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In 2019, fitness influencer Maxx Chewning grew his business in a new direction when he launched his candy brand Sour Strips. In just a few short years, it’s grown to more than $2 million in monthly revenue. He’ll share how he leveraged his online presence to start and quickly scale a candy company in this interview.

Maxx Chewning first started building a following on YouTube with videos that chronicled his personal fitness journey. As a content creator, he quickly gained popularity for his authentic and engaging personality. After three years posting videos as a hobby, he quit his job to become a fulltime YouTuber.

Sour Strips isn’t Maxx’s first business. He launched a clothing brand, Ever Forward, in 2014. He’ll share how that experience helped pave the way for him to start Sour Strips. We’ll also hear about the mistakes he made starting his clothing business and what he learned from them to make Sour Strips such a breakout hit a few years later.

One of the secrets to the success of Sour Strips is Maxx’s lifelong love of candy. He knew exactly what candylovers want from a product because he is one. That informed every step of the process, from the flavor formulation to the packaging design.

The first few shipments of Sour Strips sold out at lightspeed, and he’ll share the marketing and branding strategies he used to get so much attention on his new product, so quickly. He’ll also share how he leveraged his YouTube following to grow his sales and revenue, and his advice for other entrepreneurs who want to start a brand based on their passion.

If you enjoy watching this video, make sure to check out some of UpFlip’s past interviews:

Resources:
https://bit.ly/3YhBSOd  Start or Grow Your Business with UpFlip Academy
https://shop.sourstrips.com Find Out More About Maxx's Sour Candy Business

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Timestamps:
00:00 Start
00:57 Background
02:09 Childhood
03:19 Warehouse tour
05:23 Side hustles
06:45 Making serious money
07:54 New headquarters tour
09:44 Starting a CPG company
14:14 From idea to launch
14:57 Fan blitz
18:31 Losing family
20:17 Quitting his 95
22:00 What success looks like
23:33 Building an influencer network
26:45 Revenue
29:22 Financial hardships
33:08 Revenue streams
33:41 Leadership
35:36 Importance of fitness
37:35 Partnerships
39:09 Guilty pleasures
41:01 First home
41:45 Biggest mistake
43:09 Advice to fellow entrepreneurs
43:50 Outro

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