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Yeti Cooler story is your average tale of business acumen, idealism, and brutal murder" class="h-full h-screen-no-nav w-full object-cover" height="1603" src="https://cdn.sanity.io/images/vxy259ii/production/2dbb1bfcfb217ba4363568e26843032da3609240-5065x3206.jpg?auto=format&crop=focalpoint&fit=max&q=80&w=2533" width="2533" loading="eager"/></picture><div id="GJ_1296x200_001" class="*:flex *:place-content-center *:pt-8"></div><div class="sc-66c73b95-0 gXLgw"><div class="sc-66c73b95-1 esOmVv"><div class="sc-91ac0546-0 furRjD"><div class="sc-91ac0546-1 kerNSI"><ul itemScope="" itemType="https://schema.org/BreadcrumbList" class="sc-c0b7d382-0 fASUng"><li itemProp="itemListElement" itemScope="" itemType="https://schema.org/ListItem" class="sc-c0b7d382-1 jyvyJf"><a itemProp="item" size="3" class="sc-5b995de4-0 iPxwLz" href="/category/business/"><span itemProp="name">Business </span></a><svg aria-hidden="true" focusable="false" data-prefix="fasr" data-icon="angle-right" class="svg-inline--fa fa-angle-right " role="img" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 320 512"><path fill="currentColor" d="M289.9 256l-17 17L113 433l-17 17L62.1 416l17-17 143-143L79 113l-17-17L96 62.1l17 17L273 239l17 17z"></path></svg><meta content="1" itemProp="position"/></li><li itemProp="itemListElement" itemScope="" itemType="https://schema.org/ListItem" class="sc-c0b7d382-1 jyvyJf"><a itemProp="item" size="3" class="sc-5b995de4-0 iPxwLz" href="/category/members/"><span itemProp="name">Members </span></a><svg aria-hidden="true" focusable="false" data-prefix="fasr" data-icon="angle-right" class="svg-inline--fa fa-angle-right " role="img" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 320 512"><path fill="currentColor" d="M289.9 256l-17 17L113 433l-17 17L62.1 416l17-17 143-143L79 113l-17-17L96 62.1l17 17L273 239l17 17z"></path></svg><meta content="2" itemProp="position"/></li></ul><h1 size="5" class="sc-a603ded1-0 iGBVfe">The Yeti Cooler story is your average tale of business acumen, idealism, and brutal murder</h1><h2 size="1" class="sc-a603ded1-0 QNVHI">A murder for hire plot killed a key player in the American cooler giant’s history. And no one has been punished</h2></div></div><div class="sc-b1b28095-0 dTYFoD"><div class="sc-b1b28095-1 ixNcNA"><div class="sc-3ad12b63-0"><p size="2" class="sc-b48df1d6-0 hZvkXq">Words: Tom Ward</p></div></div><p class="sc-9bef6c57-0 cqpYba">You know the Yeti cooler. Of course you do. Those rugged, brightly coloured boxes Americans love to keep beers in. They take them on camping trips, to family barbecues, to watch the big game. It’s a company worth $3.5 billion today so if you don’t own one, you’ve definitely seen them.</p><p class="sc-9bef6c57-0 cqpYba">Well, for something pretty innocuous, they have an unexpected backstory that would put any true crime podcast to shame.</p><p class="sc-9bef6c57-0 cqpYba">Brothers Roy and Ryan Seiders launched the company in their dad’s backyard in 2006. By 2008 they were shifting coolers by the container load, with the popular Yeti Tundra model going for $300. They had come up with the design with the help of Australian designer Ivan Royal Brown who made the actual things at his factory in the Philippines.