Advice Line with Steve Holmes of goba Sports Group

Intro

Guy Raz welcomes back Steve Holmes of goba Sports Group and Springfree Trampoline for an Advice Line episode with three early-stage founders. Holmes draws on decades of product-building and global manufacturing experience to give direct guidance on distribution, advertising, and sustaining growth after a viral break.

Caller 1: Ikechukwu Ogwuegbu — Veii Apparel

Ikechukwu calls from Maryland to ask how he can keep Veii Apparel rooted in its core community without boxing the brand into a narrow identity. Holmes looks at the site and zeroes in on values rather than demographic labels, telling him to anchor messaging around resilience, strength, excellence, and empowerment—qualities that connect with any audience. He warns against staying on consignment inventory for too long and urges Ikechukwu to study customer segments carefully, deciding whether each needs a channel partner or a direct relationship. The lesson is that values outlast trends, and a clear brand existence makes expansion feel natural instead of forced.

Caller 2: Cody Johnson — Grand Tongo

Cody’s DEET-free insect repellent has traction with Target, Amazon, and QVC, but he is stuck on how to keep advertising efficient during off-months. Holmes reframes the question, asking why it has to be seasonal at all. He recommends an always-on approach on Amazon so algorithms stay optimized and the brand stays visible. For big retail, he pushes toward adjacent products such as soothing gels or bite treatments so the brand earns year-round shelf space. He also suggests airport retail, where travelers are less price-sensitive. Holmes closes by telling Cody to study Chris Zook’s work on profit beyond the core and to ask what the next logical product extension really is.

Caller 3: Kenesha Lewis — One More Cocoa

Kenesha’s gourmet chocolate brand exploded after appearing on Oprah’s Favorite Things in 2023, but she is unsure how to turn that burst into a sustainable business. Holmes’ first point is blunt: a viral moment is joy, not a foundation. He tells her to protect the core business that got her there. His most practical advice is data capture—email and SMS—because social platforms are rented land while owned lists are forever. He suggests packaging QR codes tied to discounts, geo-targeted marketing around Caribbean restaurants, and a subscription or club model that turns occasional buyers into committed regulars. He warns against over-shipping fragile chocolate to distant markets and encourages her to focus on local and regional customers who already show up repeatedly. Since Kenesha is a one-person operation, Holmes ends with a reminder that founders must protect their own health and stamina as carefully as the balance sheet.

Final Thought

Holmes shares two pieces of advice he would give his younger self: write everything down because memory is unreliable, and be radically honest with yourself and others even when the consequences feel scary. The episode closes with the reminder that the hardest part of building a business is not the strategy—it is showing up for the long run with curiosity, discipline, and enough self-awareness to keep going.