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Speaker 1: We're talking to two of the four owners, four good

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Speaker 1: buddies who created Turtleboxaudio dot Com. Our conversation completed during

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Speaker 1: the show, or was not completed during the show. We

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Speaker 1: ran out of time. It's like bum Phillips used to

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Speaker 1: say about the Oilers when they lost. We didn't lose,

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Speaker 1: we just ran out of time. So I wanted to

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Speaker 1: continue the conversation. I think it's a great story in

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Speaker 1: addition to a product. I like a story, you know.

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Speaker 1: I'm reminded of the old Ed Sable anecdote he told,

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Speaker 1: and he said about NFL films, the reason the NFL

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Speaker 1: films became so powerful and the NFL.

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Speaker 2: Really grew as a big result of what he did.

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Speaker 2: And he used to.

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Speaker 1: Say, my rule is tell me a fact and I'll

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Speaker 1: learn it. Tell me the truth and I'll believe it.

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Speaker 1: But tell me a story and it'll live in my

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Speaker 1: heart forever. I love Apple products just as Rush Limbaugh did.

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Speaker 1: But I really loved the story of Wozniak and Jobs

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Speaker 1: and Portland and a dream and stolen cable box or

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Speaker 1: boxes that would create stolen cable TV and building and

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Speaker 1: nobody believing and Steve Jobs gets pushed out and he

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Speaker 1: goes out and starts the Lisa, and then he goes

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Speaker 1: to Pixar, and then he comes back for a dollar

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Speaker 1: a year to help this idiot from Pepsi who he

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Speaker 1: recruited there and said, do you want to sell sugar

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Speaker 1: water for the rest of your life? And then he

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Speaker 1: ends up replacing him and builds the largest company in

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Speaker 1: the world. It's a great story. It's bigger than the products,

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Speaker 1: and that's really saying something. And the profitability followed as

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Speaker 1: a result of it.

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Speaker 2: I love great stories, we all do.

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Speaker 1: And what I love about this is not the turtle

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Speaker 1: box product. That's great, but there are a lot of

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Speaker 1: great products. It's that there's a wonderful story behind it.

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Speaker 1: And I think in a world of AI replacing human thought,

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Speaker 1: in a world of computers replacing human action and robots,

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Speaker 1: I think we all desperately want to connect with intimacy

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Speaker 1: and fellowship and friendship and nature and experience, and it

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Speaker 1: has all that kind of wound into one. So Will

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Speaker 1: and Jonathan, I let whichever one of you wants to

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Speaker 1: handle it, discuss it. Let's talk about the moment when

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Speaker 1: sales started to ramp up. Let's talk about the moment

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Speaker 1: where you what was that number? Was it a thousand units?

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Speaker 1: What was that number where you said, Hey, I think

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Speaker 1: we got a real business and this is going to work.

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Speaker 3: Yeah, good for it, Joe. Yeah. You know, honestly, there

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Speaker 3: were multiple moments like that, and it's so funny to

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Speaker 3: kind of look back on it now because I really

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Speaker 3: feel like, you know, and you know, two or three

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Speaker 3: years from now, we'll look back on today and remember,

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Speaker 3: you know, yes, how much we've continued to grow. And

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Speaker 3: so it's been an odd story with our growth. You know,

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Speaker 3: I guess it was Covid. It's kind of the moment

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Speaker 3: that stands out in my mind. You know, we launched

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Speaker 3: the company in twenty eighteen. I'm assuming we'll told you that,

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Speaker 3: and you know, it was a floundering company for like

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Speaker 3: eighteen nineteen and like into the beginning of twenty twenty.

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Speaker 3: But it was kind of right before Covid we had

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Speaker 3: all more or less decided, hey, we need to go

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Speaker 3: full time. You know, this has been a hobby company.

