Ecommerce
2 mins

A Conversation With General Counsel At Hyperice

A Conversation With General Counsel At Hyperice

Hyperice is devoted to improving people’s movements through innovation and technology. Their devices are the go-to for anyone seeking to accelerate their recovery time, prevent injuries, and enhance the body’s ability to move more efficiently. You know the product is great when star athletes invest $700M on it. 

As part of Red Points’ Brand Protection Heroes podcast, we’ve spoken to Jon Howell, General Counsel at Hyperice. Want to discover the Hero behind Hyperice’s intellectual property efforts? 

Then head over to our podcast, Heroes of Brand Protection for the full interview or continue reading this article for a sneak peek into his journey. 

Key takeaways:
  • Hyperice’s business overview
  • Challenges faced as General Counsel
  • Advice for fellow Brand Protection experts

The following is part of the transcript of Heroes of Brand Protection podcast, Episode 3 featuring a conversation between Jon Howell and Daniel Shapiro, Red Points’ VP of Brand Relationships. 

Q stands for questions from Daniel Shapiro.

Q: For those that may not know about your business, can you give a brief overview?

Jon:

Our goal is to help every human being on earth move better, from a professional athlete down to a guy who sits in a cubicle at work all day. We believe we’re helping people to live better lives through our products. Our headquarter is in Irvine, Orange County, Southern California.

We’ve got a whole suite of products and a number of them that are quite popular. 2020  was kind of a coming out year for the company in terms of public growth. We acquired Norman Jack, a pneumatic compression system (we doubled the size of HyperIce in a day with that deal). Also, in the last months we’ve done deals with the PGA Tour, the NBA, the NFL Major League Baseball, and UFC amongst others. 

Q: What’s the hardest thing you have to do as a General Counsel?

Jon

Early on it felt like drinking from a fire house: there’s so many different issues that I’m involved with on a daily basis. 

At the beginning we were also having a lot of problems with counterfeiters, and it was having a significant impact on our sales. We sell on hyperice.com, which is our website, we also do ecommerce and we’re in all sorts of brick and mortar. With marketplaces like Amazon though it sometimes felt like it was a channel that could be effective, and other times people would think they’re buying our products there when they were actually buying fakes. 

The whole experience selling on marketplaces was something that felt really daunting in the beginning and so it felt really good as it’s been more or less taken care of.

Q: What advice would you give someone wanting to pursue a career similar to yours?

Jon:

There are two things that are really important: the first one’s relationships, treat the people you come into contact with, with respect. Most career things often don’t come out of a random application, they come out of people  you’ve met along the way. The second one is getting a breadth of experience.

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