</p><aside class="fadeIn bg-elephant relative col-span-12 flex flex-col items-center justify-center gap-8 p-8 py-12 text-white before:absolute before:bottom-full before:h-80 before:w-full before:bg-gradient-to-t before:from-white before:from-10% before:via-white/80"><svg aria-hidden="true" focusable="false" data-prefix="fasr" data-icon="lock-keyhole" class="svg-inline--fa fa-lock-keyhole " role="img" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 448 512"><path fill="currentColor" d="M224 48c44.2 0 80 35.8 80 80l0 64-160 0 0-64c0-44.2 35.8-80 80-80zM96 128l0 64-48 0L0 192l0 48L0 464l0 48 48 0 352 0 48 0 0-48 0-224 0-48-48 0-48 0 0-64C352 57.3 294.7 0 224 0S96 57.3 96 128zM48 240l352 0 0 224L48 464l0-224zm200 80l0-24-48 0 0 24 0 64 0 24 48 0 0-24 0-64z"></path></svg><h1 class="font-ppEditorial text-malibu text-center text-2xl">This article is for Clubhouse members only.</h1><div class="flex gap-8"><a class="font-cera select-none flex gap-2 items-center justify-center rounded-sm text-center disabled:text-opacity-50 group font-semibold cursor-pointer disabled:pointer-events-none disabled:opacity-50 bg-malibu text-white uppercase tracking-wide hover:bg-elephant w-auto text-sm px-2 py-3 md:px-4" href="/club/"><span class="block">Become a Member</span><svg aria-hidden="true" focusable="false" data-prefix="fasr" data-icon="plus" class="svg-inline--fa fa-plus fa-fw " role="img" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 448 512"><path fill="currentColor" d="M248 72l0-24-48 0 0 24 0 160L40 232l-24 0 0 48 24 0 160 0 0 160 0 24 48 0 0-24 0-160 160 0 24 0 0-48-24 0-160 0 0-160z"></path></svg></a><a class="font-cera select-none flex gap-2 items-center justify-center rounded-sm text-center disabled:text-opacity-50 group font-semibold cursor-pointer disabled:pointer-events-none disabled:opacity-50 border tracking-wide hover:bg-black hover:text-white hover:border-black uppercase w-auto text-sm px-2 py-3 md:px-4" href="/auth/login/"><span class="block">Sign In</span><svg aria-hidden="true" focusable="false" data-prefix="fasr" data-icon="arrow-right-to-bracket" class="svg-inline--fa fa-arrow-right-to-bracket fa-fw " role="img" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 512 512"><path fill="currentColor" d="M344 80l120 0 0 352-120 0-24 0 0 48 24 0 144 0 24 0 0-24 0-400 0-24-24 0L344 32l-24 0 0 48 24 0zm1 193l17-17-17-17L217 111l-17-17L166.1 128l17 17 87 87L24 232 0 232l0 48 24 0 246.1 0-87 87-17 17L200 417.9l17-17L345 273z"></path></svg></a></div></aside><div class="sc-b1b28095-2 gWdKnY"><img alt="Become a Gentleman’s Journal Member?" loading="lazy" srcSet="https://cdn.sanity.io/images/vxy259ii/production/f793a2a1bc415e44e9f27df995d159ca612caf9b-1280x874.jpg?auto=format&fit=max&q=75&w=200 200w, https://cdn.sanity.io/images/vxy259ii/production/f793a2a1bc415e44e9f27df995d159ca612caf9b-1280x874.jpg?auto=format&fit=max&q=75&w=400 400w, https://cdn.sanity.io/images/vxy259ii/production/f793a2a1bc415e44e9f27df995d159ca612caf9b-1280x874.jpg?auto=format&fit=max&q=75&w=600 600w, https://cdn.sanity.io/images/vxy259ii/production/f793a2a1bc415e44e9f27df995d159ca612caf9b-1280x874.jpg?auto=format&fit=max&q=75&w=800 800w" src="https://cdn.sanity.io/images/vxy259ii/production/f793a2a1bc415e44e9f27df995d159ca612caf9b-1280x874.jpg?auto=format&fit=max&q=75&w=400" width="400" height="273"/><div class="sc-b1b28095-3 jWMLki"><div><div class="sc-73bc8c57-0 cKbmBM"><div><h2 size="3" class="sc-a603ded1-0 JFdIG">Become a Gentleman’s Journal Member?