We're talking to two of the four owners, four good buddies who created Turtleboxaudio dot Com. Our conversation completed during the show, or was not completed during the show. We ran out of time. It's like bum Phillips used to say about the Oilers when they lost. We didn't lose, we just ran out of time. So I wanted to continue the conversation. I think it's a great story in addition to a product. I like a story, you know. I'm reminded of the old Ed Sable anecdote he told, and he said about NFL films, the reason the NFL films became so powerful and the NFL.

We're talking to two of the four owners, four good buddies who created Turtleboxaudio dot Com. Our conversation completed during the show, or was not completed during the show. We ran out of time. It's like bum Phillips used to say about the Oilers when they lost. We didn't lose, we just ran out of time. So I wanted to continue the conversation. I think it's a great story in addition to a product. I like a story, you know. I'm reminded of the old Ed Sable anecdote he told, and he said about NFL films, the reason the NFL films became so powerful and the NFL.

Really grew as a big result of what he did. And he used to.

Really grew as a big result of what he did. And he used to.

Say, my rule is tell me a fact and I'll learn it. Tell me the truth and I'll believe it. But tell me a story and it'll live in my heart forever. I love Apple products just as Rush Limbaugh did. But I really loved the story of Wozniak and Jobs and Portland and a dream and stolen cable box or boxes that would create stolen cable TV and building and nobody believing and Steve Jobs gets pushed out and he goes out and starts the Lisa, and then he goes to Pixar, and then he comes back for a dollar a year to help this idiot from Pepsi who he recruited there and said, do you want to sell sugar water for the rest of your life? And then he ends up replacing him and builds the largest company in the world. It's a great story. It's bigger than the products, and that's really saying something. And the profitability followed as a result of it.

Say, my rule is tell me a fact and I'll learn it. Tell me the truth and I'll believe it. But tell me a story and it'll live in my heart forever. I love Apple products just as Rush Limbaugh did. But I really loved the story of Wozniak and Jobs and Portland and a dream and stolen cable box or boxes that would create stolen cable TV and building and nobody believing and Steve Jobs gets pushed out and he goes out and starts the Lisa, and then he goes to Pixar, and then he comes back for a dollar a year to help this idiot from Pepsi who he recruited there and said, do you want to sell sugar water for the rest of your life? And then he ends up replacing him and builds the largest company in the world. It's a great story. It's bigger than the products, and that's really saying something. And the profitability followed as a result of it.

I love great stories, we all do.

I love great stories, we all do.

And what I love about this is not the turtle box product. That's great, but there are a lot of great products. It's that there's a wonderful story behind it. And I think in a world of AI replacing human thought, in a world of computers replacing human action and robots, I think we all desperately want to connect with intimacy and fellowship and friendship and nature and experience, and it has all that kind of wound into one. So Will and Jonathan, I let whichever one of you wants to handle it, discuss it. Let's talk about the moment when sales started to ramp up. Let's talk about the moment where you what was that number? Was it a thousand units? What was that number where you said, Hey, I think we got a real business and this is going to work.

And what I love about this is not the turtle box product. That's great, but there are a lot of great products. It's that there's a wonderful story behind it. And I think in a world of AI replacing human thought, in a world of computers replacing human action and robots, I think we all desperately want to connect with intimacy and fellowship and friendship and nature and experience, and it has all that kind of wound into one. So Will and Jonathan, I let whichever one of you wants to handle it, discuss it. Let's talk about the moment when sales started to ramp up. Let's talk about the moment where you what was that number? Was it a thousand units? What was that number where you said, Hey, I think we got a real business and this is going to work.

