Grant Cardone

About Grant Cardone

Grant Cardone was born in Lake Charles, Louisiana, on March 21, 1958. He was the fourth of five children born to Curtis and Concetta Cardone. Curtis Cardone worked in life insurance and became a stockbroker before dying of a sudden heart condition in 1969. After his father’s death, Cardone’s family moved to a smaller house, and money was tight. At age 16, he told his mother, “When I grow up, I”m going to get rich, so I never have to worry about money.”^[4]  

While attending LaGrange High School, Cardone says he was disruptive and would often get in fights. After graduating in 1976, he attended McNeese State University, earning an accounting degree.^[4]  

Throughout college, Cardone struggled with a substance abuse disorder. When his mother told him she didn’t want to see him until he got his life in order, he checked himself into a treatment facility. Following his treatment, he was able to turn his life around and became a millionaire before age 30.^[5]   

Cardone’s first marriage occurred in 1993 and lasted less than a year.^[6] He later married author and actress Elena Lyons in 2004. They now have two daughters together, Sabrina and Scarlett.^[7]  

Cardone’s hobbies include collecting watches, playing golf, reading, and spending time with his kids. He also is a member of the Church of Scientology.^[8] 

Career

Cardone’s first job was at a car dealership. Though he initially did not enjoy working there, after returning from treatment for drug addiction, he worked hard and became a top salesman. His commission-based income went from $3,000 to $6,000.^[9]  

With the money he earned in sales, Cardone began investing in real estate. His first major purchase was a $1.9 million apartment complex in San Diego.^[10]  His real estate investments soon grew to become private equity real estate firm Cardone Capital, which now includes 6,537 rental units and has a value of over $1.4 billion.^[11] Soon after, Cardone started the Cardone Group, a consulting company offering services to car dealerships around the country. Today, the Cardone Group has a revenue of $6.6 million.^[12]  

Since the early 1990s, Cardone’s brand has grown into the umbrella company of Cardone Enterprises, which includes Cardone Capital, Grant Cardone Licensee, Grant Cardone TV, Cardone Ventures, Grant Cardone Foundation, and 10X Events. Many of his companies provide content and education for entrepreneurs and sales professionals.^[13]   

Cardone’s 10X brand revolves around the idea that you should set goals that are ten times greater than what you think you can achieve. The 10X company has grown to include the annual 10X Growth Conference and the popular 10X planner, a daily journal for entrepreneurs.^[14]   

Through his non-profit, the Grant Cardone Foundation, Cardone supports adolescents without father figures. He explained why he started the foundation in 2021, saying, “When you look at what happens to kids when there’s no father in the household—the suicide rates, incarceration, drug addiction, dropouts—every major metric goes straight up. I didn’t have a dad or mentor. From age 16 to 25, I used drugs daily, overdosed three times, and shouldn’t be here today. The foundation is for kids in marginalized communities who don’t have a dad at home. We want to support them with financial education and inspiration and provide them with examples of what people can be.”^[8] 

Cardone is a popular motivational speaker and holds speaking events throughout the year. He has also appeared as a guest and commentator on multiple news outlets, including Fox News, Fox Business, CNBC, and MSNBC.^[15]   

Cardone has been a contributing writer for Forbes, Success Magazine, Business Insider, Entrepreneur, and The Huffington Post.^[15] He has also appeared on the reality TV show Undercover Billionaire and hosts a podcast called Cardone Zone.^[16][17]  

Grant Cardone Books

Cardone has written several best-selling books. His first book, If You’re Not First, You’re Last, was a New York Times best-seller.^[18] Since then, he has published seven more books about business and sales. Here is a complete list of his books:

1. If You’re Not First, You’re Last (2010)
2. Sell or Be Sold: How to Get Your Way in Business and in Life (2011)
3. The 10X Rule: The Only Difference Between Success and Failure (2011)
4. The Closer’s Survival Guide  (2011)
5. Be Obsessed or Be Average (2016)
6. Grant Cardone The Millionaire Booklet—How to Get Super Rich (2016)
7. How to Create Wealth Investing in Real Estate (2018)
8. Grant Cardone’s PlayBook to Millions: Your Guide to Prosperity (2022)

Controversies

Over the years, Cardone has attracted attention over controversial statements and activities. In 2018, he was involved in a lawsuit claiming he misled investors by promising huge returns.^[19]  While the court initially dismissed the lawsuit, the dismissal was overturned in 2023.^[20]  

In 2022, a Palm Beach Post investigation found that tenants living in an apartment complex owned by Cardone Capital were being overcharged. The apartments were intended to be workforce housing, meaning tenants were entitled to below-market rent. Additionally, some units were left vacant.^[21]   

In 2023, many people criticized Cardone for saying earning less than $400,000 a year was embarrassing.^[22]  

Grant Cardone Today

Cardone lives in Golden Beach, Miami, with his wife and children.^[8] He regularly shares educational and lifestyle content with his 4.2 million Instagram followers.^[23] He also hosts regular events for entrepreneurs that include well-known names. In 2022, Cardone invited former U.S. President Donald Trump to speak at his annual sales and marketing event, 10X Growth Conference.^[24] In 2023, Tom Brady was the event headliner.^[25]