⚡️ BTS & More: www.openresidency.com/nate-checketts
In this episode, I sit down with Nate Checketts, co-founder and CEO of Rhone, to unpack how a luxury performance-apparel brand went from a single pant to a nine-figure omnichannel business with NBA deals, retail success, and a wildly unique internal wellness system.
We dive into:
Building Rhone from the ground up into a category-defining brand
Their “12 Pursuits” framework: a monthly habit system blending physical and mental wellness
How breathwork, sleep tracking, and community-driven wellness drive real performance
The origin of GoldFusion and how Rhone rethought sustainability (without the greenwashing)
Lessons from launching women’s and becoming a multi-category brand
Buying out L Catterton and re-taking full control of the business
How Rhone’s retail strategy beats the odds—and makes money
Why investing in mental fitness may be Rhone’s true legacy
This episode goes deep into the systems behind both a high-performance company and a high-performance life. Enjoy the conversation!
Chapters
00:00 Intro
01:05 Start
01:37 Rhone’s Approach to Mental Health
02:12 The 12 Pursuits Program
03:42 Creating Healthy Habits and Company Culture
08:59 Monthly Focus: Sleep and Hydration
13:29 Monthly Focus: Breath Work
20:03 Goal-Setting with Family: Systems for a Meaningful Life
30:35 How Nate Structures His Day for High Performance
35:38 The Science Behind Rhone’s GoldFusion Technology
39:01 The Complexities of Sustainability in Fashion
40:29 Fabric Innovations That Actually Matter
41:17 Expanding the Line: Product Strategy and Pivots
43:10 What Focus Groups Really Reveal About Your Brand
46:14 Big Inventory Mistakes and Product Flops
49:13 Launching Women’s: Why It Took 8 Years
54:41 Partnerships with NBA & LPGA
56:45 Marketing in 2025: Influencers, CPMs, and Real Brand Loyalty
01:11:52 How Rhone’s Retail Stores Actually Turn a Profit
01:20:48 Building an Efficient Retail Footprint
01:21:31 Distribution Risks and Channel Strategy
01:23:55 Long-Term Brand Positioning
01:25:03 Advice for Breaking Into Wholesale Retail
01:26:41 Buying Out L Catterton: How and Why
01:34:43 How Long-Term Thinking Changed the Business
01:38:34 Leadership Lessons from Nate’s Father
01:39:54 50+ Investments: What Nate Looks for in Founders
01:45:24 Lightning Round: Favorites, Systems, and Sneaky Wins
01:50:46 How Big Can Rhone Be?
01:52:08 Outro
Links Mentioned:
Big Ass Calendar: https://jesseitzler.com/products/the-big-a-calendar
Atomic Habits by James Clear: https://amzn.to/3YwIgAl
The 5 Minute Journal / Productivity Journal: https://amzn.to/42G34rD
EOS Operating System (Traction): https://amzn.to/4lqWvRf
Sportsish (by Nate’s sister): https://www.instagram.com/sportsish/
🎙 Guest:
Nate Checketts, Co-Founder & CEO of Rhone
Instagram: https://www.instagram.com/natechecketts/
Website: https://www.rhone.com/
📬 Get in Touch:
Instagram: https://www.instagram.com/openresidency/
Website: https://openresidency.com/
Contact: info@openresidency.com
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