How do you turn a cheeky side hustle into one of Australia’s most recognisable swimwear brands?

In this episode, Adam Linforth shares exactly how he did it. From starting in a “safe” career in banking to buying Budgy Smuggler on a whim, Adam turned a hyper-seasonal, zero-order product into a global brand worn by tradies, footy players, and surf lifesavers alike.

He dives into why he’d rather fail at something he loves than chase someone else’s idea of success, how keeping it simple and fun built a cult following, the lessons learned from copycats and legal drama, and why nailing your backyard before taking on the world is the best business advice he’s ever received.

Connect with us:
Follow The Lazy CEO podcast: @thelazyceo_podcast

Stay updated with Jane Lu: @thelazyceo 

Connect with Adam Linforth: LinkedIn

Follow Budgy Smuggler: @budgysmuggler

How do you turn a cheeky side hustle into one of Australia&rsquo;s most recognisable swimwear brands?
In this episode, Adam Linforth shares exactly how he did it. From starting in a &ldquo;safe&rdquo; career in banking to buying Budgy Smuggler on a whim, Adam turned a hyper-seasonal, zero-order product into a global brand worn by tradies, footy players, and surf lifesavers alike.
He dives into why he&rsquo;d rather fail at something he loves than chase someone else&rsquo;s idea of success, how keeping it simple and fun built a cult following, the lessons learned from copycats and legal drama, and why nailing your backyard before taking on the world is the best business advice he&rsquo;s ever received.
Connect with us: Follow The Lazy CEO podcast: <a href="https://www.instagram.com/thelazyceo_podcast/" data-stringify-link="https://www.instagram.com/thelazyceo_podcast/" data-sk="tooltip_parent">@thelazyceo_podcast</a>
Stay updated with Jane Lu:&nbsp;<a href="https://www.instagram.com/thelazyceo/" data-stringify-link="https://www.instagram.com/thelazyceo/" data-sk="tooltip_parent">@thelazyceo</a>&nbsp;
Connect with Adam Linforth: <a href="https://www.linkedin.com/in/adam-linforth-98488469/?originalSubdomain=au" data-stringify-link="https://www.linkedin.com/in/adam-linforth-98488469/?originalSubdomain=au" data-sk="tooltip_parent">LinkedIn</a>
Follow Budgy Smuggler:&nbsp;<a href="https://www.instagram.com/budgysmuggler" data-stringify-link="https://www.instagram.com/budgysmuggler" data-sk="tooltip_parent">@budgysmuggler</a>

Join Jane Lu, Founder & CEO of the global fashion brand Showpo, as she chats with the amazing entrepreneurs behind some of the most iconic brands we all know and love, as well as the trailblazers and subject matter experts in their respective industries. This podcast will cover all things business, mindset, personal development while taking you on a journey to become your best self.

Join Jane Lu, Founder &amp; CEO of the global fashion brand Showpo, as she chats with the amazing entrepreneurs behind some of the most iconic brands we all know and love, as well as the trailblazers and subject matter experts in their respective industries. This podcast will cover all things business, mindset, personal development while taking you on a journey to become your best self.

The Lazy CEO Podcast with Jane Lu

#125 Budgy Smuggler: How a Manly Side Hustle Became a Global Swimwear Icon

This is a very special episode as it’s the first time a founder has come back to The Lazy CEO Podcast with a whole new business! Rachael Wilde joins us again, having first appeared in 2023 to share the launch of tbh Skincare and her founder journey. Today, we’re diving into her newest venture, Bouf, though if you want to hear the full tbh launch story, check out her previous episode HERE.We also catch up on the last two years of The Breakout Hack including the rebrand, team restructuring, and all the behind-the-scenes work that set the brand up for global expansion.

In this episode, you’ll learn:
How influencer ambassadorships can turn into a $500K launch week.
The bold marketing campaigns that fuel Bouf’s early success.
How Rachael grew as a leader while navigating team restructuring and scaling multiple businesses.

