How I Built 5 Multi-Million Dollar Companies: Marcia Kilgore | E99

How I Built 5 Multi-Million Dollar Companies: Marcia Kilgore | E99

The Diary of a CEOSep 27, 20211h 22m

Steven Bartlett (host), Marcia Kilgore (guest), Marcia Kilgore (guest), Narrator, Narrator

Childhood adversity, independence and not fitting inEarly work, bodybuilding and discovering discipline/controlCreating Bliss spa and obsessive customer experience designSales, trust, and practical loyalty/retention tacticsBuilding and exiting Bliss, Soap & Glory, and other brandsIdea generation, creativity and the ‘so what?’ testLife philosophy: gratitude, deathbed test, choosing yourself and adapting

In this episode of The Diary of a CEO, featuring Steven Bartlett and Marcia Kilgore, How I Built 5 Multi-Million Dollar Companies: Marcia Kilgore | E99 explores from Facials To Fortunes: Marcia Kilgore’s Five-Business Playbook Unpacked Serial entrepreneur Marcia Kilgore unpacks how she built five multi‑million dollar companies including Bliss, Soap & Glory, FitFlop and Beauty Pie, starting from a small-town Canadian upbringing and early family loss.

From Facials To Fortunes: Marcia Kilgore’s Five-Business Playbook Unpacked

Serial entrepreneur Marcia Kilgore unpacks how she built five multi‑million dollar companies including Bliss, Soap & Glory, FitFlop and Beauty Pie, starting from a small-town Canadian upbringing and early family loss.

She explains how hardship, curiosity and a deep need for stimulation forged her independence, work ethic and obsession with customer experience.

Across stories of body‑building, personal training celebrities, building cult spa brands and selling to LVMH and Boots, she distils her principles: extreme standards, gratitude, democratizing ‘the good stuff’, and constantly connecting unexpected dots.

The conversation doubles as a practical masterclass on service, loyalty, idea selection, risk, failure, and designing a life and career you won’t regret on your ‘deathbed test’.

Key Takeaways

Early adversity can create clarity, maturity and drive—if you use it.

Losing her father at 11 and watching her mother struggle financially forced Marcia to work multiple jobs and grow up quickly. ...

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World‑class service comes from obsessive attention to tiny details and consistency.

Bliss became fully booked a year in advance not through advertising but by Marcia’s extreme standards. ...

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Loyalty is engineered: listen deeply, remove friction, make people feel seen.

As a personal trainer, she knew most clients hated exercise, so she designed sessions they actually looked forward to, focusing on attentiveness, patience and never burdening them with her problems. ...

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Only pursue ideas that pass the ‘so what?’ and self‑buy tests.

Marcia gets lots of ideas but filters them ruthlessly. ...

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Choose yourself: stop waiting to be picked and decide you’re worthy.

Marcia rejects the idea that someone else will give you permission to start. ...

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Creativity is connecting dots across domains—and you must overfeed your curiosity.

Referring to Adam Grant’s ‘Originals’ and behavioral economics, she says her edge is connecting disparate dots: deep expertise in beauty plus wide, shallow curiosity in many other fields. ...

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Use the deathbed test and gratitude to guide decisions and daily behavior.

Marcia often asks what she’ll regret on her deathbed—missing a child’s graduation will matter more than a conversion rate. ...

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Notable Quotes

When you have that kind of experience early, you grow up very fast and you know what’s important and you prioritize.

Marcia Kilgore

People don’t get enough attention. No one is paying you to listen to your problems.

Marcia Kilgore

If you can’t explain why anybody should care in one sentence, it’s not a good enough idea.

Marcia Kilgore

You’re the one who is gonna tell you that you can do something. No one is gonna pick you out of a line and say, ‘Hey, go.’

Marcia Kilgore

Life is kind of an A–B test. Look at what works and keep doing more of that and less of the other.

Marcia Kilgore

Questions Answered in This Episode

You described losing your father young as making you ‘grow up fast’; can you pinpoint a specific business decision at Bliss or Soap & Glory that you think you would have made differently if you *hadn’t* gone through that early loss?

Serial entrepreneur Marcia Kilgore unpacks how she built five multi‑million dollar companies including Bliss, Soap & Glory, FitFlop and Beauty Pie, starting from a small-town Canadian upbringing and early family loss.

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When you instituted handwritten thank‑you notes and nightly ‘sorry calls’ at Bliss, did you ever quantify their impact on lifetime value or referrals, and would you still recommend those labor‑intensive touches to a lean startup today?

She explains how hardship, curiosity and a deep need for stimulation forged her independence, work ethic and obsession with customer experience.

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Beauty Pie challenges entrenched beauty pricing by cutting out retail markups; what specific forms of resistance or pushback have you had from the traditional beauty ecosystem, and how have you strategically navigated that?

Across stories of body‑building, personal training celebrities, building cult spa brands and selling to LVMH and Boots, she distils her principles: extreme standards, gratitude, democratizing ‘the good stuff’, and constantly connecting unexpected dots.

