Geoff Palmer, CEO
What inspired you to start Clean Machine?
I saw that most of the fitness supplements were not clean or natural and I wanted products that were both good for my health and helped with my fitness goals. So after 25yrs in the natural products and supplements space I created what I believed others like myself wanted. A natural, health promoting sports nutrition line.
What was your mission in the beginning?
As a 30yr vegan, I wanted to offer products that not only helped improve the lives of those who used our products, but also saved the lives of animals and our planet.
What was the biggest challenge in starting your company?
Growth capital. More money was needed launch new products, pay for increased inventory and to pay for the marketing efforts to let people know about our products.
What are your responsibilities as the business owner?
As Founder – to be the face of the company. I am a competitive vegan natural bodybuilding and physique champion.
As CEO – to run a fiscally sound company.
As Product Developer – to search for and formulate the most effective products that nature has to offer, while promoting health.
As your company has grown, how do you know when to hire additional staff?
When there is opportunity to expand real sales and when the expansion of sales allows for the addition of talent. A careful balance.
How do you advertise your business?
Through print, internet/social media, trade shows and events.
To what do you attribute your success?
Make products that deliver on the claims. All products are backed by research, efficacious and we are transparent, showing all ingredients and studies right on our website. The positioning of being vegan, natural, non-GMO, and gluten free means that almost anyone can use our products, safely and effectively. In almost 3 years of business we have had only one bottle returned.
What advice would you give to someone just starting an online store?
Do your homework and work with people who are deep in experience (ie consultants) if you do not have the experience. So many preventable mistakes and company failures happen, not because of the product itself, but the business of presenting the product to consumers and retailers.
What hobbies or interests do you pursue in your free time?
Free Time? What is that? I am a 24/7 business owner!
Ok, so in my free time I read studies on supplements. ;)
What additional information, if any, would you like to include?
Start with as much money as possible. Most people do not understand the cost of starting a business. If you plan on doing it full time, have a non-working stream of capital to support you. My suggestion is to have 2 years’ worth of “living expenses” for you and whatever number you come up with to start the company – triple it and you will at least be closer.
