25 March, 2024 1 Comment

For Jimmy

March 25, 2024 By 1 Comment

James Steinhauser was a beloved friend and colleague.

I lost a friend last week and it hurts.

Jim Steinhauser was a month shy of his 89th birthday when he passed March 21 at Bethesda Hospital. We worked together off and on for more than a dozen years, brought together by the master of team building: Carl DeSantis.

We lost Carl in August.

Mr. DeSantis was a legendary entrepreneur and the magical person behind the success of two-multibillion-dollar businesses—Rexall Sundown and Celsius.

Jimmy was at Carl’s side for a big part of the ride. Both figuratively and literally.

 

Technically, Jimmy was Carl’s driver and all-around helper. But he was much more. Confidant, partner in adventures, researcher, social director, personal shopper, buddy.

Jimmy was front and center in every important meeting and was introduced often as a marketing executive.

He was consulted on everything, which was the Carl way. Mr. D was an inclusive leader and Jimmy was an eager participant and valued contributor.

 

Carl and Jimmy wandered the Delray/ Boca byways scouting out properties and hunting for opportunities. Those opportunities ran the gamut: billboard locations to promote Celsius and Tabanero Hot Sauce, where to buy comfortable shoes and, of course, the latest nutritional supplements.

Those two were something to behold; one minute they were saying how much they loved each other and the next they were bickering like an old couple. We thought they were endlessly entertaining because they were funny and underneath it all was loyalty, friendship, love, and affection. They were a pair.

 

In the evenings, Jimmy and Carl would visit their favorite restaurants where they would hold court, trade ideas, tell stories and plan the rest of their week. They were incredibly generous to wait staff and they knew everyone.

I loved being a fly on the wall for scores of these meetings. We laughed, arm wrestled and traded ideas and stories. We dreamed. Together.

 

We also took some trips: Vegas, New York City, and an arduous Poseidon like boat trip to the Bahamas.

What happens in Vegas stays in Vegas as they say.

As for that Bahamian voyage, let’s just say there were lots of prayers and texts to loved ones back home as we navigated waves that grow with every telling. We even dodged a plane and some crazy weather on our flight back home. As soon as we landed, the plane broke down. You can’t make it up.

 

Through it all, Jimmy was a constant.

Always there. Always reliable. Always quick with a joke and always able to share something with you that he just learned.

Now he’s gone. And the world feels a little different, a little emptier without him. That’s how it goes when you lose a friend.

 

I will note that Jimmy and I were opposites politically and we have different religions.

I mention that not because it was important to us (it wasn’t) but because we live in a time where people are being sorted and divided.

You stay with your kind, and I’ll stay with mine. You are supposed to fear me, and I’m told to fear you.

But none of that mattered with Jimmy. What we had in common and what we liked about each other was paramount.

 

We shared a love of America. We shared a love of New York.

He was from The Bronx like my parents were. He got a kick out of that connection.

We talked about sports, history and yes religion. He loved golf, listening to services on the radio and was proud of his Hyundai Genesis.

 

When Carl passed away seven months ago, Jimmy seemed lost.

He retired, but still came by the office in downtown Delray for brief but oh so sweet visits.

 

When we threw a retirement party for Jim and a beloved colleague he didn’t show. He wasn’t feeling well. We all worried about him.

 

When we visited him last week at Bethesda to say goodbye, he was wearing a BiPap mask. I recognized it immediately. It’s the same uncomfortable device I wore almost four years ago during my Covid battle. He was tired because it was hard to breathe, and that device is so darn hard to wear. Like putting a hurricane on your face. A hurricane that digs into your cheeks, ears, and the bridge of your nose. I could tell he didn’t like it.

 

But he lit up when he saw my two companions, wonderful women he worked with for over 20 years.

Jimmy loved these women. And they loved him back. This was the group that brought the word “family” to life in Carl’s family office. They looked out for each other. They are more than co-workers, they are family.

 

Carl was the catalyst who made this magic happen. We were blessed that he put us together. But nothing lasts forever. That’s a hard lesson to learn. But the finite nature of life makes its impermanence precious. We must strive to savor the moments.

We can always count on change. Death and taxes too.

But death does not end a relationship. The memories and the love endure.

 

Jimmy loved his CDS family, and we sure loved him.

As I write this, my mind is flooded with stories about this special man who was a constant for years—until today.

People get old, the song says.

People get old.

Love them while you can.

And if you have a chance to say goodbye make sure you do.

We told Jimmy that we loved him while we held his hand and looked into his eyes. We thanked him for his life, for his care and for the laughs. We told him that he was a good man who lived a good life.

And with one last squeeze of his hand, we left the room with faith that we will see him again.

 

Thanks Christina

The weekend also brought news that a Delray Beach staple, Christina’s in Pineapple Grove will be closing.

I’ve been a customer of Christina Betters for decades…back to the Gleason Street Cafe Days. She runs a great restaurant and Christina’s became a go-to place for countless breakfast meetings.  I miss her hospitality and her dog Vinny too.

We are watching a series called “The Bear” which is an inside look at restaurant life. I’m told by people in the business that the show is very realistic. Running a restaurant and having longevity in that industry is truly a remarkable feat. So we wish Christina the best and we wish her some rest as well.

Thank you for years of wonderful hospitality.

Here’s what Christina put on Facebook.

“As I close my doors for the final time, I want to express my deepest gratitude to all of my loyal customers who have supported me throughout the years.

I will cherish the memories I have made and the friendships that have blossomed over the years.
I have enjoyed watching your children and their children coming to eat over the years.
All your dogs have brought happiness to me and other patrons.
Our time together may be coming to an end, the love and appreciation I have for each and every one of you will for ever remain in my heart.
Thank you so much for being a part of our story and making it a memorable one.
Love always and forever Christina and Vinny.”
4 March, 2024 0 Comments

Photographs & Memories

March 4, 2024 By Leave a Comment

The Boca Raon News circa 1981.

My friend Kerry gave me an old Boca News from 1981 recently.

The front page featured a story on Delray Beach Elementary School, lamenting its future because enrollment was beginning to shrink. “Rich Past, Uncertain Future” was the headline (pretty prescient since Delray Elementary became Old School Square).

Forty years ago, the population was heading west along with their school age kids and locals were openly fretting about what would happen to the old school at the corner of Atlantic and Swinton. They didn’t know yet that Frances Bourque was waiting in the wings.

A few pages in, there was a story about Delray’s interim city manager—a gentleman named Robert Fisk.

I had never heard of him, and I came to town only six years after the publication of this paper and threw myself into all things Delray. Mr. Fisk was leaving “the big city” of 34,000 to return to his wife Thelma in Palatka. Palatka was more Mr. Fisk’s speed but Delray’s complexities didn’t seem to phase him. He was described as “unflappable” by Mayor Leon Weekes, a trait that would be useful today.

There was a companion piece on Mr. Fisk’s successor, a City Manager named O. Sam Ackley—now that’s a name I would remember if I had heard it. But alas, I didn’t know him either.

Time passes.

We move on.

Yesterday’s prominent players become tomorrow’s trivia questions.

