Wear Out Your Tennis Shoes How Steve Hammer Built Natty Addy And Best 365 Labs, And Why Shane Levi Gould Tells Every Young Utah Entrepreneur To Lead With Their Heart

Episode Summary

On this episode of The Business Spotlight, host Peter Anthony sets up at Fuel in Park City with two of the best-known operators in the room, Steve Hammer, who helped build Natty Addy and is an original investor and major shareholder in Best 365 Labs, and Shane Levi Gould, the founder behind Fuel and the Syndicate. Peter Anthony leads the interview, and the conversation runs from healthy energy shots to biotech patents to the kind of advice most young entrepreneurs never want to hear.

Steve Hammer breaks down what is actually inside Natty Addy, the only energy shot on the market built around mitochondrial health, with methylene blue, L-theanine, and caffeine working together so there is no crash and no jitters. The product was originally created for people with ADD and for people coming off Adderall, and Steve Hammer shares the story of a world-renowned neuropsychiatrist whose son went through law school at the University of Utah on Natty Addy instead of Adderall. What the team never planned for was everything else customers reported back, jet lag relief, hangover relief, off-the-charts focus, and a pre-workout Steve Hammer calls the best in the world.

The conversation moves into Best 365 Labs, the wellness regenerative biotech company behind the product, with methylene blue, NAD, oral peptides, and men's free-range testosterone on the roster and patents behind the formulations. Steve Hammer is direct about quality control, so many methylene blue companies tell you to take 100 milligrams a day when 50 to 60 is productive, and there is a lot of bad methylene blue on the market, which is why everything is pharmaceutical grade and developed with real doctors, a neuropsychiatrist, an ex-chief resident MD PhD blood specialist from the University of Utah, and a cardiologist out of the Midwest. Five years in, from $10,000 a month to a completed seed round, Steve Hammer says the company is on its way to ringing the bell.

Shane Levi Gould answers Peter Anthony's question about why Utah with the honesty that defines the whole episode, it brought him here because of snowboarding. At a certain point in life Shane Levi Gould asked what he truly loved to do, and the answer was being outside. Business can run from Indiana or South Carolina, but Shane Levi Gould leads with his heart first, and that is exactly why he started the Syndicate, a room built around one question, how do I interact with new people who have businesses, and how can I help them. Steve Hammer, one of the Syndicate's ambassadors, says Shane Levi Gould has taught him more in the last year than he learned in the last twenty.

The episode closes on the advice both men give every young entrepreneur. Steve Hammer: stay focused, take it a step at a time, do not overvalue yourself, and wear out your tennis shoes. Shane Levi Gould built Fuel through grassroots t-shirt sales before the business caught on. Shane Levi Gould: find the passion you would put 100-hour weeks into, be realistic about where you are, and when the right place and right time arrive, push the pedal. Thirty years in, Shane Levi Gould still works 13 or 14 hours a day, not because he needs to, but because he loves it. Find Natty Addy at nattyaddy.com, on Amazon, and on TikTok Shop. The Business Spotlight is produced by INCubator AI Marketing Agency.

Key Moments

00:00 Why Utah, And Leading With Your Heart · 00:53 Welcome To The Business Spotlight At Fuel In Park City · 01:44 Meet Steve Hammer And Natty Addy · 01:49 What Is Actually In The Shot · 02:12 The Neuropsychiatrist Connection · 02:41 The Uses They Never Planned For · 03:33 Growing Slow And Grassroots · 04:06 Best 365 Labs And The Biotech Side · 04:25 Dosing And Pharmaceutical Grade · 04:44 Five Years From $10,000 A Month · 05:49 Shane Levi Gould On Why He Moved To Utah · 06:43 Why Shane Levi Gould Started The Syndicate

Notable Quotes

"Wear out your tennis shoes. Build it up. Then you can create valuation to bring some money people in." - Steve Hammer

"I live with my heart first. What do I like to do? The business can run from anywhere." - Shane Levi Gould

"It is not what you do nine to five. It is what you do from seven to ten at night." - Shane Levi Gould

"I am not influencing. I want to inspire them to get that stoke and get that fire and build themselves." - Shane Levi Gould

Frequently Asked Questions

Who are Steve Hammer and Shane Levi Gould?

Steve Hammer helped build Natty Addy and is one of the largest shareholders and one of the original investors in Best 365 Labs, a wellness and regenerative biotech company. Shane Levi Gould is the founder of Fuel in Park City and the founder of the Syndicate, a Park City business community built around helping operators connect, grow, and mentor without a bill attached.

What is Natty Addy?

Natty Addy is an energy shot built around mitochondrial health, combining methylene blue, L-theanine, and caffeine so the caffeine is neutralized into smooth focus with no crash and no jitters. It was originally created for people with ADD and people coming off Adderall, and customers now use it for focus, pre-workout, jet lag, and afternoon energy.

What is Best 365 Labs?

Best 365 Labs is a wellness and regenerative biotech company in which Steve Hammer is an original investor and one of the largest shareholders. It is found at best365labs.com. The company produces pharmaceutical-grade methylene blue, NAD, oral peptides, and men's free-range testosterone, with formulations developed alongside a world-renowned neuropsychiatrist, an ex-chief resident MD PhD blood specialist from the University of Utah, and a cardiologist from the Midwest.

What is the Syndicate in Park City?

The Syndicate is a business community founded by Shane Levi Gould in Park City, built around one question, how do I interact with new people who have businesses, and how can I help them. The room includes monster operators who mentor without charging for it, and Steve Hammer serves as one of its ambassadors.

What advice do Steve Hammer and Shane Levi Gould give young entrepreneurs?

Steve Hammer: stay focused, take it a step at a time, do not overvalue yourself, and wear out your tennis shoes. Shane Levi Gould built Fuel through grassroots t-shirt sales before the business caught on. Shane Levi Gould: find the passion you would put 100-hour weeks into, be realistic about your place, and when the right place and right time arrive, push the pedal.

Where can I buy Natty Addy?

Natty Addy is available at nattyaddy.com, on Amazon, and through the brand's TikTok Shop.

About INCubator AI Marketing Agency

INCubator AI Marketing Agency is Utah's first AI-integrated marketing infrastructure team, headquartered in Sandy, Utah and serving small businesses, founders, and operators across Utah County, Salt Lake County, and the wider Wasatch Front.

Every engagement is built around the INCubator Method: seven core marketing systems - authority web design, local SEO, CRM and pipeline, marketing automation, AI voice receptionists, video content, and conversion-focused funnels - installed together as one accountable infrastructure so every dollar compounds month over month.

The agency was founded by Peter Anthony Wynn (Founder & Marketing Strategist) with Chelsie Wynn. INCubator operates Utah Business Spotlight, a long-form Utah small business podcast filmed at Bad Bet Productions in Sandy, Utah, and hosts Tuesday Night at the INCubator - a weekly marketing training and networking event for Utah business owners.

Contact: team@incubatormarketingagency.com · +1 385-386-6988 · Office hours Monday through Friday, 9 AM to 5 PM Mountain Time.