Buying Back the Brand - The Story of Beast Gear with Ben Leonard

This interview podcast features Ben Leonard, who discusses his experience buying back his brand, Beast Gear, after selling it to an aggregator in 2019. The conversation details the process of initiating contact, navigating initial resistance from the aggregator (who was initially unwilling to sell), and ultimately securing a deal through a third party. Ben highlights the challenges of a brand's degradation under new ownership and his plan to revitalize Beast Gear, focusing on rebuilding its D2C presence and leveraging his existing brand recognition. A key takeaway is the importance of minimizing financial risk in buyback deals by structuring payments around performance-based earn-outs rather than large upfront costs. The podcast concludes with advice for others considering a similar buyback, emphasizing the importance of understanding the current state of the brand and negotiating favorable terms.