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August 13, 2025 26 mins

When Craig Gile left Wall Street and Navy cockpits behind, he didn’t plan on launching a game-changing product out of Stanford labs. But that’s exactly what happened. On this 196th episode of the E-Comm Show, Andrew Maff sits down with Craig Gile, founder of CoolMitt. Originally developed for the U.S. military, CoolMitt’s dynamic cooling tech helps regulate core body temperature during and after workouts—giving athletes a major performance edge.

Craig explains how the team took this cutting-edge research and built a retail product from scratch, what it takes to educate an entirely new market, and how they’ve used word of mouth, podcasts (like Huberman Lab), and community-driven digital strategies to break into fitness, college athletics, and now even industrial markets.

If you’re building a product in a new category or want a behind-the-scenes look at what it takes to make science-backed innovation catch on—don’t miss this one.

What You’ll Learn:

  • The science behind CoolMitt’s military-funded cooling tech
  • Why overheating is the hidden limiter most athletes don’t know about
  • How they’re educating a market that didn’t know it needed this
  • The shift from elite athletes to industrial markets and influencers
  • Why digital is more about community than ads for CoolMitt
  • How seasonality plays into product demand and strategy


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Transcript

Episode Transcript

Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Craig Gile (00:02):
My mandate, and frankly, this is a great forum
for me to do. It is to educatethe market as to this whole new
thing.

Andrew Maff (00:10):
Welcome to the E comm Show podcast. I'm your
host. Andrew Maff, owner andfounder of Bluetusker, from
groundbreaking industry updatesto success stories and
strategies, get to know the insand outs of the e-commerce
industry from top leaders in thespace. Let's get into it.
Hello everyone, and welcome toanother episode of the E comm
show as usual. I am your host,Andrew Maff, and today I am

(00:30):
joined by Craig Gile, who is thepresent founder over at
CoolMitt. Craig, how you doing,buddy? Ready for good show?

Craig Gile (00:36):
Andrew, I'm doing great. Thanks for for the time
and having me on and pleasure toto chat about what we're doing
at Coolmitt.

Andrew Maff (00:43):
Awesome. I am so excited to have you on the show.
I've done so much work with,like, many different fitness
devices, whether they're technotechnology or whether they're
like different like gym stuff,like, all over the place. So
really excited to talk aboutthis product with you. I

(01:05):
obviously like starting theseoff relatively stereotypically.
I kind of want to give you thefloor. Tell us a little bit
about your background, how yougot started with CoolMitt, and
then we're gonna take it fromthere.

Craig Gile (01:08):
Okay, sounds good.
Let me I'll start with what thetechnology is and does, because
it is, you know, heat andoverheated human body is a big
problem, and so these brilliantStanford scientists discovered
an entirely new way to addressthat. So people might know,
like, I'm hot. I'm working out,or I'm working out in my yard. I
get hot. I put a missing fan orsomething on, feels good for a
second, doesn't do anything.

(01:29):
These guys actually figured outa better way to get the heat out
of your body and solve this. SoI am the founder of the company.
Thankfully have the foundingscientist as part of our
company. Little bit ofbackground on me. Not that I
love to talk about myself, butthat is, I guess, relevant to
the story. I basically cameacross this technology as a

(01:51):
function of my background,previous career. So out of
college, I went to college on anavy scholarship, so that I flew
jets off an aircraft carrier forthe Navy for a number of years,
and then got out. And then,actually, we were talking
earlier, moved to Philadelphia,went to business school at
Wharton, and then, likepresumably every Wharton grad, I

(02:13):
majored in finance and went toWall Street. So did that for a
while, traded bonds andcommodities for exit hedge funds
for a bit. Circling back to theNavy part. So this stage in my
career, getting into a startupventure world, I met and started
working with a gentleman who hadfunded this for the US military.
The US military has a R&D armcalled DARPA, which is and has

(02:37):
for decades, invest inrevolutionary science and
technology. And my colleague Joeis looking for a solution for
soldiers working in extremeenvironments like Iraq, settles
on investing in this discoveryat Stanford about the way to get
heat out of your body. Invest $5million in them to create
technology at their discovery.
And effectively, they are ableto prove it that they is the

(02:57):
most rapid way to get heat outof your body and cool down your
core temperature, which isactually is actually what
impacts your performance. Andthen, you know, we're taking it
from there, commercializingbasically that technology,
working with them and leaning onthem from their all they've
learned, but getting productsthat are a good fit and usable
for consumers. Have our firstone out on the market, and then

(03:19):
we have future products indevelopment to get get this
solution out to as many hands,literally as possible.