Connect with us:
Follow The Lazy CEO Podcast: @thelazyceo_podcast
Stay updated with Jane Lu: @thelazyceo
Connect with Rachael: @rachhwilde
Follow Rachael's brands: @boufhaircare @thebreakouthack @boostlabco

This is a very special episode as it&rsquo;s the first time a founder has come back to&nbsp;The Lazy CEO Podcast&nbsp;with a whole new business! Rachael Wilde joins us again, having first appeared in 2023 to share the launch of&nbsp;tbh Skincare&nbsp;and her founder journey. Today, we&rsquo;re diving into her newest venture,&nbsp;<a href="https://bouf.com/?utm_source=google&amp;utm_medium=cpc&amp;utm_campaign=search-brand&amp;gad_source=1&amp;gad_campaignid=22603414312&amp;gbraid=0AAAAA_myOroih2RgRJ7RnAEEvYbdjWZ6j&amp;gclid=CjwKCAiAvaLLBhBFEiwAYCNTf-xIVk0tuZjH0Ry8FtvWFS89KG0btKWw1NEFxGgPYaesqI3GghGA2xoCQVsQAvD_BwE" data-stringify-link="https://bouf.com/?utm_source=google&amp;utm_medium=cpc&amp;utm_campaign=search-brand&amp;gad_source=1&amp;gad_campaignid=22603414312&amp;gbraid=0AAAAA_myOroih2RgRJ7RnAEEvYbdjWZ6j&amp;gclid=CjwKCAiAvaLLBhBFEiwAYCNTf-xIVk0tuZjH0Ry8FtvWFS89KG0btKWw1NEFxGgPYaesqI3GghGA2xoCQVsQAvD_BwE" data-sk="tooltip_parent">Bouf</a>, though if you want to hear the full tbh launch story, check out her previous episode&nbsp;<a href="https://omny.fm/shows/the-lazy-ceo/34-tbh-skincare-how-rachael-wilde-merged-her-brand-with-boost-lab-5x-her-business-in-7-months" data-stringify-link="https://omny.fm/shows/the-lazy-ceo/34-tbh-skincare-how-rachael-wilde-merged-her-brand-with-boost-lab-5x-her-business-in-7-months" data-sk="tooltip_parent">HERE</a>.We also catch up on the last two years of&nbsp;<a href="https://tbhskincare.com/?srsltid=AfmBOopmdKrY5iY7_6Nusi_hablXq4uUUm7LpMb-LSyTzIca8KVkUDnN" data-stringify-link="https://tbhskincare.com/?srsltid=AfmBOopmdKrY5iY7_6Nusi_hablXq4uUUm7LpMb-LSyTzIca8KVkUDnN" data-sk="tooltip_parent">The Breakout Hack</a>&nbsp;including the rebrand, team restructuring, and all the behind-the-scenes work that set the brand up for global expansion.
In this episode, you&rsquo;ll learn:
<ul data-stringify-type="unordered-list" data-list-tree="true" data-indent="0" data-border="0">
<li data-stringify-indent="0" data-stringify-border="0">How influencer ambassadorships can turn into a&nbsp;$500K launch week.</li>
<li data-stringify-indent="0" data-stringify-border="0">The bold marketing campaigns that fuel Bouf&rsquo;s early success.</li>
<li data-stringify-indent="0" data-stringify-border="0">How Rachael grew as a leader while navigating team restructuring and scaling multiple businesses.</li>
</ul>
Connect with us: Follow The Lazy CEO Podcast:&nbsp;<a href="https://www.instagram.com/thelazyceo_podcast/" data-stringify-link="https://www.instagram.com/thelazyceo_podcast/" data-sk="tooltip_parent">@thelazyceo_podcast</a> Stay updated with Jane Lu:&nbsp;<a href="https://www.instagram.com/thelazyceo/" data-stringify-link="https://www.instagram.com/thelazyceo/" data-sk="tooltip_parent">@thelazyceo</a> Connect with Rachael:&nbsp;<a href="https://www.instagram.com/rachhwilde/" data-stringify-link="https://www.instagram.com/rachhwilde/" data-sk="tooltip_parent">@rachhwilde</a> Follow Rachael's brands:&nbsp;<a href="https://www.instagram.com/boufhaircare/" data-stringify-link="https://www.instagram.com/boufhaircare/" data-sk="tooltip_parent">@boufhaircare</a>&nbsp;<a href="https://www.instagram.com/thebreakouthack/" data-stringify-link="https://www.instagram.com/thebreakouthack/" data-sk="tooltip_parent">@thebreakouthack</a>&nbsp;<a href="https://www.instagram.com/boostlabco/" data-stringify-link="https://www.instagram.com/boostlabco/" data-sk="tooltip_parent">@boostlabco</a>

#133 Bouf: The Playbook Rachael Wilde Used to Make $500K in Sales in Its First Week

https://api.omny.fm/orgs/fa326977-3de5-4283-9b8b-af3500c58607/clips/44fa994b-9e16-4bc6-b22f-b3d3017bd479/transcript

Personal Branding Pt 5: 

How does a busy founder actually find the time to build a personal brand? In Part 5 of Jane Lu’s mini-series, she breaks it down with the 7-11-4 Rule, showing what it takes for someone to know you, trust you, and engage with your brand.

