bison coolers logo

By Steve Wall

How did you start the company?

In 2011, we recognized that there was a significant price gap between entry-level and high-end coolers.  We started Brute Outdoors in July of 2011 in an effort to bridge this gap and offer an affordable, American-made alternative.  By 2012, we had rolled out a cooler line that included 5 sizes all made right here in America.

What do your customers say about your products?

Through our social media, online forums and direct communication with customers, they’re always offering up feedback.  Our initial cooler designs changed from 2011 to 2012 and most of that was driven by Customer feedback.  We listened wholeheartedly and incorporated their feedback into our designs.  The thing we hear most often from people is how happy they are that our coolers are Made in USA.  We didn’t want to copy the competition by offering a similar product.  We wanted to offer more.  Bison Coolers include extra features (e.g., custom lid graphics, dual drain plugs, built-in ruler, true-to-size capacity, etc.) at a more affordable price point providing the best value cooler on the market. 


What are your most popular products?

Our most popular products are our 50 Quart Bison Cooler as well as our new SoftPak line which is a huge improvement over traditional soft personal coolers.  We often describe the SoftPaks as “this ain’t your mama’s soft cooler” because it’s tear resistant to 375 pounds, includes molle webbing for adding accessories as well a nearly an inch of insulation allowing for 24 hours of ice retention in 120 degree heat.


Who is your target audience?

Our target audience are male and female outdoor enthusiasts who enjoying hunting, fishing, camping and tailgating.  Bison Coolers diverse offerings of sizes, colors and accessories is applicable to so many uses that our audience is extremely broad.

 What do you enjoy most about what you do?

The most rewarding part of my job is seeing people putting their Bison Coolers gear to good use.  Whether it’s through pictures on social media, coolers in the back of pickups, people wearing hats or rocking stickers on the back of their pickups… it’s extremely rewarding to see the brand loyalty that people have and their support for us.  We’re a small shop and we bust our backs to provide the best cooler on the market and it’s very rewarding to see so many people appreciate our American-made products.


What is your favorite hunting or fishing memory?

My favorite outdoors memory is taking my 3 year old daughter fishing for the first time.  It’s on us to ensure that hunting, fishing and camping traditions continue with the next generation and it’s so exciting to see my daughter enjoy it so much and develop that passion at such a young age.


Contact Info:

Facebook: Bison Coolers
Twitter: @BisonCoolers


Comments from Wisconsin Outdoor Pursuits:

I would like to thank Jeremy Denson, co-owner of Bison Coolers (formerly Brute Outdoors), for taking the time to share some great information about their company!  Anyone that is active outdoors knows the importance of a good quality cooler and that is what Bison Coolers provides!  I have been in the market for a soft cooler for my kayak fishing and other outdoor adventures.  I’m pretty sure the Bison SoftPak will be just the ticket!  Be sure to check out all of the great accessories for the Bison Coolers as well (like the camo cushion pictured above)!  Like Jeremy said, “It’s on us to ensure that hunting, fishing and camping traditions continue with the next generation.”  With two young kids myself, I could not have said this any better!  Take some time to share your passion for the outdoors with our younger generations! 


 This is a weekly segment to showcase and share a little more information about some great companies!  If you know of a company that would be a great fit for this segment please email me at:  I hope you enjoy learning more about these great companies!

2 thoughts on “Company Spotlight: Bison Coolers

Leave a Reply

Your email address will not be published. Required fields are marked *

You may use these HTML tags and attributes:

<a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>