#54 - Drop Out To Start Up With Zeke Bronfman
Jun 11, 2024
From College Dropout to Supplement Startup Success: How Two 24-Year-Olds Built The Absorption Company
Originally featured on the Guyset podcast - Season 2 premiere
The Problem 84% of People Don't Know About Their Supplements
What if you discovered that 84% of the supplements you're taking aren't actually being absorbed by your body? That's the shocking reality that led 24-year-old entrepreneurs Zeke Bronfman and Nate to create The Absorption Company, revolutionizing how we think about health and wellness products.
In the latest episode of Guyset, Zeke shares the incredible journey from college dropout to successful entrepreneur, proving that sometimes the most unconventional paths lead to extraordinary outcomes.
The First Business: Building a Better-for-You Cocktail Brand
Before diving into supplements, Zeke and his co-founder Nate started their entrepreneurial journey in college with a simple problem: Nate, a type 1 diabetic and college athlete, couldn't enjoy the cocktails they were making in their dorm room.
The solution was surprisingly simple: They swapped out regular ingredients for zero-sugar alternatives, creating what would become Sesh - the first zero-sugar, all-natural canned cocktail brand.
"We were making this for like 40, 50, 60 people each weekend before we realized we were onto something," Zeke explains. "This was just before the White Claw craze, and we had a real niche as the first better-for-you canned cocktail."
The Bold Decision to Drop Out
Here's where their story takes a dramatic turn: they dropped out of college midway through their junior year to pursue the business full-time.
"We knew if we were going to raise money and take on the responsibility of other people's money, we had to do it full time," Zeke recalls. The timing of COVID actually worked in their favor, making the decision feel less risky when classes moved online anyway.
Their fundraising strategy was brilliantly simple:
Made a list of 30 smart, relevant people who might respond to emails
Asked for advice, not money
Half ended up wanting to invest
The other half introduced them to more potential investors
After four years of building, they sold Sesh to Next Century Spirits in November 2022, setting the stage for their next venture.
The Birth of The Absorption Company
The idea for their second company came from a frustrating realization shared by all four co-founders: supplements weren't working.
And yes, you read that right - four co-founders. Zeke and Nate partnered with actors Ian Somerhalder (Vampire Diaries) and Nikki Reed (Twilight), but this isn't your typical celebrity endorsement deal.
"This isn't a deal where we created a brand and went to find celebrities to attach to it," Zeke emphasizes. "This is a true authentic co-founder relationship. Ian and Nikki are in almost all of our meetings, attend marketing calls, and have weekly deliverables just like we do."
The Science Behind Better Absorption
The problem they discovered was staggering: less than 15% of nutrients from traditional supplements are actually absorbed by your body. Americans spend $50 billion annually on supplements, meaning $45 billion is essentially wasted.
Their solution involves proprietary technology that converts nutrients into "water-soluble nanometric powders," increasing absorption rates by approximately 500%.
The result? Four products that are "formulated to feel":
Energy - nanometric caffeine for sustained focus without the crash
Restore - perfect for workouts, hangovers, travel, and immunity
Calm - includes liposomal saffron proven as effective as certain SSRIs for anxiety and depression
Sleep - knocks you out without leaving you groggy (and contains no habit-forming melatonin)
The Launch Strategy That Sold Out in 36 Hours
Their launch strategy was as innovative as their products. Instead of a traditional marketing campaign, they:
Announced on Ian and Nikki's Instagram that they were working on something secret
Created a private Instagram account that people could request to follow
Accepted 200,000 people in the first week
Posted behind-the-scenes content for two weeks
Announced a pre-sale only to this private community
The result? They sold out completely within 36 hours of what they thought would be a three-week supply.
"We were blown away," Zeke admits. "We shut off orders, then relaunched on Erewhon where we're now the number one selling brand in our category."
All of this growth has been entirely organic - no paid advertising, no paid influencers, just viral TikToks and authentic content.
The Reality of Entrepreneurship at 24
Despite their success, Zeke is refreshingly honest about the challenges of choosing an unconventional path.
The struggles were real: "There have been a lot of times over the last six years where Nate and I have regretted dropping out of school and starting a business. We wondered why we didn't just do the standard path."