Yeah, good for it, Joe. Yeah. You know, honestly, there were multiple moments like that, and it's so funny to kind of look back on it now because I really feel like, you know, and you know, two or three years from now, we'll look back on today and remember, you know, yes, how much we've continued to grow. And so it's been an odd story with our growth. You know, I guess it was Covid. It's kind of the moment that stands out in my mind. You know, we launched the company in twenty eighteen. I'm assuming we'll told you that, and you know, it was a floundering company for like eighteen nineteen and like into the beginning of twenty twenty. But it was kind of right before Covid we had all more or less decided, hey, we need to go full time. You know, this has been a hobby company. He'd been an evening company, and we just didn't have the thought space for it anymore. And we were like, man, we either need to shut this thing down or go full time, and none of us could really stomach giving up, and so we all left our corporate jobs in twenty twenty and went to work for the company. So we were the first four employees of turtle Box for a company that was losing money every month. And I remember the beginning of that year, we were sitting in our warehouse or wherever, I can't remember. We're were and and looking at our inventory and we're like, man, we've got like a year's worth of inventory, which for a product company is like insanely way too much. You know, you got to turn your inventory quickly, and compared it to cash, and man, how are we going to sell all of this stuff?

Yeah, good for it, Joe. Yeah. You know, honestly, there were multiple moments like that, and it's so funny to kind of look back on it now because I really feel like, you know, and you know, two or three years from now, we'll look back on today and remember, you know, yes, how much we've continued to grow. And so it's been an odd story with our growth. You know, I guess it was Covid. It's kind of the moment that stands out in my mind. You know, we launched the company in twenty eighteen. I'm assuming we'll told you that, and you know, it was a floundering company for like eighteen nineteen and like into the beginning of twenty twenty. But it was kind of right before Covid we had all more or less decided, hey, we need to go full time. You know, this has been a hobby company. He'd been an evening company, and we just didn't have the thought space for it anymore. And we were like, man, we either need to shut this thing down or go full time, and none of us could really stomach giving up, and so we all left our corporate jobs in twenty twenty and went to work for the company. So we were the first four employees of turtle Box for a company that was losing money every month. And I remember the beginning of that year, we were sitting in our warehouse or wherever, I can't remember. We're were and and looking at our inventory and we're like, man, we've got like a year's worth of inventory, which for a product company is like insanely way too much. You know, you got to turn your inventory quickly, and compared it to cash, and man, how are we going to sell all of this stuff?

You know? And and then covid hits right, and we're like, what in the world, you know, who is going to buy portable speakers when they're worried about dying or losing their job or you know whatever.

You know? And and then covid hits right, and we're like, what in the world, you know, who is going to buy portable speakers when they're worried about dying or losing their job or you know whatever.

Right, it was a mess. And and so we've got a We've got a fifth partner. His name is Frank. And we called up Frank. We were like, Frank, are we still doing this? And he was like one hundred percent? Man, he goes, he goes, Man, this is the time you build a business. You know, real warrant buffet esk like when the sky's falling, you know, that's when we're going to invest. And so, uh, he gave us a lot of confidence. And you know, as we now know looking back, COVID was this, you know, really amazing time for consumer products companies, particularly those that were building products for your backyard. You know that got you outside and and so you know, everybody got that stimulus money and they were buying turtleboxes and barbecue pits and bicycles and uh, you know, I think we ran out of inventory by like May, and you know, we had a year's worth in February and we were out by May. And that was like, holy moly, We're all looking at each other like what just happened. And then we entered into the same cycle that everybody else did, which was in and out of inventory for about two years until we could get what does that look? But that was that was a big.

Right, it was a mess. And and so we've got a We've got a fifth partner. His name is Frank. And we called up Frank. We were like, Frank, are we still doing this? And he was like one hundred percent? Man, he goes, he goes, Man, this is the time you build a business. You know, real warrant buffet esk like when the sky's falling, you know, that's when we're going to invest. And so, uh, he gave us a lot of confidence. And you know, as we now know looking back, COVID was this, you know, really amazing time for consumer products companies, particularly those that were building products for your backyard. You know that got you outside and and so you know, everybody got that stimulus money and they were buying turtleboxes and barbecue pits and bicycles and uh, you know, I think we ran out of inventory by like May, and you know, we had a year's worth in February and we were out by May. And that was like, holy moly, We're all looking at each other like what just happened. And then we entered into the same cycle that everybody else did, which was in and out of inventory for about two years until we could get what does that look? But that was that was a big.

Moment, Jonathan, What does that look like? How many units we're talking about? That's a good question.

Moment, Jonathan, What does that look like? How many units we're talking about? That's a good question.