</h2></div></div><div class="sc-60b66d69-0 ggSaZQ font-chronicleText"><p>Like the Gentleman’s Journal? Why not join the Clubhouse, a special kind of private club where members receive offers and experiences from hand-picked, premium brands. You will also receive invites to exclusive events, the quarterly print magazine delivered directly to your door and your own membership card.</p></div></div><a class="font-cera select-none flex gap-2 items-center justify-center rounded-sm text-center disabled:text-opacity-50 group font-semibold cursor-pointer disabled:pointer-events-none disabled:opacity-50 bg-malibu text-white uppercase tracking-wide hover:bg-elephant w-auto text-sm px-2 py-3 md:px-4" href="/club/"><span class="block">Click here to find out more</span></a></div></div><div class="sc-b1b28095-4"></div></div><div id="GJ_1296x420_001" class="*:flex *:place-content-center *:pb-16"></div><div class="sc-73bc8c57-0 cKbmBM"><div><h2 size="3" class="sc-a603ded1-0 JFdIG">Further reading</h2></div></div><div class="flex flex-col gap-8 lg:flex-row"><div class="sc-8df4eb15-0 cgdiSn"><a class="sc-c1cb2d46-0 jiEYMx" href="/article/elon-musk-doge/"><div size="4" type="rectangle" class="sc-2cf1da9b-0 dwRmRr"><img alt="College coders and tech founders are rushing to join Elon Musk’s DOGE" loading="lazy" srcSet="https://cdn.sanity.io/images/vxy259ii/production/9530ce0bf77ac71612eafe511fd886eadc859325-2700x1134.jpg?auto=format&fit=max&q=75&w=205 205w, https://cdn.sanity.io/images/vxy259ii/production/9530ce0bf77ac71612eafe511fd886eadc859325-2700x1134.jpg?auto=format&fit=max&q=75&w=410 410w, https://cdn.sanity.io/images/vxy259ii/production/9530ce0bf77ac71612eafe511fd886eadc859325-2700x1134.jpg?auto=format&fit=max&q=75&w=615 615w, https://cdn.sanity.io/images/vxy259ii/production/9530ce0bf77ac71612eafe511fd886eadc859325-2700x1134.jpg?auto=format&fit=max&q=75&w=820 820w" src="https://cdn.sanity.io/images/vxy259ii/production/9530ce0bf77ac71612eafe511fd886eadc859325-2700x1134.jpg?auto=format&fit=max&q=75&w=410" width="410" height="172"/></div><div class="sc-c1cb2d46-3 bLddfG"><div class="sc-7ca08302-0 cnuaTS"><span class="sc-7ca08302-1 gjRoWN"><svg aria-hidden="true" focusable="false" data-prefix="fasr" data-icon="lock-keyhole" class="svg-inline--fa fa-lock-keyhole fa-fw " role="img" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 448 512"><path fill="currentColor" d="M224 48c44.2 0 80 35.8 80 80l0 64-160 0 0-64c0-44.2 35.8-80 80-80zM96 128l0 64-48 0L0 192l0 48L0 464l0 48 48 0 352 0 48 0 0-48 0-224 0-48-48 0-48 0 0-64C352 57.3 294.7 0 224 0S96 57.3 96 128zM48 240l352 0 0 224L48 464l0-224zm200 80l0-24-48 0 0 24 0 64 0 24 48 0 0-24 0-64z"></path></svg></span>Gear<span class="sc-7ca08302-2 biFPRA"> -- 7 days ago</span></div><div class="sc-c1cb2d46-1 fNQSpZ"><h2 size="1" class="sc-a603ded1-0 AXuBM">College coders and tech founders are rushing to join Elon Musk’s DOGE</h2></div></div></a><a class="sc-c1cb2d46-0 jiEYMx" href="/article/powerful-crime-families-stealing-aid-gaza/"><div size="4" type="rectangle" class="sc-2cf1da9b-0 dwRmRr"><img alt="Powerful crime