Visionary and Founder of Speaks about Virtual Reality and the Future of Fitness


Meet Ryan DeLuca: He's the founder of, reigning Idaho champion of Nintendo, and presently the co-founder of Black Box VR.

Ryan was still in high school when he started selling fitness advice online. At 20 years old he founded in his garage. He knew he was onto something big, but did he know he’d be leading the world’s largest health and fitness e-commerce website for the next 17 years?

“It was a magical experience to talk to people on the internet. Magazines were a one-way experience - you couldn’t talk to people on the other side of the magazine but online you could.”

Under Ryan’s leadership, the company skyrocketed to nearly $500,000,000 in annual revenue before he stepped down as CEO in 2015. Ryan was temporarily retired for only six months before BlackBox VR was born, merging his continued passions of technology and fitness to help people transform their lives. Tune in to hear Ryan’s story, his thoughts on the future of fitness, and his recommendations for success.

*This episode is brought to you by BioOptimizers - they help you improve your performance from the inside out and if you use the coupon code "KRIS20" upon checkout you can get 20% off all of their products.


00:33 Joe Weider started the bodybuilding movement back in the 70’s, and Ryan started one in 1999 when he founded

01:40 What led Ryan into fitness

07:30 How Ryan bought the domain and how much he paid for it

12:12 What Ryan thought would become from the beginning

17:30 How BlackBox VR was born

21:00 While at, Ryan studied the psychology of change and how to get people to start or start something

25:00 Esports is a real thing with real athletes

27:00 How BlackBox VR works

35:00 Study between virtual reality workouts and barbells and dumbbells workout

36:00 The goal of BlackBox VR

42:00 Where Ryan works out now

45:00 Ryan’s book and podcast recommendations

50:00 Why you should read more


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Connect with Ryan:

BlackBox VR
Joe Weider

Ryan’s book recommendations:

The Lean Startup
The Four Steps to Epiphany
How to Win Friends and Influence People
Influence: The Psychology of Persuasion

Ryan’s podcast recommendations:

The Joe Rogan Experience
The Fitness Business Podcast
Voices of VR
Masters of Scale

Connect with Kris


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