Coffeez for Closers with Joe Shalaby – Episode 48: Elevating Sportswear ft. TravisMathew CEO Ryan Ellis

In Episode 48 of "Coffeez for Closers," hosted by Joseph Shalaby of E Mortgage Capital, listeners are treated to an insightful conversation with Ryan Ellis, the dynamic CEO of TravisMathew. This episode delves deep into Ryan's journey from his early career to leading one of the top apparel brands globally, offering valuable lessons in leadership, business strategy, and personal growth.

Introduction

The episode kicks off with Joseph Shalaby warmly introducing Ryan Ellis, highlighting Ryan's pivotal role in transforming TravisMathew from a golf apparel company into a comprehensive lifestyle brand boasting a half-billion-dollar valuation. The introduction sets the stage for an engaging dialogue on entrepreneurship and business evolution.

Early Life and Career

Ryan Ellis begins by sharing his foundational years, emphasizing his college basketball experience. Despite not being the leading scorer, Ryan attributes his growth to embracing the role of a team player. “I learned how to win as a team,” he explains at [04:00], underscoring the importance of collaboration over individual accolades.

Ryan contrasts his path with traditional corporate trajectories, noting he "didn't come out of college with... all this academic accolades" ([04:00]). Instead, he chose to carve his own path in the apparel industry, starting from the ground up in retail.

Rise in TravisMathew

Ryan recounts his entry into TravisMathew in August 2007 ([03:57]), where he initially took on the role of sales and merchandising manager. His relentless work ethic—working 95-hour weeks early on—quickly earned him promotions and deeper involvement in the company's operations.

Over 17 years, Ryan wore multiple hats, eventually becoming president in 2016 ([05:10]). He highlights the transition from hands-on operations to brand driving, focusing more on sales, marketing, and product development. This diverse experience provided him with a holistic understanding of the business.

Transition to CEO

The pivotal moment came during the pandemic when TravisMathew's founder, Travis Brasher, needed to attend to other ventures. Ryan stepped up, transitioning from president to CEO ([12:05]). He describes this shift as "night and day" ([12:27]), illustrating the increased accountability and broader scope of responsibilities.

Ryan emphasizes the difference between being president and CEO, likening it to "being the passenger in a car vs. driving it" ([12:27]). As CEO, he now oversees the entire organization, interacts with the board, and manages cross-functional leaders, a significant expansion from his previous role.

Business Strategies and Growth

A central theme of the discussion revolves around TravisMathew's growth strategy. Ryan shares the company's ambitious goal of reaching a billion dollars in annual revenue ([15:45]). He outlines their global expansion efforts, including markets in Europe, Japan, Korea, Canada, Australia, and South America, each contributing to the anticipated growth.

Ryan discusses the brand's positioning in the athleisure and active lifestyle space, competing with giants like Nike and Adidas. He emphasizes the importance of diversification, stating, “We live in the active lifestyle space... we live on the casual side of that” ([18:35]).

Navigating the Apparel Market

The apparel industry presents unique challenges, especially in fluctuating economic climates. Ryan offers strategic advice for newcomers, advocating for immediate entry into the market to capitalize on opportunities arising from larger brands scaling back. “There's a great opportunity right now,” he asserts ([21:09]).

He underscores the importance of leveraging the wholesale channel over direct-to-consumer models due to rising customer acquisition costs. “Don't ignore the wholesale channel... free brand awareness and actually you make money off them as well” ([22:00]).

Leadership Philosophy

Ryan delves into his leadership style, highlighting adaptability and decisiveness as critical traits for success. “The number one characteristic is adaptability” ([34:44]). He stresses the importance of understanding and integrating into a company's culture before making significant decisions.

When discussing decision-making speed, Ryan reveals his proactive approach: “I can come to a conclusion on most things extremely fast” ([36:19]). He balances swift decision-making with team collaboration, ensuring that his choices align with the company's vision and objectives.

Personal Life and Family

Balancing a high-paced career with personal life is a recurring theme. Ryan candidly discusses the sacrifices made, particularly in terms of time spent away from family ([28:35]). However, he emphasizes the joy derived from his work, stating, “This isn't a sacrifice for me. I love it” ([28:35]).

He also shares his approach to instilling discipline and grit in his children through athletics, believing that sports play a crucial role in developing resilience and commitment.

Goals and Future Plans

Ryan outlines his multifaceted goals:

• Personal Goal: To make more time for relationships outside of work and family.
• Business Goal: To elevate several directors to VP positions, fostering internal growth and leadership.
• Family Goal: To maintain consistency in family bonding time despite the growing independence of his children.

Looking ahead, Ryan anticipates further global expansion and aims to sustain TravisMathew's relevance among younger demographics. He discusses strategies like engaging ambassadors and fostering a dynamic design team to keep the brand fresh and appealing.

Overcoming Hurdles

Reflecting on his journey, Ryan identifies the initial struggle of establishing TravisMathew as a sustainable brand. A pivotal moment was when an enthusiastic neighbor unknowingly endorsed their products, boosting investor confidence and securing vital funding ([28:25]). This anecdote underscores the unpredictable nature of business growth and the importance of perseverance.

Maintaining Relevance

A significant concern for Ryan is ensuring that TravisMathew remains relevant as both the brand and its customers age. He addresses this by continuously integrating fresh ideas, engaging young talent, and leveraging influencers like Reggie Bush to keep the brand connected with newer audiences.

Conclusion

Episode 48 of "Coffeez for Closers" offers a comprehensive look into Ryan Ellis's leadership and vision for TravisMathew. From his humble beginnings and meteoric rise within the company to his strategic foresight in navigating the competitive apparel industry, Ryan provides invaluable insights for entrepreneurs and business leaders alike. His emphasis on adaptability, decisive leadership, and maintaining a balanced personal life serves as an inspiring blueprint for success.

Notable Quotes:

• Ryan Ellis on Teamwork: “I learned how to win as a team” ([04:00]).
• On Transitioning to CEO: “It's night and day” ([12:27]).
• Business Goal: “I got my sights on a billion” ([15:45]).
• Leadership Trait: “The number one characteristic is adaptability” ([34:44]).
• Decision-Making Speed: “I can come to a conclusion on most things extremely fast” ([36:19]).

This episode not only chronicles Ryan Ellis's professional journey but also delves into the philosophies that drive his success, making it a must-listen for those interested in business leadership and brand development.