I wish Reagan was on the call. He knows those numbers better than me.

I wish Reagan was on the call. He knows those numbers better than me.

Thousand, ten thousand, Now it.

Thousand, ten thousand, Now it.

Was I don't know, Will what do you think was it like maybe a few thousand, two thousand units maybe I don't know, five five to ten thousand units back then, and uh, you know, you say, I've said something like that. I don't know, all right.

Was I don't know, Will what do you think was it like maybe a few thousand, two thousand units maybe I don't know, five five to ten thousand units back then, and uh, you know, you say, I've said something like that. I don't know, all right.

So on the website, under the category of speakers, you've got the Ranger, which is two fifty. Looks like it's kind of the entry level, it's smaller. Then you've got the Gen two, which is four thirty. Then you've got the Gen three, which is also four thirty.

So on the website, under the category of speakers, you've got the Ranger, which is two fifty. Looks like it's kind of the entry level, it's smaller. Then you've got the Gen two, which is four thirty. Then you've got the Gen three, which is also four thirty.

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

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

Walk me through the differences and what niche market you're going for with those and what kind of uses you're going for that. Starting with the Ranger, is that the original? Oh no, you said, yeah, is that the original?

Walk me through the differences and what niche market you're going for with those and what kind of uses you're going for that. Starting with the Ranger, is that the original? Oh no, you said, yeah, is that the original?

Will you take that one? Yeah?

Will you take that one? Yeah?

The original is our four is the one that's four to thirty, And that's the one that is very similar to the one that we started in the garage. So we were one product company really until February of this year, and that was the original product we've had. We now have three generations of that product. And when I said, you know, we sought out to be the best, we've we've had this. We're on our third generation, but really we've changed it one hundred times and we've listened. We've had it on fishing guides, boats and hunters, you know, duck hunters on their ATVs, and we've we've listened to the customers feedback. We've probably changed it one hundred times. But we are in our third generation now, and we launched two new products. The first one, uh was the Grande in February and the Ranger right after in March, I believe, and uh so now we're a three product company. And I'll i'll kind of tell you what the reasons for those were. I'll start with the Grande. We listened to customers really like I feel like golf tournaments was a big driver for the Grande. You've got one hundred and fifty people out there. They needed more sounds, and they also needed microphone make announcements, and so the Grande you compare. We introduce party mode with the Ranger.

The original is our four is the one that's four to thirty, And that's the one that is very similar to the one that we started in the garage. So we were one product company really until February of this year, and that was the original product we've had. We now have three generations of that product. And when I said, you know, we sought out to be the best, we've we've had this. We're on our third generation, but really we've changed it one hundred times and we've listened. We've had it on fishing guides, boats and hunters, you know, duck hunters on their ATVs, and we've we've listened to the customers feedback. We've probably changed it one hundred times. But we are in our third generation now, and we launched two new products. The first one, uh was the Grande in February and the Ranger right after in March, I believe, and uh so now we're a three product company. And I'll i'll kind of tell you what the reasons for those were. I'll start with the Grande. We listened to customers really like I feel like golf tournaments was a big driver for the Grande. You've got one hundred and fifty people out there. They needed more sounds, and they also needed microphone make announcements, and so the Grande you compare. We introduce party mode with the Ranger.

In Grande, I was party mode. Okay, all right, I'm sorry, go ahead.

In Grande, I was party mode. Okay, all right, I'm sorry, go ahead.

Yeah, yeah, So you compare an unlimited amount and so we've done several events now with hundreds and hundreds of people and all with Grandees. You know, we had about ten Grandees out for the Buffalo Bayou Regatta a few months ago, and you know, I think there was two hundred and fifty teen, so about five hundred people out there, and four Grande's was enough for all those people. I mean it was cranking and you can make announcements over them. So just for Grande, think of like bigger events, tons of people, big outdoor spaces. You know, it almost works like a PA. You can have a mic and make announcements and all that stuff. So that's a Grande Ranger. Was is like there's situations like, hey, I'm flying to believe and I can't take my big turtle box. I do wish you had a small one I could throw my backpack. So that's kind of the Ranger. It's to go anywhere speaker, and it's also opens up golf for us. The original is a little too loud, too big for a golf cart, although I certainly use it for that, but a lot of guys don't need that volume, and so this one magnets to your golf cart and uh, it's great for golf carts ATVs or just it's to go anywhere throwing your backpack. I'm taking a quick joant to Mexico or whatever, and I need I need some music.

