Startup Revolution: Tyrone Faverey of RevolutionaryFitness USA On How Their Emerging Startup is Changing the Game

An Interview With Dina Aletras

A Customer-Centric Approach — Understanding and addressing the needs of your customers is crucial for building a loyal customer base. Our focus on empathy and listening to our community’s needs has been instrumental in our success. By prioritizing customer feedback and creating products that truly make a difference in their lives, we have built a strong, supportive community around our brand. This customer-centric approach ensures that we remain relevant and impactful in the lives of those we aim to serve.

Startups are at the forefront of innovation, driving change across various industries with fresh ideas and cutting-edge technologies. These emerging companies are not only disrupting traditional markets but also creating new opportunities and transforming the way we live and work. What makes these startups successful, and what can we learn from their journeys? As a part of this series, I had the distinct pleasure of interviewing Tyrone Faverey.

Tyrone Faverey is a distinguished leader in the health and wellness industry, renowned for his innovative approach and unwavering commitment to community empowerment. As the visionary founder and CEO of RevolutionaryFitness USA, Faverey has masterfully navigated the complex landscape of fitness and nutrition, spearheading the launch of groundbreaking brands like New History, which, under his strategic direction, has become an emerging name in sports nutrition with a special focus on serving underprivileged communities and people of color.

Thank you so much for your time! I know that you are a very busy person. Can you tell us a story about what brought you to this specific career path?

It all began when I was living in Connecticut with my wife and our two-year-old son. At the time, I was working in IT staffing, but my career faced a setback due to a massive merger in my client’s industry, causing me to lose a major account. I had to start from scratch, rebuilding my client list and reputation at a new company. A few weeks into this challenging period, my wife mentioned an exciting opportunity for a role that had opened up in Puerto Rico. I encouraged her to go for it, believing that you never know what possibilities might arise.

She landed the job, which meant I needed to quit mine and relocate our family to Puerto Rico. With no clear plan for myself other than taking care of our son and dog, we made the move. A few months later, during the George Floyd incident and the height of the COVID-19 pandemic, I experienced profound personal losses, including the passing of my aunt. Witnessing the country teetering on the brink of a racial war deeply affected me.

It was during this tumultuous time that the idea for RevolutionaryFitness USA was born. I wanted to create a platform dedicated to elevating the lives of people of color through health and fitness. RevolutionaryFitness USA became my way of addressing the inequities and challenges faced by our community, offering a path to empowerment and wellness.

Can you share the most interesting story that happened to you since you began at your company?

We were in talks with a few celebrities to champion our brand under Revolutionary Supplements, which preceded New History. This opportunity came through a connection my partner had at a major media outlet. When they learned about our vision to penetrate the urban community through hip-hop and popular culture, they were eager to get involved.

Ideas were exchanged, and one standout suggestion was to bring in a popular legacy rapper who had gained recognition for staying physically fit as he aged. We loved the concept and decided to pursue it further. However, as negotiations progressed and we sent over the contract, we discovered that they wanted more money and less work than initially agreed upon.

Faced with these new demands, we decided to back out and change course. This experience taught us valuable lessons about partnerships and staying true to our vision and values.

Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?

When we first launched RevolutionaryFitness USA, we were operating on a dropshipping model to keep our overhead low and streamline our operations. Excited to offer a variety of fitness apparel, we added several trendy items to our online store. We marketed these items aggressively, and the response from our customers was overwhelmingly positive. Orders started pouring in, and we thought we were off to a fantastic start.

However, a few weeks into the launch, we started receiving numerous complaints from customers about the sizes of the apparel. Many people were frustrated, saying that the clothes were either way too small or absurdly large. Confused, we decided to investigate the issue further. That’s when we discovered the problem: some of the items we were selling were listed in international sizes, which were significantly different from the standard U.S. sizes our customers were expecting.

We had completely overlooked this crucial detail in our excitement to get the business up and running. The result was a lot of unhappy customers and a logistical nightmare of processing returns and exchanges. While it was a stressful situation at the time, we couldn’t help but laugh at the sheer absurdity of the mix-up.

