In the latest episode of the Ol' Boy Podcast, host Chad Ward sits down with Kip Fulks, a co-founder of Under Armour and current partner in Origin Jeans. The conversation delves into Kip's foray into the craft beer industry with Big Truck Beer, the challenges of maintaining American manufacturing, and the significance of nature and outdoor activities for personal rejuvenation. This blog will unpack the key themes from their discussion, exploring the entrepreneurial spirit and principles guiding Kip Fulks.
Entering the Craft Beer Industry with Big Truck Beer
Kip Fulks entered the craft beer market with one clear vision: to fill a gap catering to consumers who share his love for outdoor activities and big trucks. Despite not coming from a beverage background, Kip saw an opportunity to integrate farming elements into the production, creating a unique brand that stands out.
Challenges in the Beverage Industry
Navigating the highly competitive beverage industry was no easy feat. From stringent regulations to distributor control and breaking into established networks, Kip faced and overcame numerous hurdles. With a keen focus on memorable names for brand recall, Big Truck Beer boasts a 93% recall rate, significantly higher than the craft beer industry's average.
The Big Truck Beer Range
Big Truck Beer offers five core SKUs, including a hazy IPA, a light blonde, an IPA, and a light lager, each creatively named after truck-related themes. Distribution has expanded to several states, and Kip is tirelessly working on increasing their footprint. The journey, though challenging, underscores the importance of teamwork and understanding of different job roles.
The Balance Between Efficiency and Sustainability
The conversation shifts from beer to the broader topic of American manufacturing and sustainable business practices. Kip’s work with Origin highlights the difficulties and ingenuity required to maintain American manufacturing at scale.
Repurposing Old Factories and Machinery
Origin has explored repurposing old factories and machinery, demonstrating a commitment to sustainability while maintaining efficiency. The team’s ability to solve problems, build factories, and come up with innovative solutions is a testament to their work ethic and ingenuity.
The Importance of Mindful Marketing
As the discussion deepens, Kip emphasizes the use of marketing and social media as powerful tools to sell products and influence consumer behavior. He advocates for mindful consumption and urges listeners to avoid the temptation of extravagant items driven by persistent marketing.
The Shift to Direct-to-Consumer Sales
The business landscape has significantly evolved from the days of Under Armour’s retail dominance to Origin’s focus on direct-to-consumer sales. Utilizing data-driven technology for consumer feedback, Kip and Chad stress the importance of leveraging these insights for continuous improvement.
Reconnecting with Nature
One of the profound topics discussed is the importance of nature in reprogramming and reconnecting individuals to a bigger picture away from corporate propaganda. Both Kip and Chad share personal experiences and the positive impact the outdoors has had on their lives.
Getting Kids Away from Screens
They emphasize the value of outdoor activities for children and the necessity of steering them away from screens. Kip introduces his new venture, Bushwack Alaska, focusing on hunting, fishing, and wildlife management. He firmly believes that for-profit initiatives can make a positive impact and offer diverse experiences.
Positive Use of Social Media
Social media can be a double-edged sword, as Kip and Chad address its potential for gossip versus empowerment. They advocate for using social platforms for storytelling, vision-building, and connecting positively rather than tearing others down.
Blocking Negativity
Kip shares his personal experience of blocking negative comments on his Instagram, illustrating the importance of not letting negativity affect one’s mindset. Both agree that negativity often reflects more on the person spreading it rather than the target.
Conclusion
The podcast episode closes with a reflection on the importance of authenticity and positivity, whether in business or personal life. Kip Fulks' journey from Under Armour to Big Truck Beer and beyond exemplifies a commitment to quality, innovation, and an unwavering entrepreneurial spirit. As Kip continues to forge new paths, his emphasis on teamwork, sustainability, and the positive influence of nature remains a constant driving force.
Listen Here
"Let's just be really good consumers and spend money on the things we need, and they make our friends and family better and our life better. But let's stay away from the excess."— Kip Fulks
3 Fun Facts About Kip Fulks
Big Truck beer has a remarkable 93% name recall rate, far surpassing the craft beer industry's average of less than 40%, thanks to memorable, truck-related names for their SKUs.
Kip Fulks played a pivotal role in initiating Under Armour's hunting division, advocating for American-made hunting products and critiquing overseas production by other brands.
Kip Fulks highlights the importance of nature for reprogramming individuals, advocating for outdoor activities to disconnect from corporate propaganda and reconnect with a larger perspective.