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You said you’re not a natural operator or performance marketer—if you were forced to step away from the creative role for a year, what governance or cultural safeguards would you put in place to ensure standards and ‘democratization of the good stuff’ don’t erode?

The conversation doubles as a practical masterclass on service, loyalty, idea selection, risk, failure, and designing a life and career you won’t regret on your ‘deathbed test’.

Get the full analysis with uListen AI

For someone listening who’s stuck in a stable but unfulfilling job, how would you practically apply your ‘choose yourself’ philosophy and ‘so what?’ test over the next 90 days to redesign their career without recklessly blowing up their financial security?

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Transcript Preview

Steven Bartlett

Quick one. The Diary of a CEO Live, my live show, my live reincarnation of this podcast is coming on tour, and it's coming to a city near you. There's a link in the description below. Put your email address in, and I will email you when tickets go on sale. Can't wait to see ya.

Marcia Kilgore

(instrumental music) You know, when you have that kind of experience early, you grow up very fast. And you know what's important, and you prioritize, so. Another deep question.

Steven Bartlett

All of these are deep questions.

Marcia Kilgore

Yeah. Okay, so-

Steven Bartlett

Did you feel like a bit of a fraud?

Marcia Kilgore

No.

Steven Bartlett

No?

Marcia Kilgore

I totally thought I knew what I was doing.

Steven Bartlett

People don't do that. They don't just, like, change-

Marcia Kilgore

Well, you do when you're 20, right?

Steven Bartlett

They don't.

Marcia Kilgore

People came back. Madonna and Uma Thurman and Oprah. (instrumental music)

Steven Bartlett

Marcia Kilgoor. I can't actually believe what you're about to hear. I can't actually believe that one human being could have achieved that many successful business exits back-to-back. She's built companies like Soap & Glory, like Bliss Beauty Pie, which she's building at the moment, and these companies have sold for tens and hundreds of millions. They've made hundreds of millions in annual revenue. And the remarkable thing is, she's not just done it once. She's not just done it twice. Not three times, not four times. She's done it five times. And I sat here with her, trying to figure out why her. What was it about Marcia that made her achieve such tremendous things in her life? And I think we finally got there. I think we finally found the answer. And is it something that you can replicate? A lot of it is, and I think that's what makes this podcast today so interesting. So without further ado, I'm Steven Bartlett, and this is The Diary of a CEO. I hope nobody's listening, but if you are, then please keep this to yourself. (instrumental music) There is so much that makes you unique. So much. And sometimes I think, and I think I'm guilty of this to some degree too, we don't always see ourselves as being unique, because we're inside of our minds, and we're, you know, we're behaving in the way that feels natural to us. But when I look at your s- your story, and the decisions you've made since you were very, very young, it's so clear to me that there's something so different about, many things that are so different about you, and I wanna kinda get to the root of that. What is the foundation of that difference? What was it, what was the cauldron, the experience that created the person you went on to become for the following, you know...

Marcia Kilgore

Wow. That's starting-

Steven Bartlett

... couple decades.

Marcia Kilgore

... with a very, very deep question, isn't it?

Steven Bartlett

It is, yeah.

Marcia Kilgore

Yeah. I mean, I think that, um, I grew up in a, a very small town, um, and a, and a small city, and Canada at that time was, you know, relatively simple. And I always had a hunger to learn more and read more and find out more, and kind of knew that I didn't really fit in in a small city. Um, so very early on, I kind of started to think, "Well, what can I do, and how can I get out of here?" But I didn't have much guidance. So my father died early, and my mum was not necessarily someone who would help me, you know, look at universities, for instance, or say, "Hey, you should real- Your grades are really great. Why don't you study and do this or that?" 'Cause she had never done it herself. So she, um, no one really in my family guided me, and at that point, there weren't really university counselors or anyone doing that job in, in high schools, at least in, in Canada. So I think for me, uh, I realized quite early, probably when I was a teenager, that I just needed more stimulation, and I needed more than what was there just to, you know, feel fulfilled and, and keep my curiosity going. Those teenage years, you have a lot of experiences, and apparently what happens during your teenage years, because your brain is forming in a very different way and it's starting to sort of solidify, right? Um, those kinds of experience really stick with you through your whole life. And I remember having several part-time jobs when I was a teenager, um, all, you know, simultaneously while going to high school, and never really finding a job where I thought that the person in charge of the business was doing it well. So (laughs) I worked at a gym, for instance, and I always thought, "Oh, they could do it so much better if they were just doing this, that, and the other thing." I taught aerobics classes, and I thought aerobics was so boring the way it was done and tried to do it, you know, in a very different way so it was more fun for the people who came. And just always trying to improve the experience, because I was in quite a mediocre setting. Lovely setting, but you know, very average. Very, uh, you know, middle Canada. Um, and so that was probably a bit of the, a bit of the stimulation.

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