I did know of the civic leader who was on the front-page, Mr. Eugene Lynn. Mr. Lynn was given the first ever “Boca Raton Award.” He was described by Mayor Bill Konrad as “an absolute gem.” That’s a term you don’t hear much these days.

Mr. Lynn was honored by Donald Ross, the president of the College of Boca Raton.

The college would later be named Lynn University. I spent parts of two days last week on a zoom call with Mr. Lynn’s wife, Christine.  She chairs the board of the fabulous Lynn University. I am honored to serve as a board member.

Seeing the old paper and working with Mrs. Lynn reminds me of the ties that bind us—even with all the changes there are some threads of continuity to hold onto.

Changes…beginnings and endings and all the transitions in between.

I heard last week that several Bru’s Room restaurants are closing.  They’ve had a long run.

We used to take our four kids there on a regular basis—they liked the wings and the sports on the big screen TV’s.

We hadn’t gone in a long time. That’s how it goes sometimes.

Before Bru’s there was Atlantic Station, a pretty spot that opened when downtown was still struggling to gain traction.

Yes, there was a time when Atlantic Avenue and Pineapple Grove were dreams more than hot spots.

On a recent Friday night, I sat outside with my wife and close friend Scott Porten at Papas Tapas on Second Avenue. It was a beautiful cool night. We ate wonderful food and drank wine and San Gria. It felt good to be alive.

Pineapple Grove has become my favorite street. It’s lively without being overwhelming. The street has magnificent restaurants, two nice hotels and some nice shops.

Citywalk– built by my friend Scott— has aged well. The building looks good, the sculpture out front is elegant and my goodness Brule is terrific.

It’s hard to believe that it used to be a coin operated car wash.

I know change can be hard. But it can also be good.

The night before, my childhood friend (a different Scott and his stepson Jason) joined Diane and I for dinner and drinks at Bar 25 and Hawkers.

Bar 25 used to be Mellow Mushroom. I was on the City Commission when Mellow was approved. I was excited to see that restaurant take shape, with its murals and craft beer collection. Hawkers used to be Sonoma. That was a fine place as well.

But I sure like the replacements.

Things change. That’s the law I suppose.

People who were “all that” back in the day are forgotten, but a few are remembered too. For their good deeds, their ventures, their investments and personality traits.

Whenever I go to Pineapple Grove I think of Norm Radin, who dreamt up the concept of a funky district off the main drag,  And I think of my old friend Tom Fleming who devoted a chunk of his life to building that district alongside a dedicated group of volunteers.

I remember a rainy evening in 1999 or 2000 when the archway proclaiming Pineapple Grove was lit up for the first time. We celebrated the lighting with a large crowd that extended to Atlantic Avenue connecting the two streets and then a bunch of us went for drinks nearby.

Bob Currie, the legendary architect was there, so was Janet Onnen from Meisner Electric and a bunch of others.

We toasted Pineapple Grove and the future.

Bob passed a few years back and I haven’t seen Janet for years and years. Janet and Tim owned the property where Bru’s Room would open. It was cool having a former Miami Dolphin great, Bob Brudzinski, take a shot on little old Delray Beach. We weren’t an obvious choice back then. But we were on the move and smart people knew that something special was happening.

Those were some days. When “Delray was a warm hug” to quote my friend Susan.

A warm hug.

Don’t we need one of those.

If you think that’s hokey, if that sentence gave you a cavity because it’s too sweet, I get it. But if you were there you know what I mean. You know what a warm hug feels like.

You know what a village feels like.

It sure beats a pie in the face.

If you are like me, your mailboxes are filled with nasty grams from candidates deriding our city.

To me, they are missing the point. Missing it completely.

Things change.

People come and go.

Some leave their marks—like Mr. Lynn and people like Scott Porten who saw a coin operated car wash and had a vision to create a building for the ages.

And there were others who came and went like those city managers who ran our town for a brief period.

We are all here briefly if we really think about it.

Doesn’t it make sense to enjoy life while we have it? Doesn’t it make sense to sit out on a beautiful Florida night and enjoy tropical breezes— while we can— alongside loved ones?

To me, those evenings feel like a warm hug and more real than the claptrap filling my mailbox.

 

Farewell and thank you

Lt. Gray

Last week, Delray Beach Police Lt. Vinnie Gray retired after 30 years of service to our city.

Vinnie left a mark on Delray Beach. He was dedicated and outspoken. I enjoyed working with him when he was union president, and I was mayor.

We could always count on a frank exchange of ideas. Vinnie appreciated honesty and we were able to work out a lot of issues during his tenure that I believed strengthened our police department.

We solved a lot of things at the old Rotelli’s on the Avenue. We didn’t always agree, but we were always civil, always respectful of each other and we always found a way forward.

Along the way, we became friends. Not the kind that hang out, but the kind that you could count on if the chips were down.

Here’s what the department had to say upon Vinnie’s retirement.

“Throughout his career, Lt. Gray has been an embodiment of commitment, hard work, and integrity. From his early days at Ocean Ridge Police Department to his legacy at Delray Beach Police Department, he has left an indelible mark on our community.

Lt. Gray’s contributions have been invaluable, serving in various roles and demonstrating unwavering dedication to keeping our streets safe. As he embarks on this new chapter of his life, we extend our heartfelt gratitude for his service and wish him all the best in his well-deserved retirement. Lt. Gray, may this next journey be filled with joy, relaxation, and endless adventures!”
Bon Voyage Vinnie. Here’s to the next chapter!

 

Celsius enters rarefied air

Last week, Celsius—the beverage company born in Delray and soaring in Boca—hit a major milestone surpassing one billion dollars in annual sales.

Actually, the company racked up $1.3 billion plus in sales, up 102 percent over last year’s numbers.

It’s an astonishing feat. Truly astonishing.

I’ve been blessed to have had a bird’s eye view of the company. I was there almost at the very beginning when the company had a dozen employees on 4th Avenue in Delray.

Local entrepreneur Carl DeSantis got involved because he saw the potential and he recruited me and others to the cause. It was a long, slow and at times painful ride full of twists and turns. I think it’s a book or a case study because Celsius was left for dead a few times—unprofitable, delisted from NASDAQ (where the stock is now a darling), gaining and losing distribution. Through it all my friend Carl never lost faith. Celsius has many, many heroes but none bigger than Carl whose belief and major investment kept the company afloat financially and spiritually.

I had the pleasure of working side by side with Carl for close to 15 years before he passed in August. He taught me and everyone in his orbit the power of belief, the spirit of entrepreneurship and why it was important to brush off the punches and pursue your dreams. Carl dreamt big dreams—and he had the courage to pursue them. Working with him (never for him) has been the highlight of my career and I carry his lessons with me every single day.

Celsius has been blessed with some amazing leadership and talent and they have done miraculous things in a highly competitive space. Today, Celsius is the best selling energy drink on Amazon and the number three energy drink overall. I believe it will be number one, and the growth metrics back me up in that belief.

When the numbers were released last week and the stock soared, I couldn’t help but wonder what my friend Carl would say. Somehow, I know he knows.

I went back to my archives to read some of the emails I got from Carl after he recruited me to work as COO of Celsius in those early days.

