In the world of entrepreneurship, passion often drives innovation. For Matt Olen and his co-founders, a love for basketball and a market gap transformed into a thriving business generating over $20K per month. Grip Spritz, a product designed to give athletes better grip on dusty courts, is a story of grit, grassroots marketing, and turning a simple idea into a game-changer. Let’s dive into their journey and uncover the valuable lessons every aspiring entrepreneur can learn.
The Origins: A Basketball Problem Waiting for a Solution
Like many great ideas, Grip Spritz started with a real problem. Matt Olen, fresh out of college with degrees in finance and economics, wasn’t planning on becoming an entrepreneur. The turning point came when Tom Rose, a golfer who’d invented a grip-enhancing product for golf clubs, asked Matt for help with marketing. While Matt wasn’t a marketing expert, he was a basketball enthusiast—and he recognized a problem that every athlete faced: slippery, dusty courts.
Whether it’s a high school gym or a community center, athletes know the frustration of slipping on dusty floors. This issue is especially common in basketball and volleyball, where professional court maintenance isn’t always a priority. Tom and Matt saw an opportunity to solve this problem with Grip Spritz, a simple, effective spray that improves shoe traction without the need for sticky, bulky traction boards.
The Pivot: From Golf to Basketball
Originally, Grip Spritz was created for golfers to refresh their club grips instantly. But despite some initial success in the golf world, it didn’t take off as expected. Then, a breakthrough moment happened: an LPGA player casually asked, “What about using it on basketball shoes?” That question changed everything.
Basketball players, especially in youth leagues, face similar grip problems on dusty courts, and Tom realized the massive potential in this new market. With Matt onboard, they pivoted, and Grip Spritz officially entered the basketball world.
Taking Grip Spritz to the Courts
The basketball market proved much larger and more lucrative than golf. Tom tested the waters by showcasing Grip Spritz at a local basketball tournament, where it was an instant hit. This success led to an even bigger opportunity—the country’s largest girls’ basketball tournament, with over 1,700 teams. The product’s popularity skyrocketed, and the team knew they were onto something big.
But the shift into basketball also came with challenges. The team had to figure out how to market a product unfamiliar to basketball players. That’s where Matt, with his deep love for the sport, became the marketing lead.
Building the Grip Spritz Brand
Matt had no background in digital marketing, SEO, or eCommerce, but he wasn’t afraid to learn. Starting with a WordPress site (despite never using the platform before), Matt eventually moved Grip Spritz to Shopify to streamline the business. Grassroots marketing became their secret weapon. Every weekend, the team attended youth sports events, speaking directly to coaches, players, and parents about the benefits of Grip Spritz.
At first, the product required athletes to spray it directly on their shoes. But they quickly discovered players weren’t always diligent about applying it. This insight led to the development of the team traction mat, where entire teams could refresh their shoe grip by simply stepping on it. This innovation not only made the product easier to use but also expanded Grip Spritz’s market to teams and schools.
Scaling from Local Tournaments to National Exposure
When the COVID-19 pandemic hit in 2020, the team used the downtime to refine their online presence and build key partnerships. Once sports resumed, they were ready to hit the ground running. They ramped up efforts, attending basketball coaching clinics, tournaments, and camps nationwide to showcase their traction mats and player bottles.
In September 2022, Grip Spritz hit a major milestone by launching on Amazon. After being initially miscategorized (in the gardening section, of all places!), the product found its rightful place under basketball equipment. By Christmas, Grip Spritz became one of the hottest new arrivals in Amazon’s basketball category, leading to a huge spike in sales.
TikTok, Amazon, and Beyond: Growing the Brand
Grip Spritz’s success wasn’t limited to Amazon. Matt and the team embraced TikTok, creating viral videos that highlighted the product’s benefits. Their creative approach to social media, combined with grassroots marketing efforts, helped establish Grip Spritz as a credible brand in the basketball world.
Partnerships with sporting goods stores like Basin Sports, catalogs like Anthem Sports, and platforms like HoopsKing helped them expand even further, putting Grip Spritz on the national stage.
Overcoming Setbacks: Persistence Pays Off
The road to success wasn’t always smooth. From broken bottles during shipping to last-minute event cancellations, the Grip Spritz team faced numerous challenges. One of the toughest moments came when co-founder Tom was in a car accident on the way to a coaches’ clinic. Despite the setbacks, the team’s shared belief in the product and their determination to push through obstacles kept them going.
As Matt likes to say, “Most businesses don’t fail—people quit.” Grip Spritz’s success is a testament to the power of persistence and adaptability.
Lessons for Aspiring Entrepreneurs
The success of Grip Spritz offers key lessons for anyone looking to start their own business:
- Persistence is key: Challenges will come, but those who keep going are the ones who succeed.
- Learn as you go: You don’t need to be an expert at everything—Matt learned marketing, SEO, and web development on the fly.
- Grassroots marketing works: Directly engaging with your target audience can create lasting connections and build trust in your brand.
- Adapt to your market: The shift from individual spray bottles to team mats helped Grip Spritz expand its reach and improve usability.
What’s Next for Grip Spritz?
Grip Spritz isn’t stopping at basketball. The team has plans to expand into other sports like volleyball, which faces similar traction issues. With a growing presence on Amazon, in retail stores, and across social media, Grip Spritz is poised for even greater success in the coming years.
For any aspiring entrepreneurs out there, Matt’s story is a powerful reminder that passion, hard work, and persistence can turn a simple idea into a thriving business. Whether you’re a sports enthusiast or an entrepreneur in the making, Grip Spritz’s journey offers valuable insights into the power of grassroots marketing, innovation, and never giving up.