Yeah, yeah, So you compare an unlimited amount and so we've done several events now with hundreds and hundreds of people and all with Grandees. You know, we had about ten Grandees out for the Buffalo Bayou Regatta a few months ago, and you know, I think there was two hundred and fifty teen, so about five hundred people out there, and four Grande's was enough for all those people. I mean it was cranking and you can make announcements over them. So just for Grande, think of like bigger events, tons of people, big outdoor spaces. You know, it almost works like a PA. You can have a mic and make announcements and all that stuff. So that's a Grande Ranger. Was is like there's situations like, hey, I'm flying to believe and I can't take my big turtle box. I do wish you had a small one I could throw my backpack. So that's kind of the Ranger. It's to go anywhere speaker, and it's also opens up golf for us. The original is a little too loud, too big for a golf cart, although I certainly use it for that, but a lot of guys don't need that volume, and so this one magnets to your golf cart and uh, it's great for golf carts ATVs or just it's to go anywhere throwing your backpack. I'm taking a quick joant to Mexico or whatever, and I need I need some music.

So that's the ranger.

So that's the ranger.

When is that all?

When is that all?

Yeah?

Yeah?

When when you look at sales, obviously y'all have a Houston story and you know a lot of people. You you could you could make a fortune and sell a lot of units just to your VENN diagram concentric circle of friends and friends of friends and friends of friends of friends. But at some point you push out further than that. What percentage of sales are outside the state of Texas today, would you guess?

When when you look at sales, obviously y'all have a Houston story and you know a lot of people. You you could you could make a fortune and sell a lot of units just to your VENN diagram concentric circle of friends and friends of friends and friends of friends of friends. But at some point you push out further than that. What percentage of sales are outside the state of Texas today, would you guess?

So? Texas is a certainly our biggest market is where we started. Uh, And my thought on that is, we haven't even scratched the surface, even in Houston. A lot of people don't know that we're a Houston company. That's why I'm so thankful that you had us on our show, just to people like, hey, that's a turtlebox is a Houston company. A lot of people don't know that, so thanks for having us on. I don't think we've even scratched the surface in our own city. So I'll start with that Florida is our next biggest market, and then it kind of fills it in between. We're very Gulf Coast heavy. We sell very well around water, so specifically the Gulf Coast and then kind of up through the Carolinas. Then it drops off pretty sharply. I feel like we're a lot of people don't know about us at all up north and certainly in the kind of Pacific northwest from California. California is our lowest per capita state and it's got the biggest coastline, so it's I think there's a lot of room for growth out west as well. Yeah, Texas school number one, it's our hometown, home state.

So? Texas is a certainly our biggest market is where we started. Uh, And my thought on that is, we haven't even scratched the surface, even in Houston. A lot of people don't know that we're a Houston company. That's why I'm so thankful that you had us on our show, just to people like, hey, that's a turtlebox is a Houston company. A lot of people don't know that, so thanks for having us on. I don't think we've even scratched the surface in our own city. So I'll start with that Florida is our next biggest market, and then it kind of fills it in between. We're very Gulf Coast heavy. We sell very well around water, so specifically the Gulf Coast and then kind of up through the Carolinas. Then it drops off pretty sharply. I feel like we're a lot of people don't know about us at all up north and certainly in the kind of Pacific northwest from California. California is our lowest per capita state and it's got the biggest coastline, so it's I think there's a lot of room for growth out west as well. Yeah, Texas school number one, it's our hometown, home state.

I would assume you'd have a huge upside in Louisiana with with with all all the Fisherman's Paradise branding, I would assume if you became the Pelican product, you would kill there.

I would assume you'd have a huge upside in Louisiana with with with all all the Fisherman's Paradise branding, I would assume if you became the Pelican product, you would kill there.

