What happens when a passion for biking and a DIY mindset turn into a full-scale business? In this episode, Jim Santos, co-owner of Outer Shell, shares his unconventional journey from corporate tech to manufacturing bikepacking gear in San Francisco. Host Rebecca Babicz dives into the challenges and rewards of growing a niche brand, including how Jim and his business partner, Kyle, built Outer Shell from the ground up. From early product experimentation to leveraging community marketing, this episode is packed with insights for entrepreneurs navigating the intersection of creativity, business, and scaling a brand.

Quoteables:

• "We started making bike bags for ourselves and friends. The business part came later." – Jim Santos
• "Instagram and word-of-mouth were huge for us in the early days—our community built our brand." – Jim Santos
• "YouTube exists. You can learn anything. That’s how I got started." – Jim Santos

What You’ll Learn in This Episode:

• How Outer Shell started as a side project before becoming a full-time business
• Jim’s transition from corporate tech to running a hands-on product-based business
• The role of social media, community marketing, and word-of-mouth in their growth
• The challenges of making products in the USA vs. overseas manufacturing
• The importance of passion and creativity in building a business from the ground up

Key Takeaways from This Episode

• Passion Can Lead to Profit – Sometimes, hobbies turn into thriving businesses when done right.
• Community Marketing is Powerful – Engaging with real customers, especially in niche industries, can drive organic brand growth.
• Manufacturing in the USA Has Trade-offs – Higher costs, but greater quality control and agility in production.
• Scaling a Business Takes Strategy – Finding the right partners and focusing on strengths can drive long-term success.

People and Resources Mentioned in This Episode

• Jim Santos Instagram

• Outer Shell Instagram

• Outer Shell Website

• Mafia Bags Website

Connect with Becca:

• Après Business Podcast Email

• Fall Line Digital Website

• Fall Line Digital Instagram

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