532: Economic Warfare. The Power of Business In America. Sam Rogers, Joe Cruz, Steve Simar. - Jocko Podcast Recap

Podcast: Jocko Podcast

Published: 2026-03-18

Duration: 1 hr 39 min

Guests: Sam Rogers, Joe Cruz, Steve Simar

Summary

The episode highlights the significant role small businesses and entrepreneurship play in driving the American economy, focusing on the story of Symmetry Sauna's founders.

What Happened

The episode begins by emphasizing the immense impact of small businesses on the American economy, illustrating this with the story of Symmetry Sauna. Jocko Willink introduces the founders, Joe Cruz, Sam Rogers, and Steve Simar, who share their backgrounds and the journey of building their company. The discussion reveals how the company was born out of a need for high-quality saunas, leading to the creation of custom designs that appeal to both residential and commercial clients.

Joe Cruz shares his personal story of overcoming a challenging upbringing in Los Angeles, detailing how he transitioned from a banking career to becoming a successful entrepreneur in the sauna industry. His journey underscores the importance of resilience and the desire to break free from systemic limitations. Joe's experience highlights the power of mentorship and his drive to create a better life for his family.

Sam Rogers recounts his move from Montana to San Diego in pursuit of a professional volleyball career, which eventually led him to the sauna business. His story reflects the importance of adaptability and the willingness to pursue new opportunities. Sam also discusses the impact of COVID-19 on his painting business and how it led to the formation of Symmetry Sauna.

Steve Simar discusses his background in photography and skydiving, which unexpectedly led to his involvement in the sauna business. He highlights the importance of leveraging existing skills and networks to explore new ventures. Steve's creative expertise in design and marketing has been crucial to the company's success.

The founders emphasize the strategic decision to build their sauna studio as a showroom, which helped them attract a wider customer base. They discuss their innovative approach to sauna construction, focusing on aesthetics, sustainability, and the integration of health benefits. The company aims to revolutionize the sauna industry in the U.S., where saunas are not yet as prevalent as in countries like Finland.

The episode concludes by discussing the challenges and rewards of building a business with friends and family, highlighting the importance of shared values and trust. The founders express their commitment to maintaining high standards and ensuring customer satisfaction, even if it means absorbing additional costs to fix issues. They also announce a giveaway of a custom sauna to Jocko's listeners, reflecting their gratitude and desire to expand their reach.

Key Insights

• Small businesses significantly impact the U.S. economy, as demonstrated by Symmetry Sauna's success in creating custom sauna designs for both residential and commercial clients.
• Symmetry Sauna's strategic decision to build a sauna studio as a showroom has been instrumental in attracting a broader customer base, showcasing the importance of experiential marketing.
• The founders of Symmetry Sauna prioritize aesthetics, sustainability, and health benefits in their sauna construction, aiming to increase the prevalence of saunas in the U.S. market.
• Symmetry Sauna announced a giveaway of a custom sauna to Jocko Podcast listeners, reflecting their strategy to expand brand reach and customer engagement.