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Grant Cardone

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Grant Timothy Cardone (born March 21, 1958) is an American businessman, financial influencer, real estate investor, sales trainer, and author. He is the founder and CEO of Cardone Capital, a real estate crowdfunding platform that manages approximately $4 billion in assets including over 14,000 multifamily apartment units across the United States. He also founded Cardone Training Technologies, Inc., a sales training company that generates over $100 million in annual revenue, and hosts the annual 10X Growth Conference, one of the largest entrepreneurship and business events in the United States.[1]

Cardone has built a significant social media presence as a "finfluencer" (financial influencer), with over 2.4 million YouTube subscribers, 4.4 million Instagram followers, and 6.8 million Facebook followers as of 2023. His content focuses on sales techniques, real estate investing, wealth building, and his signature "10X Rule" philosophy, which advocates for setting goals and taking action at ten times the level most people consider normal. His messaging, characterized by aggressive promotion of extreme work ethic and ambitious goal-setting, has resonated with audiences seeking motivation and practical business advice.[2]

His business practices have attracted significant controversy. The Securities and Exchange Commission (SEC) has warned Cardone to moderate his sales pitches for Cardone Capital investments after he made claims including guaranteed 15% annualized returns. A 2020 class action lawsuit alleged that Cardone violated SEC regulations regarding potential misstatements. Former employees have filed religious discrimination complaints alleging they were fired for refusing to take Scientology training courses. Cardone is an open practitioner of Scientology, having reached the OT VIII level, and is a major donor to the Church of Scientology.[3]

As an author, Cardone wrote If You're Not First, You're Last (2010), which became a New York Times bestseller. He has authored several additional books including The 10X Rule (2011), Sell or Be Sold (2012), and Be Obsessed or Be Average (2016). He has appeared on Fox & Friends, CNBC, CNN, and starred in the television programs Turnaround King and Undercover Billionaire.[4]

Early life

Family and childhood

Grant Timothy Cardone was born on March 21, 1958, in Lake Charles, Louisiana, as one of five children born to Curtis Louis Cardone and Concetta Neil Cardone. His father owned a grocery store and had also trained as a stockbroker, providing the family with a middle-class upbringing in southwestern Louisiana. Lake Charles, situated approximately 30 miles from the Texas border, was at the time a city of roughly 80,000 people with an economy centered on oil refining, chemical production, and gaming.[5]

Tragedy struck the family when Cardone was 10 years old. In 1968, his father Curtis died, leaving his mother Concetta to raise five children alone. The loss of his father at such a young age became a defining experience that Cardone has referenced frequently in his public speaking and content, framing it as both a source of early adversity and a motivation for his later drive to succeed and provide for his own family. A decade later, in 1978, Cardone's brother Curtis also died, compounding the family's losses.[6]

Substance abuse and recovery

By his own account, Cardone struggled significantly with drugs and substance abuse between the ages of 16 and 25. This period, coinciding with his late teenage years through his mid-twenties, represented what he has described as a lost decade characterized by addiction and poor decision-making. He experienced three drug overdoses during this period, each representing a near-death experience that he has discussed publicly.[7]

After his third overdose, Cardone entered a treatment center and achieved sobriety, a transformation he credits with enabling everything that followed in his career. His addiction story has become part of his public narrative, presented as evidence that people can overcome significant obstacles and that his success was not inevitable but earned through personal transformation.[8]

Education

Cardone graduated from La Grange High School in Lake Charles in 1976. He subsequently enrolled at McNeese State University, a public university also located in Lake Charles, where he earned a degree in accounting. The accounting background would later prove useful in his business career, providing financial literacy that informed his real estate investments and business operations.[9]

Career

Early sales career

After graduating from McNeese State University, Cardone entered the sales industry, beginning work at a sales training company. His career took him from Lake Charles to Houston, Texas, and eventually to La Jolla, California, where he lived for 12 years. During this period, he developed the sales skills and philosophy that would later become the foundation of his training business.[10]