This mistake taught us some invaluable lessons. First and foremost, it underscored the importance of thoroughly vetting our suppliers and understanding the specifics of the products we were selling. We quickly implemented more rigorous checks and standardization processes to ensure that all our product listings were accurate and clearly communicated to our customers.

Secondly, it highlighted the necessity of having a responsive and understanding customer service team. By addressing our customers’ concerns promptly and offering sincere apologies and swift resolutions, we were able to rebuild trust and maintain our reputation.

Lastly, it reminded us to remain humble and vigilant, even in moments of early success. Every detail matters in business, and sometimes the smallest oversight can lead to the biggest lessons. This experience, while initially a setback, ultimately made us more meticulous and customer-focused, shaping the way we operate to this day.

What are some of the most interesting or exciting projects you are working on now?

We’re excited to share that we’re currently working on several projects beyond New History, collaborating with major players in the food and beverage industry as well as prestigious universities. As we continue to drive New History forward, our commitment to supporting the urban community from a health and fitness perspective remains unwavering. We’re forging partnerships with various institutions to establish workshops and speaking engagements aimed at reaching and empowering our community.

In the near future, we’ll be launching more activity-based events designed to highlight the importance of leading happy and healthy lives. These initiatives will focus on promoting nootropics, brain health, gut health, active lifestyles, and proper nutrition.

Additionally, we’re thrilled to introduce our Urban Youth Wellness Initiative in the coming months. This program will target inner-city schools, providing invaluable insights and resources to help young people start early on the path to achieving happy and healthy lives. Our goal is to make a lasting impact on the well-being of our community by fostering a culture of wellness from a young age.

You are a successful leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?

• Perseverance

Perseverance has been a cornerstone of my success. In the early days of RevolutionaryFitness USA, we faced numerous setbacks, including financial challenges and logistical hurdles. One particular instance stands out: during our first major product launch, we encountered significant supply chain issues that threatened to derail the entire event. Rather than giving up, I worked tirelessly with our team, coordinating with suppliers and logistics partners to ensure that we met our deadlines. Our perseverance paid off, and the launch was a success, setting the stage for our future growth.

• Adaptability

Adaptability has been crucial in navigating the ever-changing landscape of the fitness and nutrition industry. A pivotal moment in our journey was when I was introduced to someone who later became our advisor for New History. This individual had built a strong reputation in the industry we aimed to penetrate, and his feedback was both enlightening and challenging. He pointed out that while we had the core figured out, our branding lacked the emotional connection necessary to truly resonate with people.

Hearing this was difficult, but it was a crucial turning point. He helped me understand that our branding needed to communicate our mission and passion without us having to explain it. People needed to feel something when they saw what we were doing, and at that time, we weren’t achieving that. This insight led to the birth of New History, where we rebuilt our brand around our commitment to helping our community. Embracing this feedback and adapting our approach was essential in aligning our brand with our vision and achieving our goals.

• Creativity

Creativity has played a significant role in differentiating our brand and connecting with our audience. There were times when we had to dig deep into our resources, even tapping into our personal savings and seeking help from others. Our mentors challenged us to create something truly unique while staying true to our core identity.

We had to find ways to bring everything together seamlessly. We brainstormed and collaborated extensively, often working late nights to come up with ideas that would make our brand stand out. For example, we integrated elements of urban culture and hip-hop into our branding and marketing strategies. This meant designing eye-catching visuals, producing compelling content, and crafting messages that resonated deeply with our target audience.

By continuously pushing the boundaries of creativity and finding innovative ways to connect with our audience, we were able to create a distinctive brand identity that resonated with our community and set us apart from the competition.

Ok super. Thank you for all that. Let’s now shift to the main focus of our interview. What was the initial inspiration behind your startup, and how did you turn that idea into a reality?

The inspiration behind RevolutionaryFitness USA came during a pivotal moment in our nation’s history, marked by heightened racial tensions and systemic racism. It felt as if the country was deeply divided, and the outlook was bleak. Living in Puerto Rico at the time, I found it challenging to support my family and friends emotionally from afar. This sense of helplessness motivated me to start something meaningful that could create a lasting impact on our community.

