YouSaid · the spoken record

Tom Rinks

lines on the record: 122
first: 2026-07-13
most recent: 2026-07-13
sittings or episodes: 1
sources: podcast

Every line below is reproduced as it was said and linked to the record it came from. Nothing here is summarised or generated. Directory · Search · Corrections

“Yeah, I mean, the products were great because they're dentists. They're so authentic and they're so passionate. And they're, you know, again, you went back to that question, you know, why aren't I in front of this brand, right? Because I'm not a dentist.”
2026-07-13 · How I Built This with Guy Raz · Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023) · IDENTIFIED FROM THE TRANSCRIPT
“And they were killing it in Ireland, but they tried to come to America and it wasn't working. And then they thought maybe I could help them. So I told them I would if I could just blow it up and start it from scratch. Just like that.”
2026-07-13 · How I Built This with Guy Raz · Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023) · IDENTIFIED FROM THE TRANSCRIPT
“Think it's a combo. Obviously, probably everybody says that. I think there were so many lucky breaks, right? Vivian Dreyer back at Meyer, you know, giving me those that order for eighteen hundred t-shirts like all the people that I met, all the stores that said yes, all the buyers. It's really the lucky breaks of people taking a chance on me and believing in wanting to take the ride with me, but I also, it's also a ton of work. It's also doing it more. You know, like Kobe said, you just practice, you got to practice more. So practicing more than anybody else makes you better than anybody at it. And I've practiced a lot because I love it because it's kind of my art. It's kind of my paintings. You know, these brands are kind of my painting. So it's like the extension of what I was doing my whole life.”
2026-07-13 · How I Built This with Guy Raz · Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023) · IDENTIFIED FROM THE TRANSCRIPT
“Yeah. And when I had the Taco Bell lawsuit, I went from being this creative guy to the guy that sued Taco Bell. So any interview, the only thing you could find at the time was Taco Bell lawsuit. So that's what people wanted to talk about. And that would hurt the brand that I was trying to promote and not help it. I didn't want to flex. I let other people let other people flex. I flexed by doing the work and I felt really good about that.”
2026-07-13 · How I Built This with Guy Raz · Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023) · IDENTIFIED FROM THE TRANSCRIPT
“I wasn't the brands that I was creating necessarily. I wasn't the big surfer. I wasn't the big tough guy for tequila. I wasn't a big Christian guy. There were people like that that were better than me at it. I suppose if I would have... Done like a brand of t shirts for tall skinny guys, I probably could have gotten out in front of it or something, or a picky eater food brand if I would have done that. I could have probably been that guy.”
2026-07-13 · How I Built This with Guy Raz · Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023) · IDENTIFIED FROM THE TRANSCRIPT
“I grew up so probably insecure Maybe not feeling accepted kind of like the furniture store, right? The furniture store, you know, is a hard place to work. And I kind of felt like maybe even my wife's parents were like, why'd you marry this guy? I'm not saying they thought that, but like you were dating all these really rich guys and then you married this artist guy and he's like works at this furniture store and I just didn't want to ever make anybody feel that way. So I was very conscious about Bragging, and I just didn't like braggers or about being out in front of something. And this, quite frankly, the, I didn't think I could help in a lot of the circumstances, you know, I wasn't.”
2026-07-13 · How I Built This with Guy Raz · Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023) · IDENTIFIED FROM THE TRANSCRIPT
“Yeah, other than the depositions for the Taco Bell trial, which were more intense than this, trust me. But yeah, but I've not done this before.”
2026-07-13 · How I Built This with Guy Raz · Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023) · IDENTIFIED FROM THE TRANSCRIPT
“So we were hitting that wall and we wanted to go international. We were being asked from day one to go international. So we realized to keep growing we would need a partner that had boots on the ground, manufacturing facilities, offices in all these countries that could handle that and landed on SC Johnson.”
