Utah entrepreneur wins on 'Rebel Billionaire'

"Utah, this is your victory," Shawn Nelson shouted to a crowd of about 600 people who came to The Gateway on Tuesday night to watch the final episode of "The Rebel Billionaire."

Nelson, 28, emerged triumphant on the reality show, beating out 15 other young entrepreneurs to win $1 million from billionaire Richard Branson, the owner of Virgin Atlantic Airways.

The 11 episodes of the show were recorded last summer. This fall, when "The Rebel Billionaire" began airing on Fox, Nelson's company, LoveSac, hosted parties every Tuesday night. Fans gathered to eat and watch the show together, the price of admission being a "sac" of groceries for the Utah Food Bank. Over the past several months, they cheered Nelson on as he bungee jumped over a gorge and met other physical challenges in exotic locales such as Morocco and Tokyo.

In the last episode, Nelson and the other finalist, Sara Blakely, each had to give a three-minute speech and sail a boat or a wind kite during a tropical storm. Ultimately, Branson ended up choosing the winner. He handed Nelson a check for $1 million but then offered him another risk: Give the check back and go for a coin toss.

Nelson could have ended up with nothing — or with something worth more than the check he held in his hand. He finally decided to keep the check, telling Branson he had employees back in Utah who had gone without paychecks when LoveSac was just getting started. Branson said he respected that decision, and he would give Nelson the larger prize as well. The larger prize was a chance to work with Virgin for three months and then, possibly, become CEO of a new division of Virgin.

At the party after the show, Nelson told the Deseret Morning News he will not leave Utah, "except to travel."

"The Rebel Billionaire" didn't fare well in the national ratings and will not likely be renewed.

Nelson said the best part about being on the show was experiencing zero gravity during one of the stunts. He also enjoyed working with Branson, a man whose business philosophy he admires.

Nelson said he met Branson's nephew during last summer's filming. They were aboard a beautiful yacht and the nephew said he'd never been able to convince Branson to buy a yacht. Branson said he didn't need one.

The Deseret Morning News asked Nelson if there was something in life he would never need. He said, "Another girl." He missed his wife, Tiffany, when he was away from her during the months of filming, he said. "I only got to call home three or four times."

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E-mail: susan@desnews.com

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