Off Route

About Off Route

Off Route explores the people behind the careers. Every episode dives into the mindset, challenges, failures, and defining moments that helped professionals discover their niche and build a career they genuinely enjoy. From sales and leadership to entrepreneurship and personal branding, these conversations are designed to help you chart your own path with confidence.

Publisher

Wes Nyle

Category

business · education

Language

en

Explicit

No

First episode

30 Jun 2026

Latest episode

25 Sept 2026

Latest episodes

9 episodes in the feed.

1. 

   25 Sept 2026

   How to Sell to Retail Buyers | Robert Johnson A Former Grocery Buyer Explains

   🎓 Build better beverage sales teams, onboarding systems, and field execution: BEVedu.co (http://BEVedu.co) 🛒 Learn more from Robert Johnson: AstraCPG.com (http://AstraCPG.com) How do you sell to retail buyers, get a new product into grocery stores, and build relationships that actually create opportunities? In this episode of the Off Route Podcast, I sit down with Robert Johnson, founder of Astra CPG and a grocery retail veteran with more than 20 years of experience. Robert started at store level, worked his way into merchandising and category buying, and now helps CPG sales teams, emerging brands, and brokers understand how buyers actually think. We break down what retail buyers look for from sales reps, why great relationships can't overcome poor execution, how data influences buying decisions, what Robert calls “operational friction,” and why the best CPG sales reps learn to think from the buyer's side of the desk. We also get into grocery merchandising, category management, forecasting, product packaging, brokers, new-item presentations, Buyer Ready Standards, and the small details that can determine whether a buyer trusts you with the next opportunity. If you work in beverage sales, CPG sales, grocery retail, distribution, category management, or you're trying to get an emerging brand into retail, this conversation gives you a look behind the buyer's desk. Chapters 00:00 – 01:04 | Meet Robert Johnson & Astra CPG 01:05 – 04:39 | How Astra CPG Started 04:40 – 06:44 | What Sales Reps Get Wrong About Buyer Communication 06:45 – 08:21 | From Grocery Clerk to Retail Buyer 08:22 – 11:24 | How Robert Earned His Buyer Role 11:25 – 15:11 | Merchandising, Forecasting & Managing Multiple Stores 15:12 – 18:04 | Why Store-Level Experience Matters to Buyers 18:05 – 20:49 | What It Means to Think Like a Buyer 20:50 – 23:24 | Product Packaging, Case Packs & Shelf Space 23:25 – 28:07 | Buyer Ready Standards & Reducing Operational Friction 28:08 – 30:24 | Data vs. Relationships: What Actually Wins With Buyers? 30:25 – 34:04 | How CPG Brokers Work 34:05 – 38:14 | What Emerging Brands Need to Understand About Brokers 38:15 – 40:32 | What Buyers Want From CPG Sales Reps 40:33 – 43:42 | Building Astra CPG & Training Sales Teams 43:43 – 44:59 | The #1 Lesson for Selling to Retail Buyers

2. 

   11 Sept 2026

   There Are No Guarantees | Nate Fochtman on Sobriety, Business & Starting Over

   BEV edu Built for distributors, emerging brands, CPG professionals, and individuals ready to level up their careers. Training, coaching, and consulting built specifically for the beverage industry. BEVedu.co (http://BEVedu.co) Connect With Nate Nate Fochtman is a beverage industry veteran, entrepreneur, consultant, and host of the Ready to Drink Podcast. Ready to Drink Podcast (https://readytodrinkpodcast.com/?utm_source=chatgpt.com) The Leaders Arena Podcast (https://theleadersarenapodcast.com/?utm_source=chatgpt.com) Social: @FreeMindNate / Nate Fochtman YouTube: The Free Mind Group Show Notes Nate Fochtman has spent more than 20 years in beverage, but his story goes far beyond the industry. We talk about starting at the bottom, entrepreneurship, why distributors can't build your brand for you, and Nate's battle with alcohol while working in the adult beverage business. He shares his path to sobriety, rebuilding his life and business, and why there are no guarantees. Sometimes when life gets hard, the answer isn't to back away. It's to lean in. Chapters 00:00 – 02:07 Meet Nate Fochtman 02:07 – 08:01 Starting at the Bottom 08:01 – 12:16 Building a Business Before Social Media 12:16 – 17:18 Learning Every Side of Beverage 17:18 – 23:28 Betting on Yourself 23:28 – 28:16 There Are No Guarantees 28:16 – 32:59 Your Distributor Won't Build Your Brand 32:59 – 40:42 Sobriety in the Adult Beverage Industry 40:42 – 45:48 Rehab, Relapse & Making the Decision 45:48 – 50:05 Finding Out Who Your Real Friends Are 50:05 – 53:23 Rebuilding From Zero 53:23 – 57:21 When It Gets Hard, Lean In 57:21 – 59:51 Build Your Brand Before You Need It

3. 

