# UPPAbaby: Bob and Lauren Monahan

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2021-03-29
- Length: 53m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2021-03-29-uppababy-bob-and-lauren-monahan

## Summary

Bob and Lauren Monahan, co-founders of UPPAbaby, explain how they launched a modular stroller company in 2006 by targeting an 'entry-level luxury' price point and appealing to both design-conscious parents and dads. Bob, formerly of Reebok and Safety 1st, leveraged his engineering background to create a high-quality aluminum stroller, while Lauren managed sales and marketing, securing early adoption from celebrities like Sarah Jessica Parker and Brooke Shields. The company scaled rapidly by focusing on specialty retailers, offering favorable margins, and expanding their modular system to accommodate multiple children, eventually growing to over 100 employees and sales in 50 countries.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-03-29-uppababy-bob-and-lauren-monahan#t=0) Introduction: Bob and Lauren Monahan and UPPAbaby
- [4:25](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-03-29-uppababy-bob-and-lauren-monahan#t=265) Lauren's Ice Hockey Career and Bob's Work at Reebok
- [9:19](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-03-29-uppababy-bob-and-lauren-monahan#t=559) Bob's Layoff from Reebok and Move to Safety 1st
- [14:31](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-03-29-uppababy-bob-and-lauren-monahan#t=871) Identifying the Gap in the Stroller Market and Patenting Ideas
- [23:46](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-03-29-uppababy-bob-and-lauren-monahan#t=1426) Designing the Modular Stroller and Naming UPPAbaby
- [29:43](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-03-29-uppababy-bob-and-lauren-monahan#t=1783) First Trade Shows and Initial Sales to Specialty Retailers
- [34:18](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-03-29-uppababy-bob-and-lauren-monahan#t=2058) Celebrity Endorsements and PR Strategy with Brooke Shields and Sarah Jessica Parker
- [40:21](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-03-29-uppababy-bob-and-lauren-monahan#t=2421) Navigating the 2008 Economic Crisis and Retailer Margins
- [47:30](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-03-29-uppababy-bob-and-lauren-monahan#t=2850) Company Culture, Disputes, and Scaling Operations

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)

## Most relevant to

early-stage companies

## Mentioned

- UPPAbaby (product)
- Reebok (company)
- Safety 1st (company)
- Quinny (product)
- Bugaboo (product)
- Easy Leaf Hauler (product)
- Brooke Shields (other)
- Sarah Jessica Parker (other)

## Related episodes from other shows

- [087: Purpose is a Big Part of Consumer Product Success](https://hardwarepodcasts.com/podcast/product-startup/2021-08-04-087-purpose-is-a-big-part-of-consumer-product-success) (Product Startup)
- [Founder Feature: Zoe Levin of Bim Bam Boo](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-03-21-founder-feature-zoe-levin-of-bim-bam-boo) (The Startup CPG Podcast)
- [018: Re-inventing the walker with Jennifer Harris of Motivo](https://hardwarepodcasts.com/podcast/product-startup/2016-09-13-018-re-inventing-the-walker-with-jennifer-harris-of-motivo) (Product Startup)
- [Founders Feature: Lucy Dana of One Trick Pony](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-11-21-founders-feature-lucy-dana-of-one-trick-pony) (The Startup CPG Podcast)
- [Founder Feature: Tabi and Meena Hoshmand of Tursh](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-11-14-founder-feature-tabi-and-meena-hoshmand-of-tursh) (The Startup CPG Podcast)

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