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How ClassPass & Dave’s Killer Bread built success

Tony talks with the creators at Business Mastery

ClassPass users around the world have logged more than 100 million hours of workouts, while Dave’s Killer Bread is flying off shelves at a record pace. What do their founders attribute the success of their brands to?

At a recent Business Mastery event, Tony Robbins hosts an in-depth conversation with both Payal Kadakia, the founder and CEO of ClassPass, and Dave Dahl, the founder of Dave’s Killer Bread. 

ClassPass is this decade’s first unicorn, a start-up that reached a billion dollar valuation. But it is Kadakia’s passion for and dedication to her company’s mission of providing soul nourishing experiences to its community that drives her daily. 

After spending 15 years in prison, Dahl seized his second chance by creating healthy, great-tasting bread recipes that became Dave’s Killer bread. He sold his company a few years ago to the second-largest bakery in the nation for $275M.

While Kadakia and Dahl have very diverse backgrounds and entrepreneurial stories, they both harnessed challenges, obstacles and disappointments to drive them, rather than destroy them. They became servant leaders, dedicated to the needs of their raving fans, which translated into incredible opportunities to change the world through innovation and inspiration.

Listen or watch below to the full conversation.


[01:25] Introduction of Payal Kadakia
[02:45] Facing adversity
[5:35] What creating ClassPass was about
[6:12] Don’t lose your connection to your why
[6:26] False signals of success
[6:50] MVP: Minimum Viable Product
[7:20] Their biggest customer behavior challenge
[8:15] ClassPass evolution, 3 versions
[12:30] Be mission obsessed, not product obsessed
[13:00] COVID and ClassPass
[17:05] ClassPass’s Mission
[18:46] Focusing through iterations.
[20:55] ClassPass Capital raises
[21:58] Culture at ClassPass
[26:10] Being a woman of color is a strength.
[27:29] Failure is a data point. It is part of the journey.
[28:17] Introduction of Dave Dahl of Dave’s Killer Bread
[30:28] Dave’s first transformation.
[31:15] Dave’s rock bottom.
[34:10] What changed Dave’s life.
[34:53] Dave’s relationship with his brother.
[36:22] Idea born: Dave’s Killer Bread.
[38:57] Branding evolution of Dave’s Killer Bread
[41:50] Expansion through risk taking.
[44:53] Giving felons a second chance through employment.
[48:05] When old patterns reemerge
[53:15] The sale of Dave’s Killer Bread
[55:20] After Dave’s Killer Bread
[56:33] Dave’s Philanthropy: Constructing Hope
[58:50] Audience question from Brian: what was the moment that you felt the biggest turnaround?
[01:07:47] Audience question from Sarah: how do I make my idea happen? What are the steps?
[01:13:27] Audience question from Daniel: how do you create balance between your personal expansion and your business expansion?
[01:21:27] Sign off

Team Tony

Team Tony cultivates, curates and shares Tony Robbins’ stories and core principles, to help others achieve an extraordinary life.

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