Dan Lourenço #6: Ghost Legend V4 and the Ghost 100 Year Plan | Episode #143

Ghost Lifestyle founder and CEO Dan Lourenço is back for his six appearance on the PricePlow Podcast, and this one’s quite the catch-up, with discussion of all things big and small.

Dan Lourenço returns to the PricePlow Podcast for the sixth time to discuss the Legend V4 launch, the first half of 2024, and the Ghost 100 Year Plan in Episode 143

This episode focuses mainly on the Ghost Legend V4 launch, which brings a massive formula (look at the size of the tub in the picture) yet at a lower price.

We get into the economics and data (or lack thereof) for this decision, then catch up on other launches such as Ghost Energy (new flavor teased at the end), Clear Whey Isolate, Ghost Protein Cereal, minor changes to Legend ALL OUT, the Protein RTD, and the delayed-but-forthcoming Ghost Sleep supplement.

Looking to the Future: The Ghost 100 Year Plan

But a bigger-picture part of this discussion that cannot be missed is Dan’s discussion of the Ghost 100 Year Plan, where he’s focusing on building a legacy company the likes of Nike or Oreo that will outlast all of us. To do so, he’s building a “team of lifers”, who he refers to as teammates, not employees.

This was a great episode with some fun banter, supplement history and economics, rapid-fire product release discussion, and the big shop talk discussed above. Get in, and get ready for the huge Legend V4 tubs.

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Show notes at https://blog.priceplow.com/podcast/dan-lourenco-ghost-lifestyle-143

Podcast: Play in new window | Download (Duration: 1:25:07 — 78.1MB)

Legend V4 Launch Special: Show Notes with Dan Lourenço

• 0:00 – Introductions

  On Episode #143 of the Priceplow Podcast, Mike and Ben welcome back Dan Lourenço to discuss the latest developments at GHOST. Dan cracks open a GHOST Energy drink, prompting a conversation about recent product launches and the company’s rapid growth. They reflect on GHOST’s journey, emphasizing their dedication to quality and innovation despite increasing market pressures.

  

  Ghost Legend V4 is now out, with a 57% bigger tub! This article covers the major changes, including a bump to 300mg caffeine, more citrulline, and the additions of betaine, taurine, and tyrosine!

  They highlight the upcoming launch of GHOST Legend V4, a new pre-workout formula, and their decision to lower its price to make it more accessible, driven by community feedback rather than data alone. The discussion also touches on the impending release of Ghost Size V3 and GHOST’s broader strategy, including the expansion into powders and the positive impact of their successful energy drink line on allowing creative freedom.

• 12:00 – 30 Serving Tubs to Remain!

  Mike and Dan discuss GHOST’s decision to stick with 30-serving tubs for Legend V4. Dan explains that 30 servings have been a standard in the industry, providing a balance between dosage and container size. He mentions that previous iterations saw changes due to space constraints, which led to the removal of certain ingredients like taurine.

  The decision to maintain 30 servings was influenced by customer expectations and the desire to provide value. They also discuss the addition of a “new” label on the redesigned bottles, which was partly influenced by retail partner feedback and aims to highlight the product’s updates.

• 17:30 – Legend Throughout the Years

  Ben and Dan discuss the evolution of GHOST’s Legend pre-workout formulas from V1 to V4. Dan reflects on changes in ingredient choices and product formulations, noting how the company has adapted based on both regulatory changes and customer feedback. For instance, they replaced ingredients like Alpha-GPC and alpha-yo with more stable and globally compliant alternatives like VitaCholine and synephrine.

  

  The move to 30 servings has stuck with Legend V4

  Dan highlights their commitment to using high-quality, efficacious ingredients while balancing user preferences and the broader market trends. He emphasizes that despite the company’s growth, GHOST remains dedicated to delivering effective products with great flavors and appealing designs. This philosophy has guided their decisions, from ingredient selection to packaging design, ensuring that their products meet customer expectations and industry standards.

• 24:15 – Caffeine

  Mike and Dan discuss the changes in caffeine content across the versions of GHOST Legend pre-workout, with the latest V4 featuring 300 milligrams per scoop. They reflect on the initial version which had 202 milligrams of caffeine and how the dosage has evolved over the years, including special editions that incrementally increased the caffeine content. Dan explains that while there’s often debate about the exact caffeine amount, he believes most users can’t distinguish minor differences in dosage. He emphasizes that the current 300-milligram dose, combined with other ingredients like choline, neurofactor, and tyrosine, provides an effective and balanced formula. They also discuss how the higher caffeine content might affect different demographics, noting that individual tolerance varies widely. Dan reassures that the product lineup includes options for those who prefer lower stimulant levels, and he highlights GHOST’s commitment to offering a range of products to meet diverse customer needs.

