Sam LaCrosse is the founder of VEA (Value Economics Academy), an organization that aims to instill an actionable set of values that their clients can leverage to enrich their lives.
When LaCrosse and I last spoke, it was late 2023, and he had just released his second book, Toxic Immaturity, a work filled with wildly entertaining personal anecdotes, but also a harsh examination of the current climate in men’s pop culture.
The book, despite its claims that masculinity is in crisis, performed favorably among LaCrosse’s male readership base, and ultimately the Cleveland native was satisfied with Toxic Immaturity’s public response.
“The people who have read it have all said that it’s very good,” says LaCrosse, a 6-2 scribe currently residing in Austin, Texas, a booming city he envisions never leaving.
“Even the people who didn’t like every aspect of Toxic Immaturity didn’t really clap back because the book was all facts. It was not a book about my opinions.”
In many ways, Toxic Immaturity was LaCrosse’s coming-out party, a delightful sequel to his first book, Value Economics, which now has some calling LaCrosse a future literary star, even if he is now leaving the hallowed manosphere, at least in terms of book writing.
“I will always have a passion for men’s issues, but I don’t want to be fully devoted to that,” acknowledges LaCrosse, who could seemingly write about anything and still garner adoration.
But like many know, including yours truly, achieving acclaim for penning books is hardly a way to make a living.
“The last way to get rich is to write books,” quips LaCrosse, which is why he is expanding his pursuits to evolve beyond what’s on the page.
The aforementioned VEA appears primed to be LaCrosse’s vehicle into cultural relevance.
Some readers will remember that VEA was established at the behest of LaCrosse’s father, who, after reading Value Economics, urged his oldest son to create something actionable, something that did more than just navigate the immensity of the theoretical.
Working off that, VEA has begun to gain traction for the way the program helps its values-deprived clients claim their identity, a system that if followed correctly, likely will lead to emotional, spiritual, and financial fulfillment for the individual.
As for the construction of VEA and its overwhelming effectiveness, LaCrosse is quick to cite entrepreneur Owen Sammarone as a fundamental piece to the organization’s inception.
“I invested with Owen because he was good at everything I was terrible at,” says LaCrosse, in explaining how Sammarone has helped many nonfiction authors leverage their books to build profitable businesses.
“I’m a vision guy, and so my expertise is not in building businesses, but Owen specializes in things like marketing, systems and operations. That being said, VEA wouldn’t exist if not for Owen.”
For reference, VEA debuted in late 2023 in Dallas, Texas, when LaCrosse introduced his product to a 300-person crowd at The Standard’s annual conference.
“I crushed the presentation,” LaCrosse calmly mentions of his company’s unveiling, which afterward saw scores of clients rushing to interact and do business with him.
In the six months since its launch, VEA has rapidly soared in popularity, to the point that just recently LaCrosse announced that VEA was on track to achieve a $1 million valuation at some point in 2025.
Yet, for all the hoopla surrounding VEA, nothing is as impressive as the clients who have actually benefited from LaCrosse’s organization.
“In terms of results and impact for my clients, VEA has been incredible,” LaCrosse remarks.
Due to VEA’s enticing value proposition, entry into this fast-growing company isn’t budget-friendly, at least not for the everyday citizen.
Clients onboarded into VEA can expect to spend around $5,000, a figure that when properly contextualized, may not be very high at all.
A source close to LaCrosse told me that current clients have marveled at how much value he has integrated into his program, with additional reports from users indicating that LaCrosse, who offers a money-back guarantee on the product, has to date received zero requests for a refund.
“I have a quality product,” LaCrosse deadpans, his genuine nature evident as we sit across from each other in his Austin apartment.
“VEA isn’t a money grab for me. It’s a movement that I can see countless people benefiting from because right now we live in a world that doesn’t prioritize the importance of values and how much of an effect they can have on your everyday life.”
Of course, those investing heavily in VEA aren’t only betting on LaCrosse to deliver a mindset shift.
They too want to see some type of financial gain come from their investment, but to reap those rewards, LaCrosse emphasizes how any financial leap will likely be a result of having refined a more value-centric mentality that focuses on eradicating self-destruction, and becoming a net positive for those around you.
