You don’t need to burn it down to find purpose. Author/leader/learner. Ex @TrakSoftware @rsl @memgrizz @pelicansnba NFL ECHL 🎓 @umich @UofMemphis @GWTweets
Salt Lake City, UT
Joined October 2010
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Charles L. Reynolds ✦ True North retweeted
Reminder to go touch grass
A scientist in Japan demonstrated that the air inside a forest strengthens your immune system for a full month
The study is incredibly fascinating:
Qing Li, an immunologist at Nippon Medical School in Tokyo, took 12 men on a 3-day forest trip. These were slow walks with no breathing exercises and no set route.
Then he tested their blood and found a surge in natural killer cells -- the immune cells your body uses to fight cancer and virus-infected cells.
Remarkably, the effect didn't fade when they went home, it was still measurable 30 days later.
A control group that walked the same distance through a city showed no change at all.
Pine, cedar, and cypress trees release compounds called phytoncides to defend themselves from insects and bacteria. You breathe them in, and Li believes they switch your immune cells into high gear.
He estimates one forest walk a month may be enough to keep those cells elevated all year.
The best medicine might not even need a prescription -- just a walk among the trees.
Charles L. Reynolds ✦ True North retweeted
In 1996, an Italian born diver named Cristina Zenato was on a routine dive off the coast of the Bahamas when a shark approached her. It did not attack. Instead, it circled her, revealing a fishing hook lodged deep in its mouth.
Most people would have frozen. Cristina reached out and removed the hook.
The shark, later named Foggy Eye, returned to her afterward and kept showing up at her dives. Word seemed to travel through the reef. One by one, other injured sharks began approaching her, each carrying its own hook, its own quiet request for help.
Over the next 20 years, Cristina removed nearly 300 hooks from sharks. She did this despite heavy opposition from family and friends who feared for her safety. She was never harmed.
Today she is known as the Shark Whisperer, a title earned through patience, trust, and an unshakable belief that these creatures deserve to be understood rather than feared.
Fear yields to purpose when you master your instincts.
Charles L. Reynolds ✦ True North retweeted
Home resets you. Work is where you deliver. Peak performance across both isn’t built on nonstop hustle—it comes from how deeply you honor your #ThirdPlace. Disconnect to reclaim bandwidth. Log your afterglow & join the Vanguard: apresleisure.com #ApresLeisure
#AllTerrain
Charles L. Reynolds ✦ True North retweeted
I hired 500+ influencers to grow my ecom business to $103M in annual revenue.
Here's every pattern I noticed.
We ran cohorts of 25-50 influencers at a time.
Our working assumption going in every single time: maybe 10% would be worth scaling.
That math held up almost every cohort.
So you're running 40 creators knowing 4 might actually move the needle.
Most operators get into influencer marketing, run 5 creators, see 4 flop, and conclude the channel is broken.
It's not broken.
5 is just not a real test.
The category that worked best for us by a wide margin: mommy bloggers.
It wasn't close. Everything else — general wellness, parenting-adjacent, lifestyle — produced okay results.
Mommy bloggers were the engine.
Why? Timing.
We hit them at the exact moment that corner of influencer marketing was about to explode.
The audiences were big enough to matter. The creators hadn't been saturated with sponsorship deals yet. The trust was still fully intact.
And the buying behavior — moms making purchase decisions for their kids based on what other moms recommended — was tailor-made for exactly the category we were in.
Here's where the real leverage was though:
20-40% of our paid budget ran behind influencer-sourced creative through whitelisting.
At any given time we were taking our best performing influencer content and running it as paid ads from their handle.
The reason this is so powerful:
→ The creative is already audience-validated before you spend a dollar on ads
→ It runs from a real person's handle so it inherits their credibility
→ The unit economics outperform brand-owned creative by a meaningful margin
If you're doing influencer marketing and not whitelisting the winners — you're leaving the biggest part of the value on the table.
The brands waiting for one viral post to break everything open are going to lose patience and abandon the channel before they ever build the infrastructure that makes it work.
There is no single viral moment.
There is only the system.
Run more volume. Kill losers faster. Scale winners harder.
That's the entire game.
Comment "X" if you want me to send a full playbook of everything I learned while building my business and how you can too :)
**must be following + retweet to receive the DM.
Charles L. Reynolds ✦ True North retweeted
🎼 Festivals:
When we speak of special Third Places that enable Legends, this is a key one that help people escape, recharge and reinvigorate themselves.
Let’s commemorate and honor them!
@kilbycourt @kilbyblockparty @BristonMaroney @lynlapid @themossband – at Salt Lake City, UT
Charles L. Reynolds ✦ True North retweeted
📡 FREQUENCY ALERT — GENUS: ALPHA
Pre-city. Pre-peak. Pre-named.
The Grandfather was broadcasting before you arrived.
Is your frequency Alpha?
The LeisureVerse is scanning.
Forge your identity → apresleisure.ai
#ForgeYourLegend #AlphaGenus #LeisureVerse
Charles L. Reynolds ✦ True North retweeted
Cal just laid off about two dozen staffers across marketing, communications, and creative services. They are replacing the entire external operation with something called "Strawberry Creek Studios," built around two objectives: revenue generation and authentic storytelling.
This is not a Cal problem...this is the first wave.
Cal is facing a $24.3 million shortfall. They owe $12 million a year in stadium debt. Their media rights money shrank when they moved to the ACC. And now they need to fund $20.5 million in annual athlete revenue sharing (Likely more) on top of all of it.
The old org chart was not built for this. All of the functions operating as cost centers with no direct connection to revenue. That structure worked when TV deals and ticket sales covered the budget. It does not work when your athletes are paid and your expenses just jumped by eight figures overnight.
