The Entrepreneur Experiment

A premium-brand lesson you can steal in any industry: pricing that isn’t just maths.

Alan shares how pricing can be communication, positioning, and part of the customer journey. He shows how the “moment of pause” or consideration can actually work in your favour when the product delivers and the experience educates. Listen back to the full episode, Episode 441 now for the full conversation with Alan, and subscribe or follow now, for more episodes like this.

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In this episode of The Entrepreneur Experiment, Gary Fox sits down with Ken Rideout for a conversation that goes far beyond endurance sport. Yes, they talk about marathons, HYROX, discipline, and what it really feels like to stand on a start line ready to compete — but this episode is really about identity, effort, masculinity, parenting, business ambition, and the mindset required to keep going when life gets hard.

Ken opens up about what success actually means to him, why he believes failure is simply not trying, and how he’s learned to reframe adversity — from losing jobs to helping his wife through cancer treatment. He shares his brutally honest view that most people underestimate what they’re capable of, explains why he’s driven more by discipline than motivation, and reveals the internal pressure, imposter syndrome, and dark mental places that often sit beneath elite performance.

This is not a polished “morning routine” conversation. It’s a raw, funny, provocative and deeply human episode about competing hard, living truthfully, protecting your energy, and building a life where you do more of what matters - and less of what doesn’t.

Show Notes

In this episode, we cover:

🔥 Why Ken believes success is rooted in family, friendship, and community — not status
💥 His definition of failure: not trying
🏃 The mindset he brings to marathons, HYROX, and elite competition
🧠 Why discipline matters more than motivation
😬 The imposter syndrome and insecurity behind high performance
📚 How Ken’s story went from “toiling in darkness” to bestselling author and major podcast guest
👊 Why he thinks 99% of people underestimate their own potential
🏠 Parenting, social media boundaries, and raising strong kids in a soft world
💼 His business philosophy: make enough money so you never have to do things you don’t want to do
⌚ The tools he actually uses: Whoop, sauna, cold plunge, and his beloved 8 Sleep setup
😅 Why he hates LinkedIn, protects his relationships, and refuses to be performative online

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About Ken Rideout:

Ken’s Book: Everything You Want Is On The Other Side of Hard: https://www.theothersideofhard.com/

Follow Ken on Instagram: https://www.instagram.com/ken_rideout/?hl=en

Follow Ken on TikTok: https://www.tiktok.com/@ken_rideout

Ken Rideout on YouTube: https://www.youtube.com/@ken_rideout

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In this Mentor Moment, Gerry Hussey shares a simple but powerful way to visualise success that founders can actually put into practice. Instead of vague “future goals,” Gerry breaks it down into outcomes, daily process enablers, and identity — becoming the person who already lives the life you’re working towards.

You’ll hear his step-by-step exercise to map what you want, identify the habits that get you there, and close the gap between who you are today and who you need to become.

For the full conversation with Gerry Hussey, listen to Episode 413 of The Entrepreneur Experiment.

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In this episode of The Entrepreneur Experiment, Gary Fox sits down with Eoin Cluskey, founder and head baker of Bread 41, the Dublin bakery business built on craft, care, and real food. From leaving school early and training as a carpenter to finding his calling in kitchens abroad, Eoin shares the winding road that led him back to Ireland to build one of the country’s most loved bakery brands. Bread 41 launched in 2018 and has since expanded across multiple locations while staying fiercely committed to quality and values.

This is a conversation about much more than bread. Eoin opens up about losing money in a failed early venture, writing the original Bread 41 vision in a copybook, building a 24/7 bakery model, scaling without taking on growth for growth’s sake, and why he’d rather walk away than compromise the product. If you’re trying to build a business that grows without losing its soul, this episode is packed with practical wisdom.

Show notes

In this episode, we cover:

🔥 Why “simplicity scales, complexity fails” applies to almost every business

🥖 How Eoin went from carpenter to baker after a chance opportunity in Australia

🌍 Why travel, loneliness, and coming home to Ireland changed his life

📓 The copybook vision that became Bread 41

💸 The failed first business that cost him €25,000 — and what it taught him

📍 Why opening on Pearse Street worked because of community, not just footfall

⏰ How Bread 41 built a 24/7 operating model around bread, pastry, and wholesale

📈 The real challenge of going from one bakery to two without breaking the culture

🧠 Why founders can’t scale if they need to be in the business 24/7

🌾 The long-term vision to move into Irish milling and support local growers

👥 Why care is the company’s number one value

🏡 The family wake-up call that changed how Eoin thinks about success

“The day I add an additive or preservative to the bread is the day I walk away.”

Links and resources

Bread 41 official site:https://bread41.ie/

Bread 41 Instagram: https://www.instagram.com/bread41bakery/?hl=en

Bread 41 locations: including Pearse Street, Stillorgan, Cabinteely, and Greystones.

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In this Mentor Moment, Lorraine Heskin — founder of Gourmet Food Parlour — takes us back to 2006, right in the heart of the Celtic Tiger, when she made the leap from a stable job into the unknown to build her own café brand.

Lorraine shares how she approached brand-building from day one, why finding a location was the hardest part (and why she refused to pay key money), and the magic of opening the doors to a queue down the street — proving the idea wasn’t just in her head, the community wanted it.

For the full conversation with Lorraine and the full Gourmet Food Parlour origin story, listen to Episode 423 of The Entrepreneur Experiment.

Nostra: https://bit.ly/nostra26
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Rory’s Travel Club: https://bit.ly/rorys26
Chartered Capital: https://bit.ly/49ZuFrk