“Many people don’t know what their values are, and a lot of that is because they haven’t even begun to ask themselves what their standards are and what kind of life they want to live,” LaCrosse explains.
“Too many people are not honest about what they want, and I don’t think that’s their fault. They’ve been poisoned by the internet and by a pop culture that is constantly propagating garbage to the masses.”
Contrary to what the soul-sucking abyss that is the internet may claim, most people aren’t looking to live a life of lavish luxury.
Your typical male coworker or neighbor doesn’t want to embody Andrew Tate and drive Lamborginis while being bombarded with affection from dashing starlets.
Rather, most people just want to make a solid living and find a romantic partner who understands them on an intimate level.
For his part, LaCrosse comprehends this fact, which is why much of his work revolves around debunking many of the myths and fantasies his clients have about what it means to be successful.
“Quentin, often my clients are paying me to ask them what you or I might consider to be relatively straightforward questions, but the reality is a lot of my clients quite literally have not thought about what they want their future to look like,” LaCrosse reveals.
“Therefore, it would be impossible for the individual to cultivate a lifestyle that is ideal for their unique circumstances because they have no basis or framework for their decisions. In essence, every decision they make is a result of a very un-oriented value system.”
It’s at this point that LaCrosse shares that one of his clients told him that if he wasn’t making at least $2 million per year, he would be unhappy.
When LaCrosse then simply asked why, along with a few follow-up questions, the client was forced to question their own perspective, a task that while initially uncomfortable, ultimately resulted in the client’s delusion evaporating and leading to a stronger sense of purpose.
“I asked the question, and in this case, my client had never truly given thought to their rationale, because no one talks about values. It’s not sexy to talk about those types of things because you can’t compress that which is fundamental to who you are into a 15-second sound bite,” LaCrosse explains.
As for who should invest in VEA, the company’s target demographic currently centers around men between the ages of 18-34, young professionals missing that one ingredient that could launch them into that stratosphere of emotional bliss.
“The perfect client for me is a guy who has done everything right by conventional standards, but despite checking all the proverbial boxes, is still unfulfilled,” says LaCrosse, adding that these gentlemen often are so intent on doing what’s “right” that they neglect to do the inner work on themselves.
“Nothing is going to satisfy you unless you have something to be satisfied about, and I believe that thing is not money, or women, or even success, but instead a pure, authentic, value-based identity.”
Again, values are not glamorous.
They won’t win you adulation from the general public, but moving through the world with intentionality and conviction will indeed bring that inner peace that all too often escapes young men in particular.
“With VEA, this isn’t just a business that makes money. I think my organization is at the beginning of something that will be quite revolutionary and impactful for a lot of different people,” LaCrosse proclaims.
“There is clearly a market to be served here, but so far most of the entrepreneurs operating in the space have approached it as simply a money ploy instead of an opportunity to change people’s lives.”
Two books later (with a third on the way), and a departure from the predictability of his 9-5 gig (he recently left Corporate America after being denied upward mobility from his employer), LaCrosse is poised to flourish.
He has already discussed bringing VEA to universities around the country, plus consulting outside businesses by serving as a liaison between HR and their employees, two industries LaCrosse believes are in dire need of ideological reconstruction.
All in due time though, because while the future is unknown, since LaCrosse is operating under a value-oriented guidance system, there is so much to be thankful for, and exhilarated about.
“I don’t know what VEA is yet,” LaCrosse answers honestly at the conclusion of our interview.
“That’s exciting and also scary, but I am seeing firsthand the impact that VEA is having on people, and I want to bring that level of impact to as many people as possible.” QS
**
Today’s post is sponsored by realtor Caleb Carlson!
If you’re a Twin Cities homeowner or property owner who is looking to buy/sell, I personally endorse Caleb Carlson.
A staple of the Twin Cities real estate market, Caleb has helped countless homeowners buy and sell properties.
Whether you’re a first-time buyer or this is your fourth time moving, Caleb’s expertise spans all corners of the real estate market.
To get in touch with Caleb, call or text the number 701-520-8569 to speak with him directly!
quentinsuper.com 