No. 1 Startups to Watch: Built


CITY American Fork
EMPLOYEES 400 in Utah; 100 in Philippines
INDUSTRY Protein bars
CEO Nick Greer, 44
THE COMPANY Built has raised the bar on protein with an obsessed fan base, a 200,000-square-foot headquarters, and 81 flavors since inception.

BRIGHT SPOTS Built bars are low calorie and high protein — and loved by their cult-like following.

1. “Products in every country and in every mouth on the planet.”
2. “Hit a billion in sales.”
3. “Work with every athletic team to fuel them on the sidelines and in life.”

ADVICE “When things go wrong, there is no time for tears or sulking. Don’t put your head down. It’s time to put your head up higher than ever.

THE LIGHTBULB MOMENT “When we hit an embarrassing snag with the roll-out of our website, we had investors, athletes and celebrities posting that they believed in us and that Built was here to stay. That strengthened my belief as well.”

SHINING MOMENT “For both marketing and capacity reasons, we have limited releases for favorite bars such as Cookie Dough Chunk and Mint Brownie. Consumers stay up late and set alarms when their favorite bars go on sale. We have 2.3 million bars ready when we offer a flavor. Our team is so excited to get new equipment next year that will allow us to make 66 million bars per month.“


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