Breathing Better, Building Brands, and Balancing Dad Life: My Conversation with Daniel Jones

I remember the exact moment I realized that the usual "breathe in, breathe out" mantra had a new twist: it involved nose tape. Yes, nose tape— it's for better air flow and stronger lungs. If that sounds odd, you're not alone. I had questions, too. But once I got talking with Daniel Jones—Aussie entrepreneur, father of two, co-founder of the high-performance activewear brand WPN, and now co-founder of GOAT (Greatest Of All Tapes)—everything started to make sense.

Before you give me that raised eyebrow, let me just say: Dan brought enough infectious Aussie charm to make the wildest ideas seem doable. Or maybe that's just me wanting to step up my "down under" accent game and failing spectacularly. (Seriously, I tried.)

Image taken from Daniel’s Instagram.

1.  From Martial Arts to Mouth Tape

Dan and I first met via martial arts—punches, kicks, the occasional bruised ego—back when he was busy building his very first clothing brand. Fast-forward more than a decade, and now he's juggling fatherhood, a successful activewear company (WPN Wear), plus his brand-new baby: GOAT. If you haven't guessed, GOAT's star product is a set of specialized strips that instantly improve your nasal breathing and mouth tape that stops you from gulping air like an overheated goldfish.

At first, I thought, "Tape on my nose? Isn't that just advanced-level cosplay of a professional football player?" But Dan patiently explained how the adhesives open up nasal airways (or keep your lips sealed), and suddenly my world changed.

2.  The Aussie Advantage (and a Few Accents Tries)

Being a proud Aussie, Dan has this incredible mix of curiosity and laid-back energy. He credits it partly to an outdoor, sports-focused upbringing: surfing, basketball, martial arts—basically all the sports I never mastered, but love to claim I dabbled in. He also cites how Australians travel extensively because their country is so far from everything. It forces them to learn from other cultures, broadening perspectives on everything from food to business approaches.

I've definitely ogled that Aussie phenomenon: every time I step foot overseas (and Dan agrees), there's inevitably an Australian or two living it up. Meanwhile, half the Americans I know think traveling to a different U.S. state somehow counts as "worldly." So, in the Aussie vs. American face-off, we Americans might brag about big highways and bigger burritos, but Australians get major points for gathering real global perspectives. Let's face it, skipping across the entire continent in the U.S. can feel like a single linguistic theme park. But crossing from Perth to an entirely new country? That's a different ballgame entirely.

3.  When Brands Meet Dad Life

Dan's a father of two kids, so we're in similar family trenches. We bonded over the universal "holy smokes, they need dinner—again?!" phenomenon. One minute, you're knee-deep in brand strategy and color palettes, the next, you're trying to figure out how peas ended up under the TV stand.

In our conversation, Dan stressed that fatherhood can feel as challenging as launching a start-up—lots of unpredictability, plenty of disappointment (like discovering crayons on your custom couch), but ultimately a huge sense of purpose. "You just keep going," he said, referencing not just the daily fatherhood routine, but all the ups and downs in business, too. If you can bounce back from a toddler meltdown at 3 a.m., dealing with a messed-up product shipment is a breeze.

4.  From Failure to Fuel

Over the years, Dan admitted he's been deep in the entrepreneurial trenches—massive debt, uncertain outcomes, questioning everything. The big difference? He refused to see those setbacks as failures. Instead, each meltdown taught him something new, whether it was about product design, manufacturing, or focusing on what truly works.

His first label, Deluxe, laid the groundwork. He then co-founded WPN, a premium activewear brand, and put a decade of sweat equity into it. When that brand began hitting its stride, Dan poured those learnings into GOAT. Living proof that, sometimes, the "overnight success" is actually a 10-year saga of late-night hustle. Kinda like how a "power nap" can mysteriously turn into a 12-hour snooze if your kids let you.

5.  Where GOAT Nose Strips Enter the Story

So about these GOAT nose strips... In short, Dan broke his nose years ago in a martial arts sparring session and never fully recovered. He stumbled upon nasal strips, discovered how they instantly improved his breathing, and tried to find one suited for heavy workouts and sweaty training sessions. No luck. The typical drugstore strips peeled off the moment you really started sweating. For Dan, that spelled opportunity: design a tape that can survive an intense run, CrossFit fiasco, or full-on dad chase of a toddler who's after the cookie jar.