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Speaker 3: He'd been an evening company, and we just didn't have

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Speaker 3: the thought space for it anymore. And we were like, man,

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Speaker 3: we either need to shut this thing down or go

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Speaker 3: full time, and none of us could really stomach giving up,

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Speaker 3: and so we all left our corporate jobs in twenty

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Speaker 3: twenty and went to work for the company. So we

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Speaker 3: were the first four employees of turtle Box for a

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Speaker 3: company that was losing money every month. And I remember

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Speaker 3: the beginning of that year, we were sitting in our

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Speaker 3: warehouse or wherever, I can't remember. We're were and and

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Speaker 3: looking at our inventory and we're like, man, we've got

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Speaker 3: like a year's worth of inventory, which for a product

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Speaker 3: company is like insanely way too much. You know, you

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Speaker 3: got to turn your inventory quickly, and compared it to cash,

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Speaker 3: and man, how are we going to sell all of

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Speaker 3: this stuff?

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Speaker 4: You know? And and then covid hits right, and we're like,

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Speaker 4: what in the world, you know, who is going to

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Speaker 4: buy portable speakers when they're worried about dying or losing

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Speaker 4: their job or you know whatever.

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Speaker 3: Right, it was a mess. And and so we've got

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Speaker 3: a We've got a fifth partner. His name is Frank.

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Speaker 3: And we called up Frank. We were like, Frank, are

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Speaker 3: we still doing this? And he was like one hundred percent? Man,

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Speaker 3: he goes, he goes, Man, this is the time you

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Speaker 3: build a business. You know, real warrant buffet esk like

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Speaker 3: when the sky's falling, you know, that's when we're going

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Speaker 3: to invest. And so, uh, he gave us a lot

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Speaker 3: of confidence. And you know, as we now know looking back,

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Speaker 3: COVID was this, you know, really amazing time for consumer

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Speaker 3: products companies, particularly those that were building products for your backyard.

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Speaker 3: You know that got you outside and and so you know,

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Speaker 3: everybody got that stimulus money and they were buying turtleboxes

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Speaker 3: and barbecue pits and bicycles and uh, you know, I

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Speaker 3: think we ran out of inventory by like May, and

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Speaker 3: you know, we had a year's worth in February and

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Speaker 3: we were out by May. And that was like, holy moly,

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Speaker 3: We're all looking at each other like what just happened.

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Speaker 3: And then we entered into the same cycle that everybody

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Speaker 3: else did, which was in and out of inventory for

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Speaker 3: about two years until we could get what does that look?

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Speaker 3: But that was that was a big.

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Speaker 2: Moment, Jonathan, What does that look like? How many units

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Speaker 2: we're talking about? That's a good question.

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Speaker 3: I wish Reagan was on the call. He knows those

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Speaker 3: numbers better than me.

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Speaker 2: Thousand, ten thousand, Now it.

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Speaker 3: Was I don't know, Will what do you think was

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Speaker 3: it like maybe a few thousand, two thousand units maybe

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Speaker 3: I don't know, five five to ten thousand units back then,

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Speaker 3: and uh, you know, you say, I've said something like that.

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Speaker 3: I don't know, all right.

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Speaker 1: So on the website, under the category of speakers, you've

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Speaker 1: got the Ranger, which is two fifty. Looks like it's

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Speaker 1: kind of the entry level, it's smaller. Then you've got

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Speaker 1: the Gen two, which is four thirty. Then you've got

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Speaker 1: the Gen three, which is also four thirty.

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Speaker 2: And then you've got the Grande which is seven thirty.

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Speaker 1: Walk me through the differences and what niche market you're

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Speaker 1: going for with those and what kind of uses you're

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Speaker 1: going for that. Starting with the Ranger, is that the original?

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Speaker 1: Oh no, you said, yeah, is that the original?

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Speaker 3: Will you take that one? Yeah?

