In this episode of The Après Business Podcast, host Becca Babicz sits down with Wylie Robinson, co-founder and former CEO of Rumpl, to explore how his outdoor blanket company is weathering major tariff shifts and rethinking its China-based supply chain. Learn how Wylie and his team are navigating sourcing challenges, global logistics, and unpredictable regulations while maintaining brand integrity. If you're an e-commerce entrepreneur or product-based founder looking to future-proof your operations, this candid conversation is a must-listen.

Quoteables:

• “We’re planning the business like the inventory we have now is the only inventory we’ll have this year.” – Wylie Robinson

• “You can’t wait for the rules to change—you have to build the plan with the rules you’ve got today.” – Wylie Robinson

What You’ll Learn:

• How to restructure your supply chain in response to geopolitical disruptions like U.S.-China tariffs.

• The differences between country of origin vs. country of transformation in product manufacturing.

• Why dual sourcing and long-term supplier relationships are essential in physical product businesses.

• How to make tough decisions about channel prioritization when inventory is limited.
  

Key Takeaways from This Episode:

• Plan for the present: Make decisions based on current facts, not what might happen.

• Supplier loyalty matters: Long-term partners can make or break your ability to pivot quickly.

• Inventory flexibility = survival: Understanding where to push or pause inventory is key in uncertain times.

• You don’t need all the answers: Even a seasoned founder is still learning on the fly—and that’s okay.

People and Resources Mentioned in This Episode:

• Rumpl: https://www.rumpl.com

• Climate Neutral Certification: https://www.climateneutral.org
  

• Trans-Sierra Norte MTB Race: https://www.transsierranorte.com

Connect with Becca:

• Après Business Podcast Email

• Fall Line Digital Website

• Fall Line Digital Instagram

  
  

Love the episode? Subscribe & leave a review to help other business owners find the show!

Part 2 of our interview with Ivan Tijerina of Solomon Advertising is a tactical goldmine. We get into the nitty-gritty of how to structure affiliate programs for Amazon, TikTok Shop, and DTC sites, the importance of knowing your margins, and how to calculate commissions to stay profitable. Plus, Ivan shares how to choose the right affiliate platforms and manage expectations with leadership. This is a must-listen for any product-based business owner looking to grow smarter—not just bigger.

Quoteables:

• “Don’t expect affiliate marketing to be the channel that saves your business—especially if others aren’t working.” - Ivan Tijerina
• “You can't cap an affiliate budget without killing your momentum. It’s not a switch you can flip off.” - Ivan Tijerina
• “Your $100 serum may only give you $30 to work with. Be conservative—and smart—with your commissions.” - Ivan Tijerina
• “The good affiliates? They’ll always give you more value than what you’re paying for—always.” - Ivan Tijerina

What You’ll Learn:

• How to calculate commissions based on your margins and AOV

• The differences between affiliate marketing for Amazon, TikTok Shop, and DTC

• When affiliate marketing should—or shouldn’t—be your first performance channel

• Why picking the right affiliate platform depends on your goals, not popularity

• What successful affiliate partnerships look like long-term

Key Takeaways from This Episode:

• Affiliate marketing works best when layered on top of an already-functioning growth engine

• Platforms should be chosen based on your strategic goals (media partners vs. influencer play)

• The best affiliates give more than they’re paid for—if you build a relationship

• Know your numbers: profit margin, commission ceiling, and network fees before scaling

People and Resources Mentioned in This Episode:

• Ivan Tijerina LinkedIn

• Solomon Advertising Website

• Jenson USA Website

• ShareASale

• Impact

• Amazon Associates

• Tik Tok Shop

Connect with Becca:

• Après Business Podcast Email

• Fall Line Digital Website

• Fall Line Digital Instagram

Love the episode? Subscribe & leave a review to help other business owners find the show!

In Part 1 of this deep dive with Ivan Tijerina, founder of Solomon Advertising, we unpack the essentials of affiliate marketing for e-commerce businesses. Ivan shares how he got his start in the industry, the biggest mistakes new affiliate managers make, and how to avoid fraud and low-value coupon sites. Whether you're scaling an established program or starting from scratch, this episode is packed with practical lessons that will help you build a sustainable and trustworthy affiliate channel.

