On this week’s episode of Next Level Minds, I sit down with James Oliver, Founder and CEO of Atlas Bar. James’s entrepreneurial journey is anything but ordinary—starting in a college kitchen, driving over 3,000 Uber rides to self-fund his vision, and ultimately bootstrapping Atlas Bar into one of the fastest-growing protein bar brands in the country—all without raising a single dollar of outside capital. In just two years, he scaled Atlas to over $1 million in sales and has since sold millions of bars nationwide. But what makes James truly stand out is the conviction behind his mission. From running 100 miles in six days fueled only by Atlas Bars, to refusing shortcuts in product quality, he embodies principle-driven entrepreneurship at the highest level. We dive into the mindset required to turn grit into growth, how to build customer trust in a noisy marketplace, and the lessons James has learned about resilience, conviction, and scaling a business the right way. If you’re an aspiring entrepreneur, health enthusiast, or someone looking for a story of relentless perseverance, this is an episode you won’t want to miss.