#248 He Built a $100M T-Shirt Brand on One Rule: At All Costs

Ryan Bartlett co-founded True Classic — one of the fastest-growing D2C apparel brands in the world — not because he saw a market opportunity, but because he could not find a T-shirt in his size in the Bahamas at age 19. That promise he made to himself as a kid became a company that has helped 6 million men leave the house feeling good about themselves. In this episode, Ryan joins Bart Berkey on Most People Don't to talk about building a Ritz Carlton-level service culture inside an e-commerce brand, why he tells his team to throw the return policy out the window, and the story of five free shirts that showed up at Bart's door unannounced — and why that moment is exactly the point. Whether you are an entrepreneur, a leader, or anyone who believes that how you treat people is your real competitive advantage, this conversation is for you. What you will learn: How True Classic built a CSAT score of 4.97 and why Ryan refuses to let it drop Why losing money on a customer is almost always the right business decision What it means to go "at all costs" in customer service — and how to teach your team to do the same The D2C scaling strategy Ryan wants to package for the next generation of founders Why passion is not a nice-to-have in business — it is the only thing that keeps you going through the hard years Connect with Ryan Bartlett: LinkedIn: linkedin.com/in/ryan-bartlett True Classic: trueclassictees.com Connect with Bart Berkey: Website: bartaberkey.com Podcast: mostpeopledont.com Book Bart for your next event: bartaberkey.com/booking-engagement-page Most People Don't. But YOU Do. #TrueClassic #RyanBartlett #CustomerService #Entrepreneurship #MostPeopleDont #BartBerkey #DTC #Ecommerce #Leadership #ServiceCulture #Humanality