Dirty Chain Podcast Episode 65: Lizard Skins with CEO and Founder, Brian Fruit

Overview:

In this episode, Trevor sits down with Brian Fruit, founder and CEO of Lizard Skins, to dive deep into the brand’s journey—from a six-foot table in a spare bedroom to a globally recognized name in cycling, baseball, hockey, and gaming grips. Brian shares stories of innovation, perseverance, retail insights, and the pivotal moments that shaped Lizard Skins into a multi-sport powerhouse.

Brian Fruit’s story is a testament to passion, perseverance, and strategic risk-taking. His authenticity as both a business leader and lifelong cyclist is what drives Lizard Skins’ continued success. From humble beginnings to becoming an official MLB partner, Brian demonstrates that real impact comes from staying connected—to your community, to your product, and to your purpose.

His approach—grounded in positivity, partnership, and product excellence—has elevated Lizard Skins into a respected brand across sports. Yet, it’s his genuine love for the ride that leaves the most lasting impression.

Key Topics and Timestamps:

[00:03:45] Introduction to Brian Fruit and his office memorabilia
[00:06:30] Brian’s background and how he got into cycling
[00:09:55] Origins of Lizard Skins and early products
[00:14:30] Transition into retail and business expansion
[00:17:15] Using retail experience to shape product strategy
[00:19:30] Entrepreneurial roots and business motivation
[00:21:30] Expanding into baseball with John Buck’s influence
[00:25:45] Entering hockey and the gaming grip market
[00:29:15] COVID’s impact and business pivoting
[00:31:30] Future product development and market strategy
[00:33:15] Seizing opportunity and the “Forrest Gump” effect
[00:36:10] Brian’s ongoing passion for cycling and family involvement
[00:39:00] The origin of the Lizard Skins name
[00:40:20] Final thoughts on industry, trails, and staying involved