What's Happening?
Jon Klipstein, an Army veteran, founded a workout supplement and apparel company initially named UXO, which he has rebranded as Die Tryin Co. The rebranding was part of a strategic move to better connect with consumers and move away from a heavy reliance
on veteran identity. Klipstein's journey reflects the broader challenges faced by veteran entrepreneurs, including identity loss post-military service and the struggle to establish a business identity. Despite setbacks, such as a costly rebranding mistake, Klipstein remains committed to his mission of providing safe and effective supplements. His story is emblematic of the 1.6 million veteran-owned businesses in the U.S., highlighting the transition from military to civilian life and the entrepreneurial spirit that drives many veterans.
Why It's Important?
The rebranding of Klipstein's company underscores the importance of brand identity in business success. For veteran entrepreneurs, balancing the appeal of a veteran-owned brand with broader market appeal is crucial. Klipstein's experience highlights the potential pitfalls of rebranding, such as disconnecting from core audiences and the financial risks involved. His story also sheds light on the broader challenges faced by veteran entrepreneurs, including access to capital and mentorship. With 75% of veterans citing capital access as a barrier, Klipstein's journey illustrates the resilience and adaptability required to succeed in the competitive supplement industry.
What's Next?
Klipstein plans to continue expanding Die Tryin Co., with a focus on maintaining product quality and brand recognition. The company is preparing to move into a larger warehouse, indicating growth and increased production capacity. Klipstein's commitment to his mission and the lessons learned from past mistakes will likely guide future business decisions. As the company grows, maintaining a balance between veteran identity and broader market appeal will be crucial. The success of Die Tryin Co. could serve as a model for other veteran entrepreneurs navigating similar challenges.