Cal is not the last school that will go through this, they are one of the first. We are going to see athletic departments across the country restructure how they operate. Not because they want to, but because the math demands it. These are billion-dollar enterprises in some cases and they have been running on university department budgets with university department thinking.
That era is over. The schools that get ahead of this will not wait until the shortfall forces their hand, they will look at every function inside their athletic department and ask one question: does this generate revenue, and if not, can it?
Content is not a support function anymore, it is a revenue channel. Partnerships are not a sales team selling signage packages, they are commercial infrastructure. Alumni engagement is not a thank-you-for-donating email, it is a procurement network.
The programs that restructure around revenue as the operating system, not an afterthought, will be the ones that come out on top.
This is not a crisis, it is a market correction. College athletics is becoming a real business and the org charts need to catch up.
Charles L. Reynolds ✦ True North retweeted
The adventure changes. The feeling never does. Something's coming. 🏔️
Charles L. Reynolds ✦ True North retweeted
One Shining Moment was written by Ann Arbor resident Michael Barrett. It was first played in 1989 when Michigan last won the title. 37 years later, his song ends with Michigan celebrating once more.
Charles L. Reynolds ✦ True North retweeted
We're watching a financial crisis unfold in real time.
The last time funds started blocking investors from getting their money back, Bear Stearns collapsed six months later.
In 2007, BNP Paribas froze €1.6 billion in funds.
Bear Stearns declared 2 funds "essentially worthless" and gated a third.
Everyone said it was "contained."
6 months later the entire financial system nearly went under.
I'm not saying we're there YET...
But I am saying the pattern is rhyming.
BlackRock just capped withdrawals from its $26 billion HPS Corporate Lending Fund after investors demanded 9.3% of their shares back - nearly DOUBLE the fund's 5% quarterly limit.
Investors wanted $1.2 billion out. BlackRock gave them $620 million and said no to the rest.
BlackRock stock dropped 7%. KKR, Ares, Apollo, Blue Owl - all down 5-6% on the same day. The financial sector ETF is off 9% in a month.
This is the same BlackRock that just slashed a $25 million private credit loan from 100 to ZERO in 3 months. Full value one quarter. Worthless the next.
And they'd already done the exact same thing months earlier with Renovo Home Partners.
But this isn't just a BlackRock problem.
Look at the dominoes:
Last summer, Tricolor and First Brands went unexpectedly bankrupt. $10-15 billion in combined liabilities. Write-offs hit JPMorgan, UBS, and Jefferies.
Then a UK lender called Market Financial Solutions collapsed with a £2.4 billion loan book.
Fraud allegations. Double-pledged collateral. Barclays exposed for £500 million. Apollo, Elliott, Santander - all caught in the wreckage.
Then Blue Owl permanently halted redemptions. Stock cut in HALF.
Then Blackstone's $82 billion flagship fund got hit with $3.8 billion in redemption requests. They had to pump in $400 million of their own money just to meet demands.
Now BlackRock is literally blocking the exits.
Even Apollo's own CEO warned a shakeout is coming.
When EVERYONE at the top is waving red flags - pay attention.
UBS raised its worst-case default forecast to 15%. Defaults sit at 3-5% today. The trajectory is ugly.
Here's the structural problem:
After 2008, regulations pushed risky lending OUT of banks and INTO private credit.
The sector ballooned to $3 trillion. But these funds make 5-7 year loans while promising investors quarterly liquidity.
That works until everyone wants out at once. Which is exactly what's happening.
40% of sponsor-backed loans are tied to the software industry - the same sector AI is threatening to destroy.
The Fed pumped 40% more money into the system after Covid and kept rates at zero.
That easy money funded garbage underwriting. And now there's a $162 billion maturity wall hitting THIS YEAR.
I've been warning about private credit for weeks. The story is always the same:
Opaque valuations. Illiquid assets. Limited transparency. And the false promise of steady returns with no volatility.
The whole sales pitch was equity-like returns with bond-like stability. But you can't eliminate volatility - you can only HIDE it...
Until you can't.
When the WORLD'S LARGEST ASSET MANAGER starts blocking investors from getting their money back, that's not "noise".
That's an alarm.
Get out before the exit gets more crowded.
Charles L. Reynolds ✦ True North retweeted
We are going to miss office jobs more than you think. blog.andrewyang.com/p/the-en…
Charles L. Reynolds ✦ True North retweeted
🚨 OpenAI's head of Robotics just resigned because the company is building lethal AI weapons with NO human authorization required.
> Read that again. Lethal. Autonomy. Without. Human. Authorization.
> The person who built the robots is telling you she quit because there are no guardrails on who they kill.
This is the same company that won't let ChatGPT say a swear word.
They put safety filters on your prompts but none on their kill chain.
Scarrry!
I resigned from OpenAI. I care deeply about the Robotics team and the work we built together. This wasn’t an easy call. AI has an important role in national security. But surveillance of Americans without judicial oversight and lethal autonomy without human authorization are lines that deserved more deliberation than they got. This was about principle, not people. I have deep respect for Sam and the team, and I’m proud of what we built together.
Charles L. Reynolds ✦ True North retweeted
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Charles L. Reynolds ✦ True North retweeted
Nearly 90% Of Team USA Hockey Came Up in Michigan @AlexDeimel1
enjoyer.com/nearly-90-of-tea…
Charles L. Reynolds ✦ True North retweeted
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Charles L. Reynolds ✦ True North retweeted
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Charles L. Reynolds ✦ True North retweeted
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