Mike Repole, the billionaire entrepreneur who cofounded and sold beverage giants Glaceau and BodyArmor to Coca-Cola for a combined $9.7 billion, has an unexpected message for aspiring business owners: Don’t do it.

In an interview with the School of Hard Knocks, a popular social-media channel known for interviewing wealthy entrepreneurs, Repole shared his contrarian view on entrepreneurship, emphasizing the brutal realities that most success stories gloss over.

“I spend more time talking people out of being an entrepreneur,” Repole said. “The first five years for an entrepreneur, I call the survival years. Every single day, you could go bankrupt.”

Repole’s cautionary advice carries significant weight given his impressive business track record. The 56-year-old queens, N.Y., native first made his fortune when he cofounded Glaceau with J. Darius Bikoff in 1999.The company, which produced Smartwater and Vitaminwater, grew from $1 million in first-year sales to over $1 billion in revenue by 2007, when Coca-Cola acquired it for $4.1 billion.

Years later, Repole struck gold again with BodyArmor, a sports drink he launched in 2011. Coca-Cola eventually bought out BodyArmor for $5.6 billion in 2021.

Despite these successes, Repole is acutely aware of the immense challenges and risks inherent in starting a business. He stresses that the glamorous image often portrayed in the media doesn’t reflect the daily grind, constant stress, and potential for failure that most entrepreneurs face.

“People think it’s fun and games,” he explained. “It’s not. It’s a lot of work. It’s a lot of stress. It’s a lot of sleepless nights.”

Repole’s advice isn’t about discouraging ambition, but rather about encouraging realistic expectations. He believes that many people underestimate the sacrifices required and overestimate their chances of success. He wants potential entrepreneurs to fully understand the risks before taking the plunge.

“I’m not saying don’t be an entrepreneur,” Repole clarified. “I’m saying, really think about it. Is it worth it? Are you willing to put in the work? Are you willing to risk everything?”

He suggests that individuals carefully assess their financial situation, emotional resilience, and support system before embarking on the entrepreneurial journey. He also emphasizes the importance of having a solid business plan and a clear understanding of the market.

Ultimately,Repole’s message is a dose of reality for those dreaming of entrepreneurial glory. While he acknowledges the potential rewards, he insists that the path to success is fraught with difficulties and uncertainties.

Mike Repole’s Advice: Bet on Yourself

Mike Repole isn’t shy about taking risks.He co-founded Vitaminwater, growing the brand by 300% before it sold to B&G Foods for $195 million in 2013.

Betting on yourself vs. playing it safe

Despite his multibillion-dollar track record, Repole emphasized in the interview that entrepreneurial success is far from guaranteed. “There were days that I didn’t think we could make it,” he said, adding that he “failed” multiple times throughout his journey.

The billionaire’s advice reflects a growing trend among triumphant entrepreneurs who are increasingly candid about the challenges of building businesses. Unlike the typical success narratives that dominate social media, Repole’s message acknowledges the statistical reality that most startups-over two-thirds of them-fail,and that even successful