   28 Aug 2026

   From Sales To Stand Up | Ryan Ahern

   🚀 BEV edu: BEVedu.co (http://BEVedu.co) Whether you're a distributor or emerging brand looking to scale, a CPG professional who deserves better onboarding and coaching, or you're ready to take the next step in your career, BEV edu gives you the systems, tools, and guidance to help you get there. 🎤 Follow Ryan Ahern: TikTok @ryanjamesahern (https://www.tiktok.com/@ryanjamesahern?lang=en&utm_source=chatgpt.com) 📺 Ryan on YouTube: @rjstandsup (https://www.youtube.com/@rjstandsup?utm_source=chatgpt.com) Ryan Ahern walked away from corporate sales to pursue stand-up comedy. Along the way, he discovered that building an audience online had become part of the business. In this episode of Off Route, we talk bad bosses, golden handcuffs, betting on yourself, finding a repeatable content formula, and turning years of corporate sales experience into relatable comedy and a growing personal brand. More importantly, this conversation gets into what Off Route is really about: learning from people who took control of their own path so others can see what's possible. Chapters 00:00-02:02 — Meet Ryan Ahern: Corporate Sales to Comedy 02:03-03:44 — Finding the Content Formula That Worked 03:45-06:48 — Bad Bosses & Lessons From Bad Leadership 06:49-09:22 — Consistency, Hooks & Building an Audience 09:23-11:24 — Turning Stand-Up Ideas Into Social Content 11:25-14:47 — Golden Handcuffs & Finding What You Actually Want 14:48-18:16 — Ryan's Daily Content Creation System 18:17-21:43 — Why Talking-Head Videos Beat Stage Clips 21:44-24:47 — Hecklers, Hate Comments & Not Taking the Bait 24:48-30:44 — Landman, Viral Takes & Developing a Signature Style 30:45-34:29 — The Moment Ryan Realized Comedy Was His Thing 34:30-38:07 — Social Media Is Breaking Down the Gatekeepers 38:08-41:12 — Ryan's Advice for Anyone Stuck in Corporate 41:13-42:33 — Find Your Angle, Start Now & Where to Follow Ryan

4. 

   14 Aug 2026

   From Driver to Innovator | Glenn Niezgoda

   🚀 Become an Elite Vendor (https://BEVedu.co) 🌐 Display Support Concepts (https://www.displaysupportconcepts.com/) 🔗 Connect with Glenn Niezgoda (https://www.linkedin.com/in/glenn-m-n-5a02937/) What separates an average display from one that actually drives sales? In this episode of Off Route, I sit down with Glenn Niezgoda, founder of Display Support Concepts, to talk about over 40 years in the beverage industry, the philosophy behind "Detail at Retail," and how one simple idea evolved into a patented point-of-sale solution. We dive into display execution, cross merchandising, coaching, entrepreneurship, and why your reputation is still your greatest asset as a vendor. Chapters 00:00-02:31 — Meet Glenn & Display Support Concepts 02:32-06:18 — The umbrella that started a business 06:19-09:08 — From beer driver to sales leader 09:09-13:34 — Learning from the ground up & building your reputation 13:35-16:06 — The philosophy of "Detail at Retail" 16:07-21:53 — Creativity, execution & why displays matter 21:54-24:06 — MacGyvering solutions in the field 24:07-30:35 — Cross merchandising & building displays that sell 30:36-34:52 — Creating Display Support Concepts & becoming an entrepreneur 34:53-41:17 — The challenges of launching a new product 41:18-45:06 — The future of POS & reducing waste in retail 45:07-49:42 — Reputation, craftsmanship & final thoughts

5. 

