the buzz young men to watch
Playing it Cool Roy and Ryan Seiders, cofounders of YETI Coolers, build on their love of the great outdoors. By Andy East Photo by Rudy Arocha
Co-founders of Austin-based YETI Coolers, brothers Roy and Ryan Seiders are keeping Austin cool in more ways than one. With fall around the corner and enough football, fe stivals and fun to satiate a Texas-sized appetite for the good ol’ outdoors, the autumn months are certain to be high season for cold beverages. ATX Man sat down with two of Austin’s most driven impresarios to uncover their inspirations and ambitious plans for the future. “I don’t think there would be a YETI Coolers without our love for the outdoors. We grew up in the outdoor industry, watching our dad run his own business,” says Roy Seiders, co-founder and CEO of YETI Coolers. “And just watching him made us want to start our own business. Actually, when I came out of college, I didn’t even make a résumé. I knew I wanted to find my own path and run my own business.” In fact, the entrepreneurial pedigree in which the Seiders brothers grew up predates their father’s business ventures, stretching as far back as the Republic of Texas. Even after Texas joined the Union, generations of Seiderses have been carrying on the family’s entrepreneurial tradition, inspiring future generations to start their own businesses. “In Austin, we have relatives that go back to 1836,” adds Ryan Seiders, co-founder and president of YETI Coolers. “Near where 34th Street crosses Shoal Creek today, our relatives had a bath house. Later generations ran an Austin grocery store chain called Kash-Karry.” Consequently, it came as no surprise that both brothers decided to undertake their own business ventures after college, with Ryan Seiders making fishing
26 ATX MAN fall 2013
Coolers has already made significant inroads into the rods and Roy Seiders, shallow-water bay boats. HowTexas, Southeast and Rocky Mountain regions while ever, it was a problem they stumbled upon that would also making its initial forays into the international later transform their personal and professional lives. arena in Japan, Australia and Europe. “During my first attempt at running my own “When we started YETI, our laser focus was strictbusiness, when I was building aluminum boats, we ly on the markets that interested us the most: hunting noticed that the ordinary coolers didn’t really match and fishing. But we learned it spilled over into other up with the quality of the boat,” Roy Seiders says. markets like agricultural, industrial and tailgating,” “We found out that they would break easily, and we Ryan Seiders says. “The sporting-goods market makes quickly realized that we weren’t the only ones who up less than half of our business. Everybody uses felt that way.” coolers, and if you build a quality cooler, there’s Fast-forward seven years and the Seiders brothers’ a need for it across a bunch of industries. It’s idea to manufacture premium coolers has blossomed into a cutting-edge company with a cult-like customer about building a great company that’ll be around for a long time. We want the YETI name to live base. And the success of YETI Coolers has allowed the brothers to grow together, both professionally and on forever.” personally. “It’s been great working with my brother,” Ryan Seiders says. “We both have our own individual YETI Coolers Founded in 2006, YETI Coolers has strengths, we collaborate well toquickly become a major player in several industries. Known for gether and we’ve been able to work their durability and ice retention, YETI Coolers are built with a well as a team.” one-piece, polyethylene rotational-molded construction, the “When you work closely with same technique used to construct whitewater kayaks. They someone you trust, you can share are equipped with two inches of PermaFrost insulation to keep the risk of running a small business,” contents cold longer. In 2009, YETI Coolers became the first Roy Seiders adds. “You’re willing to line of coolers to be certified Grizzly-proof by the Interagency take certain risks that you wouldn’t Grizzly Bear Committee after surviving a series of simulated normally take on your own.” bear attacks and an hour-long encounter with two hungry Although the brothers’ Austin adult Grizzly bears. In addition to coolers, YETI also offers a roots run deep, the future could not wide range of accessories and gear. yeticoolers.com look brighter for the pair, as YETI