Additionally, seeing African Americans disproportionately affected by the pandemic underscored a critical issue: health and nutrition were not prioritized within our community. I wanted to change that. RevolutionaryFitness USA was born out of a desire to address these disparities, promote wellness, and empower people of color to lead healthier, more fulfilling lives. Our mission is to provide access to quality nutritional and health-related resources, ensuring that everyone has the opportunity to elevate their lives through fitness and wellness.

Can you describe a significant challenge your startup faced and how your team overcame it?

One of our early challenges was branding for Revolutionary Supplements. Initially, we thought we had the branding figured out, but soon realized that what we created just blended into the background. We needed the voice of someone who was knowledgeable in the space and also understood our vision to help everything come together. The path we were on was visually disconnected from where we wanted to go. Our branding lacked the distinctive voice and compelling visuals necessary to make an impact in a crowded market.

To overcome this, we sought the guidance of a seasoned branding expert who could align our visual identity with our mission. Their insights were invaluable, providing us with a clear direction and cohesive strategy. We enhanced our quality and focused on creating a brand that truly represented our values and aspirations. This transformation was particularly crucial as we prepared to launch New History. By refining our branding, we were able to create a powerful and resonant identity that stood out and connected with our audience.

This experience taught us the importance of expert advice and the need to constantly evaluate and improve our branding efforts. It underscored the necessity of having a clear, visually appealing, and mission-aligned brand to succeed in the competitive landscape. Through this challenge, we learned to ensure that every element of our brand speaks to our vision of elevating lives through fitness and nutrition.

What strategies have you found most effective in scaling your startup and reaching a wider audience?

Scaling RevolutionaryFitness USA and reaching a wider audience has been a multifaceted endeavor, requiring a combination of strategic initiatives tailored to our mission and market. One of the most effective strategies has been leveraging traditional and digital marketing, particularly through blogs, podcasts, events, and sponsorships on the traditional side. While leveraging social media platforms like Instagram and TikTok on digital. By creating engaging and educational content that resonates with our audience, we’ve been able to build a strong online community and increase brand visibility. Collaborating with influencers and athletes who share our values has also helped amplify our message and reach new demographics.

Another key strategy has been our unwavering commitment to quality, both in our products and our team. We have focused on building a team of professionals to ensure our entry to the market is as strong as it could possibly be. This dedication to excellence extends to our customer-centric approach. By actively seeking and incorporating customer feedback, we’ve been able to refine our products and services to better meet their needs. This approach not only fosters loyalty but also generates word-of-mouth referrals, which are invaluable for growth. Offering exceptional customer service and creating a supportive community around our brand has further strengthened our connection with our audience.

Strategic partnerships and collaborations have played a crucial role in our scaling efforts. Working with major players in the food and beverage industry and universities has provided us with access to new resources and networks. These collaborations have enabled us to innovate and expand our product offerings, as well as reach new markets. Additionally, hosting workshops and speaking engagements in partnership with institutions has allowed us to directly engage with our target audience and build credibility within the community.

Investing in data-driven decision-making has also been instrumental. Utilizing analytics to track customer behavior, market trends, and campaign performance has helped us make informed decisions and optimize our strategies for maximum impact. This approach ensures that we remain agile and responsive to changes in the market, allowing us to continuously improve and scale effectively.

Our branding approach, driven by our mission and vision, aims to meet people where they are while creating an exciting and palatable brand. Finally, our dedication to innovation and continuous improvement has been a cornerstone of our growth strategy. By staying at the forefront of industry trends and continuously seeking new and better ways to serve our customers, we’ve been able to differentiate ourselves from the competition and attract a wider audience. This commitment to excellence and innovation has been key to our success in scaling RevolutionaryFitness USA and making a meaningful impact in the lives of our community.

How do you foster innovation within your company to stay ahead of the competition?

