RTIC Outdoors began in 2015 when twin brothers from Texas disrupted the premium cooler market with their “Overbuilt. Not Overpriced.” philosophy. You’ll find their direct-to-consumer model trims retail markups while maintaining quality through strategic overseas manufacturing. Since their humble beginnings, they’ve expanded beyond coolers into diverse outdoor products, opened a flagship store, launched high-visibility motorsports and track partnerships, and were acquired by Wind Point Partners. Their journey from Texas startup to industry disruptor showcases the power of customer-focused value.
Twin Brothers With a Direct-To-Consumer Vision
Visionaries John and Jim Jacobsen, twin brothers and outdoor enthusiasts, founded RTIC Outdoors in 2015 with a straightforward approach to the premium cooler market. Based in Cypress/Houston, Texas, their passion-driven entrepreneurship challenged the industry with a simple concept: sell high-quality products direct to consumers at substantially lower prices than competitors like YETI.
The family-run operation eliminated traditional retail markups by embracing a direct-to-consumer model. Instead of expensive advertising campaigns, they leveraged social media and word-of-mouth to build their brand. Their business approach mirrors the entrepreneurial spirit that transformed Amarillo from a railway expansion tent city into a thriving economic hub.
Their slogan, “Overbuilt. Not Overpriced,” encapsulates their core philosophy of delivering premium quality without premium pricing. This approach allowed them to offer rotomolded coolers with comparable features to high-end brands while maintaining healthy margins and customer-friendly prices. Their strategic decision to manufacture products in overseas facilities in China, Cambodia, and Thailand further enabled their competitive pricing strategy.
Challenging Premium Brands Through Smart Manufacturing
At the heart of RTIC’s disruptive success lies a strategic manufacturing approach that has turned the premium outdoor gear market on its head. By partnering with factories in China, Cambodia, and Thailand, RTIC maintains robust supplier relationships that deliver high-quality products at roughly half the price of legacy competitors.
RTIC’s quality-control processes help ensure their products perform comparably to higher-priced alternatives, as confirmed by independent testing. You’re getting fundamentally the same manufacturing technology—rotomolded construction and polyurethane insulation—without the premium markup. The company is open about sourcing in Asia, noting this on its customer resources. Unlike Igloo, which has long maintained USA-made products in the Katy, Texas area, RTIC prioritizes cost efficiency through international production.
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Rotomolding techniques create seamless, durable cooler shells comparable to premium brands
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Agreements with Asian manufacturers protect designs while keeping costs low
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Direct-to-consumer sales eliminate retail markups, passing savings to you
The RTIC Product Evolution Beyond Coolers
Innovation has fueled RTIC’s transformation from a cooler-focused challenger into a substantial outdoor gear brand. You’ll now find diverse hydration products including insulated tumblers and bottles designed to maintain your drinks’ temperature through extended adventures. These products are perfect for staying hydrated while exploring natural wonders like Balmorhea State Park’s crystal-clear springs or hiking through Hill Country State Natural Area.
RTIC hasn’t stopped there. Their catalog now features weather-resistant backpacks, duffels, soft-packs, and hard cases built for tough conditions. Founded in 2015, RTIC set out to deliver the functions customers wanted—at lower prices. Whether you’re hunting, fishing, or scaling mountains, their expanded lineup delivers the same “Overbuilt. Not Overpriced.” promise.
This strategic diversification comes from a small, dedicated team constantly pushing product development. By maintaining their direct-to-consumer model, RTIC quickly incorporates customer feedback while keeping prices substantially lower than premium competitors—creating quality gear that’s accessible for every outdoor enthusiast.
From Online-Only to Brick-and-Mortar Expansion
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RTIC’s move from virtual storefront to physical retail began with its impressive flagship store in Cypress, Texas (approximately 10,000 sq ft). This shift mirrors other online retailers that recognize the value of offering hands-on experiences while sustaining a strong digital presence.
When you visit their store, you’ll find:
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Photo-worthy displays featuring outdoor rigs and adventure setups
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Community engagement opportunities that support causes like Camp Hope
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Try-before-you-buy product testing that’s impossible online
The company updated its name to RTIC Outdoors to reflect an expanding product lineup that goes well beyond coolers. Their social presence complements these in-store experiences, with a large, active following amplifying reach. As RTIC continues developing its omnichannel strategy, you’ll likely see selective physical locations designed to strengthen brand loyalty while capturing new market segments.
How Customer Feedback Shapes RTIC’s Innovation Strategy
While the showroom invites customers to handle products, the real power behind RTIC’s success operates behind the scenes. The company centralizes customer feedback, collecting insights from support interactions, product reviews, and market trends in one working system.
Rather than rely on intuition, RTIC practices data-driven product ideation, prioritizing customer pain points and measurable improvement. This approach ensures decisions are grounded in genuine use cases instead of assumptions. Projects advance through internal milestones tied to customer-interaction thresholds, keeping development accountable to real feedback.
You’ll appreciate how RTIC extends innovation beyond features to re-examine business models. Through real-time listening and active user communities, they’ve established feedback loops that validate ideas throughout development. This systematic approach helps guarantee new products actually solve problems you’re experiencing.
The Wind Point Acquisition and Corporate Growth
In September 2020, a pivotal chapter opened when Wind Point Partners acquired RTIC, recognizing its position as a leading direct-to-consumer provider of premium outdoor products. While deal terms weren’t disclosed, the acquisition aligned with Wind Point’s focus on consumer products and eCommerce.
A leadership refresh followed, with experienced executive Bill Pond appointed CEO, while founders Jim and John Jacobsen remained involved. With Wind Point’s backing, RTIC continues expanding its product offerings while staying true to its “Overbuilt. Not Overpriced.” promise.
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An enhanced board and operating network support supply chain and category expansion
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Growth strategy leverages RTIC’s loyal customer base and measurable insights
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Customization/B2B programs present significant eCommerce opportunities
Motorsports Partnerships and Brand Visibility Moves
A major milestone in RTIC’s marketing evolution came with multi-year motorsports partnerships, highlighted by track and event relationships that place RTIC coolers and drinkware in front of massive fan bases. This visibility includes official-cooler status at select venues such as Talladega Superspeedway, plus additional trackside activations and co-branded merchandise.
You’ll find RTIC’s collaborative gear online and at select events throughout racing season. From Phoenix Raceway to high-profile race weeks, these activations showcase RTIC’s affordable outdoor gear to millions of fans. Coupled with selective retail placements at major national retailers, this strategy introduces the brand to mainstream consumers while reinforcing its DTC roots.
Disrupting the Outdoor Gear Market With Value Pricing
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Despite periodic slowdowns across the outdoor category, RTIC has carved out a significant niche by challenging the traditional premium pricing model. While established brands wrestle with inventory cycles and margin pressure, RTIC’s value-first approach aligns with shifting consumer preferences for durable, fairly-priced gear.
RTIC leverages several advantages to maintain its edge:
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Direct-to-consumer channels that eliminate middlemen and compress costs
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Manufacturing efficiencies that deliver premium features at budget-friendly price points
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Strategic positioning that appeals to both casual enthusiasts and cost-conscious veterans
This strategy has proven particularly effective as the category normalizes, allowing RTIC to expand its loyal customer base while staying true to its core promise of performance without the premium.
