Podcast Summary: Living Your Legacy

Episode: From Crisis to $6M: Retail Reinvented Through Service

Host: Rudy Mawer
Guest: Joe Imbrial (Rig Outfitters & Home Store, Scrub Outfitters)
Date: September 8, 2025

Episode Overview

This episode features Joe Imbrial, a dynamic entrepreneur who transformed a small retail store catering primarily to oil and gas workers into a $6 million business with a strong community focus. Joe shares the story of buying his store just before COVID-19, pivoting in a time of crisis, and building a customer-first culture that inspired loyalty and growth. Listeners get a candid look at Joe’s journey through uncertainty, lessons in leadership and service, his approach to legacy, and actionable advice for business owners seeking impact and longevity.

Key Discussion Points & Insights

1. Taking the Leap: From Paycheck to Proprietor

• Joe admits leaving a secure paycheck was “the biggest, hardest thing to do” but that success requires “taking a leap of faith.”

  “If you want success, sometimes you just got to take that leap of faith.” — Joe (10:38)

• The decision to buy the business was quickly tested by the onset of COVID-19, just a month after acquisition.

  “Not even a month. When COVID hit, you know, the person I bought the business from retired, like within a month, COVID hit.” — Joe (11:01)

2. Crisis Pivot: Seizing Opportunity During COVID-19

• Joe’s store was already supplying some PPE pre-pandemic. During the COVID-19 crisis, he leaned into PPE, quickly supplying hospitals (even four hours away) with hard-to-find items.
• Introduction of designer face masks became a significant revenue driver.

  “That year alone, we did like $150,000 just in designer face masks.” — Joe (03:11)

• Maintained a strong commitment to employees, especially single mothers, promising no layoffs.

  “I promised them I would never lay them off during COVID, and I kept my promise.” — Joe (11:58)

3. Building a Unique Culture & Customer Experience

• Moving to a bigger, cleaner store and cultivating a fun, welcoming atmosphere was core to growth.

  “I wanted to change what I called the culture… more of a fun atmosphere, more of a welcoming vibe.” — Joe (05:09)

• Employees are encouraged to be themselves and have fun, making the store enjoyable for staff and customers.

  “When the customers see that we're having fun, they also join in on the fun.” — Joe (05:50)

• Joe’s personal engagement with customers—even the kids—fosters strong community ties and loyalty:

  “Even their kids… always want to come in and see me. The kids always want to come up and give me a hug. That means everything to me.” — Joe (07:06)

4. The Power of Customer Service

• Joe intentionally overstaffs so knowledgeable employees can always help, a move he contrasts with big-box retailers’ trend of cutting labor.

  “Nobody has great customer service anymore. No matter what store you go into.” — Joe (12:45) “You cut labor, what goes away? Your customer service. And I still believe customer service is your number one thing that you always got to have to keep a business successful.” — Joe (14:40)

5. Community Impact & Legacy Mindset

• Deep emphasis on giving back: sponsors local sports teams, fosters a welcoming environment, and is proud of the community’s support.

  “The more success I have, the more I give back to the community… My community blesses me by shopping at my store, so you got to give that back to them.” — Joe (16:11)

• Plans to ensure company legacy by willing the business to a trusted long-term employee.

  “Even after I’m… kind of six feet under, I want my store to continue. And that’s why I willed it to a person that's been with me the longest.” — Joe (15:37)

6. Expansion & The Future

• Ambition to open more stores, with a 40,000 sq ft flagship underway.
• Belief that their “layout of the store” and unique culture will ensure continued success in new markets.

  “I know the way we have our layout of the store, it’s going to be successful no matter where we go to.” — Joe (12:45)

• Expresses concern that most large retailers have lost their soul/customer service, committing to never let that happen as he scales.

7. Mentoring & Integrity

• Joe regularly mentors younger employees and community members, focusing on hard work and integrity.

  “You don’t have to be really smart. Just dedicate yourself and be hard working… Integrity is a word I use all the time. Always doing the right thing, even when nobody is looking.” — Joe (21:39–22:13)

• Motivated to teach the next generation to avoid mistakes he made and to strive for what’s possible through effort and character.

Notable Quotes & Memorable Moments

• On Building Customer Loyalty:

  “If you gain that customer trust, they will never price shop you because they know they will always be taken care of no matter what. They don’t look at price… Just take care of them no matter what.” — Joe (06:21)

• On Community Engagement:

  “The kids wanted to come see Joe today, you know, and that means a lot to me. Even when they're selling candy bars... I'm going to buy the whole box.” — Joe (07:06–08:14)

• On Business Philosophy:

  “I just strive on great customer service at all times.” — Joe (15:04)

• On Company Culture:

  “It's quite entertaining being in our store. Every day, it's something different. The employees just, they have fun. And the amount of jokes they play on me, my gosh.” — Joe (20:23–20:43)

• On Integrity & Legacy:

  “Just do it because it's the right thing to do.” — Joe (22:22)

Important Timestamps

• 00:00 – 00:56: Joe shares what motivated him to start the business and the risks involved.
• 02:19 – 03:21: Navigating COVID-19, pivoting to PPE, $150k in mask sales.
• 05:09 – 06:12: Culture shift—creating a fun, welcoming environment.
• 07:06 – 08:14: Building relationships with customers and their kids.
• 11:00 – 11:56: COVID shutdown threats, standing firm for employees.
• 12:45 – 15:16: Expansion plans, customer service as competitive edge, contrasting big-box stores.
• 15:37 – 16:17: Succession planning and giving back to the community.
• 19:00 – 22:22: Mentoring youth, advice on hard work and integrity.

Where to Find Joe & the Store

• RigOutfitters.com
• Facebook: Rig Outfitters & Home Store

Takeaways for Listeners

• Entrepreneurial resilience and the importance of pivots: When crisis hits, look for new needs and ways to serve.
• People and culture as the ultimate differentiator: Fun, loyalty, and personal connection create lasting business impact.
• Legacy through integrity and mentorship: Building a lasting enterprise happens by focusing on people and doing the right thing.
• Community and service first: True business success is measured by the ability to give back and create belonging.

If you’re seeking actionable insight into retail reinvention, leading with heart, and building a business that lasts, this episode delivers a blueprint for both inspiration and practical steps.