I recently went one-on-one with Jim McMahon, founder and CEO of Fit Foods.
Adam: Thanks again for taking the time to share your advice. First things first, though, I am sure readers would love to learn more about you. How did you get here? What experiences, failures, setbacks, or challenges have been most instrumental to your growth?
Jim: I founded Fit Foods in 1996, and since then, my company has become one of the fastest-growing players in the industry, distributing to more than 70 countries through diverse channels, including health stores, natural grocers, gyms, sports retailers, grocery stores, pharmacies, and e-commerce platforms. But it didn’t happen overnight. I’ve faced my share of challenges, and that’s where I learned resilience. Every failure or setback taught me something valuable, and none of it was glamorous, but it built grit. Entrepreneurs learn that mistakes aren’t the end; they’re opportunities. I recall a customer once shouting at us over a simple error. Instead of getting defensive, we owned it, fixed it quickly, and turned the situation into a win. That experience showed me that how you handle tough moments matters more than avoiding them. To grow, you must embrace discomfort.
Adam: How did you come up with your business idea? What advice do you have for others on how to come up with great ideas?
Jim: Anyone can start a business, but sustaining it is the challenge. I came up through the school of hard knocks, bouncing between over 30 jobs. Despite the variety, my true passion was always the gym: the camaraderie of the iron. I started small, working in a gym, then becoming a juice bar owner in another gym, and then I got into wholesale selling of protein powders with another company in the early 90’s. The idea for Fit Foods came from listening to gym-goers who needed high-quality products to fuel their fitness journeys, and stores who wanted better information on the supplements. I thought, ‘If I’m passionate about this and they need it, why not me?’ That’s how it began. My advice? Find your passion, but don’t stop there. Talk, and more importantly, listen to others who share it. Identify what’s missing and pursue it. Passion alone isn’t enough; you’ve got bills to pay and taxes to handle. But if you love what you do, you’ll have the fuel to persevere. Without perseverance, how can you compete with someone like me?
Adam: How did you know your business idea was worth pursuing? What advice do you have on how to best test a business idea?
Jim: Don’t overcomplicate it. People get stuck thinking they need a perfect business plan before testing an idea. The real test is simple: will someone pay for what you’re offering? Get your idea out there, even if it’s rough, and see if people buy it. Don’t just ask friends and family—they’ll likely say yes. Test it with strangers who have no reason to be kind. It’s not just about making a sale; it’s about staying passionate even when sales are slow. If you can’t stay excited about your idea day after day, how will you survive the 20-hour workdays that STARTING a business typically entails? The idea is only half the battle—perseverance and passion are the rest. Ask yourself: ‘Do I love this enough to do it for 40 years?’ If yes, you’re on the right track.
Adam: What are the key steps you have taken to grow your business? What advice do you have for others on how to take their businesses to the next level?
Jim: Beyond staying on top of accounting and taxes, growing a business comes down to exceptional customer service. Mistakes happen, but how you handle them matters more than the mistake itself. Turn a bad situation into gold by learning from it and fixing it fast. A bad review can stall your growth, but great service builds loyalty. Picture a restaurant scenario: it doesn’t matter if the chef served the wrong soup or the coffee’s cold—it’s not always the server’s fault, but in the customer’s eyes, it’s the server’s responsibility to FIX the problem. The server should say, ‘I’ll fix this right away. What else can I do to make it right?’ Take it to the next level with genuine kindness.
Adam: What are your best sales and marketing tips?
Jim: My best sales tip: don’t focus on your agenda or quota. If you do, you’re not focused on the customer. Sales is about listening to the customer’s problem and providing the best solution. Knowing your industry inside out, what I call ‘gold nuggets,’ creates opportunities to close deals. Some say ‘kill customers with kindness,’ but that can feel fake. Be genuinely genuine. Build mutually beneficial relationships and earn trust: that’s what drives sales. Become the one they call for solutions. That takes time. That takes you being consistent and dependable. So we’re right back to perseverance.
Adam: In your experience, what are the defining qualities of an effective leader? How can leaders and aspiring leaders take their leadership skills to the next level?
Jim: The defining quality of an effective leader is curiosity. If you think you know it all, you’re going to get run over by your competitors – you’re done. Curiosity keeps you learning, humble, and helps you avoid repeating mistakes. The second quality is clarity. Your vision doesn’t need to be perfect, especially early on, but it must inspire your team beyond a paycheck. My team knows we’re not just selling protein powder—we’re working toward a world with happier, healthier people. That’s worth showing up for, even when challenges arise. Even the greatest journeys still take place going one step at a time.
Adam: What is your best advice on building, leading, and managing teams?
Jim: Don’t obsess over filling an org chart with specific roles. That might work short-term, but long-term success comes from curiosity and a clear vision. Find people who share your passion for growth and improving the product. Your vision doesn’t need to be perfect or permanent, but it must be clear enough to guide your team. Also, make your vision of the future, clear and concise – no ‘banker-babble’. Hire people who align with that vision, not just the business. For example, at Fit Foods, our vision is to help people live healthier, happier lives by helping them take back control of their eating and moving their body. A simple protein shake can replace a fast-food meal, sparking small, sustainable changes. When everyone’s aligned on the vision, you build a strong, cohesive team.
Adam: What are your three best tips applicable to entrepreneurs, executives, and civic leaders?
Jim: First, stay curious and keep learning; nobody knows everything. With humility and confidence, identify your gaps and find people to fill them. Early on, I knew more about selling than I did accounting, marketing, inventory, or regulations, so I hired experts. Second, don’t chase money; it leads to bad decisions and burnout – chase becoming the most dependable one that your customers go to. Third, prioritize exceptional customer service. Understand your customers and know they’ll talk to others. No amount of advertising beats word-of-mouth.
Adam: What is the single best piece of advice you have ever received?
Jim: Arnold Schwarzenegger once said to make work fun. We all have to work, so what’s the point if you’re not enjoying it? Without fun, you’ll wake up at 80, regretting a wasted life. Start a business you’re so passionate about that you’re thrilled to wake up at 4 a.m., even after crashing at 2 a.m. Trust me, you’ll pull 20- or 22-hour days to get it off the ground. Building a business is hard, but if it’s fun, it’s easier. Most businesses don’t fail because of a bad idea; they fail because of the wrong attitude. Find the fun, and it’ll keep you going when things get tough.