At RevolutionaryFitness USA, fostering innovation is a dynamic and ongoing process that involves several key strategies to ensure we stay ahead of the competition. We actively promote a culture of creativity and openness within our team, encouraging members to think outside the box, share unconventional ideas, and challenge the status quo. Regular brainstorming sessions allow everyone to contribute, ensuring a diverse pool of perspectives and creativity. Continuous learning and development are integral, with investments in industry conferences, workshops, and online courses to keep our team informed about the latest trends, research, and technologies in fitness and nutrition. This commitment to education helps us stay at the forefront of industry developments and apply new knowledge to our products and services.

Customer feedback and involvement are crucial to our innovation process. We actively seek and value our customers’ input through surveys, focus groups, and direct interactions. This feedback drives our improvements and innovations, as seen in the development of our nootropic preworkout, Dragon Berry, which was created in response to customer demand for a product that enhances both mind and body performance. Collaborative partnerships with experts, influencers, and institutions provide us with unique insights and opportunities to innovate. These collaborations allow us to explore new ideas and technologies that we might not have access to on our own.

We employ agile and adaptive practices, allowing us to iterate rapidly and respond to new information and market shifts. This flexibility helps us stay nimble and continuously improve our offerings to meet the evolving needs of our customers. Encouraging risk-taking and experimentation is also key; we create a safe environment where team members feel comfortable taking calculated risks and learning from failures. This mindset encourages bold thinking and the pursuit of innovative solutions without the fear of repercussions if things don’t go as planned.

Leveraging technology is another crucial aspect of our innovation strategy. We embrace the latest technologies to drive innovation in our products and operations, utilizing data analytics to gain insights into customer behavior, investing in cutting-edge research for our supplement formulations, and using digital platforms to enhance our marketing and customer engagement strategies. By fostering a culture of creativity, continuous learning, customer involvement, collaborative partnerships, agility, risk-taking, and leveraging technology, we ensure that RevolutionaryFitness USA remains at the forefront of innovation in the fitness and nutrition industry, delivering exceptional products and services that meet the ever-changing needs of our community.

Based on your opinion and experience, what are your “5 Things You Need To Create A Highly Successful And Innovative Startup” and why?

1. Passion with Purpose — Passion is the fuel that drives you through the toughest times and keeps your motivation high. However, passion with a clear purpose is even more powerful. At RevolutionaryFitness USA, our passion for fitness and nutrition is intertwined with a commitment to empowering underprivileged communities. This dual focus not only inspires our work but also resonates deeply with our mission to make a lasting impact. For instance, our dedication to improving health outcomes for people of color and the underprivileged is what keeps us pushing forward, even when faced with challenges.
2. A Clear and Compelling Vision — A clear vision provides direction and purpose, aligning your team and attracting partners and customers who share your goals. Our vision of using fitness and nutrition as tools for empowerment has been our North Star. It has guided all our decisions and strategies, from product development to community outreach. This vision helped us create New History, where we aim to provide health and fitness resources to those who need them most.
3. Resilience in the Face of Adversity — Startups inevitably face numerous challenges and setbacks. Resilience is what helps you bounce back and keep pushing forward. During the pandemic, we faced significant disruptions, but our resilience allowed us to adapt quickly. We pivoted our operations, embraced new digital strategies, and found innovative ways to reach our community. This resilience not only kept us afloat but also strengthened our resolve and commitment to our mission.
4. Relentless Innovation — Continuously seeking new and better ways to solve problems keeps your startup relevant and competitive. At RevolutionaryFitness USA, our commitment to innovation has led us to develop unique products like our nootropic preworkout, Dragon Berry. We actively seek feedback from our community to refine and expand our offerings, ensuring that we stay ahead of market trends and meet the evolving needs of our customers. This focus on innovation drives our growth and success.
5. A Customer-Centric Approach — Understanding and addressing the needs of your customers is crucial for building a loyal customer base. Our focus on empathy and listening to our community’s needs has been instrumental in our success. By prioritizing customer feedback and creating products that truly make a difference in their lives, we have built a strong, supportive community around our brand. This customer-centric approach ensures that we remain relevant and impactful in the lives of those we aim to serve.

