Decoder with Nilay Patel7 Jul 2025

How SharkNinja took over the home

It’s summertime, which means it’s time for our annual grilling episode. In years past we’ve talked to the leaders of Big Green Egg, Traeger, and Blackstone, and it’s always fascinating how those companies have all the same kinds of problems and ideas as any of the tech companies we have on the show. This time, I finally had the opportunity to sit down with SharkNinja CEO Mark Barrocas. We’ve wanted to have SharkNinja on the show for years now, mostly because it has the best name of any company I think we’ve ever had on Decoder — it perfectly describes the structure of the company. And just in time for our grilling episode, the Ninja division of Mark’s business just launched its first ever grill. Check out the full transcript here on The Verge. Links: Ninja announces its first ever propane grill with the FlexFlame | Tom’s Guide How SharkNinja became a viral marketing machine | Ad Age How airfryer brand SharkNinja became a $1bn UK household name | The Sunday Times Mark Zuckerberg just declared war on the entire advertising industry | Verge Dyson, SharkNinja settle patent lawsuits over bagless vacuums | Bloomberg How arson led to a culture reboot at Traeger | Decoder Big Green Egg is inviting zoomers to the cult of kamado cooking | Decoder How Blackstone became the darling of grill TikTok | Decoder Credits: Decoder is a production of The Verge and part of the Vox Media Podcast Network. Our producers are Kate Cox and Nick Statt. Our editor is Ursa Wright. The Decoder music is by Breakmaster Cylinder. Learn more about your ad choices. Visit podcastchoices.com/adchoices

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