Image of [Part 2] Product. Distribution. Discipline. The Nocs Growth Formula

[Part 2] Product. Distribution. Discipline. The Nocs Growth Formula

  • March 26, 2025
  • |
  • Rebecca Babicz

In Part 2 of my convo with Chris McKleroy, founder of Nocs Provisions, we dig into the real stuff—how to scale a values-driven brand without selling out. Whether you're trying to blend DTC and wholesale, exploring international markets, or figuring out how not to burn out, this episode is full of gold. Here’s the TL;DR for DTC brands:

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Quotables: 

 

"We call it ‘return on values.’ We didn’t build this brand to look good—we built it to do good." - Chris McKleroy 

"Every year, if I do my job right, it's a new job." - Chris McKleroy 

"I walked into shops like, ‘Hey, I’m Chris, I designed these.’ They’re like, ‘Cool, bud.’ A sales rep walks in with the same product? ‘We’ll take it.’" - Chris McKleroy 

"We don’t use reps because it’s easy—we use them because they’ve earned trust we haven’t." - Chris McKleroy 

"Our growth engine is simple: more product, more distribution, more discipline."- Chris McKleroy 

"We manage channels in silos—but I know Meta ads lift Amazon and in-store. It’s all connected, even when the data can’t prove it perfectly." - Chris McKleroy 

"I don’t want Nocs to be the brand that blows up your phone at dinner with a coupon. That’s just not us." - Chris McKleroy 

"You create a consumer brand? Congratulations, you’ve built a platform. Now what are you going to do with it?" - Chris McKleroy 

"I ski for one hour, feel alive, and come back to grind. That’s the balance. That’s the dream." - Chris McKleroy 

"Burnout isn’t just about overworking—it's about having no mental space for the rest of your life." - Chris McKleroy 

"We're not throwing Hail Marys. We’re just running the ball, yard by yard." - Chris McKleroy 

"Supporting those birding clubs and outdoor orgs? That’s what makes me proud. That’s why we do all this." - Chris McKleroy 

Here's what you'll learn

1. Sales Reps: Not Just for Big Brands

  • Reps were the bridge between DTC and wholesale for Nocs.

  • Walking into a shop cold as a founder? Usually a dead end.

  • But a rep with existing relationships? Game changer.

  • Pro tip: Find reps who genuinely understand and believe in your brand.

2. Values > Buzzwords

  • Nocs didn’t tack on social values to be marketable—they built the brand with equity and access in mind.

  • That authenticity helped land partnerships with retailers like REI who value alignment over lip service.

  • Call it what you want—Chris calls it “return on values.”

3. Wholesale Is a Discipline, Not a Hail Mary

  • It’s not just “get into stores and win.” It’s about stewarding accounts.

  • Invest in display, presentation, and retail partnerships like REI or MoMA as long-term relationships.

4. Product Development = Your Growth Engine

  • New products = new fuel.

  • Nocs releases 1–3 new products a year and structures the business around twice-annual sales meetings (like bigger brands do).

  • It forces operational discipline and creates momentum.

5. DTC + Amazon + Wholesale = All Hands On Deck

  • Channels are managed in silos, but Chris knows Meta and Google ads lift Amazon and in-store sales too.

  • You might not have the data to prove it perfectly, but customers need to see you multiple times in multiple places.

6. Test International Early—But Smartly

  • They’re testing paid media in Europe before locking into long-term distributor deals.

  • That way, they can use data to drive which markets deserve more investment.

7. SMS Isn't for Everyone (Yet)

  • Nocs hasn’t leaned into SMS because it doesn’t match their vibe.

  • Takeaway: You don’t need every channel if it doesn’t fit your customer or brand ethos.

8. Burnout Is Real—Balance or Bust

  • Every year as a founder is a new job: product, ads, team building, ops.

  • Chris shared openly about how business can eat up your bandwidth if you’re not careful.

  • He prioritizes outdoor time and a chill work culture to stay grounded.

9. Giving Back Isn’t Just Feel-Good—It’s Fuel

  • Supporting grassroots outdoor orgs (like birding clubs and POC-led nature groups) keeps the team and brand mission-driven.

  • It’s not a marketing stunt—it’s about showing up for the communities they care about.

10. The Monocular Drop Is Coming… 👀

  • New zero-tube monocular launches in May—small, bright, packable. One more reason to check out the brand.

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