The Power Up ⎯ SN.03/EP.01
How A Personal Project Inspired A Million-Dollar Brand
Tuned Up Custom Rods turned ice fishing into a serious sport. John Burback, owner, shares, “The category was already there. But it was all very inexpensive and kinda cheap products. We took it to the next stratosphere. Built super high-quality products and what we really brought to the forefront was being able to customize it online really easily and then deliver it in 4 weeks.”
Burback focuses exclusively on providing the exact ice fishing rods and equipment their customers need for a 100% tailor-made experience, from colors to handle material. Each rod that is purchased is hand-built, customized, designed, and tuned in-house at their store in Coon Rapids using the highest-quality products. This market and approach have allowed them to reach 1 million sales after just a few years.
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About The Business
Business name: Tuned Up Custom Rods
Founded: 2010
Owner: John Burback
Location: Coon Rapids, MN
Website: https://tunedupcustomrods.com
Sales diversification strategy: Storefront, e-commerce
About Our Guest
In high school, John discovered that the current market for ice fishing rods didn’t quite fit his needs. That led him to experiment with the supply chain to build a custom rod for himself. When all of his friends started showing interest in the exact specifications they wanted for their own rods, John used it as an opportunity to turn his passion into a career.
When John’s business partner married his sister, Tuned Up Custom Rods transformed into a true family business. John’s secret for running a family business is keeping it separate by treating it as a real job. He credits their dynamic success due to the fact that they are both drivers pulling their weight and moving the business forward.
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