Huk Founder Ben Verner Returns with New Company
Huk is a game-changing fishing brand that pushes the boundaries of fishing in style and substance. From freshwater to salt, offshore to inshore, bait to artificial, spinning to casting to fly, our passion is all the same. Huk performance unites all anglers regardless of their pursuit. Seems like your pronunciation of Huk is not correct.
But they have been trying to win in a rigged game,” he continues, alluding to the challenges that come from competing for voice, distribution and ultimately sales in traditional channels that favor large, established brands. “We’re helping GoLite get back to their roots, reach new customers and increase market share in non-traditional ways. Thru-hikers, mountaineering enthusiasts and outdoor adventurers of all types should keep their eyes peeled for GoLite’s launch early next month. But experiences are only valuable when they lead to lessons that can be applied elsewhere. Today, Verner is doing just that – and leveraging his own deep-rooted passions for fishing, hunting and the outdoors in the process – to help outdoor companies with great products stand out and sell in crowded markets.
Parent company Marolina took a similar approach with its hunting line, NOMAD, partnering with Drury Outdoors, a big name in hunting television programming. Since 2017, the Drury team has worn nothing but NOMAD gear on its four shows and in videos and social media content. When Jason Hart and his friends started Huk (pronounced “hook”), a performance fishing brand, in 2014, they didn’t just move into a new office—they spent two years on the water, competing in fishing tournaments and growing their reputation.
Largely by focusing on performance and brand authenticity, but also by following a new model of creative resource sharing. HYDES, Md. – Lifelong hunter and angler, Ben Verner, knows a thing or two about creating successful outdoor brands. Enter Critical Mass Brands, Verner’s most-recent company, which uses a shared-resource model to help smaller companies with great products and shy resources remain viable, grow, and ultimately prosper alongside bigger brands with greater resources. No longer will retailers determine the goods that make it to market. “With RVOLN, we are living up to the name and revolutionizing how our customers can interact with the brand. RVOLN will launch in Q4 of 2020 with crowdfunding and traditional investment fueling the brand for a big splash.
Their adventures were documented in a TV show, Money Fish, on the World Fishing Network and Sportsman Channel, and professional fishermen like Kevin VanDam repped their gear. How do four buddies—including three who went to Clemson and three who worked at Under Armour together—grow a fishing and hunting apparel startup into a nationally recognized brand in less than five years? Record the pronunciation of this word in your own voice and play it to listen to how you have pronounced it. SPG has helped bring the Huk brand into a range of lifestyle categories by designing and developing products that capture the brand’s fisherman ethos and culture. Crowdsourced audio pronunciation dictionary for 89 languages, with meanings, synonyms, sentence usages, translations and much more. Unfortunately, this browser does not support voice recording.
Outsource some or all of your company’s functions while keeping your brand. Critical Mass Brands can assume financing, strategy, relationships, design, marketing, customer acquisition, distribution and more. From product creation to merchandising, the Critical Mass Brands Team can help products move quickly and smartly from ideation to market, while supporting your brand with the best marketing and content creation in the business. “GoLite came to Critical Mass Brands with uncommon products and common problems,” Verner reveals. “The brand’s line of technical active performance apparel and mountaineering gear is sustainably sourced and environmentally friendly, superbly-engineered and constructed, and extremely lightweight.
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Verner believes every successful product has at least one competitive advantage, and that every successful brand has a unique voice that clearly communicates those advantages to the right people. “In the outdoors space, technologies are meant to be experienced during experiences,” Verner offers. “What I mean by that is successful companies always keep the passions of their customers in clear view… they have an end-user focus. They design and make products that elevate the experiences their customers already love, then they make sure their brand voice clearly communicates their advantages. Critical Mass Brands is conceived to offer smaller, independent companies the critical, competitive advantages enjoyed by larger conglomerates.
Dion Liriano is a 51-year-old American zookeeper who has retired from the business. He was once a highly successful director of the Zoo and Aquarium, but he has since hung up his gloves and moved on to other ventures. Dion's passion for animals began at a young age, when he would help his father care for their family pets. This love grew exponentially when he started working at the zoo; Dion quickly became one of the most experienced keepers in the business. He credits his success to the relationships he built with both staff and animals over the years.