Jesse Itzler on Pushing Your Limits - with Lewis Howes

Jet Company

Jesse Itzler discusses the inception of Marquis Jet, a private jet card company he co-founded. Despite having no prior experience in the aviation industry, he and his partner believed in their idea and aimed to make private jet travel more accessible. They faced initial skepticism but eventually secured a deal with NetJets by demonstrating strong market demand.

We had no prior experience in any of that, and it ended up being the best blessing for me because no one taught me or told me how to do it. So it was guaranteed that it would be done differently.

--- Jesse Itzler

Their innovative approach allowed them to revolutionize air travel, offering a flexible and affordable solution for private jet usage 1 2.

   

Music Industry

Jesse's entry into the music industry was marked by persistence and creativity. He leveraged a rare cassette tape to secure a meeting with a major label, ultimately landing a record deal. Despite initial struggles, he transitioned to creating jingles for sports teams, which became highly successful.

I cold called the label, and through a little bit of New York hustle and confusion, the secretary who took the call put me on hold.

--- Jesse Itzler

This experience taught him the importance of self-reliance and adaptability in achieving success 3 4.

   

Coconut Water

Jesse's involvement with Zico coconut water began with his quest for a better hydration solution during endurance races. Recognizing its potential, he partnered with the founder of Zico and helped grow the brand significantly before selling it to Coca-Cola.

I became literally like the human guinea pig for coconut water.

--- Jesse Itzler

His strategic partnership and belief in the product were key to its success 5.

   

NBA Ownership

Jesse's journey to owning the NBA's Atlanta Hawks was driven by his passion for basketball and previous experience with sports marketing. As a season ticket holder and consultant, he fell in love with the team and seized the opportunity to become an owner when it arose.

I just put my hand up, really, in a big way and said, I want to be involved.

--- Jesse Itzler

His fearless approach and dedication to the sport were instrumental in this achievement 6 7.