Cardone moved into automotive sales, where he developed many of the aggressive closing techniques that would become central to his training methodology. He eventually became president and CEO of Freedom Motorsports Group Inc., gaining executive experience in the automotive retail industry. This background in car sales—an industry known for its high-pressure sales environment—informed his approach to sales training.[11]

Cardone Training Technologies

Cardone founded Cardone Training Technologies, Inc. to provide sales training services to businesses and individuals. The company offers a range of products including online courses, in-person training programs, and corporate training services. The business generates over $100 million in annual revenue, making it one of the larger sales training operations in the United States.[12]

The training methodology emphasizes aggressive closing techniques, high-volume activity, and what Cardone calls "massive action." His approach has been both praised for its practical focus and criticized for its high-pressure tactics. The company's training contracts have been controversial; Cardone Training Technologies has sued several clients who could no longer afford monthly payments on contracts that reportedly contained no termination clauses, pursuing tens of thousands of dollars in remaining balances.[13]

More significantly, the company has faced religious discrimination complaints. In 2015 and 2016, several former employees filed complaints with the Equal Employment Opportunity Commission alleging they were fired for refusing to take Scientology training courses that had been renamed as "L. Ron Hubbard training." Cardone is an open Scientologist, and critics have alleged that his company's training programs incorporate Scientology methods. The complaints were reportedly settled on undisclosed terms in Miami-Dade County court in 2022.[14]

Cardone Capital

In 2016, Cardone founded Cardone Capital, a real estate crowdfunding platform that allows investors to purchase shares in pooled real estate investments. The platform focuses on large multifamily rental properties, purchasing apartment complexes and selling fractional ownership to investors. With buy-ins starting as low as $1,000, Cardone Capital has attracted investment from over 17,000 investors and claimed approximately $4 billion in assets under management as of 2024.[15]

The portfolio includes over 14,000 multifamily apartment units and commercial properties across the United States, with concentrations in Florida, Texas, and Arizona. The multifamily focus is strategic; apartment complexes provide steady rental income and have historically appreciated in value, making them attractive to both Cardone and his investors.[16]

SEC warnings and class action lawsuit

Cardone's promotion of Cardone Capital has generated significant regulatory and legal controversy. Using his social media platforms and other communication channels, Cardone has marketed the investments aggressively, at times making claims that attracted regulatory attention. He has encouraged potential investors to view their own homes as "a money-sinking liability rather than a real estate asset," advising them to rent their residences and instead invest their money in his funds. Most controversially, he has claimed to guarantee 15% annualized returns. The SEC has warned Cardone to moderate his sales pitches.[17]

In 2020, an investor filed a lawsuit against Grant Cardone and Cardone Capital, LLC, alleging violations of SEC regulations regarding potential misstatements or omissions. The lawsuit, structured as a putative class action, cited Cardone's own words from promotional materials: "You're gonna walk away with a 15% annualized return. If I'm in that deal for 10 years, you're gonna earn 150%. You can tell the SEC that's what I said it would be. They call me Uncle G and some people call me Nostradamus, because I'm predicting the future, dude; this is what's gonna happen."[18]

A Federal District Court in California initially dismissed the plaintiff's claims, ruling that statements made on social media were not actionable under the Securities Act. However, the United States Court of Appeals reversed this dismissal, holding that "sellers of securities that use social media communications to communicate with prospective investors are engaged in solicitation that can be actionable under the Securities Act." An amended complaint was filed in 2023 after the original plaintiff died, with a family member continuing the case.[19]

Paul Pelletier, who served as the Department of Justice's most senior fraud prosecutor during a 25-year career, reviewed documents in the class action case. His assessment was blunt: "It looks like his business is built on lies and deception that will likely collapse leaving investors holding an empty bag."[20]

Workforce housing overcharging

A 2022 investigative report by The Palm Beach Post revealed that Wellington Club, a Miami-area apartment complex owned by Cardone Capital, had overcharged tenants for workforce housing from 2018 to 2021. Workforce housing is a government program designed to provide discounted housing in high-cost-of-living areas to workers in essential industries such as nursing, teaching, and firefighting who would otherwise be priced out of their service areas.[21]