2026-07-13 · How I Built This with Guy Raz · Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023) · IDENTIFIED FROM THE TRANSCRIPT
“Yeah, I think it is a billion dollar brand now. But we decided because just like I had taken it and we had taken it as far as we could in Michigan and then came to California, we always thought we'd go international. We had all the trademarks and we were trying to go international, but sunscreen's a drug. So it's regulated because it says it's going to protect you against getting a disease, which is what makes it a drug. So it's got the FDAs in every country. And there's so many regulations and they're all different rules and regulations of what ingredients and what you can do and can't do.”
2026-07-13 · How I Built This with Guy Raz · Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023) · IDENTIFIED FROM THE TRANSCRIPT
“I don't think I know. Yeah. You know, I was even in Michigan when we took over the company three years later trying to get financing, man. The banks, they were like clamoring to help us until they saw my books. And then they were like, I'm sorry, Tom, we can't help you. And I didn't know enough about margins and scalability and production and all that kind of stuff. I'd never really built anything to that scale. It was hard to give up the CEO role. Most founders don't. But I knew I had to do it.”
2026-07-13 · How I Built This with Guy Raz · Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023) · IDENTIFIED FROM THE TRANSCRIPT
“Start hiring people and doing the PLs and managing people and all the stuff they suck at, and by year three the curve starts going down and by year five, the company's over. And I knew that track. And so it was about year three or four when I got called from Adam Francis, who was a guy in Australia whose ex-pro surfer, he went to Harvard. His wife Tegan was a lawyer, and they had done a lot of good businesses and he was getting ready to start a sunscreen business. He saw a sunbum in Hawaii and said, you know, I can't beat these guys. I got to try to join them. So he called me. I knew who I was talking to. He was talking to my next CEO. So I said, will you be our CEO? And I got out of his way.”
2026-07-13 · How I Built This with Guy Raz · Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023) · IDENTIFIED FROM THE TRANSCRIPT
“Yeah, that was the idea. And I'd made mistakes before with this because I was basically running it. I was the CEO. And I'd heard about that Harvard business model that says, you know, creatives usually start companies and then they're really good at creative. That's why they make companies. And then they...”
2026-07-13 · How I Built This with Guy Raz · Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023) · IDENTIFIED FROM THE TRANSCRIPT
“So, yeah, so that was a nice jump, but it was in the right stores, right? It was the best surf shops. It was the best hotels. It was Casa de Estez, the breakers. Some of those people early took it. Richard Branson and Joan, the end of the first year, they saw it and bought it for it to be their exclusive sunscreen on Necker Island. And we used that like crazy. It's exclusive on Necker Island. And then the four seasons and the standard and all those just started falling one at a time. And then you're rolling.”
2026-07-13 · How I Built This with Guy Raz · Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023) · IDENTIFIED FROM THE TRANSCRIPT
“I mean, a lot of it from the beginning was you had to buy the whole thing. We weren't, we didn't let you cherry-pick Michael helped us with that. No cherry picking, which means you can't just buy two bottles and put it on your shelf with all the other bottles because we knew that wasn't going to do it. We knew we needed it to seem bigger than it was. So we went to IKEA and got these big bookcases that they had on sale for like 50 bucks or something, these tall bookcases. And we redid the holes so they would fit our sunscreen bottles perfectly and stickered the side of them and put the ape on top. And that's what we showed at the trade show. So if somebody looked at it, they'd say, how much for this? You say you have to buy the whole thing, which included the footballs, the frisbees, the t-shirts, the sunscreen, the guy on top, and you got the display. So if you wanted to carry Sunbum, you had to carry this whole big display. But then that's what everybody looked at. That's what drew everybody to it because it seemed like something and not just two bottles of sunscreen on the”
2026-07-13 · How I Built This with Guy Raz · Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023) · IDENTIFIED FROM THE TRANSCRIPT
“That's him. That's him, man. We had all size stickers. So everybody, I mean, radio stations were getting calls. What's the ape? What's this ape we keep seeing around? And they nobody really knew until they did. But he was amazing. And we had great displays.”
