OutCold

OutCold didn't emerge from a typical startup origin story. Instead, it grew organically from Fritz Heffinger's passion for authentic brand experiences and creative problem-solving. The name itself comes from the movie *Out Cold*, a film about snowboarding culture. Fritz chose it partly because of a quote in the film: "I didn't invent snowboarding. They keep giving me credit for it." He loved the humility and authenticity of that line, and it became the spirit of his agency—creating memorable experiences without needing to claim credit for inventing the wheel.

OutCold started small, doing "mom-and-pop things"—photo booths at events, staff at small activations—the kind of grassroots marketing work that most agencies dismiss. But Fritz realized something: people were getting tired of traditional advertising. They wanted *interaction*, not just images. He began converting vintage vehicles into rolling showpieces and mobile stores, which fit perfectly with the agency's aesthetic and philosophy.

The breakthrough came when OutCold evolved beyond vehicles to shipping containers. The agency realized these large-scale, modular structures could be transformed into full brand experiences. Each container could be customized, transported on a truck, and set up anywhere. By 2015, Fritz and his team had perfected the process: building a fully functional, branded experience from a bare shipping container cost $100,000 to $200,000.

OutCold's path to major clients wasn't through cold outreach or viral marketing. Instead, it came through a slow reputation-building process working with regional clients and eventually catching the attention of major brands. By 2015, the agency was working with five major clients per year at roughly $500,000 per contract.

The crown jewel was Nordstrom. The fashion retailer wanted to rebrand and reach younger consumers, so they asked OutCold to "take their brand on the road." OutCold converted three shipping containers into a mobile experience that toured major events like South by Southwest. The results spoke for themselves: 1,700+ emails collected, 4,800 gift cards distributed, and 700,000 impressions—all while creating authentic, face-to-face consumer interactions that generated invaluable brand storytelling.

Fritz's key insight was that large brands had budgets sitting idle after media buys. They wanted "PR stunts," but OutCold reframed this: authentic experiential marketing isn't a stunt—it's the future of how brands connect with consumers. Unlike typical agencies that outsource work to vendors, OutCold does everything in-house: vehicle shipping, container building, logistics, software development. This vertical integration meant they could launch flawlessly and own every detail.

The pricing model is project-based, not MRR. A one-to-two-month campaign for a major brand ranges from $300,000 to $600,000, fully inclusive of giveaways, software, and staffing. This model works because there are only a handful of brands with true experiential marketing budgets—but those brands are willing to pay premium prices for premium execution.

In 2015, OutCold hit $2.5M in ARR with just 11 full-time employees and over 400 part-time contractors scattered across major U.S. markets. Rather than opening satellite offices, Fritz hired local contractors who could manage events on the ground while core staff managed logistics and client relationships from headquarters. This kept overhead low while maintaining quality control.

Fritz's ambition is clear: he expects OutCold to reach $10-15M in revenue within 2-3 years. The tailwind is undeniable. Traditional media buying is becoming commoditized, and brands are increasingly realizing that authentic interactions beat targeted ads. As consumer behavior shifts toward experiential marketing, OutCold is positioned at the forefront of this trend.

At 33, with two kids and a five-to-six-hour sleep schedule, Fritz is running hard. His advice to his 20-year-old self was simple: enjoy the ride. That philosophy shows in how OutCold operates—every project is treated as a creative challenge, not just a payday.