Tom Austen explains how he built a sunscreen brand Pelotan by solving a problem most brands ignored - athletes need completely different products. Instead of competing with traditional sunscreen companies, he focused on performance, credibility, and a niche audience. We cover how athlete-led growth drives trust, why sun exposure should be treated as a performance variable, and how the business is evolving beyond “protection” into “sun performance.” Tom also shares insights on seasonality, retention challenges, and why organic social is becoming less reliable. A sharp breakdown of category creation, positioning, and building a brand around real customer needs.