From Cuban Refugee to Million Dollar Brands: How Relationships Built an Empire with Joel Gandara

What if the key to building a multi-million dollar business had nothing to do with chasing profits and everything to do with genuine relationships?

In this episode, Kevin Thompson sits down with entrepreneur, author, and mentor Joel Gandara, who shares his incredible journey from escaping communist Cuba to building and selling a seven-figure apparel empire, all by focusing on people first.

Joel’s story is about grit, hustle, and the unstoppable power of human connection. Born in Havana, Cuba, Joel and his family emigrated to the United States during the massive 1980 Mariel Boatlift. Growing up poor in California fueled a relentless drive to succeed. From selling trading cards and candy to buying goods at garage sales and selling them at flea markets, Joel was always looking for his big break. That moment came when he discovered Jockey underwear samples at a garage sale, a discovery that years later turned into a multi-million dollar apparel business.

By the age of 38, Joel had semi-retired, stepping back from the long work weeks to enjoy life with his wife and kids while coaching others to create their own success. In this episode, he shares how powerful relationships shaped every step of his journey.

 

[00:00 - 02:45] Introduction: Kevin Sets the Stage
• Kevin introduces the Million Dollar Relationships podcast.
• He talks about the power of relationships and mentions Tribe for Leaders.
• Joel Gandara is welcomed to the show.

[02:46 - 04:45] Who Joel Is Today
• Joel shares what he does now: running men’s and women’s personal growth programs, writing a book, and leading 31-day challenges.
• Talks about how the programs are changing lives, from improving marriages to helping grandparents raise grandkids better.

[04:46 - 08:15] The Cuba Story: From Labor Camps to Miami
• Joel recounts being born in Cuba under communism, where his father spent 13 years in a forced labor camp.
• Shares the terrifying 12-hour Mariel boat trip to the US, including four hours in dangerous storms, before settling in California.

[08:16 - 11:10] Early Hustles: Cards, Chocolates, Flea Markets
• As a kid, Joel sells Garbage Pail Kids cards, turning pennies into dollars.
• In high school, he sells chocolates and starts doing garage sales.
• He finds Jockey underwear samples at a garage sale, buys them for $1 each, and flips them for $6 at flea markets.

[11:11 - 13:20] Building Brands and Facing Betrayal
• Learned about eBay in 1999, started importing and distributing international brands.
• A supplier breaks trust by going direct to Joel’s clients, pushing him to start his own brand.
• His first brand hit over $1 million in retail sales in about 13 months.

[13:21 - 15:50] How Wilfredo in Colombia Changed Everything
• Joel shares reading The Secret and then meeting Wilfredo, who owned a factory in Colombia.
• Invests $80,000 in his first order — which turns out to be Wilfredo’s first production run too.
• This relationship builds the foundation for Joel’s multi-brand empire.

[15:51 - 21:00] Buying 14 Businesses Thanks to Handwritten Notes
• Because of Wilfredo, Joel grows into multiple brands and shifts from wholesale to owning ecommerce sites.
• Buys a small ecommerce business that leads to 14 acquisitions, almost all through relationships.
• He shares how handwritten cards, personal follow-ups, and genuine care made competitors w