What does it take to turn a kitchen-table recipe into a multimillion-dollar nutrition brand? In this episode of the SelfSeed Podcast, Emanuel sits down with James Oliver, founder and CEO of Atlas Bar.James’s journey is anything but ordinary: he funded his first production run by driving over 3,000 Uber rides, built Atlas from his parents’ dining room, and grew it into 2,000+ stores nationwide—without a cent of outside investment. Along the way, he tested his product in the most radical way possible: running 100 miles in six days fueled only by Atlas Bars.We’ll explore the discipline, resilience, and authentic storytelling that powered his growth, as well as his reflections on health, entrepreneurship, and building something real in a world of quick hacks.

👉 Tune in for raw lessons on how to start lean, stay true to your values, and scale with purpose.

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