What Made Them Jealous of Their Corporate Friends
Financial stability: They haven't taken salaries, reinvesting everything back into their businesses
Structure and mentorship: Corporate jobs provide clear learning paths and built-in mentors
Predictability: Having someone to give you instructions rather than figuring everything out yourself
The turning point: "About a year ago, we got to a point where we were suddenly very, very happy in the direction we had taken."
Lessons for Aspiring Entrepreneurs
1. Grit and Persistence Trump Everything
"The number one most important thing is grit and persistence," Zeke emphasizes. "You're never going to be in the perfect position to start something, so just go do it."
2. Know Your Strengths (and Weaknesses)
One of their biggest learnings: "We don't like being CEOs and we're not good CEOs. We're great founders, and that's a very different skill set."
For their second company, they hired an experienced president to handle day-to-day operations while they focus on their strengths.
3. Co-founders Create Accountability
"Having co-founders is the most important thing for accountability. It's not just me working for myself - I'm also working for Nate, Ian, and Nikki, plus our five team members."
4. Every Experience Teaches You Something
"Even when things aren't huge successes, there are massive amounts of learnings, relationships, and growth that come from every single experience."
The Daily Reality of Building a Company
A typical day for Zeke:
7 AM workout with his co-founder
Sauna session
2-3 hours of email and individual work
Back-to-back Zoom calls from 11 AM to 7 PM
Evening catch-up and strategic planning (often happening at 9:30 PM in their shared apartment)
Yes, they live together too - talk about all-in partnership.
Managing Disagreements When You're Partners and Roommates
Their conflict resolution strategy:
They never end discussions with unresolved disagreement
If they can't agree, one person says: "I still disagree, but I trust your decision"
They have clear ownership lanes where each defers to the other's expertise
When they're truly stuck, they turn to their board and investors
The Comparison Trap at 24
Even with their success, Zeke admits they still compare themselves to others. The key insight: "Every single day we're all going through the same emotions, anxieties, stresses, jealousies, and worries, regardless of what path we're on."
This is perhaps the most valuable takeaway for anyone in their twenties feeling behind or uncertain about their choices.
What's Next for The Absorption Company
Their vision is ambitious: to become the preeminent platform for bioavailability and absorption in health and wellness.
"We believe this is the next frontier that will define the next 10-20 years of health and wellness products," Zeke explains. They're exploring expansion into immunity, hair/skin/nails, and gut health products.
Why This Story Matters for Your Twenties
Zeke's journey illustrates several crucial points for anyone navigating their twenties:
There's no "right" timeline - Success can come from dropping out just as much as from following traditional paths
Comparison is universal - Even successful entrepreneurs envy their corporate friends sometimes
Structure matters - Whether you create it yourself or find it in a traditional job, you need systems and accountability
Persistence pays off - The "overnight success" took six years of grinding, failures, and persistence
Find your strengths - Knowing what you're good at (and what you're not) is crucial for long-term success
The Product Reality Check
During the podcast, there was a live taste test of all four products. The verdict? The flavors actually taste good - a crucial factor often overlooked in the supplement world.
Flavor rankings (from best to worst):
Calm (watermelon lemonade)
Restore (mango lemonade)
Sleep (chamomile lemonade)
Energy (fruit punch - currently being reformulated)
For anyone interested in trying them, you can feel the effects within an hour of taking any product.
The Bottom Line
Zeke Bronfman's story proves that success in your twenties doesn't require following a predetermined path. Whether you choose the corporate route or the entrepreneurial journey, the key is persistence, self-awareness, and surrounding yourself with people who challenge and support you.
Most importantly, his story reminds us that regardless of external success, we're all navigating similar internal challenges. The path may look different, but the human experience of doubt, comparison, and growth remains universal.
For anyone considering an unconventional path: You don't need to have it all figured out. You just need to start, learn from failures, and keep pushing forward. Sometimes the most uncertain paths lead to the most extraordinary destinations.
Want to hear more stories like this about young entrepreneurs taking unconventional paths? Listen to new episodes of Guyset every Tuesday on your favorite podcast platform. Sign up for the weekly newsletter at guyset.com for additional tips, recommendations, and insights for navigating your twenties. Have questions or topics you want discussed? Email josh@guyset.com or connect with us @theguyset on social media.
