My guest today is Joel Primus.

Joel is a former elite long distance runner turned entrepreneur. He is the founder and creative visionary behind Naked Underwear. He helped raise over $17 million, establishing retail distribution at Holt Renfrew, Nordstrom, Hudson’s Bay, and Bloomingdales. Naked completed a merger with Australian-based industry powerhouse, Bendon Lingerie, exiting in 2018. Recently, Joel co-founded Kosan, a travel clothing company which launched one of the most successful Kickstarter apparel products of all time—reaching nearly $1 million in sales in 30 days. He was one of the inaugural BC Business top 30 under 30 Entrepreneurs and is also an author and award winning documentary filmmaker. 

In this great conversation we cover these topics and many more:

• Michael Jordan’s legacy

• Comfortable underwear

• Insecurity as rocket fuel in your 20’s

• Breaking the attachment of identity and performance

• Finding yourself through failure

• Meeting Dwayne Wade

You can find out more about Joel here.

joelprimus.com