Contrary to what you might think, wearing a nose strip doesn't look or feel silly once you experience the benefits. Breathing 30% better is a big deal—like upgrading your phone from a 2010 flip model to the newest smartphone. You have no idea how you lived in the Stone Age until you get your hands on modern tech. Or, in this case, modern tape.

6.  The Mouth Tape That Keeps You in Check

Dan's not just about nose strips, though. He also developed a specialized mouth tape to keep your mouth closed if you're a chronic mouth-breather—especially at night. The logic? Breathing primarily through your nose can yield better sleep, stronger respiratory health, and less snoring. Disclaimer: This will not, however, stop your toddler from jumping on your torso at 6 a.m. demanding a breakfast "egg-burger". That remains an unsolved universal puzzle.

Still, I had to ask, "Doesn't mouth tape feel, well, weird?" Dan laughed, probably picturing me with my best silent-scream impersonation. But it's designed with breathable adhesives, specifically so it's not a horrifying hostage scenario. It's comfortable, gentle on the skin, and surprisingly easy to remove in the morning. Or in the middle of the night when you need that one trip to the fridge. (We both understand the lure of late-night snacks.)

7.  Branding 101: Authenticity, Consistency, and Really Good Names

If there's a unifying thread in Dan's approach, it's authenticity. He wants to create products that he personally needs, uses, and improves upon. That same principle guided him in naming the brand GOAT. There's no magic: it stands for "Greatest of All Tapes," but it also resonates with the concept of being the best version of yourself. And let's face it—GOAT stands out way more than "SomethingTape."

He's also big on building brand identity. From the minimal black-and-white packaging on the nose strips to a brand tone that says "we're premium but inclusive," every element matters. One key tip he shared: "Don't just pick a random name and design any old logo. Make sure you can trademark it, secure social handles, and stay consistent." The last thing you want is building a brand for two years only to get a cease-and-desist letter from someone who had the same name since 1998.

8.  Living Clean: Where Toxins and Cookware Collide

Not content to just revolutionize the way we breathe, Dan's also been on a mission to remove everyday toxins from his home. Sure, ditching non-stick pans for stainless steel might sound less glamorous than launching a new brand, but try telling that to your lungs (and your scrambled eggs). He credits a deep dive into the world of hidden household toxins—from cleaners and deodorants to furniture materials—for helping him and his family live a cleaner, more balanced life.

The stainless-steel cooking hack is especially close to my heart because my family and I have been through the same shift. Pro-tip straight from the daily routine: preheat your stainless pan on medium-low, toss a few droplets of water to see if they bead and dance, then toss on your food. No more scraping off burnt residue or inhaling suspicious chemicals.

9.  On Failing Forward and Building Resilience

One of my favorite parts of the chat was hearing Dan open up about the day his accountant bluntly told him, "No bank on Earth will give you a home loan while you have this much debt." Ouch. Instead of calling it quits, he pivoted, forging ahead with WPN, eventually paying down those debts, and hitting a positive margin. That resilience is the real star of Dan's story. Each time he got smacked in the face by adversity—financial, personal, or physical—he could've tapped out, but he didn't.

Dan, by the way, credits both genetics and environmental influences for his ability to keep swinging. Growing up in Australia, he says, offered him a sense of security in taking big risks. He also found traveling the world, including stints in the U.S., gave him a healthy sense of perspective. When you see the wide array of lifestyles out there, and realize how lucky you are even when you're broke, it's a lot easier to keep the dream alive.

10. Parting Wisdom: Less Screen, More Sun

If Dan could impart one big takeaway, it's to intentionally separate from our digital rabbit holes and refocus on living. Put the phone away at dinner, get outside, savor the sunshine. It's the kind of life approach that fosters better relationships, better creativity, and ironically, better bandwidth for actually finishing the tasks that do require a computer or phone. He's all about that balanced hustle: sure, you hustle, but you also remember your kids' names, birthdays, and which nights they absolutely can't go to bed without a story.

I left our conversation feeling rejuvenated and weirdly excited to tape my nostrils open the next time I exercise. Hey, if it helps me breathe better and stave off an asthma flare-up, I'm all in. Dan's story, and the entire vibe of an Aussie living life on his own terms, is a refreshing reminder: success is less about big fancy leaps and more about repeated steps that eventually add up. Tape your nose, fix your posture, pivot your business—just stay in motion, stay authentic, and keep the important things (like your kids, your spouse, and your unstoppable sense of humor) front and center.

If that's not the greatest-of-all takeaways, I don't know what is.

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