🧂$45M Selling White Powder Online

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Ecommerce In Focus 📦

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🔗 Resources:

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• How To Pick Winning Products To Sell On Amazon & Shopify

• Product Ideas To Sell On Etsy in 2025 - WITH DATA

💡 Pro Tips:

• How to Make Money on eBay: 16 Tips for 2025

• Build Your Network Join Skool.com Dropshipping Community

• 10 Ecommerce SEO Tips to Increase Organic Traffic in 2025

• 25 Best Online Business Ideas for 2025

• 7 tips to achieve work-life balance as an E-Commerce startup

Crossroads

$45M Selling White Powder Online: Troy Adashun’s Intense Journey To The Top.

What if I told you that a former basketball player turned his life around, using Starbucks Wi-Fi and an entrepreneurial vision to create a $45.7 million fitness supplement empire? Meet Troy Adashun, co-founder of Alpha Lion, a trailblazing fitness brand that started online and is now a household name in the supplement industry. Troy’s journey isn’t just about business success—it’s a testament to resilience, innovation, and leveraging the power of eCommerce to create a multimillion-dollar empire.

Troy’s basketball dreams ended in his mid-20s, leaving him at a crossroads. Instead of giving up, he channeled his energy into fitness and a fascination with supplements that enhance performance and recovery. Frustrated by the lack of quality and transparency in the industry, Troy and his co-founder, Jordan, set out to create Alpha Lion—a brand that champions authenticity, effectiveness, and innovation. What started as a small online operation selling through Amazon and Shopify has grown into a powerhouse with retail distribution in GNC, Vitamin Shoppe, and over 1,000 independent stores.

Here’s how Troy turned his passion and grit into one of the fastest-growing eCommerce fitness brands in the U.S.

The Numbers

📅 Brand Launched: 2017
💰 Lifetime Sales: $100M+
🔥 Annual Revenue: $45.7M
📦 Monthly Product Drops: 38 consecutive sellouts
🏆 Retail Presence: GNC, Vitamin Shoppe, and 1,000+ independent stores
🚀 Black Friday KPI: $2M in sales expected

Step 1: Turning Personal Frustration into an Online Business

Troy’s journey into eCommerce started with a deeply personal experience. During college, a pre-workout supplement caused him severe anxiety during class, sparking his obsession with understanding supplement ingredients. He realized many products on the market were either ineffective or potentially harmful. This became the driving force behind Alpha Lion’s mission to deliver better products backed by transparency and science.

The brand began online, leveraging platforms like Amazon and Shopify to reach customers directly. This eCommerce-first approach allowed Troy to test his products, gather customer feedback, and refine his offerings before expanding into retail.

Takeaway: Identify market gaps based on personal experiences and start by building a direct-to-consumer eCommerce presence to validate your products.

Step 2: Disrupting the Market with Limited-Edition Drops

In the crowded supplement market, standing out was crucial. Troy and his team revolutionized their approach by launching monthly limited-edition product drops. These exclusive releases, often paired with bold branding and creative flavors, created a sense of urgency and excitement among their audience.

Using their Shopify store as the backbone, Alpha Lion handled high-traffic launches and ensured a seamless customer experience. Over 38 consecutive months, each product drop sold out, proving the power of eCommerce strategies in building hype and driving repeat purchases.

Deep Dive: Beyond exclusivity, these drops became events. Troy leveraged social media campaigns, countdowns, and behind-the-scenes content to build anticipation, turning each launch into a community-driven experience.

Key Insight: Use eCommerce tools like countdown timers, email marketing, and social proof to enhance the urgency and excitement around limited-time offers.

Step 3: Scaling Through a Balanced Team and Systems

As the business grew, so did its complexity. To handle scaling challenges, Troy built a strong team that included experts in digital marketing, operations, and customer experience. While Troy focused on product innovation and branding, his co-founder Jordan managed the financial and operational aspects, ensuring smooth cash flow and logistics.

Alpha Lion’s eCommerce growth was fueled by data-driven strategies. They utilized customer insights from platforms like Shopify and Amazon to refine product offerings, optimize pricing, and improve customer retention.

What Worked: The combination of creative vision and operational excellence allowed Alpha Lion to grow its eCommerce presence while expanding into retail.

Lesson: A successful eCommerce business requires both innovative marketing and robust operational systems. Build a team that complements your strengths.

Step 4: Building Trust Through Transparency

Troy’s YouTube videos documenting Alpha Lion’s product development were instrumental in establishing trust. By sharing his journey openly, he fostered a deep connection with his audience, turning viewers into loyal customers.

Transparency became a cornerstone of the brand. From clear ingredient lists to detailed explanations of product benefits, Alpha Lion addressed common skepticism in the supplement industry. This level of honesty helped Alpha Lion thrive in the competitive eCommerce landscape, where customer trust is paramount.

Takeaway: Authenticity and transparency are non-negotiable in eCommerce. Showcasing your journey and being upfront about your products builds lasting customer relationships.

Step 5: Taking Big Risks in the eCommerce World

Alpha Lion’s first major Black Friday event strategy was a turning point. Troy and his team invested heavily in inventory and marketing, knowing the stakes were high. The result? A massive success that further solidified their dominance in both online and retail markets.

From scaling on Amazon to optimizing their Shopify store, Troy consistently embraced calculated risks to grow Alpha Lion’s eCommerce presence. Whether it was expanding into international markets or launching innovative product lines, each bold move paid off.