Yes, Louisiana is a big market for us, not as many people as Texas, but it's a big outdoors in the market. And again, we make this product for the outdoorsman, and so h Louisiana has embraced us. And if you've been watching the College World series, you probably saw LSU rocking their turtlebox and the dugout this week, which was pretty fun to see.

Yes, Louisiana is a big market for us, not as many people as Texas, but it's a big outdoors in the market. And again, we make this product for the outdoorsman, and so h Louisiana has embraced us. And if you've been watching the College World series, you probably saw LSU rocking their turtlebox and the dugout this week, which was pretty fun to see.

So did you see the game last night?

So did you see the game last night?

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

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

The left the hell of a game. The left fielder for Arkansas fly Ball bounces off his head, LS, you had no business winning. This team is is blessed by God or something because they just keep on winning. And by the way, they they've now beaten Arkansas I think four times out of five this year. Arkansas was ranked number three going into the tourney. But I think they're the best. They were the best team in the country. LSU just they just show up when they need to. It's that's an amazing baseball program. Incredibly amazing baseball program. I worked for a guy named Eddie Martini who is a very very proud LSU Tiger, and I have to hear about all things. He'll call me and insist that I turn a game on and they're making that comeback. Last night they were they were going to lose. Of course they had to lose twice because they had beat them in the first round, but it was it was a heck of a game. So let me ask you this fellas, what is the future for you individually?

The left the hell of a game. The left fielder for Arkansas fly Ball bounces off his head, LS, you had no business winning. This team is is blessed by God or something because they just keep on winning. And by the way, they they've now beaten Arkansas I think four times out of five this year. Arkansas was ranked number three going into the tourney. But I think they're the best. They were the best team in the country. LSU just they just show up when they need to. It's that's an amazing baseball program. Incredibly amazing baseball program. I worked for a guy named Eddie Martini who is a very very proud LSU Tiger, and I have to hear about all things. He'll call me and insist that I turn a game on and they're making that comeback. Last night they were they were going to lose. Of course they had to lose twice because they had beat them in the first round, but it was it was a heck of a game. So let me ask you this fellas, what is the future for you individually?

Up for Joe. It's a good question. And I mean, we're so caught up in running this business. You know, it's we tell our team a lot. I mean, we're holding onto a rocket ship, you know. Again, I apologize. I was. I just got out of the Ozone bar at Sam Pelippe and and so I've been sitting in there for like thirty minutes and sweat my butt off, and uh, I hopped out and Will text me. He's like, hey, man, hop off if you can.

Up for Joe. It's a good question. And I mean, we're so caught up in running this business. You know, it's we tell our team a lot. I mean, we're holding onto a rocket ship, you know. Again, I apologize. I was. I just got out of the Ozone bar at Sam Pelippe and and so I've been sitting in there for like thirty minutes and sweat my butt off, and uh, I hopped out and Will text me. He's like, hey, man, hop off if you can.

What are you doing in the Ozone Bob, dude?

What are you doing in the Ozone Bob, dude?

Trying to stay healthy?

Trying to stay healthy?

Man?

Man?

You know.

You know.

Actually, my wife bought it for me for Father's Day. She went last week and came home raving about it and she was like, we're going together. So my wife and I were there together actually, And okay, so what do you do, dude? You sit in this pod? I mean it's like a I don't. It's like a super powered sauna, you know. And they pump O three, like which is ozone. They like pump O three into this pod and it's like a combination of heat. Wil died it on Monday, and uh, it's just like get all your toxins out, man, And like, I don't know, there's like a hundred benefits of ozone. They've got them listed on the wall, but I couldn't read them so I didn't have my glasses on.

Actually, my wife bought it for me for Father's Day. She went last week and came home raving about it and she was like, we're going together. So my wife and I were there together actually, And okay, so what do you do, dude? You sit in this pod? I mean it's like a I don't. It's like a super powered sauna, you know. And they pump O three, like which is ozone. They like pump O three into this pod and it's like a combination of heat. Wil died it on Monday, and uh, it's just like get all your toxins out, man, And like, I don't know, there's like a hundred benefits of ozone. They've got them listed on the wall, but I couldn't read them so I didn't have my glasses on.

How long were you in there.

