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April 26, 2022 2 min read

SubKit Feature Article on Earn Your Booze and Justin Cross

What's your business, and who are your customers?

Earn Your Booze® is a global community of like-minded people who make no apologies for winning and celebrating our achievements. WE KNOW THE BEST THINGS IN LIFE ARE EARNED - NOT GIVEN. We create fun Fitness & Drink/Social events with the best fitness personalities in each city, top-shelf drink sponsors, and live entertainment at incredible venues across the USA. We also own 30+ trademarks for apparel and sell fun, weekend & gym-themed apparel with designs featuring everything from whiskey to tequila, donuts, brunch, and much more.

Tell us about yourself

Earn Your Booze was a lifestyle that I first realized I was living while I was serving in the US Navy. I always put physical fitness first, but I never missed out on a port call or trip to the bar with fellow Sailors and Marines. I knew that if I was going to imbibe and eat like a king, I needed to be in the best shape possible, aka EARN IT.

What's your biggest accomplishment as a business owner?

As we approach our 5th year in business, I would say our biggest accomplishment is still being in business, especially after COVID destroyed our main business, in-person events. I am also proud that some of the largest drink brands on earth are our repeat clients and our customers truly feel like family to us.

What's one of the hardest things that come with being a business owner?

One of the hardest things about owning a business is consistently finding the time and financial resources to grow. It's not enough to reach a certain level of sales. You have to always be growing and innovating, or the business will fail. That takes a level of dedication that most people struggle with committing to.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. I would ask them why they are getting into the business. If it is to "make money," I would tell them to consider something else. Money is thee bi-product of helping people or solving a problem. If you are getting into business to make money, chances are you will fail.
  2. Have a plan. A real, thought-out, strategic plan. They don't necessarily have to stick to the plan because business owners are always adapting and evolving, but they should have a grasp of what they are getting into and have a plan to be successful, then alter that plan as they learn along the way.
  3. Find a mentor who is an expert in the field you are entering, and surround yourself with people who are where you want to be. Your current friends and family statistically will not support you to the extent you wish they would, and that's fine. Surround yourself with mentors and like-minded people who can help you win.

Is there anything else you'd like to share?

Strive to be the absolute BEST at everything you do but be willing to admit when you are wrong and change course if that is what's needed to win.

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Justin Cross
Justin Cross

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