Image provided by Eric Dulin.
As a kid, Yum! Brands Director of Procurement Eric Dulin would embark on fishing expeditions with his father, spending days casting lines with his eyes fixed on the rod tip, waiting for it to plunge down as a fish took the bait. Later, Dulin became a father himself and shared those same passions with his son.
Eventually, the Dulin family pastime evolved into a fully-fledged side hustle, thanks to Yum!’s strong people-first culture and emphasis on work/life balance. It’s a fishing story that’s one for the record books, showcasing how the right environment and support led to the creation of Thump’em Up Fishing.
Fishing for a solution
When Dulin moved to Texas in 2001, he discovered three native species – the white bass, fresh water striped bass and hybrid striped bass – that he had yet to encounter on fishing trips throughout states like Colorado and Indiana. These species required a fishing tactic known as deadsticking, which involves holding a bait or lure in the water and keeping it perfectly still. This mimics a bait fish that has been stunned by the cold and is easy pickings for predatory fish. To attract those predators, anglers have to use what is called a thumper, which essentially thumps the boat to create vibrations in the water.
Whenever Dulin went fishing, he observed others using a stick to repeatedly tap the hull of the boat, drawing fish closer. But there was a challenge in timing as the second the guide stopped tapping to unhook a fish or rebait a line, the fish scattered and had to be “thumped” back in. So, Dulin decided to build a better solution, the Thump’em Up Fishing Thumper, which surpassed existing ones both in effectiveness and affordability. “With our product, we caught about 10 fish in an hour; whereas before, we would rarely catch any,” Dulin said.
Image provided by Eric Dulin and Thump'em Up Fishing.
As Dulin grew more confident in his creation, he ventured deeper into the fishing industry, eager to share his thumper with fellow anglers. He established Thump’em Up Fishing, and has since expanded his reach through online marketplaces and social media channels (including eBay, Amazon, Facebook and Instagram). He also takes his thumper on the road, attending trade shows to directly engage with fishing enthusiasts.
“It’s important for me to take time to connect with other professionals in the industry,” he said. “Something small like taking the time to go fishing with my clients is crucial in building relationships and growing the business.”
Balancing corporate success with big fishing dreams
Dulin’s experience as a Yum! procurement professional requires strategic thinking, project management and strong networking skills, all of which have proven useful in launching his thumper product.
“Both my jobs at Yum! and as the head of Thump’em Up Fishing require good business acumen and an entrepreneurial spirit,” Dulin said. “I’m able to solve problems at both businesses because I attack every challenge with that dual mindset.”
The balance between his corporate career and Thumper lies in prioritization. Dulin devotes his working hours to Yum! and dedicates his evenings to his family – taking his daughters to soccer and catching up with his wife over dinner – as well as running the fishing business, which includes building Thumpers in his garage – his hobby that has now evolved into something more than a mere pastime.
Whether you call it work or a hobby, Dulin’s Thump’em up Fishing is thriving. With close to 1,400 Thumpers sold across the United States, almost $400,000 in total sales, a YouTube channel with almost 1,300 followers and an influencer following (Joe Dennis from the Pursuit Channel’s “Father Son Outdoors” is a fan), Dulin envisions expanding his reach.
“I want to grow the business gradually and intentionally. Most important, I want to continue sharing my passion with others,” he said. “Building a business that I pass off to my children is the most exciting part of it all. My dad inspired me to fish, and I want the same for my kids.”
