Fueling Growth by Staying True to Your ICP: Ian MacGregor on Building a Brand for Athletes

In this episode, Sue dives deep with Ian MacGregor, co-founder and CEO of Skratch Labs, to explore a radical approach to building a business that refuses to compromise its values for market share. From pro cycling to creating a revolutionary sports nutrition brand, Ian shares how staying committed to the company’s core customer can be the most powerful growth strategy.

We explore:

• The radical decision to prioritize customer experience over rapid expansion
• How a warehouse in Boulder became a testament to company culture
• The art of selling without selling - creating connections that matter more than transactions
• Why saying "no" to certain opportunities can be a brand's greatest strength
• A refreshingly honest look at building a business that serves its community first, profits second

📖 During the chat, Sue referenced the book, How to Tell a Story: The Essential Guide to Memorable Storytelling from The Moth, which has taught her to be more curious about other people’s stories.

✨ Listen now to fuel your vision of how to grow.

💡 Discover Skratch Labs at https://www.skratchlabs.com/

❤️ If your heart rate got revved up by this conversation, leave a review and preorder my new book Never Ask for the Sale at heysue.com/book.