What started as a creative spark from a former baseball player has evolved into a multimillion-dollar e-commerce brand. On this episode of The Small Business Show, Kris Dehnert, CEO and co-founder of Dugout Mugs, joins Jim Fitzpatrick to share how the company transformed a simple idea—turning baseball bats into drinkware—into a thriving business featured on national platforms like Good Morning America and World News Tonight. Dehnert also opens up about entrepreneurial grit, building a community of over a million customers, and how chasing fulfillment—not just money—has guided his journey.
Dugout Mugs notes how he began this journey eight years ago with a novel idea. Dehnert’s business partner, a former Blue Jays pitcher, noticed a coach cutting bat barrels for hitting drills and wondered, “Can you hollow it out and make a mug?” The answer was yes—and the result sparked a company that has now surpassed $50 million in sales.
Initially operating from grassroots efforts—selling at ballparks and farmer’s markets—the company has scaled up through strong branding, a committed team, and product diversification. Dugout Mugs now offers wine glasses, shot glasses, and bottle openers made from baseball bat wood. What began with physically cutting bats has evolved into a more efficient system using billets originally meant for bats to reduce waste.
Dugout Mugs’ customer base has grown to over 1 million, with roughly 1 in 5 orders being a reorder, indicating strong customer loyalty. Custom branding is a major revenue stream, with high-profile clients like Fox, Coors, Corona, Budweiser, Yamaha, Hard Rock, and smaller businesses ordering branded mugs for corporate gifts.
Headquartered in Lakeland-Winterhaven, Florida, and supported by a team of 16-20 employees and manufacturing partners in Canada, Dehnert says the company is poised for international expansion. In five years, he envisions Dugout Mugs with a customer base of 2.5 to 3 million and new revenue channels, including live sales and decentralized reps at baseball tournaments.
Despite multiple entrepreneurial ventures—ranging from restaurants to apparel and gyms—Dehnert says Dugout Mugs reflects a perfect mix of fun and commerce. His newer ventures also center around e-commerce and lifestyle products, including a golf brand.
When asked about financial challenges, Dehnert emphasized the importance of negotiation and flexibility. “Creating a win-win situation doesn’t always use the same currency,” he said, encouraging entrepreneurs to view value through more than just financial terms.
Furthermore, he stresses fulfillment, creativity, and momentum as key currencies alongside capital. For aspiring entrepreneurs, he offers this perspective: Don’t make money your only ruler. Instead, build a career you don’t want a vacation from.
“Chase the happy, right, and the money usually shows up.” – Kris Dehnert.