families are stealing aid in Gaza" loading="lazy" srcSet="https://cdn.sanity.io/images/vxy259ii/production/e787e7de17dc7ab3ed5d5f68bdea62038864eb1e-2700x1134.jpg?auto=format&fit=max&q=75&w=205 205w, https://cdn.sanity.io/images/vxy259ii/production/e787e7de17dc7ab3ed5d5f68bdea62038864eb1e-2700x1134.jpg?auto=format&fit=max&q=75&w=410 410w, https://cdn.sanity.io/images/vxy259ii/production/e787e7de17dc7ab3ed5d5f68bdea62038864eb1e-2700x1134.jpg?auto=format&fit=max&q=75&w=615 615w, https://cdn.sanity.io/images/vxy259ii/production/e787e7de17dc7ab3ed5d5f68bdea62038864eb1e-2700x1134.jpg?auto=format&fit=max&q=75&w=820 820w" src="https://cdn.sanity.io/images/vxy259ii/production/e787e7de17dc7ab3ed5d5f68bdea62038864eb1e-2700x1134.jpg?auto=format&fit=max&q=75&w=410" width="410" height="172"/></div><div class="sc-c1cb2d46-3 bLddfG"><div class="sc-7ca08302-0 cnuaTS"><span class="sc-7ca08302-1 gjRoWN"><svg aria-hidden="true" focusable="false" data-prefix="fasr" data-icon="lock-keyhole" class="svg-inline--fa fa-lock-keyhole fa-fw " role="img" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 448 512"><path fill="currentColor" d="M224 48c44.2 0 80 35.8 80 80l0 64-160 0 0-64c0-44.2 35.8-80 80-80zM96 128l0 64-48 0L0 192l0 48L0 464l0 48 48 0 352 0 48 0 0-48 0-224 0-48-48 0-48 0 0-64C352 57.3 294.7 0 224 0S96 57.3 96 128zM48 240l352 0 0 224L48 464l0-224zm200 80l0-24-48 0 0 24 0 64 0 24 48 0 0-24 0-64z"></path></svg></span>Members<span class="sc-7ca08302-2 biFPRA"> -- 14 days ago</span></div><div class="sc-c1cb2d46-1 fNQSpZ"><h2 size="1" class="sc-a603ded1-0 AXuBM">Powerful crime families are stealing aid in Gaza</h2></div></div></a><a class="sc-c1cb2d46-0 jiEYMx" href="/article/ai-influencer-porn-dangers-issues/"><div size="4" type="rectangle" class="sc-2cf1da9b-0 dwRmRr"><img alt="AI influencers are funnelling men to porn" loading="lazy" srcSet="https://cdn.sanity.io/images/vxy259ii/production/e587717b9077e609424a10fc78329865a269ecff-2700x1134.jpg?auto=format&fit=max&q=75&rect=0,0,2700,1134&w=205 205w, https://cdn.sanity.io/images/vxy259ii/production/e587717b9077e609424a10fc78329865a269ecff-2700x1134.jpg?auto=format&fit=max&q=75&rect=0,0,2700,1134&w=410 410w, https://cdn.sanity.io/images/vxy259ii/production/e587717b9077e609424a10fc78329865a269ecff-2700x1134.jpg?auto=format&fit=max&q=75&rect=0,0,2700,1134&w=615 615w, https://cdn.sanity.io/images/vxy259ii/production/e587717b9077e609424a10fc78329865a269ecff-2700x1134.jpg?auto=format&fit=max&q=75&rect=0,0,2700,1134&w=820 820w" src="https://cdn.sanity.io/images/vxy259ii/production/e587717b9077e609424a10fc78329865a269ecff-2700x1134.jpg?auto=format&fit=max&q=75&rect=0,0,2700,1134&w=410" width="410" height="172"/></div><div class="sc-c1cb2d46-3 bLddfG"><div class="sc-7ca08302-0 cnuaTS"><span class="sc-7ca08302-1 gjRoWN"><svg aria-hidden="true" focusable="false" data-prefix="fasr" data-icon="lock-keyhole" class="svg-inline--fa fa-lock-keyhole fa-fw " role="img" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 448 512"><path fill="currentColor" d="M224 48c44.2 0 80 35.8 80 80l0 64-160 0 0-64c0-44.2 35.8-80 80-80zM96 128l0 64-48 0L0 192l0 48L0 464l0 48 48 0 352 0 48 0 0-48 0-224 0-48-48 0-48 0 0-64C352 57.3 294.7 0 224 0S96 57.3 96 128zM48 240l352 0 0 224L48 464l0-224zm200 80l0-24-48 0 0 24 0 64 0 24 48 0 