Dominate Detergent Founder JAKE BASEL on crushing the $60B Detergent Market 🐐🎙️ THE GOAT SHOW

THE GOAT SHOW. The show that celebrates and debates all things great!

In this episode of THE GOAT SHOW, hosts ZiLLY, Fresh and Deezy welcome JAKE BASEL of Dominate Detergent. Jake shares his background growing up in a small town in Rhode Island to studying math and economics at Brown University. He explains what he did in the Air Force, from intelligence work to VIP threat analysis, as well as how it shaped his analytical execution style. He then details his journey from becoming an Inspector General to investment banking, and how ultimately entrepreneurship found him. Then it's all about Dominate Detergent! He tells how it came about in Miami and explains issues with conventional liquid detergents, ingredients, preservatives, and plastics. He demos dissolvable detergent sheets, enzymes, and shelf-life benefits. He explains the separated scent system using dryer balls and fragrance oils. And finally, he outlines their TikTok Shop affiliate community strategy, roadmap, and brand positioning around scent and high-performance lifestyle.

JAKE BASEL:

IG: https://www.instagram.com/jakembasel/
LinkedIn: https://www.linkedin.com/in/jake-basel/

DOMINATE DETERGENT:

Website: https://dominatedetergent.com/
Tik Tok: https://www.tiktok.com/@dominatedetergent

TGS SOCIALS:

Linktree: https://linktr.ee/thegoatshow
DRiP: https://drip.haus/thegoatshow
X: https://x.com/thegoatshowpod
Rumble: https://rumble.com/user/thegoatshowpod
Instagram: https://www.instagram.com/thegoatshowpod/
TikTok: https://www.tiktok.com/@thegoatshowpod

CHAPTERS:

00:00 - Intro
01:10 - JAKE BASEL
02:40 - Superpower: flying
03:30 - Rhode Island + travel story
04:25 - Brown math/econ + analytical personality
05:35 - Air Force intelligence path
08:55 - Threat analysis for VIP flights
10:45 - OIG: what inspectors investigate
13:15 - NASA contracting and procurement fraud
14:20 - DOT oversight: FAA + highways
16:20 - NYU Stern scholarship + UBS
19:20 - Investment banking day-to-day
21:30 - Entrepreneurship decision + quitting
24:40 - Westforth Capital founding
26:05 - MOA networking + social circle building
28:55 - Miami move
31:25 - Dominate origin + product problem
33:15 - Mainstream detergent issues
36:05 - Sensitive skin discussion
38:45 - Why detergent ingredients matter
41:20 - Product demo: sheets + enzymes
44:15 - Dryer ball oils + scent choices
47:05 - TikTok Shop affiliate flywheel
52:10 - Roadmap: inventory, Amazon, Shopify, retail
53:55 - Scent as primary hook
58:15 - GOAT Toast