There is growth in failure.

goodr’s co-founder and CEO, Stephen, was invited to join the amazing Tina Muir on her show to go into the details of what our biggest f-up has been and how we have worked as a company since then to focus our brand.

We call it Pineapple Gate. A few years ago we posted a photo on social media promoting a pair of our sunnies (Pineapple Painkillers). The content received backlash and the experience served as a wake up call to this small but growing company of running weirdos who like flashy colors and funky puns. Just because we are a fun brand does not mean we get carte blanche on our jokes. We needed to assess our tone-deafness. Instead of pointing fingers, deflecting, or some other lame response to getting in trouble, we owned up to the fail. This was a chance to look inwards and see how we needed to improve to help ourselves grow in the midst of this failure.

The first step was putting in place a system of checks and balances. Every pair of sunnies goes through a naming process which now goes through committee. Our copy on our website and social media is funny (comedy gold, really) and sometimes NSFW, but we now follow a strict set of ethical rules. Even our flamingos who work at the goodr Lagoon are held to a high ethical standard where safety and giving back are part of our daily culture. In Stephen’s words, our brand isn’t for everyone and that is fine. Own the mistakes, accept progress over perfection, and always live in empathy. We flamingos just have a rosey outlook on life. Must be our lenses. And the shrimp.

If you haven’t subscribed to our email list, do that now. And be sure to head over to like all of the pictures on the @culturegoodr Instagram. Go crazy, we won’t judge you for it.

This episode of CULTURE goodr REMIX series was provided by Running for Real with Tina Muir.