From Niche Idea to Thriving Business: SLCKR’s Evolution and Continued Growth
A few years ago, SLCKR, a Penn State startup born out of Frank Koe’s Engineering 310 class project, was little more than a side project. Founded by Tyler Tracy and Ben Johnson in January 2021, the company initially struggled to sell its first product. However, thanks to the Invent Penn State Summer Founders Program, what started as a passion project turned into a fully operational business with real traction. The program provided them with three crucial months of dedicated time, funding, and access to experienced mentors, which proved to be a game-changer.
“We were already seeing some traction through direct outreach, but the Summer Founders program legitimized what we were doing,” Tyler reflected. “It allowed us to treat SLCKR as our full-time job for those three months, and that really propelled us forward.”
Ben added, “Beyond the funding, the biggest thing was the intangibles—the mentorship, the community, and the validation from people like Matt Brezina, who had already been successful entrepreneurs. That gave us the confidence to keep pushing.”
Lessons from 2024 and the Road Ahead
As SLCKR continued to grow, 2024 became a defining year. The company encountered the challenges of scaling, and one key takeaway for the founders was learning to delegate and expand their team.
“There’s only so much two people can do,” Ben admitted. “We brought on freelancers and a great social media coordinator, and when she left, we saw firsthand how crucial that role was to keeping our business visible and engaging.”
Tyler highlighted another important shift in their approach: “For the first few years, we set ambitious revenue goals without a structured plan to achieve them. This past year, we started focusing more on building a lasting brand—one that fosters repeat customers rather than just chasing new ones.”
Looking into 2025, they aim to solidify their product line, automate more of their operations, and refine their customer experience to create a loyal, engaged community.
Beyond the Numbers: Building a Brand and a Community
SLCKR’s journey has been about more than just financial growth. The founders are now deeply embedded in the Penn State entrepreneurial ecosystem, offering mentorship and hiring interns through university programs.
“We didn’t even know about these resources when we were students,” Tyler admitted. “I wish I had gotten involved sooner because the support system at Penn State is incredible. We want to make sure current students take advantage of it.”
Beyond Penn State, SLCKR has been fostering deeper connections within its own industry. The launch of their signature Rig was just the beginning. Since then, they’ve expanded into workwear, creating products that professional barbers rely on every day. Their goal is to continue evolving with their customer base, launching new designs, and exploring ways to make their products more functional and desirable.
“We’re thinking more about how to create an ecosystem around our brand,” Tyler said. “It’s not just about selling products; it’s about building a culture and a lifestyle that resonates with our audience.”
Advice for Aspiring Entrepreneurs
For those hesitant to take the leap into entrepreneurship, Ben and Tyler emphasize action over perfection. “You’re never going to have the perfect version of your idea right away,” Ben noted. “The important thing is to put something out there, get feedback, and improve from there.”
Tyler added, “So many people tell us, ‘I had that idea.’ But ideas are out there for the taking. If you don’t act on it, someone else will.”
For Penn State students specifically, they encourage getting involved in the entrepreneurial community as soon as possible. “We were able to secure around $20,000 in funding and gain access to invaluable mentorship in just one year,” Tyler said. “The earlier you start, the more opportunities you’ll have.”
What’s Next for SLCKR?
SLCKR is on an upward trajectory, with plans to further expand their product line and refine their brand identity. As they scale, they’re also looking to give back—whether by mentoring students, creating jobs, or fostering deeper engagement with their community.
“Ultimately, we want to build something that lasts,” Ben said. “A company with a strong internal culture, great products, and a loyal customer base. That’s what success looks like to us.”
With their continued commitment to innovation, community, and quality, SLCKR is poised to keep growing—not just as a business, but as a brand that truly makes an impact.
