Ignite Startups: Colin McIntosh on Building a Viral DTC Brand with Humor | Ep161

What if the most viral bedding brand in America was born not from a lifelong passion—but from a movie scene that made its founder furious?

Colin McIntosh, founder and CEO of Sheets & Giggles, turned a rage-fueled reaction to War Dogs into a fast-growing, pun-powered DTC bedding company built on eucalyptus, humor, and heart. A Techstars alum, former pitch coach, and comedy nerd, Colin shares how he scaled from an impulsive business plan to a record-breaking Indiegogo launch, a Good Morning America splash (literally), and hundreds of thousands of customers sleeping cooler and better.

In this episode, we dive into how Colin bootstrapped and built a cult brand in a crowded category, why he prioritized product quality over greenwashing, and how humor became his secret weapon in an industry allergic to personality.

Key themes we cover:

🔹 Why founder voice is brand voice—and how to write like a jester, not a jargon-bot

🔹 How to craft viral crowdfunding campaigns (and why most fail)

🔹 What founders get wrong about sustainability (and how to bake it in without the BS)

🔹 Why unconventional marketing bets—from belly flops to podcast puns—can outperform paid ads

🔹 The mental health cost of startup hustle—and how Colin rebuilt his rhythm post-burnout

From a late-night domain name joke to a bedding empire, Colin’s story is proof that even the softest products can come from the sharpest insights.

Chapters:

Welcome & Colin McIntosh Introduction (00:01 – 00:40)

The “War Dogs” Moment: From Movie Rage to Business Idea (00:41 – 03:12)

Taking the First Steps: From Concept to Company (03:13 – 06:45)

Crowdfunding Success: Behind Sheets & Giggles' Viral Launch (06:46 – 10:25)

Why Humor Became the Core of the Brand (10:26 – 14:50)

Creating Viral Moments: GMA Belly Flop & More (14:51 – 19:10)

Building Sustainability into Sheets & Giggles (19:11 – 23:40)

Burnout and Recovery: A Founder’s Mental Health Journey (23:41 – 28:15)

Founders’ Lessons: Scaling with Humor and Authenticity (28:16 – 34:20)

What’s Next for Sheets & Giggles? (34:21 – 41:00)

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