   31 Jul 2026

   The Future of Product Sampling Is Data | Mat O'Brien

   🌐 ECM Media: https://ecmmediallc.com/ (https://ecmmediallc.com/) 🔗 Connect with Mat O'Brien: https://www.linkedin.com/in/mathewobrien/ (https://www.linkedin.com/in/mathewobrien/) 🚀 Become an Elite Vendor: https://BEVedu.co (https://BEVedu.co) Traditional product sampling is evolving. In this episode of Off Route, I sit down with Mat O'Brien, President of ECM Media, to discuss how targeted sampling, verified consumer data, and user-generated content are changing the way emerging brands drive awareness and trial. We also cover why sampling should be treated as a strategic marketing investment, how brands can gather meaningful consumer insights, and where the future of experiential marketing is headed. Chapters 00:00-01:13 — Meet Mat O'Brien & ECM Media 01:14-02:41 — From charging stations to targeted sampling 02:42-04:10 — Why sampling is more than free product 04:11-06:07 — Using consumer data to improve products 06:08-07:33 — Why emerging brands need to sample more 07:34-09:34 — Geotargeting consumers near retail stores 09:35-11:04 — Real-world sampling success stories 11:05-12:38 — How consumer feedback shapes innovation 12:39-14:18 — The future of targeted sampling 14:19-15:45 — Building long-term consumer relationships 15:46-16:48 — Final thoughts & where to find ECM Media

6. 

   17 Jul 2026

   From Healthcare to Homebrewing

   The conversation covers the journey of Chad Huss, founder of fermentedcuriosities.com, from healthcare to the beverage industry. It explores his transition, challenges in sales and distribution, competing with larger brands, and market strategies and insights. Additionally, it delves into the concept of fermentation beyond beer, showcasing a diverse range of fermented products. The conversation covers unexpected sales in coffee shops, the importance of recipe ideas for on-premise sales, and the challenge of balancing content creation and a side hustle. Chad shares insights on the success of wine sales in small cafes, the value of providing recipe ideas to customers, and the need to manage time effectively when juggling multiple projects. Takeaways Fermentation Beyond Beer Transition from Healthcare to Beverage Industry Unexpected sales in coffee shops Recipe ideas for on-premise sales Balancing content creation and side hustle Chapters 00:00 Introduction to Fermentedcuriosities.com 08:01 Entry into Beverage Industry 17:26 Competing with Larger Brands 24:24 Unexpected Sales in Coffee Shops 32:59 Balancing Content Creation and Side Hustle

7. 

   30 Jun 2026

   Building Your Brand, Beating ATS & Using AI

   🎙️ Connect with Crystal Petroski: https://www.linkedin.com/in/crystalpetroski/ (https://www.linkedin.com/in/crystalpetroski/) 🚀 Explore Skill Resy: https://skillresy.com (https://skillresy.com) 💼 Build Your Personal Brand: https://BEVedu.co (https://BEVedu.co) https://BEVedu.co/brandbuilders (https://BEVedu.co/brandbuilders) In this episode of Off Route, I sit down with Crystal Petroski, founder of Skill Resy, to talk about AI, hiring, ATS systems, resume customization, interview preparation, LinkedIn networking, and what it really takes to stand out in today's job market. We also discuss the role AI should play in career development, why confidence matters as much as skill, and how professionals can use technology without losing the human touch. Based on the conversation, Crystal explains how Skill Resy helps candidates customize resumes, prepare for interviews, and improve their chances of landing dream roles while helping employers make smarter hiring decisions. ⏱️ CHAPTERS 00:00-01:13 — Introduction to Crystal Petroski & Skill Resy 01:14-03:11 — What Skill Resy does for job seekers and employers 03:12-05:16 — Why every resume should be customized 05:17-06:03 — The difference between Skill Resy and ChatGPT 06:04-09:00 — Building resumes around value, achievements, and KPIs 09:01-11:01 — ATS systems and why recruiters move so fast 11:02-13:26 — AI vs. human creativity and judgment 13:27-15:51 — Why ChatGPT can create resume problems 15:52-17:18 — References, credibility, and proving your accomplishments 17:19-20:44 — Skill Resy success stories and interview confidence 20:45-22:44 — Interview preparation and practicing with AI 22:45-24:37 — College degrees vs. experience and networking 24:38-26:10 — Why LinkedIn matters more than ever 26:11-28:58 — Building a professional network early 28:59-33:21 — Personal branding, content creation, and standing out 33:22-35:12 — Crystal's biggest takeaway for job seekers 35:13-37:42 — AI adoption, resistance, and the future of work 37:43-39:45 — Where to find Crystal and Skill Resy 39:46-40:19 — Final advice for anyone feeling discouraged 💬 What's your biggest challenge right now: finding interviews, building your resume, or standing out online? 🔔 Subscribe for more conversations on career growth, personal branding, sales, leadership, and becoming an elite professional.