  

  Dan also talks about the larger size of the new GHOST Legend V4 tub, which accommodates the 22-gram scoops necessary for the formula’s 30 servings. Dan explains that the larger tub is the same as the one used for Legend ALL OUT, emphasizing that while the tub size might initially seem intimidating, it’s necessary to fit the product. They touch on potential changes to the Legend ALL OUT formula, but Dan mentions these will be minor tweaks rather than a full overhaul.

• 31:00 – Natural Colors

  Dan talks about GHOST’s shift towards using natural colors in their products, which has been a response to increasing customer feedback over the past year. Dan emphasizes that while he personally doesn’t have a strong preference between natural and artificial colors, GHOST prides itself on listening to its community and making changes accordingly. This includes the transition to natural colors even for their candy-themed products. They also touch on the launch of GHOST’s Marshmallow Protein Cereal, which uses official Lucky Charms marshmallows containing artificial colors. Dan defends this choice, citing the importance of authenticity and nostalgia in their products.

  

  The conversation then shifts to the success and development of GHOST’s cereal collaboration with General Mills. Dan shares that the idea stemmed from a mutual interest in creating something unique and nostalgic. Despite some challenges, such as the inclusion of soy and artificial colors in the marshmallows, the cereal has been well-received and is leading in the “better for you” protein cereal category in several stores. Dan notes that the nostalgic and fun approach to their cereal aligns with GHOST’s brand philosophy.

• 41:15 – Steady Legend Prices

  Dan emphasizes GHOST’s commitment to product efficacy and innovation, despite the flashy marketing. He shares the company’s philosophy of formulating for the “1%” while building the brand for the “99%.” Mike highlights that, despite economic challenges and industry-wide price increases, GHOST has managed to offer an improved product at a lower price than before. Dan reiterates that GHOST Legend has always been priced at $44.99, and despite inflation, they have continued to enhance their products and offer the best value to their community.

• 44:45 – The Ghost 100 Year Plan

  Mike asks Dan about his long-term goals for GHOST. Dan outlines three main objectives: making GHOST a 100-year brand, providing career success opportunities for all employees, and continuing to have fun while being innovative and disruptive. He emphasizes the importance of legacy, the responsibility he feels towards his team, and the necessity of maintaining passion and enjoyment in their work.

  

  The OG Legends!

  Dan believes that evolving and staying authentic to their core values is key to achieving these goals. He draws parallels to enduring brands like Disney and Nike, stressing the need for adaptability and resilience in navigating new directions while maintaining authenticity.

• 50:00 – Biggest Challenges

  Ben asks Dan about GHOST’s biggest challenges, leading Dan to discuss the difficulties with their Ghost Protein RTD product due to manufacturing issues that led to inconsistent quality. Despite these setbacks, Dan is excited for its re-release next year. The conversation shifts to GHOST’s goals, particularly how they retain their best team members. Dan emphasizes the importance of internal collaboration, treating everyone like team members rather than employees, and fostering a fun and innovative work environment.

  He acknowledges the inspiration GHOST has provided to aspiring entrepreneurs while expressing his desire to build a team of lifers. They also discuss GHOST’s hiring strategy, focusing on bringing in fresh ideas and talent from outside the sports nutrition industry, which has contributed to the company’s success and innovation.

• 55:15 – Focusing on the Brand, not Competitors

  Ben discusses GHOST’s unique approach to product development and market success, highlighting that GHOST doesn’t simply follow what other brands are doing but instead focuses on creating compelling and authentic products that stand out. Dan agrees, mentioning that the company’s occasional missteps occurred when they focused too much on competitors. He stresses the importance of concentrating on their own plan, products, and core values.

  Dan shares advice for entrepreneurs to keep their focus on their brand and key priorities like product, people, and partners, rather than being overly influenced by competition. He also emphasizes that data should support decisions rather than drive them. They conclude by discussing the successful launch of GHOST’s Strawberry Shortcake protein powder, a flavor that received overwhelmingly positive feedback, hinting that it might become a permanent offering.

• 59:30 – GHOST Energy

  

  GHOST ENERGY Sour Pink Lemonade paired with this new Sour Strip collab would be a an extra sour experience!

  Dan delves into GHOST’s recent product launches and market strategies. Dan admits underestimating the popularity of the Energy mini cans, especially flavors like mango and orange, which are popular at festivals and venues. He highlights the extensive testing, including as mixers, to ensure quality and customer satisfaction. Dan reflects on GHOST’s journey, noting that while they didn’t initially plan to enter the energy drink market, they are now the official energy drink of major events like EDC.

  They also discuss the successful launch of GHOST’s clear whey protein, inspired by a collaboration with influencer Syd Cummings. The clear whey, which sold out quickly, was well-received and hints at more similar products in the future, showcasing GHOST’s innovative approach to product development.