According to the report, the overcharging allowed Wellington Club to boost profits while simultaneously suppressing the county's workforce housing program in an area with already limited affordable housing options. The practice raised questions about Cardone Capital's property management ethics and its impact on the communities where its properties are located.[22]

10X Growth Conference

Cardone hosts the annual 10X Growth Conference, one of the largest business and entrepreneurship events in the United States. Launched in 2016, the conference has featured high-profile speakers including Kevin Hart, Daymond John, Floyd Mayweather Jr., and former President Donald Trump, who headlined the 2022 event. The conferences attract thousands of attendees and have become a significant profit center for Cardone's business empire.[23]

Ticket prices for the 10X Growth Conference range dramatically based on access level, from $97 for basic admission to over $20,000 for VIP packages that include meet-and-greets with speakers and premium seating. The multi-tier pricing strategy maximizes revenue while making some level of attendance accessible to a broad audience. Industry observers estimate that each conference generates millions of dollars in revenue.[24]

Bitcoin real estate fund

In late 2024, Cardone launched a bitcoin real estate fund, combining his real estate investment focus with cryptocurrency. The fund represents an attempt to attract investors interested in both asset classes and to diversify Cardone Capital's offerings. The move reflected broader trends in the real estate investment industry toward accepting cryptocurrency and blockchain-based investments.[25]

Media appearances

Cardone has developed a significant media presence beyond his owned platforms. He contributes to Fox & Friends and has appeared on CNBC, CNN, and been featured in The Wall Street Journal. He starred in the television program Turnaround King and appeared on Undercover Billionaire, a reality series in which successful entrepreneurs attempt to build businesses from scratch with limited resources while concealing their identities.[26]

Beyond the Cardone Capital class action and workforce housing controversies, Cardone has been involved in several other legal matters.

Legere dispute

In 2023, during a livestream, Cardone engaged in a heated dispute with John Legere, former CEO of T-Mobile. Legere told Cardone: "You are the biggest bullshit artist on the planet," and called him "a con man of the highest order" and a "fucking fraud." In January 2024, Cardone sued Legere for $100 million, alleging defamation. Cardone rejected a settlement offer from Legere in August 2024, and the parties agreed to a confidential settlement in January 2025.[27]

Watch theft lawsuit

In 2024, Cardone sued Formula One Group and Hard Rock Cafe alleging that his expensive watch had been stolen during a Miami Grand Prix event as a result of inadequate security. The lawsuit sought compensation for the loss and alleged negligence on the part of event organizers.[28]

Theft victim

In 2025, a Las Vegas woman was charged with stealing millions of dollars from seven influencers, including $2.3 million from the Cardones. The case illustrated the targeting of wealthy social media personalities by sophisticated criminals.[29]

Personal life

Marriage and family

Grant Cardone married Elena Rosaia Lyons on July 4, 2004. Elena, born June 27, 1973, in Madrid, Spain, had careers as an actress and model before becoming involved in her husband's businesses. She is best known for her role as Stacy in the 2004 horror-comedy film Club Dread and was ranked 76th in Maxim magazine's Hot 100 list in 2004. She was previously signed with Elite Model Management and appeared in numerous photoshoots and commercials.[30]

The couple met when they were introduced by a mutual friend at a house party in the early 2000s and married in a private ceremony. They have two daughters: Sabrina (born 2009) and Scarlett (born 2011). The children are homeschooled, allowing them to travel with their parents. Cardone has explained: "I didn't get enough time with my dad, and I want to be sure my children get enough time with me."[31]

Elena has become deeply involved in Grant's business empire. She has written books including 10X Health System and Build An Empire and has become a public speaker and lifestyle influencer in her own right. She is active in the family's businesses and in politics; in 2024, she fundraised for Kari Lake and set up a GoFundMe to help Donald Trump pay off his multimillion-dollar legal judgments following the New York business fraud trial.[32]