I found this gem from 2008, when sales were in the low six figures and there were no major customers—yet.

“I think you signed on to a POTENTIAL MAJOR WINNER..I know I did. I’m not in this for “Cracker Jack” prizes.. Time is NEVER on our side…luv ya, Carl.”

Isn’t that how an entrepreneur thinks?! Swing for the fences, believe with your whole heart and have a sense of urgency.

The dream came true, Carl. Thanks to your unwavering belief.

16 October, 2023 2 2 Comments

Titans Leave A Wake

October 16, 2023 By 2 Comments

Jim Moran was known as “The Courtesy Man.”

I recently had the pleasure of spending a day at JM Family Enterprises in Deerfield Beach.

It was– in a word– amazing.

The campus on Hillsboro Boulevard is spectacular and the company that occupies the grounds is remarkable.

JM Family is in the car business—in a big way. Southeast Toyota and JM Lexus are what the company is famous for, but divisions also work in finance, insurance, franchising, and dealer consultation. JM is a nearly $19 billion a year concern, making it the 17th largest privately held company in America.

JM Family regularly makes “best places” to work lists and it’s easy to see why. The campus is beautiful, the amenities next level. Associates (that’s what employees are called) have access to six onsite physicians, a hair salon, gym, a state-of-the-art cafeteria, massage therapists, their own Starbucks, and great spaces in which to work and mingle. It was impressive. But the amenities-while wonderful– don’t tell the whole story. JM’s most valuable asset is its culture.

I was at JM Family for a business retreat, and we had a chance to hear from President and CEO Brent Burns and Scott Gunnell, the president of the JM&A Group which handles finance, insurance, and consulting.

Both men were passionate about their company’s mission and accomplishments. But what struck me the most was the reverence shown to founder Jim Moran, who built this conglomerate from an initial $360 investment in a gas station into a very special business.

Sitting there listening to Mr. Burns and Mr. Gunnell, I noticed how often they referred to Jim Moran’s values. Mr. Moran’s persona is very much alive on that campus and beyond.

“We do it better,” is the company tagline. The phrase is not meant as a boast but rather a challenge and an aspiration. Those four words serve as a reminder that JM  associates can and should do everything better than the competition.

Associates are valued but held accountable. Yes, there are perks galore, but you must produce if you want to stay.

Mr. Moran, as he is known, is everywhere in the building and in the hearts and minds of employees many of whom never met the man. He passed in 2007.

Listening to his values being proudly shared in 2023 by current leadership got me thinking.

South Florida has been blessed by a few “giants”; their businesses, civic, cultural, and philanthropic visions shaped our region and way of life.

JM CEO Burns happened to work for three of these giants: Michael Egan, the founder of Alamo Rent a Car, H. Wayne Huizenga who led Blockbuster, Waste Management and AutoNation and the legendary Moran.

I happened to have worked with (never for) a fourth such business titan: Carl DeSantis, founder of Rexall Sundown, a vitamin company, and a major investor in Celsius, which is revolutionizing the energy drink space.

Carl passed away in August, but he left a legacy that is ever expanding with investments in Tabanero hot sauce (shameless plug; it’s awesome), real estate, restaurants and more. The crown jewel remains Celsius, but Carl’s entrepreneurial energy and boundless aspirations didn’t wane after he achieved success, which he called “winning.” He just moved on to the next idea with enthusiasm and confidence.

I keep returning to the Celsius story, because it’s remarkable.

From humble beginnings in a small office on 4th Avenue in Delray Beach, Celsius grew to become a global juggernaut. Its partnership with Pepsi can be a case study (no pun intended) in how an upstart entrepreneurial brand can work with a legacy company to reach new heights without losing its soul.

We owe Celsius’ very existence to Carl’s vision and willngness to keep going when others would have stopped.

Carl’s legacy at Nova Southeastern University was celebrated last week when a new Entrepreneurial Hall of Fame class was inducted. It was 20 years ago that Mr. D dedicated the funds for the Carl DeSantis Building on the NSU campus in Davie. Today, that building is the hub of a vibrant and growing campus community where South Florida’s next wave of entrepreneurs are learning the skills needed to succeed.

I’ve gotten friendly with Andy Rosman, the wonderful business dean at Nova. That school has truly become an economic engine for our region and our friend Carl played a role that I’m not sure he fully realized.

That’s what standout people do, they create waves and value in unexpected and surprising places.

Thanks to Mr. D’s generosity, we are working in the philanthropic world as well.

We just ended the fiscal year at the Carl Angus DeSantis Foundation where we are investing in a wide array of local, national, and international non-profit organizations that are making a difference.

I think about my friend Carl every day as I navigate my job at his family office in Delray Beach. We are committed, like our friends at JM Family, to keeping Mr. DeSantis’ spirit and values alive.

These special people shape our world and region. They create influence in unexpected places.

I never met Mr. Moran, but two special people working for the Delray Police Department 20 years ago were inspired by his Youth Enrichment Vocational Center in Hollywood. To address a car theft issue in the southwest section of Delray, Johnny Pun and Fred Glass intervened and urged youth in the area to stop stealing cars and instead learn to fix them.

They had success with a few kids at the Moran funded Youth Enrichment Vocational Center and decided to start their own school. Inspired by Mr. Moran, the Delray Beach police became the first department in Florida to charter its own school. That’s a part of Jim Moran’s legacy. Those are the waves I’m referring to.

I sure wish I had met Mr. Moran. I did meet Mr. Huizenga at a few business events over the years. He changed the Fort Lauderdale skyline and helped to turn that city from a Spring Break oasis to a business hub.

There are other big players who really shaped our region. The late Alex Dreyfoos played a major role in bringing the cultural arts to Palm Beach County and former Delray Mayor Tom Lynch, owner of a large insurance brokerage, created the template for how a successful business leader can bring those skills to local government. He played a key role in Delray’s renaissance, was a remarkable School Board chair and was influential on the Business Development Board of Palm Beach County among many other things.

It’s critical that we understand the legacy of those who came before us so we can navigate the future.

Last week, I mentioned that I was a has-been. I caught some flak from friends for that remark. So let me qualify that sentiment.

First, it is better to be a has-been than a “never was”, but I wholeheartedly agree that those who are retired, doing other things with their lives, or even deceased have a lot to teach us.

Let’s face it, this world is a mess. It wasn’t always like this and there are examples of people who came before us who knew how to get things done. The best ones did it with class, kindness, hard work, vision, guts, and empathy. They had ethics, took the long view and tried to move the big rocks.

They dared to dream big things and as a result big things happened.

I saw a glimpse of the power of that kind of leadership at JM Family, and I lived it with my friend Carl DeSantis. And I saw it in my adopted hometown of Delray Beach too. And for that, I am grateful. Eternally grateful.

 

 

14 August, 2023 32 32 Comments

Our Carl…

August 14, 2023 By 32 Comments

Carl DeSantis (1939-2023)

Note: My mentor, friend, partner, employer, teacher, confidante and all-around inspiration Carl DeSantis passed away August 10. He was 84. And even though I knew it was coming and thought I was prepared, I found myself devastated when I got the news while traveling in Maine. Carl was a bright light in so many lives. And as word got out, I began to receive a slew of calls, texts and emails sharing stories from people whose lives had been changed by this wonderful, generous, and kind man.

