"If the market doesn't provide the solution, you build it yourself."

In the second episode of the Hit It DEADNUTS Podcast, I’m joined by Cole Daniels, co-founder of DEADNUTS Outdoors. We take it back to the beginning - Washington State, 2020. Amidst lockdowns and uncertainty, the Daniels family had a simple goal: teach their boys how to ethically place an arrow on an elk.

When they looked for tools to help, they found the market lacking. The options were too expensive, too heavy, or stuck behind a five-week lead time. So, they did what chasers of the American Dream do: they innovated. Using a box cutter and a vision, they hand-cut the first DEADNUTS target in their garage.

What started as a tool for their own sons has evolved into a nationwide movement. Today, DEADNUTS targets are in dealers across the country  ...