Interview

Dugout Mugs is where you can find the coolest baseball-inspired gifts. These aren’t your ordinary mugs; they are officially licensed by baseball giants like MLB, MiLB, MLBPA, and even the Hall of Fame. You can find them everywhere, from MLB stadiums to the homes of dedicated fans. 

And now, as he continues to lead the charge at Dugout Mugs, Kris is diversifying his entrepreneurial portfolio with Bigg Golf. This new venture brings a playful twist to golf, offering products like golf ball cigar holders and “The Bigg Stick” cigar line. Kris’s creativity knows no bounds, and he’s spreading joy in the world of golf.

But in this interview, we’ll focus on Kris Dehnert’s incredible journey with Dugout Mugs. He might not have been the brains behind it, but he’s the driving factor that has propelled this brand to greater success.

“What truly distinguishes the Board of Advisors is our approach to building the ideal atmosphere.”

Q: For those unfamiliar with Dugout Mugs, can you briefly describe the range of products you offer?

Kris Dehnert: Absolutely. It all began with our flagship product, a baseball bat barrel hollowed out and transformed into a unique drinking mug. As we grew, we listened to our customers and added more stuff like mugs with lids, shot glasses, wedding trinkets, wine and whiskey accessories, beer mugs, tumblers, and bottle openers. But everything we make is still centered around the baseball bat theme, making it a niche offering.

Q: How did the idea for this product come about?

Kris Dehnert: My business partner, Randall, came up with the idea for the bat mug. He used to play baseball for the Blue Jays, but after he stopped, he became a baseball coach. One day, while he was coaching, he saw someone cutting bats in half for hitting practice and leaving the barrel parts in the dugout. Randall wondered if he could hollow out the cupped end of a bat, and that’s how he created the prototype and, later, our unique product.

Q: Can you share the strategies that contributed to Dugout Mugs’ success, particularly in terms of marketing?

Kris Dehnert: Well, it’s true that many entrepreneurs rely on paid advertising, but our product’s uniqueness worked to our advantage. We understood that breaking through the noise with paid ads can be costly and tough. From the start, we concentrated on Customer Acquisition Cost (CAC). Our approach was to acquire as many customers as we could, recognizing that the real magic happens when you can keep selling to the same customers repeatedly. Since our product is gift-worthy, it encourages people to return multiple times throughout the year, making it a non-repetitive purchase. So, we decided to collect customer information, building a substantial email list of 600,000 to 700,000 buyers. When unexpected challenges like the COVID-19 pandemic hit, we leveraged this list to navigate through difficult times. We used strategies like gamification and hashtag hijacking to engage our audience effectively.

Q: Can you share how you managed to increase sales for Dugout Mugs from $70,000 to $1.1 million in just one year after joining the company?

Kris Dehnert: Well, one of the key strategies was to quickly identify and delegate tasks based on our strengths. I focused on marketing, creative campaigns, and leveraging social media to promote our products, especially on platforms like Facebook. We also recognized the need to hire a customer service representative to handle communication with our customers more effectively. It allowed us to deliver a better customer experience and free up our time for other important aspects of the business. This change in focus and teamwork was instrumental in our rapid growth during that first year.

Q: Tell us about a specific marketing campaign that proved to be very effective for Dugout Mugs and what made it successful.

Kris Dehnert: One memorable campaign was our involvement in the Pro Baseball Scouts Foundation gala in Los Angeles. We realized the importance of gaining credibility in the baseball world. To achieve this, we took the opportunity to place Dugout Mugs on the centerpieces of all the tables at the gala, which featured notable baseball figures like Ken Griffey Jr., Buster Posey, and Justin Turner. What worked exceptionally well was our approach to gaining recognition. We took professional photos of these baseball legends holding our mugs, creating a strong association with our brand. The key takeaway was that we were proactive and leveraged the chance to be memorable and build relationships with influential people in the industry.

BA Pro Tip from Kris

Q: How do you approach conversations and networking to ensure you leave a lasting impression?

Kris Dehnert: Leaving a lasting impression starts with active listening. It’s crucial to pay attention during conversations rather than simply waiting for your turn to talk. Giving your full, uninterrupted attention is a great way to show respect and care for the person you’re engaging with. It’s about making the other person feel valued and heard.