Everyone processes grief in their own way, and my way is to write out my thoughts. I stayed up late the night I heard the news and the following words poured out.

I want to share my thoughts with you as a tribute to a man who taught me so much and in the hopes that his life provides lessons for us all: to be kind to everyone, to be generous (his favorite saying was “good begets good”) to dream big and never be afraid to go after those dreams. My friend Carl lived a big life, he had big dreams, big appetites, and the biggest heart of anyone I have ever met. But he was also very simple too: he was proud of his family, loved his friends and lived to bring a smile to the faces of all who crossed his path. And so it was…he was a gift to so many.

 

What can you say about a man who changed your life?

A man who changed so many lives.

So many lives….

Great people change the world’s they inhabit and even when they leave this world, their impact, their care, concern, work, ideas, love, and friendship remain. They continue to brighten our lives for having lived so well.

Carl DeSantis was an amazing man. Just an amazing man. We throw that word around frequently, but Carl was truly wondrous. He believed in miracles and made them happen. He believed that anything was possible and if he was involved that was true.

He made a dent in this world and all I can say is look out heaven because your newest resident is one of a kind.

Our Carl always found a way to beat the odds; again and again with a smile and a style all his own. He made us feel good about life…and he modeled generosity, kindness, and love. Oh, there was mischief too…but always in a good and gentle manner. He was a good and gentle man.

But he was also a force of nature. A whirlwind of energy and ideas.

Great people make things happen; even the seemingly impossible.

They blow away the status quo and transform people, industries, and communities.

My friend Carl DeSantis did all those things and more. “And more”…he said those words often.

“Celsius does this and that” we would tell him. And he would say “and more” and those words went on the can for a while…..we had a lot of different cans and a lot of different words on those cans. Because Carl always wanted more. G-d bless him.

 

He saw further, he dreamed bigger, he took huge risks and he always wanted more for everyone in his universe. Carl was always climbing mountains. Always looking for worlds to conquer, new problems to solve.

When I speak to people who know and love Carl—and to know Carl is to love Carl—the first word they often use to describe him is “generous.”

Carl was always looking for ways to help people. All people, literally everyone he came across.

He sat with titans of industry, and he treated them the same as the person who bussed his table or cut his grass. He loved people. And they adored him because he was respectful, and kind and he stood out from the masses because of those wonderful traits.

If you told Carl that someone was ill or hurt, he would often well up with tears. He had the biggest heart.

If you were lucky enough to be in his orbit, you would quickly describe your life in the following way: Pre-Carl and Post-Carl.

If Mr. D saw something in you, he would change your life. It was just that simple and just that wonderful.

Great men like Carl make a lasting splash and the ripples of that splash go beyond anything that even someone with his infinite vision could have conceived of.

So yes, those of us in his “inner circle” were the most fortunate, but his vision, his investments, his entrepreneurial spirit changed entire industries and impacted the world.

He made his first fortune by transforming the vitamin industry with Rexall Sundown and then he revolutionized the energy drink category with Celsius. His vision, his resilience, his belief and his old-fashioned moxie benefited thousands of employees, vendors, retailers, suppliers, shareholders and partners. And millions of consumers….

My friend was a game changer.

And his vision will continue to transform our world as the next generation of Carl’s ideas and investments grow and succeed. Tabanero hot sauce, hatched after a visit to Mexico (“let’s take on Tabasco!” he said and here we are), real estate, restaurants, office buildings and more. And more. Always more.

There’s no doubt, Carl was a world-class entrepreneur…and others will chronicle his many successes in the coming months and years. But I want to talk about the man.

I met Carl over 20 years ago at a charitable function in Palm Beach. Someone pointed him out to me and said it would be a good idea to walk over and introduce myself. So, I did. I had known of Carl, but I had never met him.

We spoke at that event for a few moments—moments, not minutes— and despite owning property in Delray we never interacted when I was an elected official. But my phone rang when I was term limited and so my adventure with Carl began.

He saw something in me. And that’s how he works. At Rexall Sundown, he hired an ex-narcotics detective to run sales because he saw something in that man—and he was right. He hired his driver and good buddy Jimmy because he had a good feeling about him. Many of us at CDS International Holdings were brought into his world because he saw something in us, that maybe we didn’t even see or know about ourselves.

Carl and I had many heart to heart conversations over the years. He believed that G-d had blessed him with what he called “an innate” gift…he knew what products would work and what would fail and he knew people.

He didn’t believe in pedigree, he believed in his gut instincts. So when he met Nick the police detective, he didn’t worry about whether he had a background in sales….he just knew that Nick would get the job done. And I guess when he met me, he knew he wanted me involved in his various adventures. And so I became a very lucky man and my story is not unique because so many can tell the same story.

Being in Carl’s universe is a magical experience….He didn’t think like anyone else, he saw the world differently… he was not afraid to dream big. He was a man of action and a man of endless courage and resilience.

From the outside, it may seem like Mr. D lived in a charm life and there is no doubt that he was blessed. But he endured so much…physical pain, injuries and setbacks that would have leveled a lesser man. But he met every challenge with strength and grace. We can learn a lot from his example.

A few years back, I had a near death experience with a terrible case of covid and violent pneumonia that ravaged my lungs. Many people came to my aid and saved me, and one of them was Carl. Because I learned from his example—I tried to summon his resilience.

During my time of need, Carl told me that he knew in his heart that I would make it…and I hung onto that intuition because I had seen that intuition work wonders. Carl believed in Celsius, when every expert would have said give up. Carl fought every health scare, when doctors would have told him that it’s not possible…he somehow made it through to live, laugh and love another day.

This last season of Mr. D’s remarkable life was not easy….but we witnessed his boundless courage, rock solid faith, remarkable strength and endless generosity even as we saw him slip away.

We saw these magnificent traits manifest themselves through his belief in G-d and Carl’s legendary capacity to fight through adversity. We saw it in his love for his family, friends and his angel Judy. And we saw it in his decision to set up a foundation so that we may help people for decades to come.

Today, those who love Carl have a hole in our hearts.

You see the special people in our lives fill our hearts to the brim, they enrich us in so many ways, and we feel their loss immensely. Losing Carl is like losing the rain…he’s been that fundamental to our lives.

Still, despite our sadness, we can take comfort that Carl is in heaven… we can rejoice that we crossed paths with this wonderful man, and we can resolve to learn from his example by continuing to do work that would make him proud and by treating people with kindness and dignity.

He will live forever in our hearts and deeds….

 

24 July, 2023 8 8 Comments

Here’s to the Entrepreneurs

July 24, 2023 By 8 Comments

A friend of mine launched an energy drink last week.

His goal: nothing short of building the biggest beverage company on the planet.

Of course, the odds of that happening are long. Probably better than winning the recent Powerball (you have a 1 in 292.2 million chance of landing the massive prize) but long,nonetheless.

But daunting odds don’t dissuade entrepreneurs. In fact, the more people scoff at their dreams the more motivated they become to prove everyone wrong.

