How I Built This with Guy Raz – Episode: Advice Line with Steve Holmes of Springfree Sports Group

Release Date: May 29, 2025

Podcast Information: "How I Built This" hosted by Guy Raz delves into the stories behind some of the world's best-known entrepreneurs. In each episode, founders share their journeys, highlighting moments of doubt, failure, and eventual success. This episode features Steve Holmes of Springfree Sports Group and includes interactive segments where entrepreneurs seek advice.

1. Introduction to the Episode

The episode kicks off with Guy Raz introducing the "Advice Line," a segment dedicated to helping entrepreneurs tackle their business challenges. This interactive format allows listeners to gain insights directly from experienced founders.

2. Interview with Steve Holmes – Founder and Chief Activity Officer of Springfree Sports Group

a. Beginnings and Innovation

Steve Holmes shares his journey of acquiring the patent for the Springfree Trampoline from inventor Keith Alexander. "When you realized it was such an amazing invention" (04:02) led to the launch of Springfree Trampolines globally. The brand distinguished itself in the trampoline market by emphasizing safety and innovation.

b. Springfree’s Unique Selling Proposition

Steve elaborates on the product's safety features: "You don't, you're not bouncing on springs that you can fall through," (05:01) highlighting the use of flexible glass rods instead of traditional springs. This innovation significantly reduces injuries, a testament to the company's commitment to safety.

c. Expansion into Rebar Manufacturing

Springfree's technological prowess doesn't stop at trampolines. Steve introduces their latest venture, GreenBar2x, a glass-based rebar product used in construction. "It's twice as strong as steel, and it's one quarter the weight," (05:32) explains Steve, underscoring its potential to revolutionize the construction industry. Available in every Lowe's store across America, GreenBar2x exemplifies Springfree’s dedication to innovation and quality.

d. Navigating Tariffs and Supply Chain Challenges

A significant portion of the conversation addresses the impact of tariffs on manufacturing, particularly with products made overseas. Steve recounts the challenges: "We loaded the US market with product pre-tariff" (06:36) to mitigate the effects, but with tariffs still in place, the company explores diversifying its global channels and investing in domestic manufacturing. "Nothing outside of my control will get in my way," (07:40) reflects Steve's resilient attitude towards overcoming these obstacles.

e. Personal Resilience and Advice

Towards the end of the interview, Steve opens up about his personal battle with cancer. Despite facing health challenges, he maintains a positive outlook: "Today is the best day of the rest of my life," (50:19) and offers profound advice to budding entrepreneurs. "Be honest with yourself and honest with others, regardless of the consequences you may perceive," (51:24) emphasizes Steve, highlighting the importance of integrity in business.

3. Advice Line: Entrepreneurial Challenges and Solutions

The "Advice Line" segment features interactions between Steve Holmes and entrepreneurs seeking guidance on various business issues. Ikechukwu Gweboo joins in to provide additional insights.

a. Caller 1: Cody Johnson – Founder of VAY Apparel

Business Overview: Cody founded VAY Apparel in 2019 while at the University of Maryland, inspired by Under Armour’s Kevin Plank. The brand focuses on activewear that seamlessly transitions from gym to everyday life.

Challenge: Cody seeks advice on maintaining focus on their core audience—primarily African American men and women—without alienating other consumer groups.

Advice and Insights: Steve and Ike recommend emphasizing core values such as resilience, strength, and empowerment, which transcend demographics. "Excellence and empowerment ... it's just excellence," (16:12) suggests Steve, advising Cody to let these values guide their brand presentation. Ike adds, "Clearly identify your customer segments and determine whether to use channel partners or direct relationships," (19:10) urging a strategic approach to market segmentation.

b. Caller 2: Kenesha Lewis – Founder of Grand Tongo

Business Overview: Kenesha launched Grand Tongo, a DEET-free bug spray product available in Target's 1,180 stores. The formulation uses Picaridin, offering longer protection and a better consumer experience.

Challenge: Building a sustainable business with a highly seasonal product, ensuring effective advertising that aligns with fluctuating demand.

Advice and Insights: Steve highlights the importance of maintaining an "always-on" advertising strategy to keep algorithms optimized: "How do we meet demand while keeping ads running optimally?" (30:13). Ike suggests diversifying product lines and exploring additional retail channels like airport stores, where impulse purchases can occur: "Airport convenience stores think of last-minute needs," (32:40) emphasizing the need to capture demand beyond peak seasons.

c. Caller 3: Kenesha – Founder of One More Cocoa

Business Overview: Kenesha founded One More Cocoa, a gourmet chocolate company inspired by her Jamaican heritage. The brand offers unique flavors like Scotch bonnet chocolate, featured on Oprah's Favorite Things in 2023.

Challenge: Transitioning from a viral moment to a sustainable marketing strategy that converts one-time customers into long-term patrons.

Advice and Insights: Steve advises capturing customer contact information through incentives: "Offer a discount for email sign-ups to build a direct communication channel," (44:12). He also suggests creatively using QR codes on packaging to engage customers and encourage repeat business. Ike recommends geotargeting strategies to leverage local community support and partnerships with complementary businesses like Caribbean restaurants.

4. Conclusion and Final Reflections

Steve Holmes concludes the episode with personal reflections and key advice for entrepreneurs:

1. Keep a Black Book: "Write down everything you learn; you can't remember it all," (51:24) underscores the importance of documenting experiences and lessons.

2. Integrity and Honesty: Emphasizing honesty with oneself and others to navigate business challenges effectively.

3. Self-Care: "Take care of yourself," (49:44) reminds entrepreneurs of the importance of maintaining personal well-being amidst business pressures.

Steve's candid discussion about his health journey and resilience serves as an inspiring testament to overcoming adversity while building a successful business.

Key Takeaways

• Innovation and Safety: Springfree Trampoline’s unique design showcases the importance of prioritizing safety and innovation in product development.

• Resilience in Business: Navigating external challenges like tariffs requires strategic planning and adaptability.

• Customer Focus: Maintaining core values and clearly identifying customer segments are crucial for brand loyalty and expansion.

• Sustainable Marketing: Leveraging viral moments effectively involves building direct communication channels and fostering long-term customer relationships.

• Personal Integrity: Honest self-assessment and integrity are foundational to sustainable business success.

Notable Quotes

• "You don't, you're not bouncing on springs that you can fall through." – Steve Holmes (05:01)

• "Nothing outside of my control will get in my way." – Steve Holmes (07:40)

• "Be honest with yourself and honest with others, regardless of the consequences you may perceive." – Steve Holmes (51:24)

• "Excellence and empowerment ... it's just excellence." – Steve Holmes (16:12)

• "Take care of yourself." – Steve Holmes (49:44)

Final Thoughts

This episode of "How I Built This" provides valuable insights into building and scaling a brand with a strong focus on innovation, customer loyalty, and personal resilience. Steve Holmes' experiences and advice serve as a beacon for entrepreneurs navigating their unique business challenges.

For more episodes and inspiring stories from leading entrepreneurs, listen to "How I Built This" on the Wondery App or your preferred podcast platform.