How long were you in there.

But thirty minutes?

But thirty minutes?

And are you just sweat? And you do? You know what off?

And are you just sweat? And you do? You know what off?

Dude? You're sweat? Man.

Dude? You're sweat? Man.

So do you see additional accessories going along with this? I know that that there's there's some minor stuff with there, but do you see this expanding as yet? He started in one line of products. Yes, you know, you've built such a loyal following. I'm sure you've got some sort of mailing list, you got a way to communicate with those. Once you have a tribe like this, then obviously you know everybody knows you take that to the next level by expanding the products because your brand is they're so loyal to this and connected to this lifestyle brand.

So do you see additional accessories going along with this? I know that that there's there's some minor stuff with there, but do you see this expanding as yet? He started in one line of products. Yes, you know, you've built such a loyal following. I'm sure you've got some sort of mailing list, you got a way to communicate with those. Once you have a tribe like this, then obviously you know everybody knows you take that to the next level by expanding the products because your brand is they're so loyal to this and connected to this lifestyle brand.

Yeah, one hundred percent, one hundred percent. We do see a lot of potential for accessories, mounting solutions, you know, carrying solutions, and then just more speakers, you know, into the future. You know, it's we've we've got an incredible team. You know, we need to grow the team. But like I was saying a minute ago, we're holding under a rocket ship. You know, we've seen you know, we've tripled the company I think four years in a row now, and so that's just an enormous amount of growth to hold on to and develop product and maintain quality as you develop product, and so you know, quality is just the utmost concern. So I would say that in general, we're probably on the slow side of product development on purpose because we just care so much about the quality of our stuff. And when we put it out and it's got the turtle Box badge on it, like that really means something. And but yeah, there's a lot of there's a lot of cool things that are going to come out in the future. For sure.

Yeah, one hundred percent, one hundred percent. We do see a lot of potential for accessories, mounting solutions, you know, carrying solutions, and then just more speakers, you know, into the future. You know, it's we've we've got an incredible team. You know, we need to grow the team. But like I was saying a minute ago, we're holding under a rocket ship. You know, we've seen you know, we've tripled the company I think four years in a row now, and so that's just an enormous amount of growth to hold on to and develop product and maintain quality as you develop product, and so you know, quality is just the utmost concern. So I would say that in general, we're probably on the slow side of product development on purpose because we just care so much about the quality of our stuff. And when we put it out and it's got the turtle Box badge on it, like that really means something. And but yeah, there's a lot of there's a lot of cool things that are going to come out in the future. For sure.

I love it.

I love it.

I love that you guys, you know, at an age in life and a stage in life where a lot of guys were just drinking beer and going to ball games, you guys were out enjoying nature, enjoying life, enjoying the fellowship of real friends, and figured out that hey, let's build something together. Deepens the friendship, probably challenges it, you know, if you have a real friendship or not when money gets involved. And yet you've you've been really really successful. I think that's uh, that's really cool, and hopefully we can inspire some other folks out there who are listeners to go, hey, yeah, you know what, I don't love my day job. I do love to hunt, I do love to fish, I do love to whatever that may be. Appreciate the Timefellas turtleboxaudio dot Com.

I love that you guys, you know, at an age in life and a stage in life where a lot of guys were just drinking beer and going to ball games, you guys were out enjoying nature, enjoying life, enjoying the fellowship of real friends, and figured out that hey, let's build something together. Deepens the friendship, probably challenges it, you know, if you have a real friendship or not when money gets involved. And yet you've you've been really really successful. I think that's uh, that's really cool, and hopefully we can inspire some other folks out there who are listeners to go, hey, yeah, you know what, I don't love my day job. I do love to hunt, I do love to fish, I do love to whatever that may be. Appreciate the Timefellas turtleboxaudio dot Com.

Thanks so much, man, what an honor down.

Thanks so much, man, what an honor down.

We appreciate you.

We appreciate you.

Thank you, Michael, seriously, it's great to talk with you again. Man. Would love to love to have you over by the shop.

Thank you, Michael, seriously, it's great to talk with you again. Man. Would love to love to have you over by the shop.

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

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

Jay,

Jay,