Some entrepreneurs are shaped by privilege. Others, like Nate Tilley, founder of ROAS // The Shift Social, are forged in adversity. His rise from addiction and incarceration to leading a thriving digital marketing business underscores the transformative power of mindset, mentorship, and relentless execution.
The Turning Point
At 19, Tilley hit rock bottom. “I had to change or end up dead or in prison,” he says. That realization drove him to sever ties with negative influences, take on low-paying jobs, and invest his time in self-education. He immersed himself in audiobooks and podcasts, absorbing lessons from entrepreneurial thinkers and mentors.
Building a Business on Sacrifice and Strategy
Launching a company came with challenges, particularly the need to battle self-doubt and embrace sacrifice. “To build something massive, you have to give up more than you expect,” Tilley admits. He credits mentorship for fast-tracking his growth. By modeling the success of others, he overcame early obstacles and began laying the foundation for a scalable venture.
Proof of Concept Through Jiu Jitsu
Tilley’s first taste of marketing success came from an unlikely place: his Jiu Jitsu gym. With less than $100, he ran ads offering free training for kids. Leads poured in, and the gym quickly filled up. Parents signed up multiple children, and word spread rapidly.
“That campaign changed everything,” says Tilley. “I saw the impact of digital marketing firsthand.” That impact now extends to partnerships with elite Jiu Jitsu brands including ATOS, Shoyoroll, and Honu BJJ.
Lessons for Entrepreneurs
Tilley believes aspiring founders must diagnose whether their struggles are rooted in mindset, skill set, or tool set. “Mindset is the hardest to fix, but it’s also the most important,” he emphasizes. Once aligned, entrepreneurs must identify their target audience and consistently amplify their message.
The Road Ahead
Looking forward, Tilley envisions expanding ROAS into a global marketing authority. Plans include book launches, training platforms, and scaling “done-for-you” marketing services for coaches, consultants, speakers, and authors.
“Entrepreneurship is like tending a garden,” he reflects. “You reap in season, you restore in season.”
