While the machining business was slower when automotive tooling was slow, Meltdown kept them busy. We have over 300 employees.” While other producers faced supply chain shortages, the fluency between the rest of the business curbed any issues and bridges the cost of custom precision machinery that these units require. “This business unit is a startup, but we still have the support structure in place. “We’re an engineering company, and the product has been invented through our innovation teams,” says Brock. While technically a side hustle, the Steeres had the infrastructure in place to support the group. We did over $200,000 worth of sales in those seven weeks.” “The Meltdown is already a very popular item, and combined with this, we were slammed over the holidays. “We weren’t prepared for that mega rush,” continues Brock. When they restored our website early in the morning, we found out 185,000 people were on the website at the moment of the crash.” “There were too many people trying to get on our website.,” says Brian Steere. The video collected 100 million views in just a few hours. Just before the 2020 holidays, Dwayne Johnson reshared a video of Meltdown in action. If the price tag seems steep, I divert to The Rock. Each product weighs almost 15 pounds and comes with a swathe of color, monogram, and engraving options. The units range from $895 upwards with “our most popular unit, The Mogul, retailing for $1,495.” The lower-priced end of the spectrum uses all aluminum, while the high-end Mogul is crafted from copper.
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