Andrew Maff (03:28):
Interesting. So tell me about the product in
itself. So it's literally adevice that you essentially put
your hand in to cool the bodytemperature down, correct?

Craig Gile (03:38):
Yeah. I'll tell you how it works First, I'll tell
you how they discovered itoriginally. So the way that it
works the current, our currentCoolmitt, which is on the market
and can be bought on ourwebsite. Coolmitt.com is a
portable, battery operatedproduct. It's about a foot high
and eight inches in diameter. Itdoes take ice in the lower part.

(04:00):
I'll get to two questions wealways get takes ice and water
in the lower part, that's a heatsink that does not flow through
the system. The reason for thatis, if the body comes into
contact with something too cold,it's called vasoconstriction, so
and then it kind of retains theheat in your body. So what the
Stanford scientists discoveredis the hairless parts of our

(04:21):
body, that's the palms of thehands and the soles of feet and
the upper part of the face, havea different vascular structure
that when we overheat, itradiates heat out of there. So
our body wants to radiate heatwhen it needs to dump heat. The
different vascular structure forvery, very layman's biology here
is most of our body has arteriesto capillaries to veins. The

(04:43):
capillaries are narrow andresistant, so only a set amount
of volume can go through them.
Doesn't vary at all. This partof our body, called the glabrous
part of the body, has adifferent structure, confluence
of arteries and veins that comeup near the surface, but also
has what are calledarteriovenous anastomoses, and
these. Abas. When you overheat,they open up to form a wider
shunt to let more rapid bloodflow from arteries to veins into

(05:04):
the atmosphere. That's the basicdiscovery that the Stanford
scientists had that ultimatelythe military investment. So
circling back to the product, sothe product has water flowing
through tubes that go to aninterface. You put your hand in,
and the water comes out of theideal temperature. Again, it
can't be too cold. It's, youknow, mid 50s, about 13 degrees
Celsius, is what it's set up.

(05:26):
Again, they've dialed that inthrough years at Stanford, kind
of like dialing in with theideal temperature is cool, but
not too cold. So water isrunning through this pad you put
your hand in, and so when you'reoverheated, heat is transferred
from the blood in your hand tothis water, and convection takes
it away, goes back to thesystem, gets re chilled at the
ideal temperature and comes out.
So it's a closed loop of waterthrough the upper chamber,

(05:49):
spitting water out of the idealtemperature your hand. Heats of
water back up. It comes out,gets re chilled, goes back
through. So you have a constantflow of water pulling heat out
of your hand as well. I like tovision that allows colder blood
to flow to your heart and coolsyou from the inside out. And
then, helpfully, you know whenyou're doing anything exerting
yourself or whatever your bodyyour brain is, is smart enough

(06:10):
to prioritize cooler blood towear to your overheated muscles.
So again, it cools you from theinside out, and also smart
enough to kind of prioritizewhere the colder blood should go
first.

Andrew Maff (06:22):
Very interesting.
Obviously, one of the kind ofbig trends I would say right now
in especially in the fitnessspace, is these cold plunges. Is
it? Is it? Would you say it'skind of a competitor to that
type of product line?

Craig Gile (06:38):
No, I think it's the same general space, but
definitely a different use case.
So, and I not going to pretend Iknow all the benefits of cold
plunges. I do know that. Youknow, post workout recovery,
it's great for inflammation. Ican argue it's unnecessary, if
you can use our technology, but,but We're different because you

(07:00):
can actually use it while you'redoing something. No one at a
basketball game is going to jumpout and jump in an ice bath.
Time out, right? So again, ourdevices is portable. It can be
on the sideline, it can be inthe gym, whatever. And so I
mentioned the vasoconstrictionthing. So people always ask me,
like, Oh, what is my hand abucket of ice? So the hands are,

(07:21):
what works? Bucket of ice wouldbe fine. Getting the bite
doesn't work that way. So theagain, it retains heat. The
other question always get islike, and it's generally phrased
this way, is, how long does thistake for it to work? Because
people think, Oh, I have to doit for whatever amount of time.

(07:42):
It could take a long time itcould take a long time for this
to work. Be great if it could.
The reality is, it starts towork right away. So if your body
has to dump heat, you put yourhand in this mitt, it's going to
start pulling heat out rightaway. Hopefully. We've seen with
data from both the Stanford labas well as our partners in the
field, it's exponentially fasterrate of heat transfer the first
minute, and then it starts torevert to the mean. About we've

(08:02):
seen third, fourth minute dependupon people, depend upon
conditions and all but so like,we tell people, like probably,
you know, if you have less than30 seconds, it may not be worth
the trouble to do it. We have 30Seconds to three minutes. It's a
really ideal window to do this,and you're going to get a
noticeable amount of heat out ofyour body. How do you notice it?