Residences

The Cardones maintain residences in Golden Beach, Florida, and Malibu, California. Their Golden Beach property was previously owned by fashion designer Tommy Hilfiger. The 13,000-square-foot waterfront mansion features seven bedrooms, eight bathrooms, a movie theater, spa, six-car garage, saltwater infinity pool, and private beachfront access with panoramic ocean views. In April 2024, Cardone listed the Golden Beach property for $42 million.[33]

Scientology

Cardone is an open practitioner of Scientology. According to The Village Voice, he had reached the OT VIII level—the highest level in Scientology's hierarchy—as of 2011. His wife Elena is also a Scientologist. The couple are major donors to the Church of Scientology.[34]

Cardone's Scientology affiliation has generated controversy regarding his business practices. The religious discrimination complaints filed by former employees of Cardone Training Technologies alleged that Scientology principles were embedded in the company's training programs and that employees were pressured to participate in Scientology activities. Critics have also noted that L. Ron Hubbard, Scientology's founder, wrote extensively about sales techniques, and that some of Cardone's methodology may derive from Hubbard's teachings.[35]

Political views

Cardone has been a consistent supporter of Donald Trump. Trump headlined Cardone's 10X Growth Conference in 2022, and Cardone has used his platform to advocate for Trump's political positions. His wife Elena's fundraising efforts for Trump and for Trump-aligned candidates like Kari Lake further demonstrate the family's political alignment.[36]

Books

Cardone has authored several books on sales, business, and motivation:

  • If You're Not First, You're Last (Wiley, 2010) – New York Times bestseller
  • The 10X Rule (Wiley, 2011) – his signature work articulating his philosophy of extreme action
  • Sell or Be Sold (Greenleaf Book Group, 2012, also published as Sell to Survive)
  • Be Obsessed or Be Average (Portfolio/Penguin, 2016)[37]

Net worth

Cardone's net worth has been estimated at between $400 million and $650 million as of 2025, with significant variation depending on how his real estate holdings and businesses are valued. Some promotional materials have claimed higher figures, but financial analysts reviewing public filings estimate his personal net worth at approximately $650 million with high confidence.[38]

Key wealth sources include:

  • Cardone Capital real estate portfolio (approximately $4 billion AUM, with Cardone's personal stake unclear)
  • Cardone Training Technologies (generating over $100 million annually)
  • 10X Growth Conference revenue
  • Book royalties
  • Speaking fees ($125,000+ minimum for live appearances)
  • Social media and brand partnerships[39]