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Speaker 5: The original is our four is the one that's four

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Speaker 5: to thirty, And that's the one that is very similar

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Speaker 5: to the one that we started in the garage. So

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Speaker 5: we were one product company really until February of this year,

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Speaker 5: and that was the original product we've had. We now

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Speaker 5: have three generations of that product. And when I said,

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Speaker 5: you know, we sought out to be the best, we've

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Speaker 5: we've had this. We're on our third generation, but really

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Speaker 5: we've changed it one hundred times and we've listened. We've

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Speaker 5: had it on fishing guides, boats and hunters, you know,

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Speaker 5: duck hunters on their ATVs, and we've we've listened to

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Speaker 5: the customers feedback. We've probably changed it one hundred times.

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Speaker 5: But we are in our third generation now, and we

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Speaker 5: launched two new products. The first one, uh was the

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Speaker 5: Grande in February and the Ranger right after in March,

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Speaker 5: I believe, and uh so now we're a three product company.

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Speaker 5: And I'll i'll kind of tell you what the reasons

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Speaker 5: for those were. I'll start with the Grande. We listened

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Speaker 5: to customers really like I feel like golf tournaments was

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Speaker 5: a big driver for the Grande. You've got one hundred

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Speaker 5: and fifty people out there. They needed more sounds, and

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Speaker 5: they also needed microphone make announcements, and so the Grande

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Speaker 5: you compare. We introduce party mode with the Ranger.

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Speaker 2: In Grande, I was party mode. Okay, all right, I'm sorry,

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Speaker 2: go ahead.

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Speaker 5: Yeah, yeah, So you compare an unlimited amount and so

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Speaker 5: we've done several events now with hundreds and hundreds of

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Speaker 5: people and all with Grandees. You know, we had about

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Speaker 5: ten Grandees out for the Buffalo Bayou Regatta a few

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Speaker 5: months ago, and you know, I think there was two

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Speaker 5: hundred and fifty teen, so about five hundred people out there,

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Speaker 5: and four Grande's was enough for all those people. I

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Speaker 5: mean it was cranking and you can make announcements over them.

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Speaker 5: So just for Grande, think of like bigger events, tons

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Speaker 5: of people, big outdoor spaces. You know, it almost works

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Speaker 5: like a PA. You can have a mic and make

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Speaker 5: announcements and all that stuff. So that's a Grande Ranger.

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Speaker 5: Was is like there's situations like, hey, I'm flying to

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Speaker 5: believe and I can't take my big turtle box. I

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Speaker 5: do wish you had a small one I could throw

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Speaker 5: my backpack. So that's kind of the Ranger. It's to

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Speaker 5: go anywhere speaker, and it's also opens up golf for us.

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Speaker 5: The original is a little too loud, too big for

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Speaker 5: a golf cart, although I certainly use it for that,

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Speaker 5: but a lot of guys don't need that volume, and

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Speaker 5: so this one magnets to your golf cart and uh,

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Speaker 5: it's great for golf carts ATVs or just it's to

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Speaker 5: go anywhere throwing your backpack. I'm taking a quick joant

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Speaker 5: to Mexico or whatever, and I need I need some music.

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Speaker 3: So that's the ranger.

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Speaker 2: When is that all?

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Speaker 5: Yeah?

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Speaker 1: When when you look at sales, obviously y'all have a

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Speaker 1: Houston story and you know a lot of people. You

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Speaker 1: you could you could make a fortune and sell a

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Speaker 1: lot of units just to your VENN diagram concentric circle

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Speaker 1: of friends and friends of friends and friends of friends

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Speaker 1: of friends. But at some point you push out further

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Speaker 1: than that. What percentage of sales are outside the state

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Speaker 1: of Texas today, would you guess?