(08:24):
Is it is? It probably a goodquestion, if you and this is
kind of like, what really kindof a headline thing that people
really get into? And for goodreason, so Heller and grown at
Stanford discovered they can gethe out of someone's body
quickly. They stumbled upon theathletic training benefits that
you can get by doing this. Andso, long story short, and people
can go to our website and getsome more details. We do have,

(08:45):
you know, published papers. Butif you can, if you're going to
failure in working out, whathappens there is your localized
muscles overheat. And you know,the way I understand it is they
heat up the pyruvate kinase thatsends a signal to your brain to
stop sending ATP your musclesand used to basically fail safe
mechanism. You stop doing that,that exercise. If you can get

(09:07):
heat out before your next set,you can then go do more work.
You get almost back up to getout rapidly with our product,
get back up to where youstarted. So you can go do like
more pull ups, bench press,whatever you're doing. You can
do more work, similarly, on,like endurance training, if
you're doing some kind ofendurance training where you're
going, like, to exhaustion orfailure, what happens here, as

(09:30):
opposed to, like, localizedmuscles overheating, you have
your core temperature is slowlyrising, and it gets to about 100
202 and a half Fahrenheit,that's when you start to have
performance degradation. So ifyou can forestall that from
happening, like getting heat outwhile you're working out, you
can go harder for longer. So ourour customers and athletes, use
it on stationary bikes forendurance. They use it during

(09:51):
interval training, for on thetrack or on the field. They use
it in the weight room to get,you know, substantially more
volume or strength training and.
And you know, when I first heardabout some of the discoveries at
Stanford, I got to be honest, Ithought it didn't make any
sense. I never heard anything.
And some of the volumetricstrength gains are getting beli

(10:14):
belief, unless you look into it,because it's actually, it's, you
know, legit scientific andrevolutionary discovery by them.
And so, you know, I can sayalmost, you know, with 100%
confidence. If someone is usedto working out, they go into a
gym and they go to failure. Ifthey as a benchmark, if they can
use this in between sets, theywill see at least a 20 to 30%

(10:37):
increase in volume the veryfirst time they do it. And then
they keep training with that.
There's a metabolic adaptationto your body. We have these
sustainable training games.
We've seen it, you know, in thelab. We've seen it in the field.
You have like these, as long asyou keep working out, you're
going to maintain these gains.
It's not an ephemeral thing.
Like, oh, I don't have myCoolmitt today. I go back down
to doing like, 10 pull ups. Youkind of, you know, adapt to your

(11:00):
body to that volume of work, andyou have these sustained
strength gains.

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Andrew Maff (11:34):
That's very interesting. So like is, so
they're using it with them indifferent scenarios. Obviously,
there's a ton of different typesof athletes that can be using
this. How are you kind of doingthis from like a marketing
perspective, it's a it's awildly differentiated product.
There's really nothing out therelike it. So how are you kind of
getting over that barrier interms of educating the market

(11:56):
and getting it in front ofpeople?

Craig Gile (11:57):
It's very good question. So we are effectively,
again, one thing I couldn'tprobably focus on enough like
this, uh, military, R&D, arm,DARPA mandate is to invest,
like, literally, inrevolutionary ideas. It's not
It's like moonshots. It's nottrying to invest in a better
gun. It's trying to invest anentirely different type of

(12:19):
weapon system. And I get from mymilitary background, I knew
about DARPA. I did not knowthat. You know, part of their
mandate is to invest in thingsthat ideally can have a civilian
use case. So things like theinternet, and people don't know,
internet, GPS, email, robotics,were all originally DARPA
projects. It does kind of take awhile for them to get get to the
market. So the way this productworks is a new category. So our

(12:45):
mandate, my mandate, andfrankly, this is a great forum
for me to do, it is to educatethe market as to this whole new
thing. So it's not like, youknow, different hydration
solution is not a differentprotein bar. It is a whole new
way of doing things with, youknow, I'd argue a a step change
of differential impact. So todate, you know, we've, again, we

(13:06):
took the most recent version outof Stanford. There is something
of a Stanford diaspora that'skind of out there that kind of
knows about the science, andthey've kind of reached out to
us. So a lot of word of mouthadvertising has come. We have
had some good earned media, bothon some some podcasts similar to

