Lance Armstrong

Celebrity-branded alcohol and on-brand fitness hotels

Sam argues celebrity alcohol is the best name-licensing play because a $50 bottle can be repurchased monthly (citing Conor McGregor's ~$100M Proper Twelve stake). He also pitches that an athlete like Lance Armstrong or Michael Phelps should launch on-brand fitness-focused hotels with branded pools and workout instruction.

“I think alcohol is the best one because you can charge $50 for a bottle of a certain type of alcohol., and there's a chance that someone will want to buy that many times a month. So I think alcohol is interesting.”

Steal thisWhen licensing a name, pick a high-price, high-repurchase product (alcohol) or a category that's genuinely on-brand for the person.

Lance Armstrong's podcast 'The Move' does ~15 million downloads a year, feeding a fund

Lance explains his investing flywheel: The Move does about 15 million downloads a year, generating deal flow and a sticky audience he can reintegrate portfolio companies into.

“the second show, The Move, is about 15 million downloads a year. And so, you know, once that started to really take off, then I, I was getting all this interesting deal flow. I thought to myself, we should start a fund and invest in some of these companies.”

The Jimmy Buffett flywheel: own every dollar a fan spends all day

Lance Armstrong breaks down how Jimmy Buffett monetizes a Parrot Head's entire day—SiriusXM station, Landshark beer, the ticket, swag, margarita blenders—as a model for owning the full value chain around a fan base.

“from the minute they wake up, he's owning them, right? They're listening to SiriusXM, they're listening to his station, right? Probably at some point pregame, they're drinking his beer, the Landshark beer. Then they, then he, they buy the ticket, which is again his. They get to the show, they're buying his swag, they go back, or they pregame, they, they like pregame or tailgate out there. They're using his margarita blender. He's got everything.”

Steal thisBuild a brand that captures every dollar a superfan spends across their whole day.