2026-07-13 · How I Built This with Guy Raz · Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023) · IDENTIFIED FROM THE TRANSCRIPT
“He was a sales, he was an independent sales rep. So he'd done it for a lot of other brands, but then he single-handedly, you ask how he did it, it started with him without Michael Lacera, we wouldn't have made it. He was relentless. He was hopping fences. He was stickering every off-ramp with stickers and every sign and every”
2026-07-13 · How I Built This with Guy Raz · Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023) · IDENTIFIED FROM THE TRANSCRIPT
“It was hard when I was at that first surf expo, I was looking for reps. We didn't have any reps at the time. And everybody was saying, you need to get this guy named Michael Lacera. If you can get Michael Lacera, he can take it. He's done it before. And so while there was other people that wanted to potentially take the line, I got a hold of him on the phone and sent him some product. He wanted to test the product in the water as a surfer. And he had done vans and a bunch of other big brands.”
2026-07-13 · How I Built This with Guy Raz · Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023) · IDENTIFIED FROM THE TRANSCRIPT
“Oh, yeah. I mean, it was a Florida brand through and through. It was made in Florida. The first real office was in Florida, and our reps were in Florida. Our first stores and everybody that took a chance on us were in Florida.”
2026-07-13 · How I Built This with Guy Raz · Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023) · IDENTIFIED FROM THE TRANSCRIPT
“Yes, so we'd be on the phone. Nobody ever lied, but we did say, you know, if they call and ask how the weather is, you know, just tell them it's unbelievable. If it's snowing outside or whatever, because then you're not lying. It's unbelievable. Right? And they'll think you mean unbelievably good, but it's unbelievably bad. And if they pushed it on anything or waves or any of that, just say we're up at the Great Lakes office, actually. So we were that. And then we really quickly got a house down in Cocoa Beach and made it a legitimate office. And that was our first office. And we hired some people to work there. And then eventually we thought we'd all be moving down there.”
2026-07-13 · How I Built This with Guy Raz · Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023) · IDENTIFIED FROM THE TRANSCRIPT
“Florida Beach, exactly, and that sounds good. So we like that. So we got a P.O. box and Cocoa Beach. And then all the calls were getting transferred up, you know, and then we, yeah, we had a couple of”
2026-07-13 · How I Built This with Guy Raz · Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023) · IDENTIFIED FROM THE TRANSCRIPT
“Yeah, Coco Beach was the, you know, there was a direct flight to Orlando, and Daytona was up the beach a little bit. But Coco Beach just sounded like a good place for a sunscreen company, right? Like Cocoa Beach. Cocoa Beach. It sounded like internationally. I kind of want a sunscreen that's made in Cocoa Beach. Kind of Cocoa butter all that. Oh my gosh, yeah.”
2026-07-13 · How I Built This with Guy Raz · Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023) · IDENTIFIED FROM THE TRANSCRIPT
“Based in Grand Rapids at one of Bob, the owner's offices that he let us use and just three or four of us. But then just had to figure out the whole thing. I was just planning on for an AN and I were just planning on making the brand for them and saying, here you go, good luck like we had done before. But with this one, all of a sudden we had to take it on.”
2026-07-13 · How I Built This with Guy Raz · Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023) · IDENTIFIED FROM THE TRANSCRIPT
“She saw the huge potential, and there was really good money behind it to be able to do it the right way. And so we closed down Rinks Connecti and took over Sunbum.”
2026-07-13 · How I Built This with Guy Raz · Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023) · IDENTIFIED FROM THE TRANSCRIPT
“Yeah, the guy that owned the company asked me if I would take over. But actually for me to take charge, he asks us if we come work for him. And so I went to Renee and talked to him about it. We had a long talk about it. It was a tough decision, right? Because all of a sudden I was going to be the boss and not as much partners anymore.”
2026-07-13 · How I Built This with Guy Raz · Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023) · IDENTIFIED FROM THE TRANSCRIPT
“Correct, and we did have a better product because we were making it for us, you know, and that's basically what you do. You should do all the time is not make it for other people. You make it for yourself. And so it had to be safe. It had to be clean. It had to be great. Everybody had to like it. It couldn't just have my kids like it. I needed my wife to like it. My wife's friends to like it. I needed my kids' surf friends to like it. I needed that wide demographic.”
