Redefine the Game is not a newsletter anymore

This is what I’m building and why.

Jun 19, 2025

🟡 This is the kind of place I wish existed.

A place where brand builders don’t feel like weirdos for caring too much.

Where community isn’t a checkbox, but the heartbeat.
Where your brand isn’t just a product. It’s a pulse. A promise. A path.

I’ve been walking with this idea for a while.
On trails, in notes, in late-night voice memos.
And I think I’m finally ready to build it.

🛠️ Redefine the Game is becoming a studio, a platform, and a clubhouse for a new generation of brand builders.

For people building better brands.
In sports, wellness, outdoor, and adventure.

The ones that don't just want to sell: they want to serve, to spark something, to stay.

🟡 Purpose-led.
🟡 Community-first.
🟡 Obsessed with the customer (but not in a CRM kind of way).
🟡 Rooted in real life, not just real-time analytics.

We’re not here to follow trends.
We’re here to build what we wish existed.
And to do it in public. Together.

Here’s the clubhouse I’m imagining:

📚 A media platform where founders and creatives like Jesse Itzler, Hector Hughes, and the team behind Othership feel at home.
🎙️ A podcast where stories matter more than status.
🧭 IRL experiences in the mountains, where ideas meet altitude.
🧠 Masterminds, brand programs, and co-creation with purpose-driven brands.
🌱 A studio that helps brands grow not just bigger, but truer.

And maybe, someday: a fund to back the wild ones before they’re “safe bets.”

If this were a vision board, it would include:

A strategy sprint with a brand like Bandit or Finisterre.
A fireside podcast with Rich Roll.
A brand lab in Patagonia (the place and the brand).
A collective hike with brand builders who dream as big as they care.
A “Community-First Playbook” made for marketers tired of funnels.
A workshop hosted by a river. Phones off. Minds on.
A book. A film. A way.

So what now?

I’m building this in public.
Week by week. Step by step.
Talking to the right people.
Creating the right things.
Letting the right stories in.

And I’m looking for:

🟡 Partners.
🟡 Podcast guests.
🟡 Collaborators.
🟡 First clients.
🟡 You, if your heart skipped a beat reading this.

Because we don’t need more content.

We need more connection.
More clarity.
More courage.

Let’s redefine the game. For real this time.

Francisco

Redefine the Game