Nate Tilley, founder of ROAS // The Shift Social, is no stranger to adversity. His journey from rock bottom to industry leader offers a masterclass in resilience, resourcefulness, and vision. Today, his company works with some of the biggest names in Jiu Jitsu and beyond, proving that even the toughest beginnings can fuel extraordinary outcomes.
Escaping the 9-to-5 Cycle
Raised in a household where money was always stretched thin, Tilley vowed early on to build a different life. But it wasn’t until hitting his lowest point at 19 — battling drug abuse and facing jail time — that he made the life-altering decision to change course.
“I realized I needed to dedicate myself to growth and contribution, not self-destruction,” he explains. That shift led him to digital marketing, where he saw the potential to create both financial freedom and meaningful impact.
The Confidence to Scale
The early stages of business brought their share of roadblocks: uncertainty, doubt, and the daunting reality of sacrifice. Tilley leaned on mentorship and immersion in entrepreneurial circles to overcome them. “Seeing people succeed in front of me gave me the belief that I could do it too,” he notes.
First Wins, Lasting Lessons
A pivotal moment came when he launched his first ad campaign for his Jiu Jitsu gym. With under $100 in spend, he not only filled classes but also demonstrated the transformative potential of targeted digital campaigns. The success opened doors to collaborations with premier Jiu Jitsu organizations, reinforcing his commitment to the marketing craft.
Advice for Entrepreneurs
For those starting out, Tilley suggests focusing on three areas: mindset, skill set, and tool set. While tools and skills can be quickly acquired, mindset requires ongoing work. “Your ‘why’ is what sustains you,” he says. “Without it, burnout is inevitable.”
He also highlights the power of paid ads as a force multiplier for visibility, authority, and growth, even before a personal brand is well established.
What’s Next for ROAS
The future of ROAS is ambitious. Tilley is developing training platforms, publishing books, and building infrastructure to deliver world-class marketing services. His vision is clear: to help coaches, consultants, speakers, and authors expand their authority, income, and influence.
“You’ll be able to follow it all on YouTube,” he says, inviting audiences to watch the journey unfold.
