9 min 54 sec

The Paleo Bagel: No Wheat, No Worries

A middle aged fitness junkie goes all-in with the Paleo diet, but misses his daily bagel—so he goes on a quest to create “the Pagel.”
Food High Profit Niche Ideas Product Social Media

Subscribe Now For A Free Five Step Tutorial

What It's About

You know what they say, "once you go Pagel, you never go bagel."

Business Model
Skills Required
Recipe Development & Marketing
Profit Potential

Words of Wisdom

You never know how close you are to being successful. Proof of concept and having repeat customers is really good but you don’t know when that next break will be. Keep moving forward, keep all your senses open all the time. You never know where that next opportunity is going to come from.

Fun Fact

The Paleo Diet really came into its own in 2013. That year it became the most searched for diet on Google. Far from just another passing fad, Paleo is proving to have some longevity. Approximately 3 million Americans adhere to Paleo or roughly 1% of the entire population.

Notes from Chris

Episode 767

Steve Friedman played lacrosse through college and transitioned into triathlons as he got older. Good health was a lifestyle habit he maintained into middle age. While he was always in great shape, Steve says he always carried a bit of excess weight here and there. Also, by the time he turned fifty, he was experiencing a few aches and pains.

He put this down to getting old and a lifetime of hard work, and who could blame him? He was raising a family as well as working a full-time job in sales for a steel company.

The company was owned by his wife’s family, but, even though he was friendly with the bosses, it left him with little time and energy.

Then, one day in 2012 he had a realization that totally blew him away. Which was a funny coincidence, considering it happened during a hurricane! A hurricane that left him without power for days. Luckily, he still had his iPad and was able to access the internet. While doing some research on nutrition he came across the Paleo diet, which was a hot new topic at the time.

Paleo is often referred to as the primal or caveman diet. Simply put, you can only eat food that cavemen had access to. That means meat, fish, vegetables are fair game; but grains, cereals, dairy, and processed foods are not.

There were hundreds of stories online of people who had taken up Paleo and were doing very well because of it. They had slimmed down, gained muscle mass as well as reduced inflammation and injury. Steve saw similarities to his own life in the stories. So, when the hurricane died down he committed to giving Paleo a try.

Within five weeks, he saw a noticeable change. He had trimmed down and developed washboard abs that would make any hunter-gatherer jealous. Best of all, he was feeling more energetic, and this enabled him to work out harder. Upstaging those a decade or more younger than him at the gym.

Within a few weeks, Steve’s wife and kids were also eating Paleo, becoming a 100% Paleo family. However, there were a few downsides to this awesome new diet. Namely, missing out on a lot of the snack foods they loved that weren’t Paleo friendly.

To rectify this, Steve became an amateur baker.

Through trial and error, Steve managed to recreate most of his favorite snacks in Paleo form. However, like hunting game on the African plains, one great catch eluded him. He missed eating a good old fashioned Bagel.

He began looking for a good Paleo-friendly bagel, but the available options weren’t very good. Soon, he decided he was done with foraging and decided to start experimenting.

So he began baking… and baking… and baking. He spent 18 months perfecting his bagel recipe. It was a totally Paleo Bagel, boiled and baked in the traditional way, that used only 5 ingredients.

Named The Pagel. It emerged from the cave, and saw light for the first time!

Since launch, around 70% of orders are made via his website. 37% of his customers keep coming back with repeat orders. So many of them have done so, that in April of 2018 Steve left his full-time job and went full time with The Pagel. Since then he’s added wholesale customers to become a low six-figure revenue company.

Like the hunter-gatherers of the Paleolithic era, Steve saw a great side hustle opportunity and went on the hunt to make it a reality… and successfully captured his prey—right before boiling and baking it in the factory, just like the cavemen did.


  • The Pagel: Learn more about Pagels and all things Paleo over on Steve's website!


Inspiration is good; inspiration combined with action is better. Now get back to work!

Yours in the revolution,


Download 2019 episodes: JAN | FEB | MAR | APR | MAY | JUN | JUL

Download 2018 episodes: JAN | FEB | MAR | APR | MAY | JUN | JUL | AUG | SEP | OCT | NOV | DEC

Download 2017 episodes: JAN | FEB | MAR | APR | MAY | JUN | JUL | AUG | SEP | OCT | NOV | DEC



Create your online store with Shopify using an exclusive discount for Side Hustle School listeners. For a limited time, get a free 21-day trial and a 10% discount for a whole year.

Many Side Hustle School listeners are building sites using Shopify's easy-to-learn platform. Try it free today!

Learn More


Social media is nice, but building an email list is still the single best way to get customers and clients for your hustle. It's not hard to get started—sign up for a 30-day trial and join the list-building challenge! You’ll be up and running in no time.

Learn More

Quote of the Day
"You never know how close you are to being successful. Proof of concept and having repeat customers is really good, but you don’t know when that next break will be. Keep moving forward, and keep all your senses open all the time. You never know where that next opportunity is going to come from."
—Steve Friedman #SideHustleSchool

Sponsors & Gratitude

Try ShipStation for 60 Days FREE!

Today’s episode of Side Hustle School is brought to you by ShipStation, the #1 choice of online sellers. 📦

To get a 30-day trial AND an additional month free, click the microphone at the top of their page and enter the word HUSTLE.

Get it Here

Like the Show? Leave a Rating!

Side Hustle School is for you! If you’re enjoying it, please take a quick moment to leave a rating or write a quick review. It's really easy and it makes a difference! ✅

It also makes a huge difference when you tell your friends about the show. Remember, it's 100% free and listener-supported.

Here's How

Keep in Touch

There’s a new story every single day on Side Hustle School. Episodes are produced to be short and to the point—I know you’re busy. Be sure you subscribe to get instant notification of the day’s broadcast!

To infinity and beyond,

Chris Guillebeau