Jason Walsh isn’t just the guy behind some of Hollywood’s fittest bodies. He’s also the force behind Rise311, a new plant-based protein brand built with the same intensity and intention he brings to his training sessions. In today’s episode of The Small Business Show, Walsh discusses how he’s applying decades of experience in fitness to launch a purpose-driven supplement company that challenges the norms of the industry.
Walsh’s journey started in the gym at a young age, driven by a desire to feel stronger and more confident. That early passion led him to a career in strength and conditioning. But when he moved to Los Angeles, he noticed something missing in personal training: a serious, science-based approach. He filled that gap by bringing in performance-tested methods, setting himself apart from the crowd and attracting a loyal client base that includes actors, producers and top-tier athletes.
Rise311 began with a question Walsh kept coming back to: why wasn’t there a high-quality, plant-based protein on the market that delivered real results? He and his business partner set out to fix that by developing a formula designed to be clean, honest, and effective, with no marketing gimmicks or unnecessary fillers. The product has a high bioavailability, meaning the body actually absorbs and uses what’s in it. From the beginning, they aimed not to be the biggest, but to be the most trusted.
"It's really an incredible thing to have a small business, be creative, and give it wings and see if it actually flies."
Breaking into the supplement space has come with challenges. Walsh underestimated how aggressive and consolidated the protein industry would be. With major corporations owning many of the leading brands, smaller companies like Rise311 often struggle to gain visibility. Even so, Walsh remains confident that the brand’s quality will speak for itself. He believes their commitment to small-batch production helps maintain the product’s integrity and sets them apart.
Although Rise311 is still a young brand, it has already made its way around the world. The company ships directly to customers in the U.S., Europe and even China. Walsh shared that people have used the product for a range of purposes, including post-surgery recovery and daily nutrition.
Rather than rely on paid influencer deals or celebrity endorsements, Walsh builds relationships based on trust. His clients, including well-known actors like Pedro Pascal and Alison Brie, use the product because they believe in his expertise, not because they are on a marketing payroll. In the past, a business opportunity fell through when Walsh declined to use social media for exposure, but with help from his partner Ian, he has since embraced digital tools to connect with his audience and build community.
Launching and runnning a small business hasn’t been glamorous. Walsh speaks candidly about the sacrifices involved, including skipped vacations, sleepless nights and the financial risks that come with building a company from the ground up. Competing without deep pockets has forced the team to be strategic, but Walsh is in it for the long haul. His commitment to integrity and firsthand experience in the fitness world fuel his approach.
At 50, Walsh is more focused on balance. He is committed to growing Rise311 at a sustainable pace, educating people about the benefits of plant-based nutrition and giving back through causes he cares about, including animal rescue. No matter what direction the brand takes, the foundation remains rooted in quality, transparency and respect for the people who use the product.
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