2026-07-13 · How I Built This with Guy Raz · Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023) · IDENTIFIED FROM THE TRANSCRIPT
“So immediately it was this okay, this is not normal, this wide of a demographic. It's really hard to get that. And I knew we had it that first day of that show.”
2026-07-13 · How I Built This with Guy Raz · Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023) · IDENTIFIED FROM THE TRANSCRIPT
“Okay, it's okay. So the sticker Maybe on their surfboards. Yeah, exactly. And so they were doing that. And then women that owned boutiques up in Nantucket and Martha's Vineyard and all that were trying it and smelling it and buying it. And some high-end hotels came by and they were buying it.”
2026-07-13 · How I Built This with Guy Raz · Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023) · IDENTIFIED FROM THE TRANSCRIPT
“It was not so much the orders, it was just the buzz. I mean, it was the skaters that were there because all the skate brands are there as well and all the surf brands are there. So the skaters were coming by and taking the stickers and I'd walk over to the skate ramp and see our stickers on the ramp itself. The people were sticking and the kids were coming by asking if we had more stickers of just the sunny guy, just the character, just the monkey. Just the ape. Yeah. Yeah. It's an ape.”
2026-07-13 · How I Built This with Guy Raz · Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023) · IDENTIFIED FROM THE TRANSCRIPT
“Yeah, so that would be the first show. So all the surf shops in the country come and high end hotels that are on the beaches and stuff come to buy products.”
2026-07-13 · How I Built This with Guy Raz · Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023) · IDENTIFIED FROM THE TRANSCRIPT
“Correct. And you could put it on anything and make them think about not Sunbomb necessarily, but think of sunscreen. So we put it on footballs and frisbees and paddleball sets and towels and hats. No word sunbum on it. It just was that. We did ads. We did billboards. And just had the ape on there. And people didn't know. We stickered the crap out of every surf town in California. And then we decided to take it to the January 10th Surf Expo.”
2026-07-13 · How I Built This with Guy Raz · Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023) · IDENTIFIED FROM THE TRANSCRIPT
“Because I loved it. I just, as soon as I saw it, I loved it. I knew how strong it was. I knew how powerful that logo Mark was, you know. That's the other thing, you know, if you take Sonny, the logo, the ape logo, and you put it next to all the other big brands out there, right? Forget about the copper tones and the banana boats. Those are just names. But if you put it next to the Nike swoosh, the Adidas mark, you put it next to the Disney mark, you put it next to the Ford logo, you put it next to the Apple logo. And then you put this badass ape and sunglasses staring at you stone-faced. I knew it would be a great sticker. I knew it would be great everything. And we knew we were going to graffiti, market the shit out of this thing.”
2026-07-13 · How I Built This with Guy Raz · Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023) · IDENTIFIED FROM THE TRANSCRIPT
“Absolutely. Like, I was sketching stuff and he was sketching some stuff. And a couple times he thought he had it and was, you know, fired up and looking for a high five and I hated it. But he was the designer and not me. I was just kind of creative directing it. And then one weekend he called me I was at our cottage on Lake Michigan with my family and he called me and he just said I got it but he had said that before a couple of times right but I could hear it in his voice I got it And I walked into the office on Monday Sat me down and prepped me. And then he pulled it up on his screen and it was exactly what you see today. It was perfect. It was just magic.”
2026-07-13 · How I Built This with Guy Raz · Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023) · IDENTIFIED FROM THE TRANSCRIPT
“And so then he came out with a gospel album, and the parents that had been, you got to burn the records or you can't go to an Elvis concert, which is what made people want to go to the concert more. Once he did the gospel albums and showed that side, they were like, oh, he's a good boy. It's okay to listen to Elvis. He's a good boy. And so it's this juxtaposition of edge, sex, good, kind, humble, like mashing all of that together. It's kind of what people want. It's that combo is what's a really interesting personality for brands, for people. I was very conscious of that in using that when I did ads and all that stuff. I was kind of making that personality type.”
