How Rich Roll & Julie Piatt Evolve Their Marriage and Business

This article explores the evolution of long-term relationships, drawing insights from the 23-year marriage of Rich Roll and Julie Piatt. It delves into the challenges and opportunities that arise when couples transition through different life stages, particularly when children leave home, and emphasizes the importance of recommitment, redefining the relationship, and cultivating deeper intimacy. The article also highlights Julie Piatt's entrepreneurial journey with her plant-based cheese company, Shu, and her recent expansion into Memphis, Tennessee.

The Evolution of Intimacy in Long-Term Relationships

Rich Roll and Julie Piatt, married for 23 years, are navigating a transformative period in their relationship. With their two youngest children out of the house, they find themselves in a quieter home, prompting a re-evaluation of their connection. This transition, while offering an opportunity to rediscover each other, also presents a degree of fear and discomfort.

Julie emphasizes that relationships are not static; they are either moving towards or away from each other. To avoid decay, couples must be willing to "burn or transmute" old agreements, expectations, and projections to make room for something new. This process involves moving beyond the logistical aspects of raising children and rediscovering the core of what brought them together.

Rich acknowledges his initial resistance to this deeper level of intimacy, admitting to a "default setting" that makes him recoil from such vulnerability. He describes a fear that if truly known, he might be found "fundamentally broken and unlovable." However, he also recognizes the necessity of this evolution, stating that the alternative is a relationship that decays.

The Power of Ritual and Shared Vulnerability

Julie highlights the importance of ritual in solidifying a new path forward. She recounts a fire ceremony they performed, symbolizing their commitment to this transformation. She also shares a poignant anecdote from Rich's Ultraman race, where she witnessed him "stripped bare of everything that burdens you," revealing a raw beauty she now seeks to know more deeply.

A recent experience at a movie theater further illustrates the journey towards deeper intimacy. Rich, due to a lazy eye and a need for specific visual alignment, had purchased seats that were not adjacent. Julie, initially annoyed, later learned about his visual impairment, which he had never fully shared. This revelation, instead of creating distance, fostered greater understanding and love. This experience underscores that true intimacy lies in knowing and accepting each other's vulnerabilities and quirks.

Advice for Cultivating Deeper Intimacy

For couples seeking to deepen their intimacy, Julie suggests that the most crucial element is desire. She and Rich are actively designing a "protocol" for their relationship, exploring various resources, including books on sexuality. They emphasize their strong communication skills, which have been vital in navigating challenges, including the polarizing effects of the COVID-19 pandemic.

Julie believes that the fear of deeper intimacy is where the "treasure lies." She encourages couples to embrace this fear, recognizing that there is "no way out, there is only through." The goal is to create something new that will sustain the relationship for the next phase of life, moving beyond habit or social constructs.

Julie Piatt's Entrepreneurial Journey with Shu

The article also delves into Julie Piatt's entrepreneurial endeavors, particularly with her plant-based cheese company, Shu. She recently relocated her entire business from Los Angeles to Memphis, Tennessee, a decision driven by both economic factors and a strong sense of community.

The Move to Memphis and Cross Town Concourse

Julie explains that Memphis is one of the top three cities for businesses due to lower operating costs and ease of operation. However, the primary deciding factor was Cross Town Concourse, a unique vertical community in Memphis. This 1.5-million-square-foot facility, formerly a Sears and Roebuck distribution center, has been transformed into a vibrant hub for arts, healthcare, education, and community.

The vision behind Cross Town Concourse, spearheaded by Staley Cates and Todd Richardson, was to create a symbol for a future Memphis, moving beyond its historical associations with music and civil rights. The facility operates as a nonprofit, prioritizing arts and community over maximizing revenue. It houses a museum, performance theater, art bar, a new thought high school, healthcare facilities for 80,000 people, a YMCA, and various creative offices.

Shu's flagship wine and cheese cafe is strategically located at the base of a spiral red modern staircase within Cross Town Concourse, offering a prime spot within this thriving community.

Lessons Learned in Entrepreneurship

Julie shares key lessons from her entrepreneurial journey, particularly during the relocation to Memphis:

• Transition from "Mother" to CEO: Early in her company's inception, Julie led with a maternal approach, fostering a family-like environment. However, to scale the business, she realized the need to step into a more traditional CEO role, prioritizing the business's long-term viability.
• Overcoming Obstacles: The move presented numerous challenges, including the need to build a new team in Memphis and navigate regulatory hurdles. For instance, a three-month holding pattern was imposed by the Tennessee Department of Agriculture to verify Shu's expiration dates, which ultimately proved the product's stability.
• Strategic Product Development: Julie, drawing from past experience as a fashion designer, maintains a streamlined product line to avoid losing focus and brand identity. While she has many extraordinary formulations, she carefully selects new SKUs, such as her new butter and the "Malay" chocolate mousse cake, her first dessert offering.
• Community-Centric Approach: Shu's core mission extends beyond selling products. Julie emphasizes fostering community and igniting conversations around her plant-based cheeses. She actively encourages subscriptions, not just for discounts, but to build a community around shared values and initiatives.
• Integrating Spirituality and Wellness: Julie is integrating her spiritual mentorship program, Water Tiger, with Shu, offering subscribers special recipes, healing techniques, and content that goes beyond typical food company messaging. This includes sharing stories about environmental awareness, like the "loneliest whale," and promoting a "vibrational nourishment" lifestyle.

Future Aspirations

Julie has ambitious plans for Shu, including:

• Shu Shack in the Arctic Circle: Inspired by a trip to the Arctic Circle, she dreams of opening a Shu Shack in Lotofen, Norway, to teach local surfers how to make Shu and raise awareness about whale conservation.
• Shu Music Festival: She is planning a Shu Music Festival for 2024, utilizing a mobile, 900-square-foot performance clam on wheels, to bring music and community to areas like Shelby Farms near Memphis.

The Influence of Tom Shadyac and Memphis Rocks

The article also touches upon the influence of filmmaker Tom Shadyac, who played a significant role in Julie's decision to move to Memphis. Shadyac, known for his successful Hollywood comedies, underwent an existential crisis that led him to divest his possessions and seek deeper meaning. He eventually moved to Memphis and founded Memphis Rocks, a nonprofit indoor climbing facility.

Memphis Rocks aims to support at-risk and disadvantaged youth by teaching them outdoor and adventure skills and taking them on expeditions. The initiative, also supported by Julie's lead investor, Tom Lawrence, provides a safe community space for these children.

Conclusion

The article concludes by reiterating the profound transformation occurring in Rich and Julie's relationship, emphasizing the beauty of their evolving connection. It highlights Julie's entrepreneurial spirit and her commitment to building a community around Shu, driven by a vision that extends beyond commerce. The narrative underscores the importance of embracing change, vulnerability, and intentionality in both personal and professional spheres.