How My Rural Upbringing Inspired Me To Build An Outdoor Lifestyle Brand

Robert Workman

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Published: March 22nd, 2023

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Robert Workman

Founder, Barebones

Founders

Employees

Barebones

barebonesliving.com

from Salt Lake City, UT, USA

started October 2012

Founders

Employees

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My Name is Robert Workman the founder of Barebones. Barebones is a B-corp Certified, mission-driven business that makes outdoor living products.

Many of our products are vintage-inspired or inspired by heirloom quality items we have found along the way. At the end of the day, we are a lifestyle company that inspires customers to get outside or spend time with their community.

What's your backstory and how did you come up with the idea?

I grew up in Northern Wyoming in a small farming and ranching town. I hunted, fished, camped, hiked, gardened, farmed, and ranched most of my younger life. During my last two years of high school, I was fortunate to get a job at Safeway grocery stores.

In my senior year of high school, I managed the frozen food department while going to school and working full-time. I found I had a knack for retail and sales. From the farm and retail work, I learned “how to work.”

I spent my business career finding ways to give back: from the early days with my first philanthropic endeavor, Tifie, a non-profit that helps marginalized individuals meet their own basic needs, to Goal Zero, a company that started as a way to give solar power to those in the Congo (and now to many around the world).

I believe that if I can help others reach economic independence while working within their own social and cultural framework, they’ll be better able to meet their basic needs, manifest their infinite potential, and ultimately give back to their communities. This is the heartbeat of my philanthropic philosophy. My life and professional career are steeped in hands-on, in-person, humanitarian work for the benefit of individuals and communities globally.

I wanted to create a brand that continued to give back and produced the types of products I use daily on my ranch in Utah. This is where the concept of Barebones was born.

We respect requests, listen and act on customer feedback, and stand behind our product.

Take us through the process of designing, prototyping, and manufacturing your first product.

Our first product was a state-of-the-art emergency shelter. We wanted to make a living structure that could be deployed worldwide and used for camping, remote hospitals, and refugee shelters.

The frame “bones” needed to last up to 25 years, with the fabric lasting up to five years under every extreme condition. We designed the joints/skin and poles, prototyped the structure, and deployed it in the mountains of Utah. We went through two full seasons until we worked out all the bugs; It was a 2-year process.

This shelter/tent continues to be one of the primary assets we provide to communities in poverty and disaster recovery. It is also a nod toward our name (Barebones), our humanitarian roots, and our daily reminder to continue this critical work.

Barebones has achieved over 400% growth in the past three years and seeks to expand its social impact while designing products that elevate the outdoor experience.

Describe the process of launching the business.

We were a mission looking for a company, not a company looking for a mission.

Like most companies, we started small and proved concepts. (“Would anyone buy this?”)

Adding one or two products at a time gave us the confidence to move forward. Even though I was successful with two other companies, this company had a unique set of challenges.

One of the biggest challenges was answering the question: “What is a BAREBONES?” I think that is a significant challenge for almost all startups. Getting the message and the brand trust from the consumer was and is the most important thing we can do. Is our product wanted, and when the consumer gets it, is it what they thought? Are the value and quality what they expected?

We have only recently invested a lot of time and effort into e-commerce. Face-to-face sales at retail shows and events were our bread and butter from early on, as well as connections to trusted international teams that have worked with us well before Barebones was born.

I am trusted in the business world and have been successful so I brought that following to Barebones. Having two past successful companies, I developed a network of trusted partners, factories, and staff that I brought with me to Barebones. This is the foundation of the company's growth. E-commerce has just added fuel to the flame.

Since launch, what has worked to attract and retain customers?

Product Durability: From idea to supply chain, we adhere to our values as humans and as a B-corp. This vision includes designing high-quality products that last.

Unsurpassed Customer Service: We respect requests, listen and act on customer feedback, and stand behind our product. Our new Foraging Bag is the result of listening to customer suggestions and feedback for our top-selling Harvest & Gathering Bag. We created a new bag to accommodate our customers' requests.

Sticking To Our Roots: What matters most to me is helping others help themselves through good, honest jobs. When individuals and families can provide and thrive on their own, they are happier and add to a better, more sustainable world.

Equality & Community In Office: I engage with everyone on the Barebones team to encourage creativity and growth. We have an open campus office where I am on the floor with everyone else. While meetings are essential, more gets done by walking across the room and solving an issue immediately.

Social Media & Consistent Messaging: We showcase fun products, useful products, beautiful products, interesting people, and a beautiful planet.

How are you doing today and what does the future look like?

Barebones have achieved over 400% growth in the past three years and seek to expand its social impact while designing products that elevate the outdoor experience.

If you ask what our target market is, I would have to say, “people, enjoying people.” At the end of the day, we are a lifestyle company that inspires customers to get outside or spend time with their community. Our future consists of continuing to work towards supporting that inspiration.

Through starting the business, have you learned anything particularly helpful or advantageous?

Life is not a smooth road, and neither is running a business. These struggles are common to every business owner: too much inventory, not enough inventory, cash flow, and finding the right team. There are ups and downs, seasons of plenty, and seasons of scarcity.

What platform/tools do you use for your business?

What have been the most influential books, podcasts, or other resources?

Someone once asked me who would be on my ultimate mixtape to get through really big projects.

Charlie Pride.
Alabama.
Alan Jackson.
The Avett Brothers.
Some Bob Marley.
Carrie Underwood.
Charlie Daniels Band.
Ed Sheeran.
Elton John.
Elvis.
Eric Clapton.
George Strait.
Gordon Lightfoot.
Jim Croce.
John Denver.
John Cash.
Kenny Rogers.
Mumford & Sons.
Old Dominion.

Advice for other entrepreneurs who want to get started or are just starting out?

Don’t be afraid to fail. I have lived by the motto, “If not you, who? If not now, when?”