2026-07-13 · How I Built This with Guy Raz · Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023) · IDENTIFIED FROM THE TRANSCRIPT
“The Elvis principle is kind of similar to the mashup that I talked about. Except this is more on the personality. I was watching an Elvis special or something about him and then I got really intrigued with him and he came out when he came out on the scene in the 50s. He was rock and roll. He was dangerous. He's sexy, shaking his hips like crazy, right? And then he got banned, right? He was just too sexual. You could have had to film him above the waist, right?”
2026-07-13 · How I Built This with Guy Raz · Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023) · IDENTIFIED FROM THE TRANSCRIPT
“the graffiti world and brought that into this somehow. So that looking at all of those pieces, I think Sonny, who's the logo, the gorilla logo, that was led a lot from Japanese street art.”
2026-07-13 · How I Built This with Guy Raz · Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023) · IDENTIFIED FROM THE TRANSCRIPT
“First panel would be Hippies Van Life Skinny Long Hair Tattoos, that whole freedom feeling that you think when you think surf counterculture, you know, the beach culture. So was that the second one was? Seeing this furniture, right? It's a Scandinavian mid century modern furniture design that led the way for the wood grains and the curves and the bottles. And then Renee was from Copenhagen, so he was really up on northern European typography and layout, so super clean, negative space on even the ingredients, just the way they're laid out, everything was considered and spaced, all the Baus fonts and those types of things. Next page would be Japanese in New York Street where lines like supreme bathing ape, undefeated, and then the last page was collectible vinyls. Renee had a lot of kid robot stuff up on our shelves.”
2026-07-13 · How I Built This with Guy Raz · Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023) · IDENTIFIED FROM THE TRANSCRIPT
“Woody's and cross surf floors, and that's it. But to do what we did and to do what you need to do to be like a global brand, you got to have a wider demographic than just a niche.”
2026-07-13 · How I Built This with Guy Raz · Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023) · IDENTIFIED FROM THE TRANSCRIPT
“Well, everybody likes monkeys. Yeah. And then, you know, as part of the mashup, you need everybody to like it I think if surfers would have made this brand, they would have had two cross surfboards and called it Woody's, and it would still be in surf shops today, or maybe it wouldn't be.”
2026-07-13 · How I Built This with Guy Raz · Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023) · IDENTIFIED FROM THE TRANSCRIPT
“And then figuring out, you know, initially we were drawing surf characters and guys would look like hippies. And then we kind of landed on animal and then it went to monkeys and then ape.”
2026-07-13 · How I Built This with Guy Raz · Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023) · IDENTIFIED FROM THE TRANSCRIPT
“Yes, crazy as that sounds like such an obvious idea, it just wasn't. But realizing the strength of a character, realizing the Budweiser frogs, the Eminem guys, the energizer bunny, They live forever. Mickey Mouse, right? They don't get old. They don't get DUIs, like founders or celebrities, they can just keep their good. They can keep going”
2026-07-13 · How I Built This with Guy Raz · Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023) · IDENTIFIED FROM THE TRANSCRIPT
“So there was no sun. You know, you need sunscreen on a sunny day. You're going out in the sun and there was no brand out there with the word sun in it. And so that made it really good because you're already saying half the name. It's like if your drain is clogged, Draino's the perfect name. Or if you need home products, Home Depot is good or Office Products, Office Depot. And if Office Depot is taken, Office Max, you're already saying the name. So it's good. And I mean, I went to a haircut place called Coafeteria. And play on coff and cafeteria, and nobody knew what they did there, and they went out of business. So Sunbum kind of grew on us, and then we started figuring out how the rest of it would look and how to mash it up.”