You will learn
How the 7-11-4 Rule works: 7 hours of exposure, 11 touch points, and 4 locations to build trust and visibility
How to turn your existing life into content and create mini-series moments your audience will follow
How to batch content, plan weekly, rotate PR and outreach, and post consistently to grow your brand even with a busy schedule

There’s no perfect time to start, the hardest part is just showing up. Stay consistent, and two years from now, you’ll be grateful you started today.

Connect with us:
Follow The Lazy CEO Podcast:  @thelazyceo_podcast
Stay updated with Jane Lu: @thelazyceo

Personal Branding Pt 5:&nbsp;
How does a busy founder actually find the time to build a personal brand? In Part 5 of Jane Lu&rsquo;s mini-series, she breaks it down with the 7-11-4 Rule, showing what it takes for someone to know you, trust you, and engage with your brand.
You will learn
<ul>
<li aria-level="1">How the 7-11-4 Rule works: 7 hours of exposure, 11 touch points, and 4 locations to build trust and visibility</li>
<li aria-level="1">How to turn your existing life into content and create mini-series moments your audience will follow</li>
<li aria-level="1">How to batch content, plan weekly, rotate PR and outreach, and post consistently to grow your brand even with a busy schedule</li>
</ul>
There&rsquo;s no perfect time to start, the hardest part is just showing up. Stay consistent, and two years from now, you&rsquo;ll be grateful you started today.
Connect with us: Follow The Lazy CEO Podcast: &nbsp;<a href="https://www.instagram.com/thelazyceo_podcast/">@thelazyceo_podcast </a>Stay updated with Jane Lu: <a href="https://www.instagram.com/thelazyceo/">@thelazyceo</a>

How the Heck Does a Busy Founder Find the Time

https://api.omny.fm/orgs/fa326977-3de5-4283-9b8b-af3500c58607/clips/6f374730-d4ed-4449-bc6e-b3bd00020879/transcript

Personal Branding Pt 4: 

Stop posting content like a fan account.

In Part 4 of Jane Lu’s mini-series, she explains why content is the lifeblood of any personal brand and why attention is the currency. 

You will learn
Why content strategy is essential to grow your personal brand
The 5 tiers of content and how each step turns posts into a real audience
How to start one level at a time, practice storytelling, find your voice, and build a brand people genuinely care about

Tomorrow, we dive into Pt 5: How the Heck Does a Busy Founder Find the Time


Episodes referenced: #127 Eugene Healy: 3 Ways to Make Your Brand Actually Stand Out in 2026

#131 Eugene Healy: Why the Millennial Branding Playbook Is Dead and What Your Brand Should Do Instead

Connect with us:
Follow The Lazy CEO Podcast:  @thelazyceo_podcast
Stay updated with Jane Lu: @thelazyceo

Personal Branding Pt 4:&nbsp;
Stop posting content like a fan account.
In Part 4 of Jane Lu&rsquo;s mini-series, she explains why content is the lifeblood of any personal brand and why attention is the currency.&nbsp;
You will learn
<ul>
<li aria-level="1">Why content strategy is essential to grow your personal brand</li>
<li aria-level="1">The 5 tiers of content and how each step turns posts into a real audience</li>
<li aria-level="1">How to start one level at a time, practice storytelling, find your voice, and build a brand people genuinely care about</li>
</ul>
Tomorrow, we dive into Pt 5: How the Heck Does a Busy Founder Find the Time 
Episodes referenced:<a href="https://omny.fm/shows/the-lazy-ceo/127-marketing-101-with-eugene-healy-3-tips-to-make-your-brand-actually-stand-out"> #127 Eugene Healy: 3 Ways to Make Your Brand Actually Stand Out in 2026</a>
<a href="https://omny.fm/shows/the-lazy-ceo/131-eugene-healy-why-the-millennial-branding-playbook-is-dead-and-what-your-brand-should-do-instead">#131 Eugene Healy: Why the Millennial Branding Playbook Is Dead and What Your Brand Should Do Instead</a>
Connect with us: Follow The Lazy CEO Podcast: &nbsp;<a href="https://www.instagram.com/thelazyceo_podcast/">@thelazyceo_podcast </a>Stay updated with Jane Lu: <a href="https://www.instagram.com/thelazyceo/">@thelazyceo</a>

The 5 Tiers of Content Creation to Build Your Audience

https://api.omny.fm/orgs/fa326977-3de5-4283-9b8b-af3500c58607/clips/8ab4f2cd-0746-461e-a2c5-b3bd000178a6/transcript

#125 Budgy Smuggler: How a Manly Side Hustle Became a Global Swimwear Icon

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