Tour de Force: The Story of a $10M Sock Brand | Rob Fraser

The Knowledge Project with Shane Parrish

Farnam Street

Business, Investing, Entrepreneurship

4.7 • 2.9K Ratings

🗓️ 15 October 2024

⏱️ 99 minutes

🔗️ Recording | iTunes | RSS

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Summary

From commanding the cycling circuit with Team Canada to building an 8-figure enterprise, Rob Fraser reveals the sophisticated mental models that drive exceptional performance. This isn't about sports metaphors—it's a masterclass in translating elite competitive principles into business strategy.

Rob Fraser is the owner and operator of the sock company OUTWAY.

In this conversation, Rob and Shane discuss focus, executing under pressure, growing a business from hustling on the street to over 10 million in sales in a few years, how OUTWAY was almost destroyed, and arranging your life to operate at a consistently high level for a long time.

As a special offer to listeners, the TKP community can get 30% off using the code SHANE at checkout. https://outway.com/

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LinkedIn: https://www.linkedin.com/in/robbfraser/

Sponsors:

Somewhere.com https://www.somewhere.com/

Overlap: https://www.joinoverlap.com/

Transcript

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0:00.0	For 10 years, I woke up with a very clear idea of what I wanted to do with my life and where it was going to go.
0:06.8	And I loved that. I woke up every day with a fire in my belly saying,
0:10.9	this is the goal, here's how I'm going to get it, and here's what I'm going to get it and here's what I'm going to do and then almost
0:15.0	seemingly overnight when I walk away from the sport that's gone your identity is gone you know like the day
0:20.6	before I retire it's hi I'm Rob Fraser professional cyclists. It was everything the next day that's gone and over the next year that fades away because you're no longer on the scene and the friends they're still friends but you don't see them and the common interest starts to fade and you know that kind of led to this dark period for me where I was like what am I going to do with my life. I'm your host. Welcome to the Knowledge Project.
0:50.0	I'm your host, Shane Parish.
0:53.6	In a world where knowledge is power,
0:55.4	this podcast is your toolkit for mastering the best
0:58.1	of what other people have already figured out.
0:59.6	If you're listening to this, it means you're not a supporting member.
1:02.4	Members get early
1:03.2	access, no ads, my personal reflections at the end of the conversation, access to the
1:08.5	highlights from the books I'm reading, hand-edited transcripts and so much
1:11.7	more. Check out the link in the show notes for more information.
1:14.6	My guest today is Rob Frazier,
1:16.4	founder and CEO of Outway,
1:18.3	a rapidly growing direct-to-consumer brand
1:20.9	disrupting the premium performance stock market.
1:23.5	Rob's entrepreneurial journey is a master class in overcoming obstacles and scaling a business.
1:28.9	In just a few years, Outway has gone from startup to multi-million dollar success story.
1:34.0	The company has achieved impressive year over year growth progressing through
1:37.8	four, five, six, seven, and now eight figure revenue milestones.
	...

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