#17: Reinventing Traeger, Building Skullcandy, and Leading Through Crisis

Overview

Jeremy Andrus, CEO of Traeger Grills and former CEO of Skullcandy, shares his journey of transforming two consumer brands into cultural icons. He discusses the emotional power of community, the importance of building authentic brands, and the lessons learned from navigating crises. Jeremy also reflects on redefining success, balancing family and work, and the habits that sustain his resilience and joy.

Notable Quotes

- The best time to plant a tree was 20 years ago, and the second best time is today. If I could go back 20 years, I would understand that there is no destination. – Jeremy Andrus, on embracing the journey.

- Hard things are nothing more than things that make us stronger. Have a vision towards who you're becoming in the moment. – Jeremy Andrus, on overcoming adversity.

- Life is measured by the good that you do for other people. – Jeremy Andrus, on the ultimate measure of success.

🌟 Building Brands Through Community and Emotion

- Jeremy emphasizes that Traeger is not just a grill company but a brand that fosters community and shared experiences.

- He recounts how the passion of early Traeger customers inspired him to scale the brand by focusing on the emotional connection people have with food and family.

- Traeger’s ethos revolves around creating memorable moments, with the grill as a tool for bringing people together.

🛠️ The Formula for Product and Brand Success

- Jeremy outlines Traeger’s product philosophy using the acronym TVAC: Taste, Versatility, Accessibility, Consistency, and Community.

- He highlights the importance of obsessing over every customer touchpoint, from unboxing to cooking, to ensure a consistent and delightful experience.

- Authenticity and cultural values are central to scaling a brand that resonates globally.

💡 Leadership, Resilience, and Redefining Success

- Jeremy shares how his early career was driven by financial goals, but his focus shifted to purpose and impact over time.

- He reflects on the challenges of leading through Traeger’s IPO and the financial pressures of 2022, describing how he learned to find joy even in adversity.

- By separating his identity from business outcomes, Jeremy has cultivated humility and resilience, focusing on the growth of his team and himself.

🏡 Balancing Family, Work, and Personal Growth

- Jeremy credits his wife, Kristen, as a key partner in maintaining balance and perspective. Together, they prioritize family and deliberate trade-offs over the elusive pursuit of perfect balance.

- He shares how a consistent morning routine, including yoga and reflection, has been foundational to his mental, physical, and spiritual strength.

- Jeremy emphasizes the importance of teaching his six children grit and tenacity, tailoring his approach to each child’s unique personality.

🌍 Scaling Culture and Values in Business

- Jeremy believes that a brand’s authenticity stems from the people who build it. He personally interviewed the first 300 hires at Traeger to ensure cultural alignment.

- He describes how Traeger’s values have scaled globally, creating a sense of community and shared purpose among employees and customers alike.

- For Jeremy, building a brand is about creating meaningful, consistent interactions that inspire loyalty and trust.