2026-07-13 · How I Built This with Guy Raz · Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023) · IDENTIFIED FROM THE TRANSCRIPT
“Bottle, and it would be, you know, there was every color in the rainbow already there, and you kind of want to own the block. And then my son, Drake's Billabong thrift store t-shirt, it was yellow and brown. I brought that in one day. We like those colors. Yellow is a good color. Got brighter over the years, but yellow is the first color your eye sees. That's why caution tape is yellow. It's great for brands. We hated the name Sunbum, but then when I came up with Trust the Bum for a tagline for it and then protect your lazy ass, it kind of all started to come together. And then the name didn't matter. And then the other thing about when your name and a brand, which it's good when the brand is in the name.”
2026-07-13 · How I Built This with Guy Raz · Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023) · IDENTIFIED FROM THE TRANSCRIPT
“At first, it was just, we designed it. Renee and I's office was in Grand Rapids, and we were walking to Subway for lunch, and we passed a contemporary museum of art. And there was Ames Lounge Chair in Ottoman sitting there. I looked at it, I saw the wood grain, and I saw the curves. And I was like, wood, like wood grain. That's good. And Renee liked it as well. So we kind of developed a little wood grain pattern and we realized nothing in the market was wood grain. And we liked it. It felt good. It felt natural. Woodgrain bottled grain.”
2026-07-13 · How I Built This with Guy Raz · Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023) · IDENTIFIED FROM THE TRANSCRIPT
“It's a three month process. So it's the first month is research, looking at the industry, looking at the holes, looking at how to do it. Second is ideation, just creative thinking together, Renee and I. And then the third month is laying down the design work. And so that's how it began.”
2026-07-13 · How I Built This with Guy Raz · Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023) · IDENTIFIED FROM THE TRANSCRIPT
“It was local, so that made it easy. We didn't have to travel as much. And I knew the surf world. I knew the beach world, and I liked it. And, you know, I just didn't say yes right away. I looked at the industry. I looked at what was happening in the space, and I saw just a gigantic hole that you could drive through. Platex had just bought Hawaiian Tropic a couple years earlier. So it was just all these big players. There was no authentic sunscreen brand. Only thing that was out there were stuff that my kids didn't want in the car or on their towel. It looked like their mom left something in their car behind, if it was, you know, there was nothing that fit their world. And I knew I could create that. And I knew, like I said, there was a space for it.”
2026-07-13 · How I Built This with Guy Raz · Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023) · IDENTIFIED FROM THE TRANSCRIPT
“Nothing. Nothing. Nothing. I told him it was never going to make it. None of them were going to make it. They were horrible like NASCAR people don't use Expensive sunscreen. There had to be licensing with colleges. I knew colleges, but it was just horrible. It was just horrible design, horrible ideas. And they didn't know what they were doing.”
2026-07-13 · How I Built This with Guy Raz · Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023) · IDENTIFIED FROM THE TRANSCRIPT
“They had three. They had race face, which was for NASCAR people. They had GameFace, which was for colleges, which would never approve it. And then they had Sunbum actually that had a little carabiner on it and a little.”
2026-07-13 · How I Built This with Guy Raz · Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023) · IDENTIFIED FROM THE TRANSCRIPT
“No, they were trying to do sunscreen. They had some different names out there doing it, and it was failing, and they were losing money. So they wanted me to come and look at it and see what they were doing wrong, basically.”
2026-07-13 · How I Built This with Guy Raz · Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023) · IDENTIFIED FROM THE TRANSCRIPT
“It was a friend from my school that my kids went to in Michigan. And he wanted to be in the sunscreen business, him and a couple of his friends. And so he asked me to come and take a look at what they were dealing and see if I had any suggestions or see if I thought there was a hole in the market and see if I was interested in making it for him.”
2026-07-13 · How I Built This with Guy Raz · Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023) · IDENTIFIED FROM THE TRANSCRIPT
“Yeah, I mean, it wasn't my company. It was Brent's company. But yeah, I was totally incentivized because that would be the bigger, the larger payoff. So that's what Rinks Kinetti did. We just kind of got paid for making brands, but then you had these little chips you were putting down on this roulette wheel. And if one of them hit, you got a bigger hit.”
2026-07-13 · How I Built This with Guy Raz · Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023) · IDENTIFIED FROM THE TRANSCRIPT