Behind the scenes on TV’s ‘Shark Tank’: Naples brothers share their story
Ever wondered what it takes to be on entrepreneur show “Shark Tank”? A Naples-based water bottle company has the answers.
Brothers Joe and David Ahmad are the masterminds behind COLDEST, a brand that sells water bottles and other products that stay cold for more than 36 hours.
The twins decided to go shark hunting last year and applied to be on the popular TV show. Although they didn’t bring home a catch − making a deal with one of the sharks − they say the experience was of “tremendous value.”
Naples Daily News spoke with Joe Ahmad to find out how his “Shark Tank” experience with his brother David went.
The following questions and answers have been edited for length and clarity:
Question: Can you walk me through the application process?
Joe Ahmad:
It was December 2022, around 1 a.m. I had “Shark Tank” playing in the background while working on the business. I’m a night owl, and so I was like, “What if we applied?”
So, I submitted a lengthy online application right there and then. Our chances were not great, probably terrible, but COLDEST in my mind, was different.
“This process is lengthy” is an understatement. The checklist included: Multiple applications.
NDAs.
Submitting business LLC formations.
Background checks, product checks, fact checks, financial checks.
Trademark and patent submissions.
Business personal social medias submissions.
Meetings with lawyers from ABC.
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● What was taping day like? Think ‘Hollywood.’
Filming day was how I imagined what Hollywood would be like.
From the moment you leave your hotel, they pick you up in a “Shark Tank” van, and take you to the studios. We entered through these huge gates. From left to right you can see giant warehouse studio-like buildings like you see on TV sets.
Once the van stopped, they took us into a waiting or staging room with snacks, water, and coffee with a single couch. There was hair and makeup in one room and a few other entrepreneurs that I could hear nervously practicing their pitch and pacing back and forth.
They pick us up in a golf cart. We begin whizzing by several studio barn-like warehouses until we see one that says “Shark Tank.” When I say these doors are huge, they are massive. Inside the warehouse is a set.
We quickly see how our mock set-up looks and approve last minute looks of it.
How long did it take to tape the segment?
We filmed for about 45 minutes back in June 2023. A lot was said that didn’t make the 10-minute cut.
How was it decided who would do the talking? You or Dave?
The way we strategized was Dave was in charge of any questions regarding numbers and I was to take on any questions regarding brand, what makes COLDEST different, marketing, and more so we wouldn’t interrupt each other.
Episodes usually focus on one brand and products or numbers. Since they chose to focus on numbers, Dave made most of the (final) cut.
Any second thoughts about not making a deal?
We are not bummed or have regrets for not accepting the deal. A royalty deal would be a really bad deal for the brand long term. We would have loved to partner with Mr. Wonderful (shark Kevin O’Leary), though.
What ended up being cut out was the numerous back and forth exchanges to get the right deal with him, but ultimately it didn’t work out.
What are the Sharks like in person?
The first time we saw the Sharks was as you walk through the double doors. You actually don’t meet them aside from being on air.
The one thing I didn’t expect as much was how the conversation rolled out. Conversations and reactions to what we said are very exaggerated, I think to make good TV. I think of all the Sharks, Mark Cuban remained the most personable of them all.
What did “Shark Tank” teach you about pitching and business in general?
“Shark Tank” pitching is interesting. The first one to two minutes of the show where we pitch is scripted. Everything else is unscripted.
I think to have a good pitch you do need to know your numbers but at the same time, have an unscripted conversation where you are authentically telling your story with emotion and passion.
Have you seen an increase in business since the episode aired?
Yes, there definitely is a “Shark Tank” effect to some degree.
During the live airing, I pulled up the Shopify app and saw over 8,000 live shoppers on the website at once. It has subsided to a great degree since, but there definitely is an effect.
If you could go back and do it all over again, would you do anything differently?
I wouldn’t honestly change much! It was an absolute honor to be on the show, even a dream and a blur to this day.
I do wish they aired more about the brand, product differentiators, what makes COLDEST different, and Dave and I’s actual backstories. All this didn’t make the cut, which I believe would have been an epic story.
Would you do “Shark Tank” again?
It’s a loaded question and with hindsight, yes, 1,000%.
The journey to get onto “Shark Tank” takes around a full year. It’s an exhausting, mentally draining, time-consuming rollercoaster with zero certainties of airing.
It may be one of the biggest gambles of energy, because at the same time that you are trying to build and grow an eight-figure brand, applying to “Shark
Tank” is like a full time job.
Looking back, it was 100% worth it, but I do feel for all the entrepreneurs that have been through the grueling process, filmed, and didn’t make it to air. You truly don’t know if you are going to air, even if you film, until three weeks before.
There’s tremendous value in the pressure of being on “Shark Tank.” It’s not just in the actual show itself, but it forces entrepreneurs — as least David and I — to ask ourselves all the hard questions before and after you air.
When you look hard at each of the problems and realize the profit isn’t where we want it to be, you start asking the right questions to yourself.
Because of all the pressure to get the brand ready, the business in 2024 is far stronger and will be more profitable than it was in 2023.
What does the future of COLDEST look like?
Today’s the beginning of the massive pivot in the COLDEST brand, and the beginning of reducing our categories and SKUs to focus deeper into where it all began: creating the best, coldest water bottles.
COLDEST pillows, beddings, sheets, comforters, dog beds, ice packs, and some bottle lines are being discontinued after they sell out.
People can use code “closeout” and get an additional 30% off on closeout items at coldest.com.