It started with a nickname. Then became a joke. And somehow… a 6-figure DTC brand. In this episode, Ryan Rock shares how Fatboy was born and how he turned culture, community, and UGC into a real business.

Jim sits down with Ryan Rock to tell the unconventional story behind Fatboy - a brand that started as a laugh between friends and ended up hitting six figures. From pop-up marketing to micro-influencer strategy, Ryan breaks down what it really takes to turn momentum into money (without VC money or fancy tactics).

Key Topics Covered:

How Fatboy started from an inside joke
The early wins and major milestones
UGC-first growth and creative content plays
Pop-ups, local events, and offline hustle
Building clubs and communities around the brand
Micro-influencer and word-of-mouth strategy

If you’re thinking about launching a DTC brand — or want to grow without paid ads — this episode is packed with scrappy tactics and founder truths.

Resources:

Fat Boy Surf Club
Jim Huffman website
Jim's Twitter
GrowthHit
The Growth Marketer's Playbook
The Shopify Growth School

Additional episodes you might enjoy:

Startup Ideas by Paul Graham (#45)
Nathan Barry: How to Bootstrap a Company to $30M in a Crowded Market (#41)
How I Met My Biz Partner and Less Learned Hitting $2M ARR (#44)
Ryan Hamilton on his Netflix special, touring with Jerry Seinfeld, & how to write a joke (#10)
How We're Validating Startup Ideas (#51)

From Inside Joke to 6-Figure DTC Brand - The Fatboy Story - The Shopify Growth Show (#12)

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