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

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)