I respect  that mindset, it’s that kind of thinking that changes the world.

And that’s why I love entrepreneurs. I admire them too.

I appreciate the energy, grit, belief, and passion they bring to their endeavors.

My friend is confident in his vision. Some might say he’s cocky,but I know better.

It’s not ego or overconfidence that drives people like my friend. It’s not even the outsize rewards that come if you succeed.

Sure, the money has meaning. I suppose it’s a way of keeping score, but riches are not the only motivation.

Nope, the entrepreneurs I’ve seen up close are after something more. Something deeper and more meaningful.

They want to prove something.

They look at the world differently; they are opportunity scouts seeking to solve problems or fill a void.

Entrepreneurs want to create something special: a hit product, a resonant brand, a movement.

It’s not easy to do any of those things. The world is a crowded place, it’s hard to get noticed over the din, and it’s darn near impossible to break through and make a dent in the marketplace.

Building a successful company is a complicated endeavor with hundreds of tasks and moving parts to navigate. There are potholes galore, lots of hard work and sleepless nights worrying about all sorts of things.

But people like my friend do it anyway.

They have no choice. It’s who they are. They are driven to act. Driven to try.

I’ve been involved in the energy drink business for 15 years—years spent on the inside and now years on the periphery.

The name of the company I know a little about is Celsius.

Celsius started in a small office/warehouse on 4th Avenue in Delray Beach and has grown from the humblest beginnings to a publicly traded international company with a market cap of over $11 billion.

Pepsi took a stake in the company recently and the stock has become a Wall Street darling. Here’s some stats: year to date the stock has a return of about 44 percent, far outpacing the S & P 500. The one-year return is about 91 percent, the three-year return has been 1,059 percent (not a typo) and the five-year return has been 3,215 percent (also not a typo).

Yes, the past few years have been amazing to witness. The team at Celsius has done extraordinary things; sometimes life exceeds your wildest dreams. And this has happened—somewhat quietly—right here in Delray Beach and now in bigger digs in Boca.

But the road to success was years and years long and full of land mines.

The company went from the pink sheets to Nasdaq only to get delisted before getting back on the exchange.

The little company that dreamed big got on the shelves of the nation’s top retailers only to lose distribution when the product didn’t move. Then the team of believers got those shelves back and now the product is flying—likely to $1 billion in annual sales.

It’s been a remarkable story. Ups and downs, amazing characters who came and went and wildly talented people who ultimately made it stick.

I think it would make a great Netflix series.

The story of the little company that kept chipping away until something magical happened. It’s a uniquely American  saga.

Through it all, there was an entrepreneur who believed.

His name is Carl DeSantis and he never stopped believing even when conventional wisdom would have said: “hey, enough is enough. You gave it a go.”

But my friend Carl never stopped believing. Every setback meant he was one step closer to success.

Entrepreneurs fail forward.

It’s something to behold. Truly something to behold.

My friend—with the new company— knows all this.

He’s built a company before, from scratch. That experience will help.

He understands resilience. He’s still hungry.

In that way, he reminds me of Carl who also built a business before Celsius. The success of Rexall Sundown would have enabled Carl to sail off into the sunset. But entrepreneurs can’t turn it off. They are what they are. They want to solve problems, they want to create, they want to disrupt. They want to win.

As Steve Jobs said: ““Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They’re not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can’t do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do.”

17 July, 2023 6 6 Comments

Honoring A Special Friendship By Seeding The Future

July 17, 2023 By 6 Comments

Carl DeSantis and Jerry Kay in NYC circa 2018.

Longtime friendships are magical.

They feed our souls and enrich our lives. And sometimes, when they are really special, they enrich the lives of others.

When I see old friends, my mind instantly scans the years. I can still picture my buddies as young men, with everything in front of them. Of course, we are now 40 and 50 years older, so the “boys” are well into middle age or dare I say it: old age.  As my friend Scott reminds us: how many 116 year-olds do you know?

He’s right, but we aren’t old—yet. Hopefully, we will get there. Together.

Regardless, as we age, I can still see the boy in every face. I know their laughs; I know their voices and their expressions. I still see the 8-year-old and the 18-year-old when I talk to the 58-year-old.

It’s oddly comforting.

Once again, old friends are top of mind.

Recently, the foundation I’m involved with—the Carl Angus DeSantis Foundation—honored a special friendship between our namesake and his best friend Jerry Kay, who passed away suddenly in March.

Below is the story.

It’s a good one and I wanted to share it because friendship is one of life’s biggest blessings.

Many of us at CDS International Holdings—where I work—got to witness the chemistry between Carl and Jerry. We relished hearing the stories of long-ago adventures and we happily tagged along as these two gentlemen—who are gentle men—made new memories.

Please enjoy, and if you are so inclined, call an old friend. We never know how long we have left.

 

Entrepreneur Carl DeSantis’s gift pays tribute to the legacy of his lifelong friend and business partner E. Gerald “Jerry” Kay.

 

By Debbie Meyers

 

Carl DeSantis began his entrepreneurial journey in the 1970s by running his home-based, mail order vitamin and herbal supplement company out of his garage in Florida. Meanwhile, up in New Jersey, after years of working with his father in the nutrition industry, E. Gerald “Jerry” Kay became the sole owner of Manhattan Drug Company.

 

When DeSantis and Kay met, they had an immediate connection. DeSantis’s spark and drive moved Kay to invest in him. DeSantis’s business flourished to become Rexall Sundown, one of the world’s largest vitamin manufacturers, which DeSantis sold in 2000. Kay’s enterprise also experienced growth as he founded Integrated BioPharma, a company which manufactures, distributes, and sells vitamins, nutritional supplements, and herbal products.

 

Kay died in March 2023, weeks before his 87th birthday. To honor his lifelong friend and supporter’s memory, DeSantis’s foundation has given $1.25 million to establish an endowed scholarship in Kay’s name for students enrolled in a Rutgers nutrition program.

 

“Since Mr. Kay was a pioneer in the nutritional field, we thought it made sense to support the next generation of leaders in that space,” says Jeff Perlman, a director of the Carl Angus DeSantis Foundation. “We researched several programs and were deeply impressed by Rutgers. Since Mr. Kay lived and worked in New Jersey, choosing Rutgers felt right. It’s a wonderful university.”

 

Laura Lawson, executive dean of the School of Environmental and Biological Sciences, says the scholarship will benefit students in the school’s Department of Nutritional Sciences, which is ranked tenth nationally for undergraduate and master’s programs in nutrition. “We are honored that the Carl Angus DeSantis Foundation has chosen to memorialize Mr. Kay’s memory through the E. Gerald Kay Scholarship in support of nutritional sciences students,” Lawson says. “This scholarship will help to ease our students’ financial burdens and allow them to develop careers that will support the common good, improving health locally and globally.”

 

In addition to undergraduate students majoring in the nutritional sciences program, of which there are 150, any undergraduate studying nutrition at Rutgers will be eligible for the scholarship. This includes students in the School of Public Health and the School of Health Professions.

 

Perlman says the DeSantis Foundation created this scholarship as homage to Kay, someone who gave DeSantis years of joy and friendship. Their friendship took them on travels and adventures all over the world. Their professional relationship endured, and they were advisers to each other’s businesses for decades.

