# YETI: Roy and Ryan Seiders. How Two Brothers Turned a $400 Cooler Into a $2 Billion Brand

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2026-08-24
- Length: 1h 25m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2026-08-24-yeti-roy-and-ryan-seiders-how-two-brothers-turned-a-400-cooler-into-a-2-billion

## Summary

Roy and Ryan Seiders, co-founders of YETI, explain how they bootstrapped a high-end cooler company by targeting independent sporting goods retailers with a durable, rotomolded product designed for serious outdoorsmen. After losing their sole manufacturing partner in the Philippines, they pivoted to U.S. production and later expanded into drinkware, launching the YETI Rambler cup which drove mass-market growth. The brothers discuss their strategic decision to avoid major retail chains, their bootstrapping approach, and their eventual exit from day-to-day operations to pursue personal interests.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-08-24-yeti-roy-and-ryan-seiders-how-two-brothers-turned-a-400-cooler-into-a-2-billion#t=0) Introduction: Roy and Ryan Seiders and the YETI Origin Story
- [4:13](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-08-24-yeti-roy-and-ryan-seiders-how-two-brothers-turned-a-400-cooler-into-a-2-billion#t=253) Childhood in Texas and Family Business Background
- [15:13](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-08-24-yeti-roy-and-ryan-seiders-how-two-brothers-turned-a-400-cooler-into-a-2-billion#t=913) Identifying Cooler Durability Issues and Distributing Icy Tech
- [31:17](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-08-24-yeti-roy-and-ryan-seiders-how-two-brothers-turned-a-400-cooler-into-a-2-billion#t=1877) Finding the Philippines Manufacturer and Naming YETI
- [47:40](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-08-24-yeti-roy-and-ryan-seiders-how-two-brothers-turned-a-400-cooler-into-a-2-billion#t=2860) Pricing Strategy and Retailer Relationships
- [1:00:54](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-08-24-yeti-roy-and-ryan-seiders-how-two-brothers-turned-a-400-cooler-into-a-2-billion#t=3654) Loss of Manufacturing Partner and Supply Chain Crisis
- [1:22:27](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-08-24-yeti-roy-and-ryan-seiders-how-two-brothers-turned-a-400-cooler-into-a-2-billion#t=4947) Expanding into Drinkware with the YETI Rambler
- [1:25:42](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-08-24-yeti-roy-and-ryan-seiders-how-two-brothers-turned-a-400-cooler-into-a-2-billion#t=5142) Stepping Down and Reflecting on the Journey

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)

## Most relevant to

early-stage companies, companies scaling up

## Mentioned

- YETI (product)
- Icy Tech (product)
- Igloo (product)
- Coleman (product)
- Waterloo Rods (product)
- Flexcoat (company)
- McBride's (company)
- Cabela's (company)
- Bass Pro Shops (company)
- YETI Tundra (product)
- YETI Rambler (product)
- Hydro Flask (product)
- Klean Kanteen (product)

## Related episodes from other shows

- [85 - Kanga Coolers are the coolest! with Austin Maxwell](https://hardwarepodcasts.com/podcast/people-of-packaging/2021-11-23-85-kanga-coolers-are-the-coolest-with-austin-maxwell) (People of Packaging)
- [Afterschool Podcast, Episode 19 - Craighton Berman, Founder of Manual (04/16)](https://hardwarepodcasts.com/podcast/core77-podcast/2014-04-16-afterschool-podcast-episode-19-craighton-berman-founder-of-manual-04-16) (Core77 Podcast)
- [Afterschool Podcast, Episode 1 - Rich Brilliant Willing](https://hardwarepodcasts.com/podcast/core77-podcast/2013-08-19-afterschool-podcast-episode-1-rich-brilliant-willing) (Core77 Podcast)
- [Looking on the Starryside with co-founders Liz Seelye & Erin Fasano](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-04-12-looking-on-the-starryside-with-co-founders-liz-seelye-erin-fasano) (The Startup CPG Podcast)
- [180: Hardware Startup Tips for Non-Technical Founders](https://hardwarepodcasts.com/podcast/product-startup/2023-06-15-180-hardware-startup-tips-for-non-technical-founders) (Product Startup)

## Citing this page

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