See also

References

  1. ↑ <ref>"[{{{url}}} Grant Cardone: From Sales Trainer to Real Estate Mogul]".{Template:Newspaper.2022.</ref>
  2. ↑ <ref>"[{{{url}}} Grant Cardone's Social Media Empire]".{Template:Newspaper.2023.</ref>
  3. ↑ <ref>"[{{{url}}} Grant Cardone Faces SEC Scrutiny and Class Action]".{Template:Newspaper.2020.</ref>
  4. ↑ <ref>"[{{{url}}} Grant Cardone's Media Career]".{Template:Newspaper.2019.</ref>
  5. ↑ <ref>"[{{{url}}} Grant Cardone's Louisiana Roots]".{Template:Newspaper.2018.</ref>
  6. ↑ <ref>"[{{{url}}} The Losses That Shaped Grant Cardone]".{Template:Newspaper.2019.</ref>
  7. ↑ <ref>"[{{{url}}} Grant Cardone's Battle with Addiction]".{Template:Newspaper.2017.</ref>
  8. ↑ <ref>"[{{{url}}} How Grant Cardone Got Sober]".{Template:Newspaper.2018.</ref>
  9. ↑ <ref>"[{{{url}}} Grant Cardone Education]".Retrieved 2025.</ref>
  10. ↑ <ref>"[{{{url}}} Grant Cardone's Sales Journey]".{Template:Newspaper.2015.</ref>
  11. ↑ <ref>"[{{{url}}} The Car Salesman Who Became a Mogul]".{Template:Newspaper.2016.</ref>
  12. ↑ <ref>"[{{{url}}} Inside Cardone Training Technologies]".{Template:Newspaper.2019.</ref>
  13. ↑ <ref>"[{{{url}}} Cardone Training Sues Clients Over Contracts]".{Template:Newspaper.2019.</ref>
  14. ↑ <ref>"[{{{url}}} Cardone Employees Allege Religious Discrimination]".{Template:Newspaper.2016.</ref>
  15. ↑ <ref>"[{{{url}}} Cardone Capital: Crowdfunding Real Estate]".{Template:Newspaper.2020.</ref>
  16. ↑ <ref>"[{{{url}}} Inside Cardone Capital's Real Estate Portfolio]".{Template:Newspaper.2022.</ref>
  17. ↑ <ref>"[{{{url}}} SEC Warns Grant Cardone About Investment Pitches]".{Template:Newspaper.2020.</ref>
  18. ↑ <ref>"[{{{url}}} Class Action Filed Against Cardone Capital]".{Template:Newspaper.2020.</ref>
  19. ↑ <ref>"[{{{url}}} Appeals Court Revives Cardone Capital Lawsuit]".{Template:Newspaper.2022.</ref>
  20. ↑ <ref>"[{{{url}}} Former DOJ Prosecutor on Cardone Capital]".{Template:Newspaper.2022.</ref>
  21. ↑ <ref>"[{{{url}}} Cardone Complex Overcharged Workforce Housing Tenants]".{Template:Newspaper.2022.</ref>
  22. ↑ <ref>"[{{{url}}} Investigation: Cardone Capital and Workforce Housing]".{Template:Newspaper.2022.</ref>
  23. ↑ <ref>"[{{{url}}} Inside the 10X Growth Conference]".{Template:Newspaper.2022.</ref>
  24. ↑ <ref>"[{{{url}}} 10X Conference Ticket Breakdown]".{Template:Newspaper.2023.</ref>
  25. ↑ <ref>"[{{{url}}} Grant Cardone Launches Bitcoin Real Estate Fund]".{Template:Newspaper.2024.</ref>
  26. ↑ <ref>"[{{{url}}} Grant Cardone's Media Career]".{Template:Newspaper.2020.</ref>
  27. ↑ <ref>"[{{{url}}} Grant Cardone Sues Former T-Mobile CEO]".{Template:Newspaper.January 2024.</ref>
  28. ↑ <ref>"[{{{url}}} Grant Cardone Sues Over Stolen Watch]".{Template:Newspaper.2024.</ref>
  29. ↑ <ref>"[{{{url}}} Influencer Theft Ring Hits Cardone for $2.3M]".{Template:Newspaper.2025.</ref>
  30. ↑ <ref>"[{{{url}}} The Untold Truth of Grant Cardone's Wife]".{Template:Newspaper.2023.</ref>
  31. ↑ <ref>"[{{{url}}} Inside the Cardone Family]".{Template:Newspaper.2020.</ref>
  32. ↑ <ref>"[{{{url}}} Elena Cardone's Business Role]".{Template:Newspaper.2024.</ref>
  33. ↑ <ref>"[{{{url}}} Grant Cardone Lists Golden Beach Mansion]".{Template:Newspaper.April 2024.</ref>
  34. ↑ <ref>"[{{{url}}} Grant Cardone's Scientology Involvement]".{Template:Newspaper.2011.</ref>
  35. ↑ <ref>"[{{{url}}} Scientology and Cardone's Business]".{Template:Newspaper.2016.</ref>
  36. ↑ <ref>"[{{{url}}} Grant Cardone's Trump Support]".{Template:Newspaper.2022.</ref>
  37. ↑ <ref>"[{{{url}}} Grant Cardone's Book Portfolio]".{Template:Newspaper.2016.</ref>
  38. ↑ <ref>"[{{{url}}} Grant Cardone Net Worth Analysis]".{Template:Newspaper.2025.</ref>
  39. ↑ <ref>"[{{{url}}} How Grant Cardone Built His Empire]".{Template:Newspaper.2024.</ref>

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