 

“The common thread for both men was entrepreneurship—they were always discussing ideas for new businesses, new products, new packaging, and exciting marketing campaigns,” Perlman says. “As much success as they had, they never stopped dreaming. For them, it was less about financial success and more about the process and whether they could create something consumers would benefit from. It’s inspiring to be around that kind of passion because it is so rare.”

 

They ultimately were passionate about supporting good health. “Health and nutrition are inextricably linked—you can’t have one without the other,” Perlman says. “Since health is so important to a good life, the advancement of nutrition is essentially an investment in people. We’re hoping that the next generation can be as innovative as Carl and Jerry have been so that we can improve the health and quality of life for people all over the world.”

 

Kay’s daughters, Christina Kay and Riva Sheppard, continue to follow the family’s vocation as executive officers of both Manhattan Drug Company and Integrated BioPharma, which are based in Hillside, New Jersey. “My dad was a dedicated family man,” Christina Kay says. “Family also included the staff present and past at the company and great friends he met during his 60-plus years in the business. He loved life and went to the office every day, even if just to say hello to Riva, me, and his work family.”

 

Sheppard adds, “Our family is honored, especially our mother and his wife, Heidi Kay, that his name will be remembered for years to come through the E. Gerald Kay Scholarship. Our father—a man who believed that a balanced lifestyle is key to longevity—would have been thrilled that many will be given the opportunity to pursue their interest in the industry that he dedicated his life to along with his best friend Carl.”

31 October, 2022 4 4 Comments

Quotes From The Edge

October 31, 2022 By 4 Comments

Dare to be different

I’ve always loved quotes.

I used to collect them, but my computer crashed years ago, and I lost them all.

I haven’t had the heart to start over.

But I still enjoy reading quotes and sometimes I save them in my phone—for what I don’t know. Future inspiration I suppose.

I came across a few this past week that got me thinking.

This one is from filmmaker George Lucas.

“The secret is not to give up hope. It’s very hard not to because if you’re really doing something worthwhile, I think you will be pushed to the brink of hopelessness before you come through the other side.”

This is an interesting thought and largely true. I think of the businesses we’ve been involved with and the fits and starts that they all seem to have. It’s never a straight line. It’s almost always a bumpy road full of pivots, near death experiences and a slew of ups and downs.

My first venture was an education newspaper that started in Delray. It was called “Student and Parent”, a boring title but it told the story of what we were focused on. We covered local schools, wrote about teachers and exceptional young people, and reported on the hot issues in education.

Unable to afford a sales staff to sell ads and wanting to keep our monthly paper free of charge, we decided to try and get corporate sponsors who believed in our mission and would back us for a year.

Frank McKinney was kind enough to loan us one of his oceanfront “spec” houses for a launch party. We figured the novelty of seeing the home would entice business leaders to attend. We were right, and ended up attracting enough sponsors to pay our expenses for a year. They didn’t even mind that my mom incinerated the hors d’ouevres in a convection oven she had never seen before.

We expanded to Boca and then Boynton and then went countywide with a name change. We were now “The Education Times”. We dropped off papers at every school that would have us, bundling papers and putting them in teachers’ mailboxes so they could be sent home in back packs. We also delivered papers to city halls, libraries, community centers and places where we felt families with kids might be.

It was a lot of work. And we did it on a shoestring. No investors; a modest credit line. All the (meager) profits were re-invested in the biz.

Along the way, we were pushed to the brink of hopelessness, as Mr. Lucas says, not sure if we would ever see the other side. My low point happened when my mother was diagnosed with a terminal illness and my partner injured his back and was unable to work. Was it time to throw in the towel? We were growing, but still not out of the woods.

We decided to push forward. And eventually we came out the other side when a media company decided to buy us out and hire us to run our paper and help run their publications.

Today, I’m pitched a steady stream of ideas from young and not so young entrepreneurs, and I always ask them whether they have the resilience to keep going when the going gets rough, because it always does.

It’s hard to measure grit. Most people think they have it, until they’re severely challenged and then they find out if they really do.

Mike Tyson used to say that everyone has a plan until they get punched in the mouth. He’s not a role model, but he’s sure right about that.

Sometimes it is prudent to know when to fold them, as the song says. But that’s an art as well because you never want to walk away too early. Life is one brushback pitch after another. You must stay in the batter’s box and wait for your pitch and then deliver.

Wanting to quit is a common feeling, but you must press on even if you have to start something else.

The second quote that grabbed me comes from Kurt Vonnegut.

“Out on the edge you see all kinds of things you can’t see from the center. Big, undreamed-of things. The people on the edge see them first.”

This one intrigues me because I am a “center” kind of guy. I’m in the middle politically, appreciate compromise and like to think I’m reasonable. (This is where my friends and wife may chuckle, but they know deep down that I don’t mean to be difficult. For example, because I’m left-handed, I require sitting on the side of the table where my arm won’t bother people. I think that’s considerate, not difficult).

Still, “the edge” intrigues me. I admire the risk takers, the people who go against the grain, the game changers that the old Apple computer ad celebrated.

I’ve known a few and I work with one—Carl DeSantis– who bet big on vitamins and won and bet big on Celsius the beverage and won again. Let’s just say, he’s a human thrill ride and I mean that in a good way, because through it all he has remained humble, down to earth, kind and generous to everyone he comes across.

My friend Carl has a favorite painting of sunflowers. The painting depicts a sea of sunflowers facing in the same direction but there’s one stray facing the other way.
“That’s me,” he told me.

Yes, it is.

Bless the souls that think differently. They make a dent in the world. They make magic.

The final idea I wanted to share came from an essay I saw in the New York Times. The writer, Lydia Polgreen, just lost her dad at 73. She talks about our need as humans to have an anchor, to know what’s next. But life is uncertain and that makes us vulnerable. We live in rough seas.

Turn on the news and you’ll hear about heinous crimes, the threat of nuclear war, the ravages of a hurricane, the doomsday scenarios surrounding climate change. We have high inflation, divisive politics, institutions we no longer trust and different sets of “facts” depending on where we sit on the political spectrum.

“But to tolerate uncertainty,” Ms. Polgreen writes. “Is to become buoyant, able to bob in the waves, no matter the tide.”

Polgreen continues: “You have to be incredibly vulnerable to admit that you think the world can be better, to believe that what you do could actually make some kind of change. We live in a time dominated by pessimism and cynicism. These poses are a kind of armor against the vulnerability of hope. To be cynical is to close the door to the possibility of disappointment. To be pessimistic is to foreclose the risk of being made a fool by optimism.”

The vulnerability of hope….

Think about that phrase for a moment. I can’t stop thinking about those words.

I believe most of us are naturally attracted to the dreamers and the optimists in our world. I know I am.

My favorite words are love and aspiration.

In a world where we don’t have to travel too far to see, feel and witness the destructive power of hate we must somehow find, teach, and spread love.

And in a world where every idea seems to be met with resistance, cynicism, and snark we must find a way to aspire.

Aspire or expire…that’s what I say.

