Cultural moments: Joe Rogan and partnerships

In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with Kent Yoshimura, co-founder and CEO of Neuro Gum, to explore how a rejected Shark Tank pitch turned into a nine-figure functional supplement brand pioneering the chewable energy category. Kent shares the journey of scaling Neuro from $3 million to over $100 million in revenue while competing against legacy giants like Mars Wrigley in one of CPG's most competitive spaces: the checkout lane.

The conversation reveals how Neuro built direct-to-consumer dominance through TikTok virality, organic influencer partnerships (including Joe Rogan's 40+ mentions), and strategic collaborations with F1 drivers, DJs, and professional athletes. Kent explains the science behind cold-compressed gum, why microdosing caffeine works better than traditional energy products, and how thoughtful brand building and operational excellence drove exponential growth.

Throughout the episode, listeners gain actionable insights on e-commerce fundamentals, new customer acquisition strategies, and how to build brand equity beyond paid advertising. Kent shares candid lessons on breaking into retail, navigating checkout space negotiations, and why staying humble while hiring experienced operators accelerates sustainable growth.

Listen in as they discuss:

• How Neuro Gum scaled from $3M to 9 figures after Shark Tank rejection
• The science of chewable energy and why format innovation matters
• Neuro's surprising consumer demographics and why older buyers convert
• E-commerce fundamentals: LTV/CAC optimization and customer acquisition strategy
• Building brand equity through organic partnerships over paid ads
• Joe Rogan's repeated endorsements and the power of strategic product seeding
• Partnership strategy: leveraging athletes and creators for credibility
• Breaking into retail: competing for checkout space against Mars Wrigley
• Supplement trends: established ingredients over novel compounds
• Scaling to $100M: staying humble and hiring people smarter than yourself

Episode Links

Website: https://neurogum.com/ 

Instagram: https://www.instagram.com/kentaro/ 
LinkedIn: https://www.linkedin.com/in/kentyoshimura/ 

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
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• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics