Summary

Leo Chapman, founder of Billfish Gear, shares the story of how his brand started and grew in the fishing apparel industry. The journey began with an Instagram page and the idea to provide a news source for fishing enthusiasts. Leo built a following and eventually added products to the mix, starting with stickers and then expanding to hats and apparel. Along the way, he relied on the help of individuals who believed in the brand and were willing to ship products for him. The company's culture of creativity and high performance continues to attract passionate individuals who want to be part of something bigger. Leo discusses the importance of having a competitive edge in business and leveraging unique skills and advantages, and how his background in media and fishing gave him an advantage in starting Billfish Gear. We also discuss the concept of 'ikigai' and how it can guide career choices.

If you're keen to get your own Billfish Gear, use the code '30knotcruise' for 15% off your next purchase.

Connect With Steve Govel

Website | Instagram | Facebook | TikTok | LinkedIn

Connect With Leo Chapman

Website | Instagram 1 | Instagram 2 | Instagram 3

Takeaways

• Building a successful brand takes time and perseverance.
• Creating a strong logo and aesthetic can help legitimize a brand.
• A culture of creativity and high performance can attract and retain talented individuals.
• High-quality content and customer experience are crucial for brand growth.
• The first interaction with a brand is through content, so it needs to be excellent.
• The brand is the key differentiator in a competitive market.
• Identify what you are uniquely good at and leverage that advantage.

Sound Bites

"Continuous learning is key. I mean, I listen to 3-4 business podcasts daily just to keep up and fill in the gaps in my knowledge."

"Understanding financial documents like P&Ls and balance sheets was a huge challenge at first, but admitting what I didn't know was the first step to learning."

"Humility, empathy, and understanding are fundamental. You really need to appreciate the challenges each team member faces and treat everyone well."

"My media skills and connections within the fishing community are my competitive edges that help our business stand out."

"Starting from just selling stickers, it's amazing to see how we've grown. Our first big break was an advertorial for Garmin that earned us $350."

"Our custom gear program is a big part of what we do. Customers love being able to design their own shirts, and that connection is really special."

"Our focus is on producing custom, high-quality fabrics. We're not interested in competing in the 'race to the bottom' — we want to stay unique."

Chapters

00:00 The Essence of Billfish Gear

02:45 From Passion to Profession: The Fishing Journey

06:06 The Birth of Billfish: From Media to Merchandise

08:58 Navigating Early Challenges and Product Development

12:11 Building a Brand: The Importance of Community

15:00 Creating High-Quality Content and Customer Experience

17:50 Finding the Right Manufacturing Partners

21:06 The Future of Billfish Gear: Innovation and Growth

31:00 The Value of Quality and Love in Products

33:53 Custom Gear: Personalization and Community

37:05 The Billfish Lifestyle: Adventure and Travel

39:58 Building a Global Brand: Community and Recognition

42:49 Product Development: Iteration and Innovation

46:11 Lessons Learned: The Challenges of Entrepreneurship

49:06 The Importance of Continuous Learning and Competitive Edge

51:58 Final Thoughts: Giving Back and Community Support