 

15 August, 2022 2 2 Comments

The Best Way To Predict The Future Is to Create It

August 15, 2022 By 2 Comments

This can contains years of hard work (still tastes great).

On Aug. 1, a dream came true for a company that I love.

Celsius, born in Delray Beach and based in Boca Raton, announced a long-term strategic deal with Pepsico that will take the brand global, pump $550 million into the company and give Pepsi an 8.5 percent ownership stake in what is now a company valued at  nearly $8 billion.

It was an amazing moment—years and years (and tears and fears)—in the making.

And that’s how it goes.

That’s the entrepreneurial journey—if it works out.

Of course, nothing is guaranteed except…

  •  Lots of hard work.
  •  Risk, that can seem crazy at times.
  • Oh, and whole lot of twists and turns.

Celsius experienced it all and then some.

I’ve had a front row seat on the Celsius ride for more than a decade now and it has been fascinating.

I worked for the company as COO in the lean years when we dreamed big, reached for the stars, made some progress, and took some beatings. It was a thrill.

I had the experience of a lifetime working alongside a team of amazing people who believed Celsius was going to be the next big thing at a time when you couldn’t find it on a shelf if you employed a team of blood hounds.

The company grew when I was there—we landed the big accounts, rang the bell on NASDAQ, taped our first TV commercial and signed a celebrity spokesman (Mario Lopez, he was terrific and believed in the brand).

But it wasn’t our time—and so we lost some of those big accounts and got delisted from NASDAQ when our stock price failed to meet their threshold. Ups and downs. But we never stopped believing.

Not. For. One. Second.

Why?

Because we knew we had something special.

And because the man who became the company’s biggest investor (and cheerleader) and saw big things for the brand never stopped believing in Celsius’ potential. This man had boundless faith and we had faith in his talent for predicting what will work in the marketplace.

That man is Carl DeSantis. He’s a visionary.

In full disclosure, I work as an executive for Carl’s family office here in Delray Beach. Carl is a friend, a mentor, a partner and a positive force in my life and the lives of countless others. He means the world to me and my family and a whole lot of other people who have been fortunate to work with (never for) Carl or Mr. D during his long career.

Carl was the founder and chairman of Rexall Sundown, a huge vitamin manufacturer based in Boca. He sold that company in 2000 for $1.8 billion and immediately went back to work forming CDS International Holdings which has been involved in an array of businesses over the years ranging from Celsius and Tabanero hot sauce to restaurants, office buildings, hotels, a South African preserve, a men’s clothing line and real estate. Carl is an interesting man with broad interests—and a keen eye. We’ve learned to listen to what he’s seeing— if that makes sense.

He’s also generous, kind, a tad mischievous, down to earth and a little shy. If you know him, you love him.

CDS has been very supportive of Celsius through the ups and downs. We had faith because faith is contagious, and Carl spread the gospel.

What happened with Pepsi was a dream come true…or was it a prediction? All I know is that for years at every meeting—even when there was bad news— Carl would say with absolute certainty that one day “one of the big boys are going to call” to get involved with what Celsius CEO John Fieldly calls a “disruptive force in the energy drink market.”

That’s what Celsius is….disruptive and unique—and that was always the promise and the potential. Brick by brick,  year after year, you keep pushing until the market says “we see you” among the blizzard of brands vying for their attention and loyalty.

Our friend Carl saw the potential right away…and the lesson here is “ya gotta believe!”

Mets fans will get that reference.

But whether it’s baseball or beverages, a local shop or a vision for your town you have to believe. Especially when the going gets rough and the going always gets rough.

When the dark days came to Celsius, Carl used to say “dig in, we’re going win.”

The team learned a lot, tried a lot of different things and kept plugging away. Celsius never gave up.

Victory, while never guaranteed, is sweeter when you’ve overcome adversity.

Celsius overcame a slew of adversity. That little company, that started in a warehouse like office on 4th Avenue, saw it all—and made it through the maze—for now.

Because that is the other lesson. Success, much like failure, is hardly ever final.

Yes, the company is flying and now they have the global might of Pepsi behind them. But they have to transition successfully to the new partnership, they have to execute and they have to stand up to the competition which never lays down.

Cities are the same way…once you succeed, you can’t get complacent. You must wake up a little bit scared and stay focused. Success is never final. You are never done.

That’s not a bad thing or a curse, it’s a blessing that enables you to grow and innovate.

We, as fans, investors, friends, and supporters of Celsius, can’t wait to see what’s next.

Knowing the team as well as we do, we’re bullish that the best is yet to come.

Note:
We lost a local icon last week when former Boca Raton Mayor Susan Whelchel passed away.

My friend Blake who knew her well said it best: “An amazing woman and true public servant. It was a privilege to stand with her through thick and thin.

Loyal yet tough, Mayor Susan Whelchel brought out the best in us, and in return gave us her all. She was my friend. I am heartbroken, and will miss her.”

We all will. She was special. We need more people like Susan Whelchel in the public arena. It was a privilege to know her.

 

12 April, 2021 2 2 Comments

Good Begets Good

April 12, 2021 By 2 Comments

Carl DeSantis

What do Kim Kardashian, Elon Musk, Jeff Bezos and Warren Buffett have in common with the gentleman I share Jimmy John sandwiches with every Monday and Wednesday?

I asked myself that question last week when the annual Forbes Billionaires List was released and my friend Carl DeSantis’ name appeared alongside a who’s who of international business icons.

Unlike many flamboyant titans on the list, Carl is a quiet and private person. You won’t catch him tweeting, showing off or bragging about his accomplishments which are many. His modesty is why we were so thrilled to see Forbes include Carl and do a feature story on him as well. We feel strongly that he deserves the recognition he works hard to avoid.

After all, very few business leaders have helped steered two companies to multi billion dollar valuations like my friend Carl.

He founded Rexall Sundown which became the world’s biggest vitamin company and he’s been a guiding force for Celsius which is rapidly becoming one of the hottest beverage brands in the world.

It’s a staggering achievement in a career that started modestly as a store manager for Walgreens.

Along the way, he has changed lives, nurtured careers, delighted investors in his companies and given generously to causes and organizations he believes in. In a word, he’s a mensch.

When we got the call from Forbes, those of us who work at his family office CDS International Holdings in Boca Raton, were more excited than Carl was. In fact, he wasn’t excited at all. As I mentioned, he doesn’t really like the attention but we were thrilled that such a prestigious publication was recognizing our friend and mentor. When we made contact with the editor of the project, he told us that not only did Carl make the list for his ownership stake in Celsius (NASDAQ: Celh) but they were interested in doing a feature on his one of a kind career.

With some gentle cajoling, we convinced him to do an interview and I promised to sit along side him for our phone call with Forbes. Joining us was Carl’s long time friend and assistant Jim Steinhauser who has been at Carl’s side for 34 years.

That’s how Carl rolls—loyalty, family, collaboration. He promotes a culture of input from everyone and lives by a simple credo: “good begets good.”

In short, he has been a blessing to so many lives.