8. 

   30 Jun 2026

   How “That Walmart Guy” Built His Brand Online

   🎥 Follow Steven Harris “That Walmart Guy” https://www.linkedin.com/in/steven-harris-that-walmart-guy/ (https://www.linkedin.com/in/steven-harris-that-walmart-guy/) 💼 Build your personal brand: https://BEVedu.co (https://BEVedu.co) https://BEVedu.co/brandbuilders (https://BEVedu.co/brandbuilders) In this episode of Off Route, I sit down with Steven Harris — better known online as “That Walmart Guy” — to talk about retail leadership, Walmart culture, building a personal brand inside a massive company, content creation, customer service, and how social media can open unexpected doors. We also talk about: • Building a brand within a brand • Walmart Plus + social champion roles • Leadership on the front end • Retail culture and customer psychology • Using LinkedIn to create opportunities • Why authenticity matters online • And how consistency builds credibility over time ⏱️ Chapters 00:00-01:10 — Intro + meeting “That Walmart Guy” 01:11-03:15 — Steven’s role inside Walmart 03:16-05:30 — Walmart Plus + social champion explained 05:31-08:15 — Building a personal brand inside a corporation 08:16-11:00 — Customer service + retail leadership 11:01-14:20 — Content creation and social media growth 14:21-18:00 — Authenticity online + building trust 18:01-22:30 — Walmart culture + employee engagement 22:31-27:10 — Leadership lessons from retail 27:11-31:45 — Networking through LinkedIn 31:46-36:00 — Opportunities created through content 36:01-40:20 — Advice for people starting their brand 40:21-45:44 — Final thoughts + consistency wins 💬 If there was something we should expand on, drop it in the comments. 🔔 Subscribe for more Off Route interviews, retail insights, beverage industry conversations, and personal brand strategy.

9. 

   30 Jun 2026

   What Recruiters Look At In 6 Seconds

   🎥 Follow Bri on TikTok: https://www.tiktok.com/@bribuilds456?lang=en (https://www.tiktok.com/@bribuilds456?lang=en) 💼 Build your personal brand: https://BEVedu.co (https://BEVedu.co) https://BEVedu.co/brandbuilders (https://BEVedu.co/brandbuilders) Most people aren’t losing jobs because they lack talent… they’re losing because they don’t know how to package themselves. In this first interview-style episode of Off Route, I sit down with Bri — former tech recruiter turned content creator — to break down resumes, interviews, ATS systems, personal branding, confidence, content creation, and how to actually stand out online and in the corporate world. We get into: • The “6 second resume scan” • Why bullet points matter • ATS systems explained simply • Interview confidence + controlling conversations • The 3 P’s method for interviews • Building a brand within a brand • Why most people overcomplicate personal branding • And how creating content helped both of us discover our niche ⏱️ Chapters 00:00-02:10 — Intro + meeting Bri 02:11-05:20 — Resume bullet points + standing out 05:21-07:35 — The 6 second resume scan 07:36-09:15 — Employment gaps explained 09:16-12:25 — Interview prep + avoiding rambling 12:26-15:35 — STAR method vs the 3 P’s 15:36-18:15 — Empathy, personality, and archetypes 18:16-21:30 — Self discovery + aligning your career 21:31-24:05 — Building a niche online 24:06-28:30 — ATS systems explained simply 28:31-31:55 — Tailoring resumes + career pivots 31:56-35:20 — Cover letters + personal branding 35:21-39:00 — Confidence, content, and interview prep 39:01-42:40 — Finding your niche through content 42:41-45:20 — Why most people overcomplicate branding 45:21-47:01 — Final thoughts + getting started

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