How Two Brothers Turned a $300 Cooler Into a $450 Million Cult Brand
When two frustrated fishermen set out to reinvent the cooler, they didn’t expect to upend an industry. “All I really wanted was a cool fishing-rod company,” says Ryan. That didn’t quite work out. Instead, he and Roy have hooked into a monster, a company that is making an unprecedented run in the outdoor-equipment market by taking a low-end commodity and turning it into a coveted brand.