How Alvaro Gellings Built an 8-Figure Brand in Public

I think for this episode, one thing I was super excited to get into with you is just the concept of building in public.

It seems like you've been doing that for quite a while now, even much before day one.

Is that safe to say?

Yeah, 100%.

I've been doing it on Instagram and more passively because I was getting into the creator space a lot of years ago and I sort of got attention through that, but not actively sharing behind the scenes of building a brand, but more so being known as the founder behind certain brands and investor behind some of the brands.

So I wasn't actively doing it.

So the real building in public Journey started with day one.

So before we even launched though, I was already, you know, filming everything.

The first visits in China where I was, you know, super happy about the wrap of the socks.

And, you know, I was like proudly showing them to the camera and you can see today, you can go to the very first video and then you see, you know, the paper wrap and I thought it was super cool.

And to now being the one of or if the fastest growing sportswear brand in Europe.

So it's been a long journey.

But the real bidding in public where I actually show things that happened behind a brand started with day one.

And prior to that, I was just only showing the results and, you know, sort of the nice life that you get through that.

If you go back on my Instagram, I've been having a certain type of lifestyle since I sold my company in 2013.

20, 2021 for a long time, but people wouldn't catch what it actually takes to build a company.

You're a founder yourself, and you know, a lot of people that hear that this podcast are founders or want to become some, they now, I have the feeling that this whole building in public thing, actually showcase what it takes because people only you know they got in love with the idea of having the success of being a successful founder but it didn't fall in love with the things that you need in order to get there and now people empathize with you a lot more because they they don't look at the sports console like oh yeah you're a super cool founder but they actually see me working a little bit through the snippets and youtube videos they see that that i'm actually working 15 hours a day sitting behind the macbook and it's not so luxurious if people might assume so it's Also a bit of an egoistic reason behind doing that because now people actually get what it takes and they can actually, you can transmit what you've been doing and what you do in order to get what you have, you know.

So it's very meaningful in many areas to do that.