More than four out of five startups fail. What have you done to break out from that pattern, and be successful when so many others have not?

Breaking out from the pattern of startup failure and achieving success at RevolutionaryFitness USA has required a combination of strategic planning, relentless execution, and a deep commitment to our mission. From the beginning, we had a clear vision and mission to elevate lives through fitness and nutrition, particularly focusing on underprivileged communities. This clear sense of purpose has guided all our decisions and strategies, ensuring that every action we take aligns with our core values and long-term goals.

We are uncompromising in providing quality, both in our products and our team. We have built a team of dedicated professionals who share our passion and vision. This commitment to excellence has helped us create superior products that truly meet the needs of our customers. Additionally, we actively seek and incorporate customer feedback, allowing us to refine our offerings and maintain high customer satisfaction.

Our ability to adapt and innovate has also been crucial. We stay ahead of industry trends and continuously seek new and better ways to serve our community. This includes leveraging digital marketing strategies to build a strong online presence and collaborating with influencers and athletes who resonate with our brand values. Strategic partnerships with major players in the food and beverage industry and universities have provided us with valuable resources and networks, helping us expand our reach and impact.

Moreover, our branding approach, driven by our mission and vision, aims to meet people where they are while creating an exciting and palatable brand. This customer-centric approach has fostered a loyal community around our brand, driving word-of-mouth referrals and sustained growth. Finally, our resilience and ability to pivot in the face of challenges, such as the disruptions caused by the COVID-19 pandemic, have proven essential in navigating the uncertainties of the startup landscape. By staying true to our mission, prioritizing quality, and continuously innovating, we have managed to break out from the pattern of startup failure and achieve lasting success.

Because of the role you play, you are a person of great influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)

If I could inspire a movement that would bring the most amount of good to the most amount of people, it would be the Urban Youth Wellness Initiative (UYWI). This initiative, which we are actively developing, focuses on empowering young people in underserved urban communities by providing them with the information and support they need to build the foundations of a happy and healthy lifestyle.

The Urban Youth Wellness Initiative aims to educate school children through engaging workshops, seminars, events, and other outreach methods. We believe that teaching kids about the importance of a balanced diet, regular exercise, and mental well-being from an early age lays the foundation for lifelong healthy habits. Our approach includes activities like cooking classes, fitness challenges, and mindfulness exercises, making learning about health both fun and practical.

The UYWI also focuses on mental wellness, providing information and resources on mental health awareness, stress management, and emotional resilience. Through interactive seminars and workshops, we equip young people with the tools they need to navigate the challenges of life and maintain their mental well-being.

Mentorship is another vital element of the Urban Youth Wellness Initiative. We connect youth with positive role models in their community who provide guidance, support, and encouragement. These mentors help young people set and achieve personal goals, whether related to health, education, or career aspirations.

Finally, we advocate for initiatives that ensure healthy food options are available and affordable in urban neighborhoods. This includes supporting urban agriculture projects, establishing community gardens, and partnering with local businesses to provide discounts on healthy foods.

Our Urban Youth Wellness Initiative aims to create a holistic approach to wellness that encompasses both mind and body. By focusing on young people, we can inspire a new generation to prioritize their well-being and become advocates for health in their communities. This movement has the potential to transform not only individual lives but entire communities, creating a ripple effect of positive change that will benefit society as a whole

This was really meaningful! Thank you so much for your time.

About the Interviewer: Dina Aletras boasts over 20 years of expertise in the corporate media industry. She possesses an in-depth understanding of growth, strategy, and leadership, having held significant roles at some of the UK’s largest media organizations. At Reach PLC, the UK’s largest tabloid publisher, she served in various director capacities. Additionally, she held leadership roles at The Independent Magazine Group and DMGT. Her extensive knowledge spans editorial, digital, revenue, sales, and advertising. Upon relocating to Switzerland, Dina took on the responsibility of managing and promoting the international section of Corriere del Ticino — CdT.ch pioneering the English page “onthespot.” She also was the Co-Editor of Southern Switzerland’s first official Italian and English bilingual magazine.