Have you ever been on vacation, standing in the water with a cold drink in hand, and thought, There’s got to be a way to fish without putting my drink down? Well, Jake Rutledge, a firefighter from Tulsa, Oklahoma, had that exact thought while vacationing in Destin, Florida, in 2017. What started as a simple idea turned into Chill-N-Reel—a patented drink koozie with a built-in fishing reel. Today, I’m diving into the fascinating story of Chill-N-Reel, from its humble beginnings to its Shark Tank appearance and beyond.
The Birth of Chill-N-Reel
Jake Rutledge was enjoying the Gulf of Mexico’s warm waters when inspiration struck. Surrounded by fish and holding his drink, he realized the hassle of juggling fishing gear and beverages. So, he improvised by attaching fishing line to his beer koozie. It worked—but not without spilling his drink repeatedly. That’s when Jake decided to create a product that would solve this problem for good.
Back home in Oklahoma, Jake began tinkering with prototypes. By 2018, he had a working model and was already drawing attention. Over 50 people wanted to buy his prototype on the spot. Encouraged by this response, Jake partnered with his brother-in-law Chris Diede, an e-commerce expert, and Chase Terrell, a sales professional known for his charismatic trade show pitches. Together, they officially launched Chill-N-Reel in 2019.
The Shark Tank Experience
Fast forward to May 13, 2022—Chill-N-Reel made its debut on Shark Tank during Season 13, Episode 23. Jake, Chris, and Chase entered the tank seeking $300,000 for 10% equity in their company, valuing it at $3 million.
Their pitch was nothing short of entertaining. The trio demonstrated the product by casting fishing lines from their koozies while humorously struggling to open their beers. The Sharks were amused but skeptical about the product’s scalability and margins. Jake shared that Chill-N-Reel had generated $1.34 million in sales over the past year—a figure that impressed the Sharks but also raised questions about profitability.
Memorable Moments
- Kevin O’Leary famously called the product a “piece of garbage” but admitted it was fun.
- Robert Herjavec offered $300,000 for 10% equity with a $2 royalty per unit sold in perpetuity.
- The founders countered with 15% equity but ultimately declined Robert’s royalty structure.
In the end, no deal was made. Yet the exposure from Shark Tank proved invaluable.
Chill-N-Reel’s Shark Tank Details
Here’s a snapshot of everything you need to know about Chill-N-Reel’s Shark Tank journey:
| Category | Details |
|---|---|
| Product Name | Chill-N-Reel |
| Founders | Jake Rutledge (Firefighter), Chris Diede (E-commerce), Chase Terrell (Sales) |
| Season & Episode | Season 13, Episode 23 |
| Ask (Investment & Equity) | $300,000 for 10% equity |
| Final Deal | No deal |
| Shark(s) Involved | None |
| Memorable Episode Moments | Kevin O’Leary’s critique; Robert Herjavec’s royalty offer |
| Current Net Worth | Estimated $5 million (2024) |
| Current Business Status | Active |
| Revenue Since Shark Tank | Approximately $350,000 annually as of 2024 |
| Social Media Presence | Active on Instagram (@chillnreel), Facebook, TikTok |
| Key Achievements | Patent secured; expanded product line; consistent online sales growth |
Life After Shark Tank
Walking away without a deal didn’t slow down Chill-N-Reel. If anything, their Shark Tank appearance catapulted them into the spotlight. Sales surged immediately after the episode aired as viewers flocked to purchase this quirky yet practical invention.
Key Milestones
- Initial Success: In their first year (2020), Chill-N-Reel sold over 5,000 units despite pandemic-related challenges.
- Revenue Growth: By mid-2022, they had generated $1.34 million in sales and maintained annual revenue of around $350,000 by 2024.
- Product Expansion: The company introduced accessories like slim-can adapters and extra hooks to enhance user experience.
- Marketing Strategies: Leveraging social media platforms like Instagram and TikTok has been pivotal in engaging customers and showcasing user-generated content.
Chill-N-Reel also stayed true to its roots by manufacturing products in the USA—a detail that resonates with its customer base.
Current Status
As of January 18, 2025, Chill-N-Reel is thriving. The company has an estimated net worth of $5 million and continues to grow steadily. Their products are available on Amazon and their official website. Beyond the original koozie design, they’ve expanded their offerings to include branded merchandise like T-shirts and hats.
Business Highlights
- Annual revenue remains consistent at approximately $350,000.
- The brand has gained recognition through features on Good Morning America and Fox & Friends.
- Customer reviews frequently highlight the product’s fun factor and practicality for casual fishing trips.
What Makes Chill-N-Reel Unique?
Chill-N-Reel isn’t just another fishing accessory—it’s a lifestyle product that combines relaxation with functionality. Whether you’re catching small fish or simply enjoying a day by the water with friends, this product epitomizes laid-back fun.
The founders’ dedication to quality and innovation sets them apart:
- Patented Design: The koozie is made from durable injection-molded plastic and comes pre-wound with an 8-pound test fishing line.
- Affordability: Priced at around $12-$13 per unit, it’s accessible to most consumers.
- American-Made: Every Chill-N-Reel is proudly made in the USA.
Lessons for Entrepreneurs
Chill-N-Reel’s journey offers valuable insights for aspiring entrepreneurs:
- Leverage Exposure: Even without securing funding on Shark Tank, the brand used its TV appearance as a springboard for growth.
- Adaptability is Key: Pivoting to e-commerce during the pandemic ensured business continuity when trade shows were canceled.
- Stay True to Your Vision: Despite criticism from some Sharks, Jake and his team remained confident in their product—and it paid off.
Looking Ahead
The future looks bright for Chill-N-Reel. With steady revenue streams and an expanding product line, they’re well-positioned to continue delighting customers across the United States—and perhaps even internationally.
As someone who loves both fishing and innovative gadgets like this one, I can’t help but admire what Jake Rutledge and his team have accomplished. Their story is proof that even simple ideas can lead to extraordinary success when paired with determination and creativity.
So next time you’re out by the water with a cold drink in hand, remember: you don’t have to choose between chilling and reeling—you can do both!