Key Insight: In eCommerce, bold decisions combined with thorough preparation lead to transformative results.

Lessons from Troy’s Journey

💡 Start Online: Use platforms like Amazon and Shopify to validate your product and build a customer base.
🔥 Leverage Exclusivity: Limited-edition drops create excitement and loyalty.
📊 Data Drives Growth: Use analytics to refine your eCommerce strategy and customer experience.
🎥 Be Transparent: Share your journey to build trust and connect with your audience.
💪 Take Calculated Risks: Embrace bold moves to scale your business and dominate your niche.

The Takeaway

Troy Adashun’s journey from aspiring basketball player to multimillion-dollar eCommerce entrepreneur proves that setbacks can fuel extraordinary success. By starting online, embracing transparency, and innovating through exclusivity, he built Alpha Lion into a powerhouse that thrives in both digital and retail spaces.

If Troy’s journey inspires you, check out this video on the Whop YouTube channel for an inside look at how he’s redefining the supplement industry here.

Recommended Resources

🌐 Free Dropship Community: Join Now

🎙️ Ecommerce Podcast - Dropshipp - Listen Here

💻 Ecommerce Websites - Shopify: Start Free

🚚 Dropship Suppliers - Spocket: Discover More

🤖 Ai Advertising Tools - Ad Creative - Begin Now

✉️ Ecom Email Provider - GetResponse: Learn More

💰 Sales Funnels - ClickFunnels: Explore Here

Startup

How To Set Up A US Company LLC (Non-US Citizens)

What if I told you that launching a dropshipping business in the USA as a non-resident is easier than you think? With the right steps, you can incorporate a company, access top suppliers, and start receiving payments like a pro—all without stepping foot in the United States.

Whether you're aiming to work with U.S.-based dropshippers, secure reliable payment processing, or simply operate legally and efficiently, this guide is tailored to help non-U.S. citizens set up a company in the USA for dropshipping. Let’s dive in!

Why Incorporate a Company in the USA?

Before jumping into the how, let’s tackle the why. Incorporating a company is essential for building a professional, scalable, and compliant business. Here's why it matters:

1. Access to Payment Processors
   Payment platforms like Stripe, PayPal, and Square require a registered company to process transactions. Incorporating ensures your store looks legitimate and trustworthy to customers, rather than funneling payments through a personal account.

2. Work with Top Suppliers
   Quality U.S.-based suppliers won’t partner with individuals. Incorporating gives you access to wholesale discounts, faster shipping, and higher-quality products compared to unreliable sources like AliExpress.

3. Stay Legal and Scalable
   Operating legally is critical, especially for non-residents. Incorporating helps you comply with U.S. tax laws and reduces the risk of legal issues with the IRS. Plus, it sets the stage for scaling your business efficiently.

Steps to Incorporate Your Business in the USA

Step 1: Choose the Right Legal Entity

For most non-residents, forming a Limited Liability Company (LLC) is the easiest and most flexible option. An LLC offers:

• No corporate taxes

• Simpler setup and management

• No restrictions on foreign ownership

If you’re unsure whether an LLC or a C-Corporation is better for your goals, consult a tax specialist.

Step 2: Select Your State

Your business doesn’t need a physical location, so you can register in any U.S. state. Delaware and Wyoming are popular choices for their low taxes and business-friendly regulations.

• Delaware: Preferred for large companies.

• Wyoming: Ideal for startups and small businesses.

Step 3: Name Your Business

Pick a unique name that reflects your brand and check its availability. Search Google, social media, and the business database of your chosen state to ensure it’s not already taken.

Step 4: Appoint a Registered Agent

A registered agent is required to handle official documents and correspondence from the government. Since you’re overseas, third-party services can act as your agent. Many LLC formation companies include this in their packages.

Step 5: File Articles of Organization

Also known as the Certificate of Formation, this document officially registers your LLC with the state. It includes details like:

• Business name and address

• Registered agent information

• Purpose of the business

Step 6: Create an Operating Agreement

This isn’t mandatory in every state, but it’s highly recommended. An operating agreement outlines the ownership structure and operational rules of your business, ensuring smooth management and preventing disputes.

Step 7: Get an EIN (Employer Identification Number)

An EIN acts as your business’s Social Security Number. It’s free to apply through the IRS website and allows you to:

• Open a U.S. bank account

• Pay taxes

• Hire employees

Many LLC formation companies can handle this step for you.

Make It Easy with LLC Formation Companies

The incorporation process can be daunting, but LLC formation services simplify everything, from paperwork to registered agent services. Here are some trusted companies that specialize in helping non-U.S. citizens:

▶️ ZenBusiness
▶️ Northwest Registered Agent
▶️ MyUSACorporation
▶️ MyLLC
▶️ Incfile

These services handle state filings, EIN applications, and registered agent duties, ensuring a smooth and stress-free experience.

Final Thoughts

For non-U.S. residents, incorporating a company in the USA is a vital step toward building a successful dropshipping business. It’s more than a formality—it’s the foundation of a scalable, trustworthy, and legally compliant operation.

Ready to take the leap? Use the steps above or work with a formation company to set up your business with ease. Incorporating isn’t just about compliance; it’s your ticket to unlocking the full potential of the U.S. eCommerce market.

For more detailed insights and resources, check out the video on the AppScenic Youtube channel here

That's it for this week, hope you got some value out of it.

Cheers,