0-24 0-64z"></path></svg></span>Gear<span class="sc-7ca08302-2 biFPRA"> -- 16 days ago</span></div><div class="sc-c1cb2d46-1 fNQSpZ"><h2 size="1" class="sc-a603ded1-0 AXuBM">AI influencers are funnelling men to porn</h2></div></div></a></div><div><div class="top-nav sticky"><div id="GJ_300x600_001" class="*:flex *:place-content-center"></div></div></div></div></div></div></main><footer class="bg-onyx relative text-white"><template id="B:2"></template><div class="max-w-inner mx-auto space-y-16 px-8 pt-24 pb-24 lg:pb-16"><div class="flex flex-col items-center justify-between gap-16 lg:flex-row lg:items-start lg:gap-0"><a class="block h-[inherit] w-[inherit] *:h-full *:w-auto" href="/"><svg xmlns="http://www.w3.org/2000/svg" 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Gloria resigned her position, and Brown’s original partner regained his power. It was roughly at this time that the Seiders brothers and Yeti entered the picture.\",\"_key\":\"c342b210696b0\"}]},{\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"By April 2008, Brown’s business was back on track and the company soon hit $1.5 million in sales, with another half million in assets.\",\"_key\":\"a77713dfcff20\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"78eb7f831f93\",\"markDefs\":[]},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"bf08174f9ea0\",\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"Then, on the afternoon of September 23, 2008, Brown left the factory and climbed into his Toyota Land Cruiser. 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In the US, the Seiders realised they were on the verge of losing the US market entirely, a loss that would tank the company.\",\"_key\":\"b025ec4793450\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"69d10da5d99d\"},{\"_key\":\"0e94076957f2\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"\\\"Ivan was murdered for greed,\\\" Malcolm told them. \\\"I will continue to fight for what he would have wanted me to do…”\",\"_key\":\"47da9bdf6c6d0\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"_key\":\"44a94872e5c0\",\"markDefs\":[],\"children\":[{\"text\":\"It turned out Malcolm wasn’t being paranoid: the police considered Brown’s killing a textbook murder-for-hire. But with no evidence, they had little to go on.\",\"_key\":\"4a1c867291e10\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\",\"style\":\"normal\"},{\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Malcolm stepped up, offering $20,000 for information. A Maoist guerrilla named Alvin Salas was identified, and that October he and Gloria were wanted for murder. But still there was a lack of evidence and the case fell apart. To make matters worse, Gloria claimed Malcolm had signed a large portion of the company over to her, and the courts believed it. According to Borrell, Gloria now controls 99.6% of the company's stock.\",\"_key\":\"f66ac1a203f70\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"09b979412fdd\"},{\"_key\":\"5d1f60d5d6ba\",\"markDefs\":[],\"children\":[{\"_key\":\"10ec54d68ad00\",\"_type\":\"span\",\"marks\":[],\"text\":\"For a year, Malcolm tried to fight the case, protected by armed guards. Then, he gave up and went home to Australia. 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