“By the end of 2015 we were just about out of money” - and now they’re worth $4B. How did Vuori do it, with CEO & Founder Joe Kudla

Secret Leaders with Dan Murray-Serter

English - January 11, 2022 07:00 - 42 minutes - ★★★★★ - 20 ratings
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Previous Episode: Curve: Building an $800m FinTech after being laughed out of the room by Mastercard, with CEO & Founder, Shachar Bialick

Next Episode: “He threatened to kill my parents and I had to get a restraining order” - the real Dan Murray-Serter, Chapter 1

Having grown up poor, Founder and CEO of Vuori Joe Kudla always wondered what it would be like to have money and go on holiday, so he spent the first chapter of his career proving to himself that he could make money. But then he started to make life decisions differently.
“I see myself on my deathbed. And I am coming to terms with that moment, am I going to look back and feel like I went for it, like I seized the day? Did I live a life in alignment with my passions, my heart, my interests? Or did I take the safe path?”
In 2013 he founded Vuori, an activewear brand initially aimed at men. They nearly ran out of money in 2015, but a few pivots and several years later Vuori is worth $4b and launching in the UK this spring.
How has Joe done it in such a competitive industry? How has he done it having raised a pittance compared to his rivals? And why is clarity the ultimate currency?
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“I see myself on my deathbed. And I am coming to terms with that moment, am I going to look back and feel like I went for it, like I seized the day? Did I live a life in alignment with my passions, my heart, my interests? Or did I take the safe path?”

In 2013 he founded Vuori, an activewear brand initially aimed at men. They nearly ran out of money in 2015, but a few pivots and several years later Vuori is worth $4b and launching in the UK this spring.

How has Joe done it in such a competitive industry? How has he done it having raised a pittance compared to his rivals? And why is clarity the ultimate currency?