We had the good fortune of connecting with Jason Feucht and we’ve shared our conversation below.
Hi Jason, we’d love to hear about how you approach risk and risk-taking
I believe strongly in the value of freedom, and to me that means face risk and overcoming it. We never know if we are going to wake up tomorrow. If a car accident is going to take us, or a meteor. Risk is a fact of life. Whenever I think about risk I think about riding avalanches or the time I went swimming in a crocodile estuary. It was an accident, and I lived and it was beautiful. I would have missed that experience, that story and that richness of life if I didn’t take jump in and take that swim. So when starting Pit Liquor Erica and I were talking about deodorant, we had something science based, some thing that worked, and so we talked about the risk. What did we have to lose? Our meager life savings? We could rebuild it. Our Sleep? We were new parents. Our sanity? We jumped, and as always, it brings that freedom, the wind in your hair, the snow in your toes. It brings life.
Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
Our business has a strong ethos of customer first, directly from nature, and science based. We believe that the quality of the product and happiness of our customers creates evangelists. Getting to where we are today was a huge challenge which was overcome by perseverance even when we were out of money and overwhelmed. This journey was not easy at all.
We once went to a news spot in Vail. We were on the morning news. It felt like a victory to us. And Erica and I went to breakfast together to celebrate. Before we finished breakfast, we found out we had a massive cashflow issue (the bank removed money from our account instead of depositing it) and by the end of the meal, we were entirely out of money in the bank account. We had to get creative just to pay for the meal, but we made it through.
Another time, we came within a few days of selling our house to pay for payroll. An investor joined our cap table at the last moment and we haven’t had to sell the house. But from the beginning, we’ve always known our own personal comfort and security are 100% on the line in all of this. Taking that kind of personal risk to create stability for our employees and customers has always been worth it.
Our employees and customers are everything to us.
Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
– We’d go to Turtle Mountain Fermentery for some local booch. – We’d head up into the mountains to enjoy some great outdoors, which is what makes Colorado so wonderful.
– We’d ski or raft or bike.
– No trip to Colorado is complete without Arte Pizza in Loveland and a stop at the Big Blue Bear in Denver.
– And we’d have to stop at a bunch of local beer brewers and distilleries.
– Cheyenne Mountain Zoo and Garden of the Gods are a must
– Climb a 14er, see Hanging Lake, and see Mount of the Holy Cross.
Who else deserves some credit and recognition?
Craig Young at the Loveland Reporter Harold and Randy Wyrick at the Vail Daily both have been instrumental in getting us to where we are. We wouldn’t be where we are today without Craig and Randy they believed in us early on and helping us learn how to talk to media.
Michael Ochs, Gillian Herrle, Linda Feucht, Rodney Stewart, All images owned by Pit Liquor.