[Voiceover]: Welcome to the checkout. We catch up with previous add to cart guests and ask them five quick questions to get to know them better and leave you with a little extra inspiration to get you through your Friday.
[Voiceover]: Today's checkout features Caleb Marshall, CEO and founder of Tropeaka, a health food and nutrition company making and selling premium ingredient products such as protein powders, superfoods, and wait for it, beauty custard. After being diagnosed with chronic fatigue in 2016, Kaleb spent a lot of time in specialist shops building his health from within. It's an experience which led him to create an online health food brand that would appeal to a younger demographic. Today, Tropeaka ships to over 70 countries around the world with products garnering thousands
Nathan Bush: of, and I mean thousands of five star reviews.
[Voiceover]: Caleb, welcome to the checkout.
Nathan Bush: We've had a great main episode with you where we talked all things health, entrepreneurship, e commerce. But now we're here to learn a little bit more about you. Five quick questions. Number one, what's the weirdest thing that you've ever bought online?
Caleb Marshall: Well, I'm a biohacker, which means like using nutrition or technology or devices to get the most out of your life and increase your energy and your health. So I bought some real rich weird shit online a lot. Probably the weirdest is like something functional medicine doctors use, which is ozone. So I've got an ozone machine which you use ozone to like balance your immune system. If it's like overactive or underactive, it brings it back into homeostasis and also helps you your energy levels. It supports mitochondria health. So that's the way the I bought.
Nathan Bush: That's. That's up there. We haven't had that one before.
Caleb Marshall: No, I don't think you're ever gonna have that.
Nathan Bush: Number two, who is your favorite retailer?
Caleb Marshall: I'd be probably culture Kings. I've never met. I think it's Simon and Tiny, if I remember correctly. The owners, I've never met them. I'd love to meet them, but just what they've done to dominate. Like, it's one thing to dominate e commerce, it's another thing to dominate e commerce and retail. And to do both from such humble beginnings. I think they started out of a marketplace and to literally impact culture at the same time has been so incredibly impressive. Like, they're experiential. No one does retail as good as them. And like e commerce, like it's just so impressive. Definitely them. I know I met James as well from their team who's a legend and Just everything they do is just incredible.
Nathan Bush: Yeah, phenomenal. And you know, so good. That's out of Australia. Reinventing retail. Number three, which E commerce practice do you wish was history?
Caleb Marshall: I think it's not just like tied into E commerce, but like just business as a whole. Like I hate authenticity. Obviously I've showed that well enough in, in this chat that like people just creating bullshit products to make a quick buck and damaging trust for consumers. Like the world's a better place if we're actually genuinely trying to produce great products that make a difference in people's lives. And it doesn't have to be in health, could be in all sorts of areas, but just kind of the lack of authenticity. People that just like overly fake things and often just outright lie in order to make a buck, not only does that erode brand if you've found out, but I think it erodes people's character and dignity long term. And you don't want to fuck with that because if you run in a business that is eroding your character, then you're clearly missing out on a part of life.
Nathan Bush: And I love what you said before around your biggest competition isn't others doing it well, it's those not doing it well because the ones doing it well and who are authentic and genuine will raise the tide for everyone.
Caleb Marshall: Absolutely.
Nathan Bush: Number four, can you recommend a book or a podcast that our listeners should immediately get into?
Caleb Marshall: I actually love to recommend a book from three key areas. So the first one is around health. So I love in terms of biohacking and health, I love Ben Greenfield's book Boundless. It's like a bible for like biohacking. It's pretty technical in a lot of areas, but if you're into like really human optimization, biohacking, then Greenfield boundless. In terms of mindset and changing your life, two books have made a massive impact. The Magic of Thinking Big and Tony Robbins Unlimited Power highly recommend them. And then on the e commerce front, I think Alex Hormozi's $100 million offers is a fantastic book that people should read.
Nathan Bush: What was the biggest thing you got out of that $100 million offers, just
Caleb Marshall: how to craft offers, how to really like a good offer has scarcity, urgency, some sort of bonus and guarantee or mix into one. So knowing how to do that is. It's pretty important.
Nathan Bush: And I can see you putting it into practice because I'm literally on your website right now. It's the Easter long weekend, so this won't be going live on the east long weekend. But I can see you would think health foods and Easter, they do not naturally go together. But you've got a big beautiful offer on the homepage which is, you know, use code at checkout for 20% off chocolate products, 22% off chocolate product subscriptions for the first two delivery. So you're making the most of all those occasions and making something really relevant and compelling. So I can see that in practice.
Caleb Marshall: Absolutely.
Nathan Bush: Great recommendation.
Caleb Marshall: Thank you. Well, we'll see that on my competitors websites in the next few weeks, no doubt.
Nathan Bush: Don't worry, they don't listen to this.
Caleb Marshall: Yeah, that's all good.
Nathan Bush: Last question. I have for you number five, finish this sentence. The future of retail is AI mixed
Caleb Marshall: with deep personalization, mixed with experiential experiences that tie it all together not only in E commerce but touch points in omnichannel as well.
Nathan Bush: Beautiful. Sounds easy.
Caleb Marshall: It is with AI
Nathan Bush: Callum. Thank you so much for joining us on the checkout.
Caleb Marshall: Thank you so much, Nathan. I really appreciate the opportunity to hear more from Caleb.
[Voiceover]: Jump back into episode 290 where Caleb shares what makes his blood boil within the health food industry. We really get him fired up. It's really good fun. We also talk about how an important distinction about his team made all the difference for him. And you heard it here first. He has the ultimate hangover cure that's apparently very healthy. Thanks for listening and until next time, keep adding to cart.
