56:45 Marketing in 2025: Influencers, CPMs, and Real Brand Loyalty
01:11:52 How Rhone’s Retail Stores Actually Turn a Profit
01:20:48 Building an Efficient Retail Footprint
01:21:31 Distribution Risks and Channel Strategy
01:23:55 Long-Term Brand Positioning
01:25:03 Advice for Breaking Into Wholesale Retail
01:26:41 Buying Out L Catterton: How and Why
01:34:43 How Long-Term Thinking Changed the Business
01:38:34 Leadership Lessons from Nate’s Father
01:39:54 50+ Investments: What Nate Looks for in Founders
01:45:24 Lightning Round: Favorites, Systems, and Sneaky Wins
01:50:46 How Big Can Rhone Be?
01:52:08 Outro

Links Mentioned:

• Big Ass Calendar: https://jesseitzler.com/products/the-big-a-calendar

• Atomic Habits by James Clear: https://amzn.to/3YwIgAl

• The 5 Minute Journal / Productivity Journal: https://amzn.to/42G34rD

• EOS Operating System (Traction): https://amzn.to/4lqWvRf

• Sportsish (by Nate’s sister): https://www.instagram.com/sportsish/

🎙 Guest:
Nate Checketts, Co-Founder & CEO of Rhone

• Instagram: https://www.instagram.com/natechecketts/

• Rhone: https://www.instagram.com/rhone/

• LinkedIn: https://www.linkedin.com/in/natechecketts/

• Website: https://www.rhone.com/

📬 Get in Touch:

• Instagram: https://www.instagram.com/openresidency/

• LinkedIn: https://www.linkedin.com/in/markmastrandrea/

• Website: https://openresidency.com/

• Contact: info@openresidency.com

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