Meet Alex Rochestie: Founder of TV Free Media & Co-Founder of Spiro100

We had the good fortune of connecting with Alex Rochestie and we’ve shared our conversation below.

Hi Alex, what habits do you feel helped you succeed?
Organization and listening. While working for a cable tv network early in my career I was amazed when someone I worked with was given a promotion over other candidates I saw as a better fit. When I asked what tipped the scales, the hiring manager said the person was “super organized”. This led me to prioritizing organization in my life and has resulted in countless successes since then. In today’s world of media where one person is expected to do the jobs once done by several people, staying organized is the only way to compete. Being the most talented cinematographer, fastest editor, etc. is great but if you aren’t organized, none of it really matters.
Listening is so underrated. I’ve made a habit of going into most conversations or encounters with the goal of listening more than I speak and having a “Mamba mentality” to interactions. Kobe was notorious for interrogating friends with an insatiable thirst for knowledge he attempted to extract out of everyone he interacted with. I try to extract the same value out of my conversations and experiences by making a habit out of being an intense listener and focusing on asking great questions instead of speaking to hear my own voice or qualify myself or my point to others.

What should our readers know about your business?
Spiro100 is a fitness network dedicated to making health and wellness available to older adults regardless of their age, ability level or physical location. When I started TV Free Media in 2010 we were pretty unique in the marketplace as an internet first broadcast production company. Over the first five or so years we had the pleasure of getting involved with all kinds of events from concerts to sports to business conferences. While working the events was a blast the goal of the company was always to build a company capable of competing at a cable tv network level while operating under lean mean production companies budget. We saw an opportunity to accomplish the mission in fitness and in time found a niche with the “active aging” market. Our path to success with Spiro100 came from a long road of failures, learning and improving each step of the way. It’s unfortunate but true that you learn the most from the biggest failures and we’ve had plenty. For our perseverance and survival I have my business partners to thank. My father has a saying that, “Life’s too short to have bad partners”. More than anything else, I believe this to be the true source of our success and perhaps as importantly the happiness the work we do brings to my life.
If you had told me when I was in school that I’d be the happy owner of a fitness company for senior citizens and retirement homes when I grew up, I’d never believe it to be true. Today I’m truly grateful to be exactly where I am and see an endless opportunity for Spiro100 in the years to come.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
Eat. I’m a firm believer that LA is the best city for food on Earth. – Fish tacos. Preferably beer battered.
– Breakfast spots. The Griddle for Tis the Season and Red Velvet pancakes.
– TLT & The Stand – for amazing taste and friendly local atmosphere
– Mercado – the best carnitas plate in town w/corn that tastes like pure gold
– Nobu on La Cienega. The best sushi hands down anywhere, period.
– Il Fico. Amazing pizza, pasta and deserts.
– Scopa. Best Italian food with a nightlife in town.

Drink
– Anywhere Kristin Clark is. She’s an old friend who works as the lead “Mixologist” for Casamigas Tequila. There is nobody better in my opinion and anyone who knows her pretty much agrees.
– SoHo social club
– Shangri-La roof deck
– Dirty Laundry

Visit
– The Hollywood Bowl, Palladium, the Fonda, SM concerts on the Pier
– Staples Center and Dodger Stadium
– Self-realization center in Malibu
– Take your pick of any Stand-up comedy venue (Improv, Laugh Factory, Comedy Store, etc)
– Beach cruising on electric bikes. Jonathan Club.
– No Vacancy

Who else deserves some credit and recognition?
My first full time job in entertainment was working at Current TV, a cable tv network owned by Al Gore and Joel Hyatt. More than anything else, I attribute my success to the experience I had working there for almost 4 years. My first bosses, Ezra Cooperstein and Josh Soskin, hired me and gave me the opportunity to fail, learn and improve. Mark Rinehart, Erick Nordby and Jason Meil showed me how much a small group of talented and motivated people can produce. While working in the same department as a Programming Coordinator I was amazed to find out that the two dozen or so people I worked with were collectively responsible for nearly half of the network programming on air.
Justin Gunn for inviting me to be a part of the TV Free Burning Man team Current TV sent out to the festival to cover the Burning Man Arts Festival. After two successful years of covering the event, I learned how to cover events and received an Emmy Nomination.
Jason Tongen for being a part of the vast majority of creative projects I’ve been involved with. From my first piece for air on Current TV to hosting the World Series of Beer Pong in Vegas to the launch of the Spiro100 network, he’s been my first add to many a call sheet and has always delivered.
Thomas Eugene Green. Thank you for always being an inspiration to me and introducing me to the NewTek Tricaster. I wouldn’t be where I am today without you.
Michael Pearl. A family friend who happened to be one of the most respected names in sports broadcasts. A member of the Broadcast Hall of Fame, winner of countless Emmy’s and a true legend. I was lucky enough to have as a mentor until his passing earlier this year.
James Brown, college writing professor at GWU. Thanks for teaching me how to write.
My brother, Taylor Rochestie, for being a role model and example of how hard work and determination can overcome the odds.
My parents for everything.
My wife, for believing in me and enjoying the journey with me in good times and bad.
Christophe Dahdah. For the lessons I learned working with you and the futon you offered me when I needed a place to stay.
Mark Scher. My business partner who gave up a job in finance and a lifestyle to join me as a partner in TV Free Media.
My cousin Shaw Leonard. For dreaming big with me and always having my back when I needed someone in my corner.
Kelson Berkus. For being my partner, supporter and best friend since high school.

Matt Bricker, Jeff Pogue, NewTek, the NBA, the Los Angeles Lakers / D-Fenders, The Warner Sound, Jordan and Tom from GovBall, Billy from BPong, David Neuman, ShareGrid, the Home Depot, Aaron Huisman, the Hustle/Trends community, kids of YPO, Courtland Smith, Kristin Schrot aka Miss Nine, Kevin Laughlin, Lori Snow, Justin Williams, the BIL team, Deadmau5, Drake and Red Hot Chili Peppers. Howard Stern.

Website: www.spiro100.com

Instagram: https://www.instagram.com/arochestie/

Linkedin: https://www.linkedin.com/in/rochestie/