Geoff is the CEO and founder of Clean Machine, and is 31 years a vegan! That is by far the longest running vegan I’ve met. What have been your highest and lowest points of the journey?
My lowest point was in the beginning feeling so isolated, ridiculed and ostracized by others. Whether with family, friends, co-workers or love interests, eating is a very social experience for me. That there was so much difficulty in not only finding food, but sharing it with others made it very hard to just get through a normal day without some sort of judgement or harassment. It is definitely so much easier now in food choices, accessibility and acceptance.
My high point was meeting Vanessa, the woman I fell in love with who is also a long term compassionate vegan. We first met at the Central Florida Veg Fest, we had a vegan wedding reception at Sublime, a vegan restaurant that donates 100% of the profits to Animal Rights Foundation of Florida (ARFF) and honeymooned on Holistic Holiday at Sea, Vegan Cruise!
Tell us a little about what you do now and how you got to that point.
I am the Founder and CEO of Clean Machine, a natural vegan sports nutrition supplement company. I started Clean Machine a little over 3 years ago out of a want to provide clean, natural, vegan supplements to help people with their physical fitness and health goals. I worked in the natural products and sports nutrition industry for over 25 years and saw health-promoting products that were not made for the serious athlete, and sports nutrition products that were not healthy or even dangerous. Health and fitness should be two parts of a whole, not polar opposites. So I created Clean Machine to provide a natural, effective alternative.
What skills would you suggest are most valuable to learn early for starting and running a great business?
The numbers first and foremost. Costs, margins, pricing, promotions, etc. that make a business profitable. No company succeeds without being profitable. Second, know your customer. You may think something is great, but that doesn’t mean others do. No wise investor will even consider a business until it is past proof of concept – is there a sustained demand, is it scalable, profitable and what protects you against competition in the marketplace? Bottom line, unless you have years of experience in a business, find some who does. Consultants and mentors can save you from wasting a lot of money and making mistakes that could end your business before you even get started. Partnering with people who excel in areas that you don’t is worth it.
What is your biggest insight on encouraging regard for animals?
Find an approach that suits you. I believe change will come in different ways for different personalities and that they all have their place. I prefer the science and nutrition because that is my passion and it is the way my mind works. But it is also usually less combative or judgemental to just show the research, or the statistics. I am not a confrontational person and for me being vegan is simply an extension of my compassion, so that is how I try to treat others. This approach feels best for me, so finding the approach that feels right for you is a good place to start.
I do caution people about becoming an “angry vegan”. Many people feel (rightfully so) very angry about the injustice and suffering. But if we can find ways to condemn the act and not the person, we may get less resistance to change, which I feel is the real goal (for the animals). No one likes to be judged or made wrong. Finding that nuance in your presentation can mean the difference in how it is received.
What one movie, piece of literature or other medium has most shifted your views?
Funny, I really haven’t felt that influenced by any of them, though I have enjoyed, or been moved by many. My shift came from a deeply personal transformation that freed me from so much of my own pain, I felt such an overwhelming gratitude that I searched my own soul for how I could contribute to less suffering in this world. In meditation, it just came to me and it felt so immediately right in every way, it was if I was already innately vegan, I just needed to remember it. At the time I did not know of any book, or movie (there was no internet yet) and I didn’t even know there was a word “vegan”. Someone else told me after I described my values to them. I was just using “strict vegetarian”.
What is one thing that you believe which almost no one else does?
That life is perfect.
What’s next for you?
Surfing this wave, this vegan movement as far as it will take me and enjoying being a part of this transformation of human consciousness.
That and launching some kick-ass cool new products that help people achieve health and fitness without harming their bodies, the planet or the animals.
Thanks for taking the time to chat Geoff. I hope to remain as passionate about helping animals in 31 years as you are today!