Mathias Deceuninck left a promising career as a lawyer to build something entirely different.

In this episode of the ANODUN Podcast, we sit down with the Co-founder of 8Hours, a brand operating at the intersection of health, biohacking, and human performance.

Before becoming an entrepreneur, Mathias was working as a lawyer between London and Belgium but a deep fascination with sleep, neuroscience, and health optimization gradually pushed him toward another path: building a brand and entering the world of entrepreneurship.

In this conversation, Mathias shares a very honest perspective on what it really means to build a company today.

We talk about several ideas that are often misunderstood in the startup and e-commerce world: why selling on Amazon too early can damage a brand, why competition is often a positive signal, and why the common advice to “follow your passion” can sometimes be misleading.

Mathias also openly discusses what didn't work, including their ambitious YouTube strategy that ultimately failed to deliver the expected results.

In this episode:

1. Why selling on Amazon too early can hurt your brand
2. Why competition is often a good signal - How Oura and Whoop became lifestyle products
3. Why their YouTube strategy failed despite major production efforts
4. How they raised money with an American Psycho parody
5. The real foundations of a strong brand: product, retention, and branding
6. The reality of e-commerce: CAC, acquisition, and logistics
7. Why dropshipping can be a starting point… but rarely a real brand

A direct and honest conversation about entrepreneurship, health, and the reality of building a modern brand.

🤝 Episode Sponsor This episode is sponsored by The Hotel Brussels, a unique hotel in the heart of Brussels offering panoramic views of the city and a space designed for inspiration, work, and conversation.

Learn more: https://www.thehotel-brussels.be

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Guest : Mathias Deceuninck

Instagram : https://www.instagram.com/deceuninckmg/

LinkedIn : https://www.linkedin.com/in/mathias-deceuninck/

8Hours

Website : https://www.8-hours.com/

Instagram: https://www.instagram.com/use8hours/