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Speaker 5: So? Texas is a certainly our biggest market is where

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Speaker 5: we started. Uh, And my thought on that is, we

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Speaker 5: haven't even scratched the surface, even in Houston. A lot

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Speaker 5: of people don't know that we're a Houston company. That's

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Speaker 5: why I'm so thankful that you had us on our show,

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Speaker 5: just to people like, hey, that's a turtlebox is a

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Speaker 5: Houston company. A lot of people don't know that, so

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Speaker 5: thanks for having us on. I don't think we've even

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Speaker 5: scratched the surface in our own city. So I'll start

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Speaker 5: with that Florida is our next biggest market, and then

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Speaker 5: it kind of fills it in between. We're very Gulf

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Speaker 5: Coast heavy. We sell very well around water, so specifically

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Speaker 5: the Gulf Coast and then kind of up through the Carolinas.

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Speaker 5: Then it drops off pretty sharply. I feel like we're

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Speaker 5: a lot of people don't know about us at all

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Speaker 5: up north and certainly in the kind of Pacific northwest

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Speaker 5: from California. California is our lowest per capita state and

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Speaker 5: it's got the biggest coastline, so it's I think there's

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Speaker 5: a lot of room for growth out west as well. Yeah,

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Speaker 5: Texas school number one, it's our hometown, home state.

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Speaker 1: I would assume you'd have a huge upside in Louisiana

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Speaker 1: with with with all all the Fisherman's Paradise branding, I

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Speaker 1: would assume if you became the Pelican product, you would

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Speaker 1: kill there.

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Speaker 5: Yes, Louisiana is a big market for us, not as

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Speaker 5: many people as Texas, but it's a big outdoors in

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Speaker 5: the market. And again, we make this product for the outdoorsman,

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Speaker 5: and so h Louisiana has embraced us. And if you've

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Speaker 5: been watching the College World series, you probably saw LSU

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Speaker 5: rocking their turtlebox and the dugout this week, which was

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Speaker 5: pretty fun to see.

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Speaker 2: So did you see the game last night?

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Speaker 3: I didn't watch it. I was at Classic good game.

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Speaker 1: The left the hell of a game. The left fielder

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Speaker 1: for Arkansas fly Ball bounces off his head, LS, you

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Speaker 1: had no business winning. This team is is blessed by

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Speaker 1: God or something because they just keep on winning. And

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Speaker 1: by the way, they they've now beaten Arkansas I think

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Speaker 1: four times out of five this year. Arkansas was ranked

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Speaker 1: number three going into the tourney. But I think they're

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Speaker 1: the best. They were the best team in the country.

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Speaker 1: LSU just they just show up when they need to.

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Speaker 1: It's that's an amazing baseball program. Incredibly amazing baseball program.

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Speaker 1: I worked for a guy named Eddie Martini who is

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Speaker 1: a very very proud LSU Tiger, and I have to

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Speaker 1: hear about all things. He'll call me and insist that

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Speaker 1: I turn a game on and they're making that comeback.

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Speaker 1: Last night they were they were going to lose. Of

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Speaker 1: course they had to lose twice because they had beat

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Speaker 1: them in the first round, but it was it was

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Speaker 1: a heck of a game. So let me ask you

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Speaker 1: this fellas, what is the future for you individually?

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Speaker 3: Up for Joe. It's a good question. And I mean,

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Speaker 3: we're so caught up in running this business. You know,

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Speaker 3: it's we tell our team a lot. I mean, we're

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Speaker 3: holding onto a rocket ship, you know. Again, I apologize.

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Speaker 3: I was. I just got out of the Ozone bar

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Speaker 3: at Sam Pelippe and and so I've been sitting in

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Speaker 3: there for like thirty minutes and sweat my butt off,

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Speaker 3: and uh, I hopped out and Will text me. He's like, hey, man,

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Speaker 3: hop off if you can.

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Speaker 2: What are you doing in the Ozone Bob, dude?

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Speaker 3: Trying to stay healthy?

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Speaker 2: Man?

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Speaker 5: You know.

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Speaker 3: Actually, my wife bought it for me for Father's Day.

