Ep. 97 - Beer, Bears, & Building Badass Businesses w/ Kip Fulks

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In a candid and inspiring conversation, Kip Fulks shares the remarkable journey that took him from co-founding Under Armour to running an Alaskan hunting outfitter and American-made brewery. His story is a masterclass in following one's passion while maintaining an extraordinary work ethic that has fueled multiple successful ventures throughout his career.
His father, a Marine and Vietnam veteran, instilled in him an appreciation for the outdoors, using backcountry trips as family vacations and personal healing spaces. This foundation created Kip's lifelong connection to hunting, fishing, and outdoor pursuits - though he admits he sometimes "bitched and moaned" about being dragged into the wilderness as a teenager, only to find himself doing the same thing as an adult.
Sports provided Fulks with positive reinforcement he wasn't finding in academics. He excelled at lacrosse, playing at University of Maryland and professionally for many years. During this time, a fateful meeting with Kevin Plank led to Fulks trying on an innovative tight-fitting performance shirt. Impressed, he immediately asked how to get involved with what would become Under Armour. Working from Plank's grandmother's basement with "stinky, mildewy boxes," they built what would become a multi-billion-dollar global brand. Fulks eventually served as both COO and CMO during his two-decade tenure.
After years of "burning the candle at both ends" directing product development and manufacturing across hundreds of global factories, Fulks proposed creating a specialized outdoors division within UA. This venture, focusing on hunting, fishing, camping, skiing and snowboarding, grew from $30 million to approximately $300 million. More importantly, it revolutionized technical hunting apparel, moving the industry away from cotton products to high-performance fabrics better suited for challenging environments.
Today, Fulks channels his entrepreneurial energy into Big Truck Brewery, where he uses locally-grown grain to create craft beers marketed to outdoor enthusiasts. He's purchased farmland in Maryland, satisfying what he calls his "fetish for land" - tangible investments he made as protection against the uncertainties of paper wealth. The brewery reflects his philosophy about drinking: enjoyed responsibly after earning it through hard work like splitting wood or completing a successful hunt.
Perhaps most ambitiously, Fulks acquired Bushwhack Alaska, an outfitter specializing in brown bear, grizzly and moose hunts. He's committed to becoming a registered Alaskan guide while operating approximately one million acres of hunting territory. Drawing on his experiences as a client, he focuses on creating exceptional adventures rather than just successful harvests.
We also spend some time talking about the film, "Once We Were Wolves", featuring Cameron Hanes' first trip back to Alaska after his friend Roy passed away. Kip hired Branlin Shockey to film the hunt. You should watch it!
Fulks' perspective on legacy is refreshingly grounded. He aims to leave physical structures that outlast him and a handful of stories about his tenacity that might inspire future generations. With characteristic bluntness, he acknowledges past mistakes but remains focused on what matters: "What are you going to do today?"

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Chapters

1. Ep. 97 - Beer, Bears, & Building Badass Businesses w/ Kip Fulks (00:00:00)

2. Military Upbringing and Outdoor Roots (00:00:15)

3. Lacrosse Career and Under Armour Origins (00:02:31)

4. Building Under Armour Outdoors Division (00:09:40)

5. Big Truck Brewery and Land Investment (00:17:27)

6. Bushwhack Alaska Outfitting Business (00:20:31)

7. Fitness Regimen and Archery Preparation (00:30:03)

8. Origin USA and American Manufacturing (00:51:10)

9. Legacy and Life Perspective (01:03:22)