When Ryan Hughes was young, he suffered with a lack of body positivity. His skinny frame upset him, which led him to the weight room. At age 15, Hughes joined his first gym. Since then, he has been consistently working on himself and his overall fitness. Now, he is a well-es
tablished pro bodybuilder and fitness model.
Hughes has the “origin” story that many people can relate to. His goal is to share his journey and inspire others to also take the initiative in improving themselves. His mission is made possible through his brand, GHOST®. Founded in 2016, GHOST® quickly became one of the top brands in the industry. Authenticity is the main component that sets it apart from competitors. Co-Creator, Dan Lourenco, calls GHOST®, “the first lifestyle sports nutrition brand”. Up to the release of their business, all focus was directed towards a niche group of people—bodybuilders. Hughes believes that his brand should be inclusive and accessible to everyone.
Hughes often speaks about his experiences as an entrepreneur. He states, “. . . the funny thing about entrepreneurship and success in a lot of ways is you don’t start something like this or go on this journey as an entrepreneur for success. You do it out of pure passion for what you’re doing.” Passion is an entrepreneurial trait that is usually overlooked. A customer is unlikely to buy from a seller who exhibits no interest in the product they’re advertising.
As a loyal customer of GHOST®, I find their business model to be refreshing. There are plenty of organizations trying to sell their fake version of fitness to the public. I see GHOST® as a brand like no other. I believe that their products are meant to be real for real people with real needs. Now, knowing more about the creators behind GHOST®, I have more respect for the business. Hughes is an empathetical entrepreneur. He knows struggle and aspires to help others in their battles too. He is also knowledgeable about the needs of his customers. At the end of the day, the customers want a product that tastes good. That’s why 99% of their efforts are put towards creating the best possible flavors. Hughes has a truly great sense of what to prioritize. He is an example of the quintessential entrepreneur.
It’s great that Hughes recognized the importance of reaching a community beyond bodybuilders. By using his own past experience, he was better able to relate to those that his product targets.
This is an inspiring story, to turn your insecurities into something that will benefit you and others and not let your insecurities stop you from bettering yourself. It is impressive that they are staying true and real to their audience instead of putting out fake content. Real for people with real needs.
Ryan Hughes showed great passion for his product, and makes his brand a personal mission to help others enjoy a drink that ultimately gives them energy. Ghost is a household name with my family because my dad drinks Ghost all the time. While Ryan’s initial customer base was body builders, he realized the potential of his product and expanded his drinks to be enjoyed by all. My dad does not work out or go to the gym but enjoys the drink for the caffeine and great taste it embodies. By not being afraid to expand the use of his product, Ryan now receives the benefits of a wider customer base buying more of his products.