• 1:04:15 – Clear Whey

  Dan talks about GHOST’s adoption of Clear Whey protein, a trend that has been polarizing in the supplement industry. Dan explains that while clear whey has been around, it only recently met GHOST’s quality standards. He compares this to GHOST’s earlier shift to vegan fermented aminos once they improved. The clear whey launched with the Sydney Cummings Summertime Punch series, inspired by a collaboration with influencer Syd Cummings, was highly successful and will likely lead to more similar products.

  

  GHOST collaborated with Sydney Cummings for a new Summertime Punch flavor, and it’s in a new Clear Whey Protein Isolate product!

  Dan reminisces about the nostalgic, less refined supplement products of the past, appreciating the improvements and fun nature of today’s offerings. He emphasizes GHOST’s commitment to creating a positive and inclusive community, exemplified by hosting an open-invite GNC after-party. Reflecting on GHOST’s journey, Dan highlights the shift from a competitive startup mentality to fostering collaboration and camaraderie within the industry.

• 1:09:00 – Shifting Industry Image

  Dan and Mike discuss the evolving culture within the sports nutrition and dietary supplements industry. Dan highlights how regulatory pressures and initiatives by organizations like the Natural Products Association have fostered unity within the industry. He reflects on GHOST’s role in shifting the industry’s image away from the hyper-masculine, exclusive portrayal towards a more inclusive and relatable approach. Dan and his team aimed to represent the real users of these products, focusing on community, authenticity, and normalizing the fitness lifestyle.

  This approach has helped to create a more welcoming environment where collaboration and camaraderie are prioritized over competition. Dan expresses pride in GHOST’s contribution to this positive change, emphasizing their commitment to reflecting the genuine experiences and interactions of their community.

• 1:12:45 – Brand Authenticity

  Ben praises GHOST’s authenticity, noting that the brand’s success stems from Dan and Ryan doing what they genuinely love and reflecting their personalities in their products. Dan discusses the challenge of maintaining this relatability as GHOST grows, emphasizing their commitment to staying accessible and engaged with their community. He shares how GHOST has broken industry norms, like being exclusive to GNC initially and facing criticism for their unique style and marketing approach.

  

  A pic from a while ago: It’s happening! A Ghost Protein RTD is live, in the flesh, and hopefully drops soon!

  Despite this, GHOST has stayed true to its values, focusing on quality and authenticity over widespread distribution. Dan highlights the importance of placing the right products in the right places, such as targeting Hydration Stick Packs for broader retail while keeping core products like pre-workout exclusive to select outlets, illustrating their strategic approach to brand building.

• 1:17:15 – Upcoming formulas

  Ben asks Dan about upcoming GHOST products, particularly a new sleep formula featuring colostrum. Dan explains his long-time interest in colostrum and its integration into their sleep product, though supply issues delayed its release. He also highlights several other forthcoming innovations, including updates to Legend, Legend All Out, GHOST Joint, GHOST Intra, and new energy drink flavors.

  Dan acknowledges the challenges with branded ingredients like colostrum due to supply constraints but expresses excitement about the eventual launch. He mentions the phase-out of GHOST Amino in favor of GHOST Intra, which offers a broader spectrum of amino acids and added nootropic benefits, and notes that the hydration category is rapidly growing. Lastly, he teases the possibility of making the popular seasonal flavor Strawbango Margarita a regular offering in 2025.

• 1:21:30 – What’s Coming Next?

  Dan talks about the upcoming flavors for GHOST’s products, mentioning the release of two or three new flavors this year, including another limited-time offering (LTO) and a new permanent flavor he considers a favorite. He explains his preference for different flavors on different occasions, using GHOST Hydration as an example. Dan emphasizes GHOST’s strategy of continuously evaluating and refining their flavor lineup based on customer feedback, avoiding the pitfall of having too many flavors like some other brands.

  He envisions GHOST occupying multiple shelves in convenience stores, with a balanced mix of permanent and limited-time flavors. Dan hints at the new permanent flavor being something familiar but unique to their current energy drink lineup. The podcast wraps up with gratitude for the community’s support and excitement for future releases.

How to Find Dan

Dan Lourenço of Ghost Lifestyle returns to the PricePlow Podcast for his fifth installment in Episode #116, going over the meteoric rise of Ghost Energy and what’s coming in 2024

Dan’s still off Instagram! But you can follow him and his brands at the following locations:

• Dan Lourenço on LinkedIn
• Dan Lourenço on Twitter
• @GhostLifestyle on Instagram
• @GhostGamer on Instagram
• @GhostEnergy on Instagram

You can also sign up for PricePlow’s Ghost Lifestyle news alerts so that you never miss a drop – and there are a lot of them to cover.

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