Furthermore, I enter conversations and networking opportunities with the mindset that I belong there and have something of value to offer. Confidence is infectious, and if you show up with the expectation of being in meaningful conversations and adding value, it’s more likely to happen. The goal is to be unforgettable by being authentic, respectful, and attentive. Building relationships should be a two-way street, where you genuinely care about the other person and not just focus on your own interests or motives.

Q: Can you describe an instance from your career when you faced a significant challenge that required you to draw upon your resilience and determination to overcome it? How did you navigate through it?

Kris Dehnert: One of the most significant challenges I faced in my career was when I ruptured my appendix and ended up in the hospital shortly after having double knee surgery. This forced me to reevaluate my priorities and focus on what truly mattered in life. It was a wake-up call that made me realize I needed to balance my professional success with my health and family. I made a commitment to myself to align my actions with my values and not prioritize work over everything else. This experience taught me the importance of self-care and redefined my perspective on success.

Q: You’ve had a unique journey, and it would be great to hear your perspective on the importance of time and how you’ve effectively managed it in your life and business.

Kris Dehnert: Time is invaluable to me, as it nearly slipped away. I always stress the significance of reflection. To make the most of your time, define what truly matters, who you care about, and what aligns with your values. I prioritize impact over finances, viewing money as a form of currency. Time can only be spent, so I encourage people to spend it wisely. Eliminate negativity and focus on mental well-being and enriching experiences. Time is fleeting, so make the most of it. Financial stress doesn’t need to consume you; find solutions.

BA Pro Tip from Kris

Q: It’s clear you’ve achieved remarkable success with Dugout Mugs. But in this journey, were there any mistakes or challenges you encountered that you’d like our audience to learn from?

Kris Dehnert: Absolutely. I’ve learned that it’s essential to align your business with your values and passions. I’ve made the mistake of venturing into businesses or opportunities that didn’t align with my values, and I wish I hadn’t done that. When you’re out of alignment with your morals, goals, and beliefs, it often leads to poor decisions and a lack of enthusiasm. Greed can be another pitfall. Pushing too hard to scale quickly without a well-thought-out plan can lead to reckless spending and unexpected losses. In terms of our team, we drifted away from nurturing our internal culture, which affected our performance. It’s important to maintain a healthy company culture as it influences how your team, customers, and community perceive your brand. So, my advice is not only about e-commerce but also about life in general: do what aligns with your values, and don’t compromise your happiness for the pursuit of money.

BA Pro Tip from Kris

Q: Tell us about your journey with the Board of Advisors and what has impressed you the most about this community.

Kris Dehnert: My experience with the Board of Advisors has been quite remarkable. What stands out the most to me is the unwavering sense of accountability within this group. When someone commits to doing something, they follow through. It’s a culture we’ve nurtured that fosters this high level of accountability, which has become the standard for everyone there.

Q: How did your involvement with the Board of Advisors come about, and what motivated you to be a part of this unique collective?

Kris Dehnert: Well, I was actually the very first member to join the Board of Advisors. My decision to join was driven by my belief in Mike Calhoun’s vision. I’ve always known Mike as a person of integrity and trustworthiness. When he introduced me to the idea of Board of Advisors, I was not only excited but ecstatic. Mike’s vision was crystal clear, and he was determined to make it a reality, no matter the obstacles.

Q: Can you share more about the growth and impact you’ve witnessed within the Board of Advisors over time?

Kris Dehnert: It’s truly incredible to see the growth and impact that Mike has orchestrated within the Board of Advisors. In a relatively short span, he has assembled an extraordinary community of like-minded entrepreneurs. Being there from day one, I’ve had the privilege of witnessing every individual who has walked through our doors. To invest your time, energy, effort, and resources into something like this, it’s imperative to select the right group.

Q: What, in your opinion, sets the Board of Advisors apart and makes it a cherished part of your life?

Kris Dehnert: It’s truly incredible to see the growth and impact that Mike has orchestrated within the Board of Advisors. In a relatively short span, he has assembled an extraordinary community of like-minded entrepreneurs. Being there from day one, I’ve had the privilege of witnessing every individual who has walked through our doors. To invest your time, energy, effort, and resources into something like this, it’s imperative to select the right group.

Why I Love BA