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!

By Steve Wall

As the temperatures warm and the snow melts, I am starting to think more and more about open water fishing!  I like ice fishing, but that is only a few months out of the year.  For a lot of people, summertime fishing means grabbing your lawn chair heading to your favorite spot and casting from shore.  Although if you like to fish, I am sure one time or another you have thought about buying a boat to get away from shore.  Believe me, I have and even tried to do the whole restoration thing.  Well, that didn’t exactly work out!

boat project

We didn’t get much further than ripping everything out and decided to piece it out!  We made our money back and a little more but that was about it.  Still wanting to get away from shore, I looked into other relatively inexpensive ways of doing so.  The end result was a Craigslist trade for a fishing kayak! Continue reading “Kayak Fishing”


By Steve Wall

Today on my 30th birthday I have decided, with the support of my family, to begin pursuing my dream of working in the outdoor industry.  I know that it is going to be a long road with many challenges.  I have decided that the best way to start this journey of pursuing my dream is with a blog, sharing my passion for the outdoors with others.

I have been hunting and fishing for as long as I can remember.  Some of the my best memories as a child were from hunting and fishing adventures with my dad.  Growing up along the Mississippi River in Southwest Wisconsin, I was blessed with some of the best hunting and fishing opportunities one could imagine.  From fishing for catfish or bluegills to sitting with my dad before I could even carry a weapon, I hope to share these stories and many more with you.

My true passion is archery hunting for whitetail deer but I enjoy anything and everything outdoors.  I will share with you many stories and experiences including: kayak fishing, ice fishing, fly fishing, turkey hunting, small game hunting, deer hunting, bear hunting, elk hunting and many more.  I will share with you my experiences and the lessons I have learned from these adventures.  As my wife and I raise our two beautiful children in Green Bay, Wisconsin, I hope to share our adventures with you as well.

I hope that you will follow along with me on this journey through the outdoor world as I pursue my dream.  I hope to post weekly blogs and more if time permits with a family and full-time job.  If you have any questions, comments or suggestions please feel free to email me:

share your passion, Pursue your dreams