Vuori: Joe Kudla

Vuori: Joe Kudla

Vuori founder Joe Kudla built a 4-billion-dollar company on a risky idea: that men actually cared about the clothes they worked out in. When Joe launched Vuori in 2015, women’s athleisure brands like Lululemon were exploding, but there wasn’t a similar brand that catered to men. So Joe set out to sell men’s workout clothes that didn’t scream “hey, these are workout clothes!” and tried to place them into yoga studios and other small stores. At first Vuori didn’t get much traction – so Joe made a quick pivot to DTC, soon learning that men were more likely to buy activewear if it worked for everything: yoga, running, hiking, or just hanging out. After risking its dwindling cash on a major marketing campaign, Vuori hit its stride, becoming profitable within two years after launch.


This episode was produced by Rommel Wood, with music by Ramtin Arablouei.

Edited by Neva Grant, with research help from Alex Cheng.

Our engineers were Gilly Moon and Josh Newell.


You can follow HIBT on Twitter & Instagram, and email us at hibt@id.wondery.com.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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Virgin: Richard Branson

Virgin: Richard Branson

Richard Branson took a record shop and built it into a label, a bank, an airline, space tourism, and 200 other businesses — all under the name Virgin. But the serial entrepreneur has also had his share of failures. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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Zappos: Tony Hsieh

Zappos: Tony Hsieh

Computer scientist Tony Hsieh made millions off the dot-com boom. But he didn't make his mark until he built Zappos — a customer service company that "happens to sell shoes." Now Zappos is worth over a billion dollars and known for its completely unorthodox management style. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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Honest Tea: Seth Goldman

Honest Tea: Seth Goldman

In 1997, after going for a long run, Seth Goldman was frustrated with the sugar-filled drinks at the corner market. So he brewed up a beverage in his kitchen, and turned it into Honest Tea. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

16 Jan 201729min

Drybar: Alli Webb

Drybar: Alli Webb

A decade ago, full-time mom Alli Webb noticed a gap in the beauty market: there was nowhere that just focused on blow-drying hair. Now with 70 locations, Drybar is testament to Webb's motto: Focus on one thing and be the best at it. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

9 Jan 201732min

Zumba: Beto Perez & Alberto Perlman

Zumba: Beto Perez & Alberto Perlman

Zumba began as a mistake: aerobics teacher Beto Perez brought the wrong music to class, then improvised a dance routine to go with it. For his students, it was more fun than work — and it eventually grew into one of the biggest fitness brands in the world. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

2 Jan 201737min

Warby Parker: Dave Gilboa & Neil Blumenthal

Warby Parker: Dave Gilboa & Neil Blumenthal

In 2008, it was nearly impossible to buy a fashionable, affordable pair of glasses online. That simple frustration inspired the idea behind Warby Parker – and disrupted the eyewear industry. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

26 Dec 201630min

Melissa & Doug: Melissa And Doug Bernstein

Melissa & Doug: Melissa And Doug Bernstein

Melissa and Doug Bernstein's first success was a wooden 'fuzzy puzzle' of farm animals. Today, Melissa & Doug makes over 2,000 kinds of toys and serves as an antidote to the rise of digital toys. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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Patagonia: Yvon Chouinard

Patagonia: Yvon Chouinard

In 1973, Yvon Chouinard started Patagonia to make climbing gear he couldn't find elsewhere. Over decades of growth, he has implemented a unique philosophy about business, leadership and profit. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

12 Dec 201625min

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