Wealth and riches are not the true measure of a life well lived and while Carl certainly has both, he knows that the only scorecard that really matters is how we treat people and how we use our gifts to benefit the communities we touch. We can all attest that he lives up those ideals. He’s kind, gentle, compassionate and extremely generous. He’s also very unique.

Carl’s innate talent is his uncanny ability to discern whether a product will resonate in the hearts and minds of consumers. He can look at an idea or a brand and tell you with certainty whether it will succeed.

He believes the gift is innate or G-d given; refusing to take credit for a special ability or talent.

In the case of Celsius, he was a steadfast believer even when, especially when, the brand was left for dead a number of years ago after being delisted from NASDAQ and when product was shipped back off the shelves of stores nationwide.

He never stopped believing in Celsius and he never stopped putting his money behind his belief.

It was going to work, he insisted and because he believed we did too. All of us.

Carl doesn’t know it but he’s inspiring in his own unique way. He doesn’t give flowery speeches but he has a special way of letting you know he believes in you and the mission we are on—and that if we stay the course we will succeed.

That’s leadership. The ability to instill that belief in a team. There is nothing more powerful.

The story of Celsius is still being written but it’s a remarkable saga of resilience, hard work, belief, investment, trial and error and a miraculous breakthrough.

The brand that was born in a small warehouse like office in downtown Delray is now sold internationally and is valued at close to $4 billion.

There have been many key players in this ongoing story and I hope someday that the full story will be told because it contains many lessons for budding entrepreneurs.

But the steady thread has been my friend Carl.

We’ve been working side by side for years now on a variety of projects and he has taught me more than I can ever adequately describe.

I adore him.

I’m not alone. Like I said earlier, he has touched a lot of lives.

And at an age when many have long retired, he continues to make some noise. I love that about him.

For all the success he has experienced, he’s never grown complacent. He still wants to win—the right way through generosity, teamwork, love and concern for others.

He knows that success is never final and failure doesn’t have to be fatal. And now we know that too.

A few years back, on the occasion of Carl’s 80th birthday, a colleague and I produced a book on some of the lessons we have learned from out friend over the years. We gave it to Carl and his family which includes those of us who work for CDS, his family office.

When the Forbes piece hit last week, I thought it might be a good time to take a look at that book. Maybe we could flesh it out, freshen it up and publish it because it might help others.

We tried to capture the wisdom and essence of a very special man. Of course, we won’t be able to come close but even if we can distill a little of what we’ve learned it would be worth it.

My friend is that special.

Here’s the link to the Forbes article. It’s awesome. So is Carl.

https://www.forbes.com/sites/hanktucker/2021/04/07/florida-octogenarian-becomes-a-billionaire-after-investing-in-celsius-energy-drink/?fbclid=IwAR0b8Hfu8AvPRIPQE3zirA3ojVAuLtR0s-Cs1VgD9kEpu0SunEWGWeXi25A&sh=3c373f562b62

 

19 November, 2020 0 Comments

Go Celsius! From Humble Beginnings….

November 19, 2020 By Leave a Comment

The line-up.

Wall Street is giddy over a local stock that has been on a tear of late.

Celsius, born in Delray and based in Boca, is a beverage company that is delighting consumers, investors and those of us who love a good story of a small company slaying the giants.

When Celsius (CELH on Nasdaq) released record results last week, the stock soared continuing a run up in price that has caught the attention of CNBC’s Jim Cramer of “Mad Money” fame and lucky investors who remembered a time, not too long ago, when the stock traded under a dollar Over the Counter.

While the results reported were stupendous, nearly $37 million for the quarter an 80 percent increase over last year’s results, Celsius is far from an overnight success story. The team, both past and present, has been hard at work building a brand for more than a decade.

Celsius is a tale of belief, commitment, hard work, love, passion, sweat, a few tears and a whole lot of investment— especially from a local entrepreneurial legend who discovered the drink while dining on Atlantic Avenue.

I would venture to say that if you look closely at most successful brands you will find a familiar tale of perseverance. Each company is unique in their journey but there are commonalities including a bedrock belief that you have something special.

In Celsius’ case, there was a unique selling proposition. The energy drink burned calories—up to 100 per can. The claim was clinically proven by more than a half dozen university studies.

That’s pretty unique.

But the beverage business is brutal and capital intensive. The competition includes huge conglomerates and hundreds if not thousands of upstarts all vying for our taste buds.

But my friend and business partner Carl DeSantis knows a little something about picking winners.

He built Rexall Sundown into the world’s largest vitamin company launching hit product after hit product from its headquarters in Boca.

After selling the company for $1.8 billion in 2000 he went back into business running a vast array of enterprises ranging from hotels and restaurants to clothing companies and an up and coming hot sauce company called Tabanero. Keep your eye on Tabanero; friends it’s the next big hit.

My friend Carl has what you might call an eye for what will work and what won’t. He believed in Celsius and never wavered in his conviction that the  healthy energy drink, with the clean label (no sugar, low sodium, vitamin infused and delicious) would be a winner. It just took a while.

Successful brands are built  brick by brick, sometimes you take two steps forward and three back but you keep going because you believe and failure is not an option.

Carl recruited me to be Celsius’ COO in 2008. I was a year removed from being mayor of Delray and while I knew of Carl, I didn’t know him personally. But he saw something in me and we became friendly.

Carl is kind, generous, gentle and sensitive. There’s also more than a bit of magic in his personality.

He has a sixth sense about products, people and places. His instincts tend to prove true. So all of us who work with Carl listen closely when he has a feeling about something.

I’ve seen him predict hurricanes,  whether businesses will work and he even assured me I would survive COVID.

Over the years, Celsius hit more than its fair share of rough patches. As I’ve noted, the beverage business is brutal. Even Coca Cola failed when it released a calorie burner beverage a few years back.

But when you deploy a great team behind a great product you will break through–eventually.

Celsius has been blessed with a tremendous array of sales, marketing, management and board talent currently led by CEO John Fieldly who is a terrific young leader. He had a terrific predecessor in a gentleman named Gerry David.

Gerry and I sit on the board of Hyperponic, a promising startup which provides technology to the cannabis industry. Keep an eye on that company too. We are doing some groundbreaking work in Michigan and Oklahoma.

Still, the business world is a tough place.

Entrepreneurship can be thrilling and terrifying sometimes all in the same day.

All of us associated with Celsius have enjoyed watching this company grow.

There’s a thrill when you walk into Publix and see an end cap. It’s fun to see someone at the gym drink a Celsius and yes it’s very cool to see a company you care about listed on a major league stock exchange and sold at 74,000 stores domestically and across the world.

Those of us who know the story know that none of this would have been possible without Carl’s foresight and fortitude; without his good natured belief in a little beverage brand that occupied a small warehouse space on Fourth Avenue near the tracks in downtown Delray.

Back then, we were excited to see the cans on the shelf at the local gas station. Today, we have a market value of over $2.3 billion and are loved by thousands of consumers who enjoy a healthy energy drink with no corn syrup, preservatives or aspartame.

The Celsius story story is truly inspiring. It’s about the power of belief, commitment, vision and hard work. That’s what it takes to succeed in any endeavor.

Thanks Carl. Your belief in this amazing company has touched a lot of lives.

We can’t wait to see what’s next.