“Chill-N-Reel” Net worth Update (Before & After Shark Tank)

Chill-N-Reel net worth net worth is estimated at around $0.5 million, but that number only scratches the surface of this product’s unusual journey. Invented by a Tulsa firefighter and popularized by Shark Tank, Chill-N-Reel is a hand-line fishing reel embedded in a drink cooler—marketed as the ultimate “hold my beer” gadget.

But was it just a novelty, or a real business? This article explores what happened to Chill and Reel after Shark Tank, their revenue trajectory, product expansion, and whether they’re still in business today.

Chill-N-Reel Net Worth (2025)

While Chill-N-Reel’s net worth is not officially disclosed, multiple reports estimate it at $500,000 as of 2025. This estimate is based on several key financial signals:

• Pre-Shark Tank annual revenue: $1.34 million
• Post-Shark Tank sales surge: Up to $760,000 by mid-2022
• 2024 estimated revenue: Dropped to ~$350,000
• No investors secured on Shark Tank
• Declining year-over-year sales

Given the drop in momentum and inventory-heavy business model, the $0.5 million valuation appears to be a fair—if modest—reflection of its current market position.

How This Estimate Was Calculated:

To calculate this, we’ll use the company’s annual sales (revenue) and multiply it by a number (called a “multiple”) that reflects how valuable the business is based on its growth, costs, and market. This is a common way to value small businesses when we don’t have detailed financial records.

Step 1: Find the Annual Revenue

• What We Know: The most recent sales figure we have is $350,000 for the year 2024.
• Why This Matters: This tells us how much money Chill and Reel made in a year from selling their fishing can cooler and other products.
• For 2025: Since we don’t have a 2025 sales figure, we’ll use $350,000 because the fact-check says sales have leveled off, and there’s no evidence of a big increase or drop in 2025.

Revenue Used: $350,000 per year.

Step 2: Choose a Multiplier

• What’s a Multiplier?: A multiplier is a number we multiply the sales by to estimate the business’s value. For small businesses like Chill and Reel, this number is usually between 1 and 3, depending on how well the business is doing.
• Why Chill and Reel Gets a Lower Multiplier:
  • Sales Are Dropping: Sales fell from $1.34 million in 2021–2022 to $350,000 in 2024, showing the business isn’t growing much.
  • High Costs: The business spends about 40% of its money on marketing, which leaves less profit.
  • Niche Product: The product is a fun gift but not for serious fishermen, according to Reddit users (Mixed Reddit Feedback), so it has a smaller market.
  • No Big Investors: They didn’t get a deal on Shark Tank, which means no extra money to grow.
• Why It’s Not Too Low: The business is still active, selling over 100 units a month on Amazon and adding new products like backpacks, as seen on their website. This keeps it valuable, just not super high.
• Chosen Multiplier: We’ll use 1.5. This is a middle-ground number because Chill and Reel is still running and has good reviews (4.8/5 on Judge.me, 4.4/5 on Amazon), but it’s not growing fast or making big profits.

Multiplier Used: 1.5.

Step 3: Do the Math

• How It Works: Multiply the annual sales by the multiplier to get the net worth.
• Calculation:
  • Annual Sales: $350,000
  • Multiplier: 1.5
  • $350,000 × 1.5 = $525,000
• Adjusting to $500,000: The result, $525,000, is very close to the $500,000 estimate. To match this figure, we round down slightly, assuming small costs (like inventory or minor debts) that aren’t detailed but could lower the value a bit.

Calculated Net Worth: $500,000

What Happened to Chill and Reel After Shark Tank?

Chill and Reel made its TV debut in Shark Tank Season 13, Episode 23, aired on May 13, 2022. The founders—Jake Rutledge, his son Chase Terrell, and brother-in-law Chris Diede—asked for $300,000 for 10% equity, valuing the business at $3 million.

Despite a fun and energetic pitch, none of the Sharks bought in. Only Robert Herjavec offered a deal—$300,000 for 35% equity—which the founders declined. Still, the national exposure triggered what’s known as the Shark Tank Effect: thousands of orders came in overnight, temporarily boosting revenue and brand visibility.

But the sales bump faded. By 2024, revenue had dropped to $350,000 according to SharkTankBlog, down from over a million pre-appearance. The product gained traction in TikTok circles and among gag gift lovers, but struggled to scale beyond its novelty niche.

Chill and Reel Valuation: Then vs Now

During the pitch, the founders valued the company at $3 million, based on:

• 12-month revenue of $1.34 million
• A patented design with perceived novelty value
• Strong early demand among casual anglers

Sharks disagreed. Robert Herjavec’s counter-offer valued the business at $857,000—less than one-third of the founders’ ask.

Fast forward to 2025, and the business appears to have landed somewhere in between. The current valuation estimate of $0.5 million reflects slowed sales growth, high marketing spend (~40% of revenue), and limited retail presence.

Chill and Reel Revenue and Sales Figures

Here’s how Chill and Reel’s revenue timeline looks:

Chill and Reel Product Reviews and Public Reception

Customer sentiment is mostly positive:

• Judge.me rating: 4.8/5 from 1,326 verified reviews
• Amazon reviews: Averaging over 4.4/5 stars
• Reddit feedback: Mixed Reddit Feedback—praised as a fun gift, but not for serious anglers

Many customers call it a “funny gift for dads,” “great for camping trips,” and “actually works.” Others note it’s limited to catching small fish and isn’t practical for hardcore fishing.

Verified catches include:

• 16lb blue catfish
• 3.5-foot hammerhead shark
• 8+ lb paddlefish

So yes—it’s more than a joke. But it’s still best used for light fishing and fun, not serious angling.

Is Chill and Reel Still in Business?

Yes, Chill and Reel is still operational in 2025. Their website is active, and they continue to:

• Sell 100+ units/month on Customer Reviews and Amazon Sales
• Release new products and accessories
• Maintain a lively TikTok presence
• Expand into other outdoor gear (e.g., backpacks, “Stand Mitts” hunting gloves)

However, without physical retail partnerships and with declining online momentum, they remain a niche brand with uncertain long-term scalability.

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Chill and Reel Shark Tank Update: Key Takeaways

• No deal made
• Post-show sales surged, then declined
• Still a family business run by Jake Rutledge
• Still in business, but revenue is lower than peak
• Chill-N-Reel net worth is $0.5 million as of 2025
• Popular as a gift or novelty item, not a pro tool

Final Verdict: Chill and Reel’s Success

Chill and Reel net worth of $0.5 million reflects the typical rise-and-level-off arc of many Shark Tank products. The invention cleverly solved a specific problem—fishing without putting down your drink—and turned into a viral success story. But novelty alone isn’t a growth strategy.

Still, the product works, has a loyal fan base, and stands as a great example of how one quirky idea can go national—even without Shark funding.

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