Quoteables:

• “It’s partnerships that send traffic to your website that generate a sale, and they get a commission. It’s as simple as that.” - Ivan Tijerina

• “Avoiding fraud isn’t just about blocking bad actors—it’s about knowing who was already kicked out and why.” - Ivan Tijerina
• “I fell into affiliate marketing. Someone believed in me before I believed in myself.” - Ivan Tijerina
• “A lot of brands let in bad affiliates simply because they don’t know the history or the context.” - Ivan Tijerina

What You’ll Learn:

• The fundamentals of affiliate marketing and how it really works behind the scenes

• Common pitfalls and red flags when managing a new affiliate program

• Why coupon sites may not be as valuable as they seem

• How fraud can sneak into your affiliate program—and how to keep it clean

• How to vet and choose affiliate partners who actually bring value

Key Takeaways from This Episode:

• "You don’t just build it and they come"—affiliate marketing is not a passive channel

• Fraud often enters a program when there's a change in leadership or unclear onboarding processes

• Working with affiliate partners is as much about relationships and context as it is about numbers

• Being too eager to scale without understanding historical context can do more harm than good

People and Resources Mentioned in This Episode:

• Ivan Tijerina LinkedIn

• Solomon Advertising Website

• Jenson USA Website

• ShareASale

• Impact

• Amazon Associates

Connect with Becca:

• Après Business Podcast Email

• Fall Line Digital Website

• Fall Line Digital Instagram

Love the episode? Subscribe & leave a review to help other business owners find the show!

In Part 2 of this conversation, Becca dives deep with Mike Hogan on the challenges and opportunities of growing a niche outdoor brand in a rapidly changing retail landscape. From experimenting with a 100% locally sourced ski to rebuilding trust with retailers after a DTC misstep, Mike shares the real (and raw) stories behind the growth of Hagan Skis. Whether you sell gear, apparel, or products online, this episode is packed with insights on scaling, sustainability, and staying true to your brand’s roots.

Quoteables:

• “At one point, we had skis in the basement, poles in my son’s room, and skins in my daughter’s. That’s how all-in we went.” —- Mike Hogan

• “Our best marketing tool is getting people on the skis. 50% of people who demo them buy them.” —- Mike Hogan

• “Just be present. I wouldn't say that you have to actually walk through the door, although that really helps.” —- Mike Hogan

• “There's a lot of ways to get your brand across to people and to get your value proposition. But don't be afraid to talk to someone and to just say, what are the challenges that you're facing and how can we help you with those? People are willing to tell you what you can do to help.” —- Mike Hogan 

What You’ll Learn:

• Hagan’s attempt to build a fully local, sustainable ski

• Rebuilding retail relationships after shifting to DTC

• Product development for niche sports like backcountry & ski-mo

• Creating authentic brand content with athletes and ambassadors

• Business strategies for balancing premium perception with scale

Key Takeaways from This Episode

• Transparency builds trust—especially when rebuilding relationships

• Eco-efforts don’t always succeed on the first try, but they still matter

• A well-curated ambassador program tied to retailers can supercharge growth

• Creating community events like Uphill Fridays boosts brand visibility

• Educating your audience (even on basics) creates long-term loyalty

People and Resources Mentioned in This Episode

• Mike Hogan (Owner | HAGAN Ski Mountaineering USA) email

• Hagan Skis website

• Hagan Skis instagram

• Ragnar website

• NAIA (National Association of Intercollegiate Athletics) website

• NCAA (National Collegiate Athletic Association) website

• ISMF (International Ski Mountaineering Federation) website

• Roxa Ski Boots website

• ATK Bindings website

• Kohla website

• Skimo Co website

• Outdoorly website

• Ride Workshop website

• Protect Our Winters website

Connect with Becca:

• Après Business Podcast Email

• Fall Line Digital Website

• Fall Line Digital Instagram

Love the episode? Subscribe & leave a review to help other business owners find the show!

What happens when a lifelong skier buys the ski brand he’s obsessed with? In this episode, Becca sits down with Mike Hogan, the CEO of Hagan Skis North America, to talk about how his love for the sport led to one of the boldest career pivots you’ll ever hear. From storing skis in his kids’ bedrooms to building partnerships with shops across the country, Mike shares the gritty, unconventional path of growing a niche brand in a legacy industry. This one’s full of insight, laughs, and pure passion—whether you're a skier, business owner, or just someone chasing a dream.

