How Dugout Mugs Turned a Niche Idea into a Grand Slam Business (video)

In the crowded world of e-commerce, it takes more than a great product to stand out. It takes an authentic brand, a focused strategy, and a deep understanding of your customer. That’s precisely what Kris Dehnert, the founder of Dugout Mugs, has built. By transforming retired baseball bats into unique drinkware, he didn’t just create a product—he made an experience.

In a recent podcast interview, Dehnert shared the key insights and strategies that fueled Dugout Mugs’ explosive growth. This isn’t just about selling mugs; it’s a masterclass in modern entrepreneurship. Here are the most valuable lessons for anyone looking to build a brand that resonates and lasts.

1. Sell the Experience, Not Just the Product

Most companies focus on the features of their products. Dehnert learned early on that the real value lies in the emotional connection the product creates. Dugout Mugs aren’t just for drinking; they’re unique gifts that evoke nostalgia and tell a story.

Takeaway: Ask yourself what deeper emotional need your product fills. Is it a feeling of connection? The joy of giving a unique gift? Design your product, marketing, and entire customer journey around creating memorable moments. When you track your repeat customer rate, you’ll see a high number like Dugout Mugs’ 20%, which is a clear sign you’re selling an experience people want to repeat and share.

2. Don’t Assume Who Your Customer Is

It’s easy to fall into the trap of assuming you know your target market. Initially, Dugout Mugs was marketed to baseball players. But when Dehnert looked at the data, he discovered something surprising: the primary buyers were moms and wives aged 35–50, who were buying the mugs as gifts for the fans in their lives.

Takeaway: Your intuition can only get you so far. Use surveys, polls, and customer data to truly understand who is buying your product and why. Don’t be afraid to pivot your marketing and product development based on what you learn. Staying agile and responsive to your audience is critical for long-term success.

3. Diversify to Manage Seasonal Swings

Businesses with a strong seasonal component often face unpredictable revenue peaks and valleys. Dugout Mugs, with its link to baseball season and holidays, tackled this challenge by targeting different customer segments throughout the year.

Takeaway: Map out seasonal trends for your business and develop targeted campaigns for each. Explore new, unexpected markets—for Dugout Mugs, it was corporate gifting to clients like Coke and Capital One. Use a marketing calendar to proactively plan campaigns around key dates. This proactive approach helps smooth out revenue and maintain steady sales year-round.

4. Build Partnerships with a “Win-Win” Mindset

Successful partnerships aren’t about getting the most out of the other party; they’re about complementing each other’s strengths and finding mutual benefit. Dehnert and his co-founder, for example, balanced each other perfectly—one focused on numbers, the other on promotion.

Takeaway: Before entering a partnership, clarify what success looks like for both parties. The “currency” of value might differ—one partner might value brand exposure more than immediate revenue, for example. Establish trust and be transparent about your goals and expectations from the very beginning.

5. Put Fans First, Always

Dehnert isn’t just focused on sales; he’s focused on creating a community. This “fans first” mentality goes beyond just a great product. It’s about creating ongoing value, whether through exclusive content with celebrities or giveaways that keep people engaged.

Takeaway: Turn customers into fans by engaging with them long after the sale. Prioritize a positive internal culture, as a loyal team will naturally lead to better customer experiences. Be generous with your content, insights, and giveaways without always expecting something in return.

6. Let Technology Enhance Your Human Connection

In an age of automation, it’s easy to lose the human touch. Dehnert believes technology should streamline operations and improve service, but never replace genuine human interaction.

Takeaway: Use AI and automation for efficiency—to provide quick, after-hours responses, for instance—but always provide an option for a real human during business hours. Automate the mundane so your team can focus on high-value, personal interactions. Regularly review your technology to ensure it’s enhancing your customer experience, not detracting from it.

7. Be Authentic as You Scale

Authenticity isn’t a marketing tactic; it’s a way of being. Dehnert’s unapologetic and consistent approach to being himself has built trust and long-term loyalty with customers and partners.

Takeaway: Let your true personality and values shine through in every interaction. Don’t try to please everyone; instead, focus on building a core group of “true fans.” When you are consistent in your messaging and values, you build trust and an unshakeable foundation for your brand.

8. Ruthlessly Prioritize and Say “No”

Growth brings new opportunities, but it also brings a flood of distractions. Dehnert has learned that the most successful entrepreneurs are the ones who are relentless about what they say “no” to.

Takeaway: Set clear priorities for your business and personal life. Create a filter to evaluate opportunities and stick to it. Dehnert uses a simple set of questions: “Is it fun? Is it scalable? Will my kids be proud?” If the answer is no to any, he passes. Remember, the discipline to stop doing things is just as important as starting new ones.

9. Connect, Don’t Just Sell

While preparation is key, Dehnert’s approach to sales is rooted in genuine connection rather than rigid scripts. He focuses on building rapport and trust, staying fluid, and letting conversations evolve naturally.

Takeaway: Prepare by knowing your product and your story, but leave plenty of room for authentic dialogue. The goal isn’t a flawless sales pitch; it’s a real conversation. Sometimes, the best outcome isn’t a sale at all but a new connection or an unexpected opportunity.

What’s one lesson from Kris Dehnert’s journey that you plan to apply to your own business?