Ridge grew on small YouTubers, then new products.

1. Sponsor thousands of small YouTubers

   Ridge paid about 750 YouTubers $3.9M for 3,000 videos in 2020, about 10 new videos a day (Practical Ecommerce, Feb 2021). In 2021 it sponsored 4,000 creators (Up Next in Commerce, Feb 2022).

   CEO Sean Frank says one of the best channels was a horse vet who films his farm.

   Copy this: skip the big names. Pay 50 small creators in any niche whose viewers match your buyer, then rebook the ones that sell.

2. Price creators like media

   Ridge sets a fee per video from views on the creator’s last 10 videos, aiming for $3–$7 per thousand views. It pays up front, sends product, and asks for no script approval or contract (Practical Ecommerce).

   About 50 creators had run with Ridge for two years by 2021.

   Copy this: divide a creator’s fee by their expected views and compare it with your Meta CPM. Book the ones that come in lower.

3. Make the guarantee the headline

   The top bar on ridge.com reads “99-day risk-free trial” and “lifetime guarantee.” Since October 2025, wallets also carry a Built for Life warranty that covers loss and theft, with up to two replacements for a fee (Ridge, Nov 2026).

   Copy this: if your product lasts, put the return window and warranty in the header and on the product page, not in the footer.

4. Sell the second product

   Frank says people buy a wallet about every seven years, so Ridge added phone cases and wedding bands (Modern Retail, Mar 2024), then luggage and power banks (ridge.com). Rings went from nothing in 2022 to eight figures in 2023 (Shopify, Jan 2024).

   Copy this: pick a second product your buyers already need, with high margin and cheap shipping, and launch it to your email list first.

5. Sell where people already shop

   Ridge was on Amazon in 2018 and in Nordstrom in 2019. Frank treats Amazon ads and Google brand search as “a tax on success” (Modern Retail).

   It runs separate local stores for Canada, the UK, the EU and Australia (ridge.com).

   Copy this: list your hero product on Amazon before a knock-off ranks for your name, and keep that spend to branded search.

1 2 3 4 5

1. 1
   The creator’s name on the adIt runs as a partnership ad, “Jerry Rig Everything with The Ridge,” so it shows from the creator’s handle, not the brand’s.
2. 2
   His format, not a script“Zack from JerryRigEverything put the iPhone Duo through it.” Ridge buys the creator’s usual durability test. Frank says Ridge pays up front and asks for no script approval (Practical Ecommerce, 2021).
3. 3
   Real use on cameraA 1:19 vertical video with the iPhone Duo case in his hands.
4. 4
   Proof in the headline“Tested by JerryRigEverything.” The creator’s name is the claim.
5. 5
   A tracked linkThe link, ridge.com/JerryRig, opens the homepage with the code “jerryrig” and a partnership tag, under a “99-day risk-free trial” bar.

Meta Ad Library, ad 1539069998055611 · started Oct 27, 2026 · seen Nov 10, 2026

Screenshot from the Meta Ad Library. Deal terms from Sean Frank in Practical Ecommerce, Feb 2021.

1 2 3 4 5 6

1. 1
   The kit, inside the buy box“Build a kit, save up to 68% off” sits above the add-to-cart, not in the cart.
2. 2
   The second product firstPower Bank, 36% off: $50 against $79, one checkbox.
3. 3
   The deepest cut on the cheapest itemKeyCase 68% off ($24 from $75), then Tracker Card 35% off ($29 from $45). Our math: all three add $103 to a $76 wallet, $96 under their list prices.
4. 4
   Price on the button“Add to cart $76 USD.” The total updates on the button.
5. 5
   Engraving“Personalize this item” right under the button.
6. 6
   Risk answered lastAffirm from $13 a month, free shipping and returns, secure checkout.

ridge.com/products/aluminum-gunmetal · mobile · Nov 10, 2026

Prices seen during the Black Friday sale on Nov 10, 2026.

• Wallets suit everyone. Ridge sponsors almost any channel that is two-thirds English-speaking and half men. A niche product can’t buy that broadly.
• Volume takes people. About eight staff ran creator deals in early 2022. Thousands of deals a year is a sales team, not a side task.
• Guarantees cost money. Replacing lost wallets only works on high margins. Frank says brands need about 80% gross margin now.
• What we’d change: Ridge already runs some creator videos as partnership ads, like the Jerry Rig Everything ad above. We’d do it for every creator it rebooks, so a $1,300 video keeps working past its first week.