Quotables:

• “I didn’t buy Hagan in 2020 during the COVID boom—I bought it after the pop. That was intentional.” — Mike Hogan

• “We started with nine shops carrying Hagan—now we’re at 22 and climbing.” — Mike Hogan

• “If you want to build a brand in this space, you have to show up. Sometimes it’s as simple as walking into the shop with your dog and your skis.”  — Mike Hogan

What You’ll Learn:

• How Mike Hogan discovered and purchased Hagan Skis North America

• Building a brand in a niche industry after the pandemic boom

• The importance of retail partnerships vs. direct-to-consumer

• Transitioning from a career in sales to the CEO seat

• Passion, grit, and the business of outdoor sports

Key Takeaways from This Episode

• Sometimes the best time to buy is after the boom—not during it

• Getting into retail requires effort, relationships, and showing up in person

• Your personal passion can absolutely be the foundation of a thriving business

• Don’t underestimate the power of demoing physical products

• Growth is possible even in legacy industries—if you modernize the model

People and Resources Mentioned in This Episode

• Mike Hogan (Owner | HAGAN Ski Mountaineering USA) email

• Hagan Skis website

• Hagan Skis instagram

• Ragnar website

• NAIA (National Association of Intercollegiate Athletics) website

• NCAA (National Collegiate Athletic Association) website

• ISMF (International Ski Mountaineering Federation) website

• Roxa Ski Boots website

• ATK Bindings website

• Kohla website

• Skimo Co website

• Outdoorly website

• Ride Workshop website

• Protect Our Winters website

Connect with Becca:

• Après Business Podcast Email

• Fall Line Digital Website

• Fall Line Digital Instagram

Love the episode? Subscribe & leave a review to help other business owners find the show!

What happens when an entrepreneur with a passion for design takes on two wildly different industries? Chris McKleroy, founder of Nocs Binoculars and co-founder of Boombotix, shares his rollercoaster journey from creating the first wearable Bluetooth speakers to launching a brand that’s now sold in REI stores across the country. In this episode, Chris breaks down his biggest lessons in cash flow management, scaling product-based businesses, and the power of brand positioning. Whether you’re a startup founder, product designer, or business owner, this episode is packed with real, hard-earned insights on what it takes to grow, pivot, and succeed.

Quoteables:

• "No matter how hard you’re killing it, you need to be monitoring cash flow at every stage of business." - Chris McKleroy

• "We didn’t chase REI—REI came to us. Because we stood for something." – Chris McKleroy
• "Your product should create more value than it consumes. Otherwise, why make it?" – Chris McKleroy
• "A business can scale fast, but if cash flow isn’t locked in, it can crater just as quickly." – Chris McKleroy

Topics Covered in This Episode:

• The rise and fall of Boombotix, and what led to its eventual sale
• The biggest cash flow mistakes startups make—and how to avoid them
• The Nocs Binoculars origin story—turning an idea into a successful brand
• How REI discovered Nocs and made room for it on their shelves
• The importance of sustainability & brand values in modern product companies
• How building a strong financial model can make or break a startup

Key Takeaways from This Episode:

• Cash Flow is King – No matter how great your product is, failing to manage cash flow can kill a business.
• Sustainability Matters – Brands that align with strong values and environmental responsibility stand out.
• Retail Partnerships Can Be a Game-Changer – Being in REI transformed Nocs trajectory and validated the brand.
• Software Can Help Scale Faster – Investing in the right ERP system (NetSuite) helped Nocs manage inventory and operations effectively.
• Community & Brand Loyalty Drive Growth – Building a loyal customer base before investing in ads leads to long-term success.

People and Resources Mentioned in This Episode:

• Chris McKleroy Instagram

• Nocs Website

• Boombotix Website

• REI Website

• Rumpl Website

• 1% for the Planet Website

Connect with Becca:

• Après Business Podcast Email

• Fall Line Digital Website

• Fall Line Digital Instagram

Love the episode? Subscribe & leave a review to help other business owners find the show!

How do you scale a niche product and turn it into an outdoor brand loved by customers and major retailers alike? Chris McKleroy, founder of Nocs Provisions, joins host Rebecca Babicz to share the behind-the-scenes of growing his company from DTC (direct-to-consumer) success to landing in REI stores across the country. In this episode, Chris discusses wholesale strategies, e-commerce growth hacks, and how values-driven branding played a key role in Nocs' expansion. Whether you're building a physical product, exploring wholesale, or looking to refine your brand strategy, this conversation is packed with practical insights and hard-earned lessons.