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Speaker 3: She went last week and came home raving about it

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Speaker 3: and she was like, we're going together. So my wife

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Speaker 3: and I were there together actually, And okay, so what

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Speaker 3: do you do, dude? You sit in this pod? I

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Speaker 3: mean it's like a I don't. It's like a super

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Speaker 3: powered sauna, you know. And they pump O three, like

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Speaker 3: which is ozone. They like pump O three into this

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Speaker 3: pod and it's like a combination of heat. Wil died

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Speaker 3: it on Monday, and uh, it's just like get all

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Speaker 3: your toxins out, man, And like, I don't know, there's

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Speaker 3: like a hundred benefits of ozone. They've got them listed

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Speaker 3: on the wall, but I couldn't read them so I

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Speaker 3: didn't have my glasses on.

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Speaker 2: How long were you in there.

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Speaker 3: But thirty minutes?

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Speaker 2: And are you just sweat? And you do? You know

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Speaker 2: what off?

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Speaker 3: Dude? You're sweat? Man.

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Speaker 1: So do you see additional accessories going along with this?

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Speaker 1: I know that that there's there's some minor stuff with there,

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Speaker 1: but do you see this expanding as yet? He started

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Speaker 1: in one line of products. Yes, you know, you've built

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Speaker 1: such a loyal following. I'm sure you've got some sort

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Speaker 1: of mailing list, you got a way to communicate with those.

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Speaker 1: Once you have a tribe like this, then obviously you

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Speaker 1: know everybody knows you take that to the next level

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Speaker 1: by expanding the products because your brand is they're so

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Speaker 1: loyal to this and connected to this lifestyle brand.

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Speaker 3: Yeah, one hundred percent, one hundred percent. We do see

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Speaker 3: a lot of potential for accessories, mounting solutions, you know,

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Speaker 3: carrying solutions, and then just more speakers, you know, into

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Speaker 3: the future. You know, it's we've we've got an incredible team.

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Speaker 3: You know, we need to grow the team. But like

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Speaker 3: I was saying a minute ago, we're holding under a

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Speaker 3: rocket ship. You know, we've seen you know, we've tripled

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Speaker 3: the company I think four years in a row now,

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Speaker 3: and so that's just an enormous amount of growth to

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Speaker 3: hold on to and develop product and maintain quality as

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Speaker 3: you develop product, and so you know, quality is just

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Speaker 3: the utmost concern. So I would say that in general,

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Speaker 3: we're probably on the slow side of product development on

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Speaker 3: purpose because we just care so much about the quality

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Speaker 3: of our stuff. And when we put it out and

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Speaker 3: it's got the turtle Box badge on it, like that

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Speaker 3: really means something. And but yeah, there's a lot of

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Speaker 3: there's a lot of cool things that are going to

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Speaker 3: come out in the future. For sure.

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Speaker 2: I love it.

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Speaker 1: I love that you guys, you know, at an age

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Speaker 1: in life and a stage in life where a lot

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Speaker 1: of guys were just drinking beer and going to ball games,

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Speaker 1: you guys were out enjoying nature, enjoying life, enjoying the

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Speaker 1: fellowship of real friends, and figured out that hey, let's

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Speaker 1: build something together. Deepens the friendship, probably challenges it, you know,

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Speaker 1: if you have a real friendship or not when money

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Speaker 1: gets involved. And yet you've you've been really really successful.

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Speaker 1: I think that's uh, that's really cool, and hopefully we

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Speaker 1: can inspire some other folks out there who are listeners

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Speaker 1: to go, hey, yeah, you know what, I don't love

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Speaker 1: my day job. I do love to hunt, I do

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Speaker 1: love to fish, I do love to whatever that may be.

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Speaker 1: Appreciate the Timefellas turtleboxaudio dot Com.

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Speaker 5: Thanks so much, man, what an honor down.

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Speaker 2: We appreciate you.

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Speaker 3: Thank you, Michael, seriously, it's great to talk with you again. Man.

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Speaker 3: Would love to love to have you over by the shop.

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Speaker 2: Let's do it, Jonathan. What's your email address?

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Speaker 5: Jay,