Kyle Goguen is co-founder of CRBN Pickleball, a performance paddle brand he launched in 2021. A serial entrepreneur, he has helped build businesses generating over $100 million in sales.

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Guest Resources

Amazon Seller Assistant – Small businesses. Thriving Communities. From small towns to major cities across all 50 states, Washington, DC, and Puerto Rico, independent sellers are making a real impact in the places they call home.

CRBN Pickleball — Premium performance pickleball paddles, bags, eyewear, and other products from Kyle Goguen and Garrett Gosselin’s brand.

Amazon — The marketplace CRBN uses to reach new customers, expand internationally, and scale product fulfillment.

Amazon Seller Central — Amazon’s seller platform, which Kyle discusses using with AI tools for data analysis.

3 Value Bombs

1. Validate product-market fit by confirming customer demand, market trends, and profitable unit economics.

2. Treat Amazon like your own website, research, promote strategically, and actively manage your listings.

3. Sell across multiple channels, including your website, Amazon, and retail, to reach more customers.

Show Notes

**Click the time stamp to jump directly to that point in the episode.

Today’s Audio MASTERCLASS: Building a Performance Pickleball Brand and Scaling Through Amazon

[01:24] — Kyle, take us back to the beginning of CRBN. What made you think pickleball paddles were an opportunity worth pursuing?

Kyle’s co-founder and childhood friend, Garrett Gosselin, began playing pickleball competitively after losing his job during the pandemic.
Garrett noticed that many paddles used inexpensive materials and lacked a premium, performance-driven design.
He developed a sleek carbon-fiber paddle that attracted attention from other players who wanted to buy one.
Kyle analyzed Amazon and Google keyword trends, industry growth, margins, and business economics before deciding to partner with Garrett.
CRBN officially launched in August 2021.

[04:54] — What lessons from your previous businesses helped you build CRBN?

Kyle launched an e-commerce business selling dog treats and chews in 2014, shortly after graduating from college.
Over eight to nine years, he learned how to build a business, hire and manage a team, and sell through websites and online marketplaces.
Those experiences gave him a foundation he could apply to CRBN, even though the products, customers, and price points were different.

[06:12] — When did you realize CRBN had real potential and that the business was going to work?

During its first year, CRBN struggled to keep its initial paddles in stock because demand exceeded manufacturing capacity.
Kyle recognized an unusually strong product-market fit: customers clearly wanted the product and were eager to purchase it.
The team pre-sold paddles and shipped orders from Garrett’s garage while working to improve production capacity.

[07:25] — How has Amazon helped CRBN grow its products, brand, and customer base?

Amazon gave CRBN access to a massive customer base that the company couldn’t reach through its website and retail channels alone.
Sales improved significantly after the brand launched on Amazon.
Fulfillment by Amazon (FBA) enabled CRBN to distribute inventory across Amazon’s network and offer fast shipping without building additional warehouse capacity.
This allows the team to focus more on product development and marketing instead of warehouse operations.

[09:34] — Which Amazon growth tools have made the biggest impact on CRBN’s business?

Amazon’s promotional deals have been particularly effective for CRBN’s premium-priced paddles.
Holiday promotions help introduce new customers to the brand and encourage them to try its products.
Once customers discover CRBN through paddles, they may return to purchase other products, including bags and eyewear.

[10:34] — How has CRBN approached international expansion, and why do some markets call the brand CRBN instead of Carbon?

During a trip to Vietnam, Malaysia, and the Philippines, Kyle noticed that customers in those markets commonly referred to the brand as CRBN.
He suggested that pronunciation differences may explain the preference.
CRBN’s priority is making the brand recognizable, regardless of how customers pronounce its name.

[10:52] – A timeout to thank our sponsors.

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[13:55] — How has Amazon made it easier for CRBN to expand into international markets?

Canada was CRBN’s first international expansion because of its similarities to the U.S. market.
By using Amazon’s Canadian fulfillment network, the company could extend its existing product listings and operations into another country.
CRBN is preparing to enter Japan, using AI tools to draft Japanese product listings and local pickleball ambassadors to review the translations for accuracy.

[14:57] — How do you balance continuous product innovation with keeping customers happy with products they already love?

Research and development have always been central to CRBN’s strategy.
Kyle believes pickleball’s relatively recent growth creates significant opportunities for meaningful product improvements.
CRBN helped advance carbon-fiber paddles and developed what Kyle described as the first 100% foam-core paddle approved for tournament play.
The company continues to push the boundaries of paddle design as technology and competition evolve.

[17:03] — What advice would you give entrepreneurs who want to start selling their products on Amazon?

Commit to getting started. Kyle believes most product-based businesses should seriously consider selling on Amazon.
Treat Amazon as an important sales channel, not a place to list products and simply hope they sell.
Research the platform, learn from experienced sellers and educational resources, and develop an active selling strategy.

[18:34] — What behind-the-scenes support does Amazon provide that sellers might not know about?

Sellers can submit support tickets to resolve issues with their accounts.
Events such as Amazon Accelerate provide opportunities to meet Amazon employees, learn about new features, and gain access to beta tools.
Kyle also discusses Amazon’s account management program, which can provide direct assistance with annual planning and troubleshooting.
He has noticed Amazon becoming increasingly focused on supporting third-party sellers and building stronger partnerships.

[19:51] — What’s one exciting innovation from Amazon Accelerate 2026 that you’re bringing back to CRBN?

Kyle is particularly interested in Amazon’s new integrations with AI tools.
CRBN uses Claude, and the newly announced connection to Amazon Seller Central allows the team to retrieve Amazon data and analyze it directly within Claude.
After testing the integration, Kyle had already alerted his team to explore how it could improve their workflows.

[20:59] — The biggest reason CRBN has succeeded is…

Kyle attributes the company’s success to authenticity and a genuine commitment to advancing pickleball.
Because the founders play the sport themselves, they understand what customers want and build products based on real player needs.
Their focus on research and development helps differentiate CRBN from brands that lack the same connection to the sport.

[21:33] — What’s one of your favorite stories to come out of building CRBN?

Unlike his previous dog-treat business, CRBN gives Kyle the opportunity to see customers using his products in public.
Seeing players enjoy CRBN paddles at courts around the country and internationally remains deeply satisfying.
He feels grateful to have built a brand and products that people genuinely want to use.

[22:47] — What’s your final Value Bomb for Fire Nation?

Make sure your products are available wherever your customers shop, whether that’s your website, Amazon, or retail stores.
Focus on getting products in front of customers instead of limiting your business to one particular sales channel.
Be present where your customers are and make it easy for them to buy from you.

[23:55] – Thank you to our Sponsors!

The Foundation: The Foundation has coached 2,000+ students to find painful problems and turn them into software businesses. Their 12-week cohort takes you from no idea or software experience to finding a real problem and preselling the solution. The next cohort launches January 2027. Join the waitlist at TheFoundation.com!
HighLevel: The ultimate all-in-one platform for entrepreneurs, marketers, coaches, and agencies! Learn more at HighLevelFire.com!

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