Quoteables:

• "No matter how hard you’re killing it, you need to be monitoring cash flow at every stage of business." – Chris McKleroy
• "We didn’t chase REI—REI came to us. Because we stood for something." – Chris McKleroy "Your product should create more value than it consumes. Otherwise, why make it?" – Chris Chris McKleroy "A business can scale fast, but if cash flow isn’t locked in, it can crater just as quickly." – Chris McKleroy

What You'll Learn:

• The wholesale strategy that helped Nocs land in REI
• Why sales reps are crucial for retail success & how to find the right ones
• The challenges of balancing DTC, Amazon, and wholesale as a scaling brand
• How values-driven branding has been a growth driver for Nocs
• The role of social media and digital ads in supporting retail sales
• Expanding into international markets and new product categories

Key Takeaways from This Episode:

• Sales reps make the difference in wholesale – Building relationships in retail takes trust, and a good sales rep has it.
• Brand values drive retailer interest – Companies that stand for something meaningful attract strong retail partners.
• Wholesale is a different beast from DTC – Inventory forecasting, logistics, and order management require a dedicated strategy.
• Retail partnerships require ongoing stewardship – Getting into REI is just the beginning; maintaining that relationship is key.
• Scaling requires layered growth – Success comes from carefully adding new revenue streams, not just chasing every opportunity.

People and Resources Mentioned in This Episode:

• Chris McKleroy Instagram

• Nocs Website

• Boombotix Website

• REI Website

• Rumpl Website

• 1% for the Planet Website

Connect with Becca:

• Après Business Podcast Email

• Fall Line Digital Website

• Fall Line Digital Instagram

Love the episode? Subscribe & leave a review to help other business owners find the show!

What’s the secret to building a brand that customers obsess over? In Part 2 of this conversation with Jim Santos, co-owner of Outer Shell, we dive into the behind-the-scenes of scaling a product-based business, the challenges and rewards of manufacturing in the USA, and how grassroots marketing and community events fueled Outer Shell’s success. Jim shares how their Coffee Outside meetups became an organic marketing powerhouse, why product design obsession pays off, and how building strong partnerships makes all the difference. If you’re an entrepreneur looking to build brand loyalty, scale efficiently, and create meaningful customer connections, this episode is packed with insights.

Quoteables:

• "We’re not chasing hyper-growth. We’re focused on making the best product possible and keeping our customers for life." – Jim Santos
• "The best marketing doesn’t feel like marketing. It’s just building community around something people love." – Jim Santos
• "Freedom is priceless. The ability to control your time and build something meaningful is worth more than any salary." – Jim Santos

What You’ll Learn in This Episode:

• The pros and cons of manufacturing in the USA vs. overseas production
• How efficient production and lean operations help keep Outer Shell’s pricing competitive
• The power of community-driven marketing and why the Coffee Outside meetups became a game-changer
• The impact of organic brand growth through influential connections and industry credibility
• The challenges of burnout in entrepreneurship and how Jim and Kyle navigate creative differences

Key Takeaways from This Episode

• Manufacturing in the USA is a strategic choice – While it has higher costs, it allows for rapid innovation, better quality control, and strong company culture.
• Community is the best marketing – Outer Shell’s Coffee Outside meetups built a loyal customer base without traditional advertising.
• Terry B & The Radavist Website💡 Sustainability in business isn’t just about money – Thoughtful design, lean operations, and customer satisfaction matter more than chasing high margins.
• The best products come from passion and iteration – Listening to customer feedback and obsessing over details makes a brand stand out.
• Entrepreneurship is a marathon, not a sprint – Burnout is real, but finding balance, partnerships, and freedom makes the journey worthwhile
  

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

Love the episode? Subscribe & leave a review to help other business owners find the show!

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

 Love the episode? Subscribe & leave a review to help other business owners find the show!

Ready for an unfiltered look at what it really takes to build and grow a business? In this debut episode of The Après Business Podcast, host Rebecca Babicz, founder of Fall Line Digital, introduces the show’s mission: to uncover the raw, behind-the-scenes truths of entrepreneurship. From marketing wins (and fails) to the lessons only learned in hindsight, Rebecca promises unscripted, real-world conversations with entrepreneurs, growth experts, and marketers who’ve been in the trenches. Whether you're scaling your business, navigating tough pivots, or just looking for inspiration, this is the space for candid stories and actionable insights. Buckle up—this is business talk, Après-style.

Get in touch! Fall Line Digital

Have a topic or guest suggestion? Drop it in the comments!

Don’t forget to subscribe for new episodes and follow us for more business growth content.

Listen in and let’s grow, reflect, and build something remarkable—together.