The Shark Tank edit makes it look smooth, but the real experience is quiet, intense, and a lot longer than you think. We talk with the founder of Foam Cooler, Chad Lee, the Bentonville-based product developer who walked into the Tank, ran his cooler over with a steamroller, and then had to negotiate for real while doing rapid-fire math on the spot. He explains what’s scripted, what absolutely isn’t, and how founders get coached to stay authentic when the questions are designed to provoke a reaction.

Then we get hands-on with the product itself: a floating EVA foam cooler built for real life, not laboratory bragging rights. We dig into why ditching metal parts and hinges matters on boats and beaches, how the cube shape improves stability on the water, and why “day-use cold” lets them keep the walls thinner and the vibe lighter. If you’ve ever compared Yeti alternatives, wondered about cooler pricing, or wanted outdoor gear that feels fun instead of industrial, you’ll get practical details on capacity, packing tips, and what customers actually buy.

The business lessons go deeper than product design. We talk retail strategy with real examples from REI, Walmart.com, and a Target test, plus the dangers of chasing “all stores” too early. The conversation gets honest about what happens when tariffs turn a $30,000 container into an $80,000 problem, and how a brutal personal year helped sharpen the brand mission. We also share what working with Daymond John is like after the deal and why he’s pushing hard on digital marketing and live social selling.

If you like founder stories, Shark Tank behind-the-scenes, product development, and retail growth strategy, hit play, subscribe, and share this with someone building a physical product. After you listen, leave a review and tell us: what would you have asked the Sharks?

More About this Episode

Redefining the Cooler Industry: From Shark Tank to Every Day is Friday

When you think about the outdoor industry, specifically the cooler market, it is easy to feel like everything has been done before. You have the heavy-duty, high-priced titans that promise to keep ice frozen in a desert for a week, and then you have the cheap disposables that break after one season. Between those two extremes, there is a massive gap, a gap for people who actually live life, go to soccer practice, float the river for an afternoon, or just want a cold drink on a boat without hauling fifty pounds of plastic and metal.

That is where FOAM comes in. We didn’t set out to just build another cooler; we set out to change the material science of how we enjoy our leisure time. Our journey from the halls of Coleman to the high-stakes environment of Shark Tank has been a wild ride, but the core of what we do remains the same: making products that make every day feel a little more like Friday.

The Problem with Following the Leader

For years, the industry has been chasing a specific brand that rhymes with 'Betty.' Don’t get me wrong, they make incredible products. But they are heavy, they are expensive, and for the average consumer, they are often overkill. If you are sleeping in a tent for four days in the wilderness, you need that seven-day ice retention. But if you are in your house or at a Hilton by 10:00 PM, you don’t need a tank; you need something functional, light, and fun.

We saw a consumer base, particularly parents, weekend warriors, and boaters who were being ignored. They wanted a cooler that didn’t rust, didn’t break at the hinges, and didn’t cost a mortgage payment. Most importantly, they wanted something that didn’t feel like a chore to carry. By focusing on EVA (Ethylene Vinyl Acetate), the same high-performance material used in the midsoles of top-tier running shoes and Crocs, we found a way to create a product that is nearly indestructible yet incredibly lightweight.

The Shark Tank Experience: Beyond the 12 Minutes

Walking down that famous hallway into the Shark Tank is every bit as nerve-wracking as it looks on television. What viewers see is a polished twelve-minute segment, but the reality is an hour-long, unscripted interrogation. The first minute is a choreographed dance for us, that involved a steamroller running over our cooler to prove its durability but once the pitch ends, the real business begins.

One thing people often ask is whether the Sharks are actually as intense as they seem. The answer is yes. They are looking for reasons to say no, poking and prodding to see if you will crack under pressure. We went in with a simple strategy: be authentic, be likable, and know our numbers inside and out. We weren't just looking for an investment; we were looking for a partnership.

When we landed a deal with Daymond John, it wasn't just about the capital. It was about the network. Working with Daymond has been an education in itself. He isn't there to run the business for us, in fact, he’s a firm believer that the founders should steer the ship. But he is the ultimate connector. Whether we need advice on digital marketing or a push into live social selling, having that level of mentorship is game-changing. He reminds us constantly that while we are great at retail, we need to master the art of talking directly to our community through platforms like TikTok and Instagram.

Innovation Through Material: Why EVA?

The "magic" of FOAM lies in the material. EVA allows us to get rid of the traditional failure points of a cooler. There are no metal parts to rust in the salty air of a marina. There are no plastic hinges to snap off. Because the material is flexible, the cooler can be compressed and will pop right back into shape.

Beyond durability, EVA offers a unique benefit for water lovers: it floats. We designed our flagship "Cube" cooler with a specific profile to ensure stability on the water. While most coolers are rectangular and prone to tipping, our cube stays upright. It’s the perfect companion for a day on Beaver Lake or floating down a river. You can literally toss it from a boat to someone in a tube, and it’ll bob right along beside them.

Facing the Storm: Tariffs, Health, and Resilience

The road hasn't always been smooth. 2025 was a year of immense testing for our team. We faced personal health battles within our families and the sudden, terrifying health scare of my co-founder, David. On top of that, the business landscape shifted overnight when tariffs hit.

For a small company, a $50,000 tariff bill on a single container of product is enough to sink the ship. We had to make a choice: do we pass that cost onto our customers, or do we eat the loss to maintain our integrity and our relationships with retailers like QVC? We chose to weather the storm. Those challenges solidified our mission. They led us to the "Friday and Monday" philosophy—the realization that life is short and we should focus on the things that bring joy and simplicity to every day.

The Future of FOAM: Made in the USA

One of the biggest lessons we learned from the tariff situation was the importance of domestic manufacturing. We are incredibly excited to share that our next line of products, including our new "Foamies" (our take on the classic can insulator), will be made right here in the USA, specifically out of a factory in Georgia.

While making large-scale foam products in the States is expensive and technically challenging, we are committed to moving as much of our production as possible back home. It reduces our risk, supports local jobs, and allows us to iterate on designs much faster. We are currently developing a new cooler shape specifically designed to fit in the back of a golf cart and to hold full-sized wine bottles, two of the most requested features from our community.

Expanding the Lifestyle: Totes and Personalization

We’ve realized that we aren't just a cooler company; we are an EVA company. This year, we are launching a line of totes; the "Big Friday" and the "Mini Monday." These aren't coolers; they are durable, ventilated, waterproof bags designed for the pool, the gym, or the beach. We added features like adjustable handles and flat side panels specifically so we can offer high-quality, full-color personalization for businesses and boutiques.

Whether it’s putting a logo on a tote for a local boutique or creating custom coolers for a boat club in Miami, we want to provide products that people feel a personal connection to. We aren't interested in scaling just for the sake of an exit. We want to build something sustainable, something our kids could one day be a part of.

How to Join the FOAM Community

We are a small outfit based in Bentonville, and we pride ourselves on being accessible. You can find our products at national retailers like REI, or you can check us out on Walmart.com as we continue to grow our digital footprint. We are also leaning heavily into live selling, so if you see us on a TikTok Live from a garage studio, come say hi.

Our goal is simple: we want to help you enjoy your downtime without the hassle. We want to provide the gear that makes your weekend easier and your Monday feel a little more like a Friday. If you’re looking for a cooler that’s light, bright, and built to last, or a tote that can handle anything you throw at it, we’ve got you covered.

Visit us at foamcooler.com or follow us on social media @foamcooler. Let’s make every day a Friday.

Would you like me to draft a series of social media posts or a TikTok script to help launch the new "Made in the USA" Foamies line?