Ep. 037: Leaving Ghost Lifestyle to Start a Brand from Scratch w/ Holden Ogg
- Ryan Snaadt
- Apr 2
- 4 min read
From Sleeping in Gyms to Ghost Lifestyle: Content Lessons for Des Moines Entrepreneurs
What does it take to go from sleeping in a conference room in a sleeping bag to leading the content strategy for one of the world’s most recognizable fitness brands?
In a recent episode of the Rhymes with Odd Podcast, host Ryan Snaadt sat down with Holden Ogg, a creative powerhouse who recently left his high-profile role at Ghost Lifestyle to return to the Heartland. Their conversation is a masterclass in "spit and grit," offering a roadmap for Des Moines business owners and Iowa marketers looking to build authentic brands through high-impact storytelling.
The "Spit and Grit" of an Iowa Creative
Holden Ogg’s story didn’t start in a high-tech Chicago studio; it started on a horse ranch in Southwest Iowa. Like many Des Moines entrepreneurs, Holden’s foundation was built on the values of hard work and faith.
Before he was producing viral content for global audiences, Holden was a student at Auburn and later UNO, juggling five different jobs to keep his creative dreams alive.
"I tell people I’ve kind of built my way up to this point by throwing mud at a wall," Holden told Ryan Snaadt.
For local business owners, this is a vital reminder: The "overnight success" of a brand is usually preceded by years of unglamorous hustle. Whether it’s waking up at 4:00 AM to work on a golf course or shooting fitness content for free to build a portfolio, the "Iowa work ethic" is a competitive advantage in the digital marketing space.
Building a Brand from Scratch: Lessons from Ghost Lifestyle
Holden spent over five years at Ghost, helping the brand evolve from a startup in a WeWork space to a dominant force in the supplement and lifestyle industry. For marketers in the Des Moines metro, Holden’s experience highlights three pillars of brand building:
1. Consistency Over Perfection
In the early days of his career, Holden wasn’t worried about "viral" trends. He was focused on documentary-style content. He spent his days in gyms and salons, capturing the raw, behind-the-scenes reality of the businesses. This authenticity is what resonates with modern consumers who are tired of overly polished, "fake" advertisements.
2. The Power of Networking (and Persistence)
One of the most compelling parts of the interview with Ryan Snaadt was Holden’s story about the Olympia Expo in 2016. Holden drove 24 hours to Las Vegas just to get his camera in the room. He was even turned away from a Ghost after-party because he was wearing the wrong shoes.
Fast forward a few years, and he was the one behind the lens at those very parties. For Iowa business owners, the lesson is clear: don't wait for an invitation to the table. Bring your own chair (or in this case, your own camera).
3. The 9-Hour Drive: Going Above and Beyond
When Holden finally got the call to interview with Ghost, he was living in Nebraska. The night before his 11:00 AM interview in Chicago, he was sent a massive folder of footage to edit as a test.
Instead of complaining about the timeline, Holden stayed up all night, started a 9-hour drive at 2:00 AM, and edited the video at gas stations along the way. He walked into the interview, delivered the project, and drove right back. That level of commitment is what separates "service providers" from "partners."
Why Des Moines Businesses Need Better Storytelling
As Holden transitions into his new role as a solopreneur and agency owner, he and Ryan Snaadt discussed the shifting landscape of Midwest marketing.
Des Moines is no longer just an insurance and agriculture hub; it is a burgeoning tech and creative center. However, many local businesses still struggle to tell their "why."
How to Apply Holden Ogg’s Strategy to Your Iowa Business:
Don't Fear the "Raw": You don't need a $10,000 cinema camera to start. Use your phone to document the process of what you do.
Invest in Relationships: Just as Holden met his business partners at CrossFit events and expos, local networking in the Silicon Prairie is essential.
Reinvest in Your Tools: Holden shared how he and his former partner at NSM Productions (No Sleep Nation) lived on eggs and rice cakes so they could reinvest $75k back into camera gear. While you don't have to starve, prioritizing the quality of your output is a long-term win.
Transitioning from Corporate to Solopreneur
Leaving a stable, high-level job at a brand like Ghost is a terrifying prospect. Holden admitted to Ryan Snaadt that he feels the nerves, but his confidence comes from the "fruits of his labor" and his faith.
For marketers and creatives in Central Iowa, Holden’s move represents a larger trend: the "Brain Gain." Highly talented individuals are returning to Iowa, bringing global experience back to local markets. This creates a massive opportunity for Des Moines businesses to tap into world-class talent without looking to the coasts.
Final Thoughts from the Rhymes with Odd Podcast
The conversation between Ryan Snaadt and Holden Ogg serves as a reminder that brand building is a marathon, not a sprint. It requires a mix of extreme technical skill, the willingness to sleep on a floor if necessary, and the vision to see where a brand can go before it gets there.
Whether you are a startup in West Des Moines or an established brand in the East Village, the principles remain the same: Work hard, stay authentic, and never stop "throwing mud at the wall" until it sticks.
Ready to Level Up Your Brand’s Content?
If you're a Des Moines business owner inspired by Holden's story and want to start documenting your own journey, there has never been a better time to start. High-quality video and photos are no longer "optional"—they are the front door to your business.
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