(13:27):
this. You know, some are likethe Huberman lab had Dr Helder
on it a while ago. So we'retrying to get the word out
smartly through that we have hadsome good PR that we've
arranged. And actually,sometimes it's kind of stumbles
upon us, like, actually, today,there was a story in The New
York Times sports page, theathletic detailing how major

(13:49):
league baseball teams aredealing with the heat. And we
have, you know, over two thirdsof Major League Baseball is
customer of ours that you kindof use it in game. They kind of
mentioned, they raise playerusing it in between innings, and
they mentioned using ourproduct, so that was kind of
like we stumbled upon that. PR,so yeah, that's how we're trying
to get it out. And you know, wewill get more into digital

(14:12):
marketing again, for we areavailable to buy online so
someone hears about us that cango online and buy our product.
We have done some emailcampaigns. Have a reasonable
house list of emails that wekind of keep people updated on.
I view it less as a saleschannel, but more of a building
community channel to keep peopleaware of what's going on and

(14:35):
educate them on this. But we doneed to as we develop as a
company and develop our newproducts, we will lean more into
digital marketing, e commerce,to get the products out there.
Just a quick aside we do have.
We took the most recent versionout of Stanford lab, created a

(14:55):
manufacturable version of thatwhich is on the market now it
has been for a little bit overtwo years. So we have had really
good traction with our targetcustomers. To start off because
of these crazy athleticbenefits, we started off with
the early adopter market ofelite athletes. So we have is
going on 80 professional teamsacross all the different sports

(15:16):
who are customers dozens ofcollege programs. They're great
because there's multiple sportsin a college athletic
department. Yeah. Olympians,Tour de France teams, CrossFit
athletes, combat athletes,Special Forces, military and
training. And a new push, whichfrom outreach, from us, from

(15:36):
kind of this earned media, areally good traction away with
large industrial companies whohave workers working in hot, hot
temperatures outside or evenindoors in a hot factory. So as
long as they have a break, theycan use our product have get
that heat mitigation. So it'snot just an athletic performance
solution. It is a health andwellness solution for people as

(15:59):
well. So long winded, way toyour question, like, so far,
it's been earned media and wordof mouth, we will get to with,
with new products, more of aleaning into a more standard
fair influencer digitalmarketing, kind of marketing
campaign.

Andrew Maff (16:21):
That's what I think. I mean the obviously, for
a brand like yours, or a productline like yours, when it's
wildly differentiated, socialmedia influencer tends to do the
best, because they can kind ofhelp educate that market. But I
also know that the the recoveryspace seems to be growing like a
weed, like a lot of people, youknow, they're really big on the
standard, like the fitness sideand everything from the many,

(16:44):
many different ways that you canexercise and things like that.
And now, all of a sudden, I, inmy opinion, over the past
several years, you've started tonow look at people that are
focused on the post workout,which is, what are they doing
from a recovery perspective. Sothat's why you're seeing like,
all these different types ofsaunas and like I mentioned,
like the cold plunges and thingslike that. So I can see how for
a product line like yours, nowis a fantastic time for it to

(17:08):
kind of hit the market, becauseit's, it's definitely a growing
industry. What's, what's theplan in terms of product line
expansion? You mentioned, thatwas kind of the goal of the

Craig Gile (17:18):
Yeah, two things on that. So to touch on the
recovery, that's a really goodpoint the way. And it can
confuse the market if we saywe're recovery product, because
in that, like, Oh, it's justlike a theragun or, you know, it
might kind of muscle massager,right? So, but it is in that,
that same vein. So I like torefer to as kind of a more

(17:38):
dynamic recovery, because,again, you can do it in between
your workout, which you know,most times you're not even going
to bring a massage gun in aworkout with these crazy
benefits, it does accelerate apost exercise recovery. So as an
example, we have Tour de Franceteams who use the product, you
know, as we speak, startingthat, and so they'll use it in a

(18:03):
few ways, you know, but probablythe biggest use case for them is
post stage recovery. So theyhave, you know, little bit less
than 24 hours to recover for thenext the next stage. But they
want to accelerate theirrecovery. So what they'll do is,
the way, when I'm told, isthey'll have their Coolmitt,
like, literally, like in thevan, or right after the stage,
going back to the hotel, andthey'll get the heat out of

(18:25):
their body. The way I look at islike your body's a checklist of
things to do in recovery. If youcan take care of that heat right
away. It accelerates the rest ofyour body's mechanisms to kind
of do that whole recovery. So itgets you in a better shape for
the next day for that type ofrecovery. Another thing that,
and by the way, everything I'vesaid I have data on this, is I

(18:47):
have anecdotal reports of this.
And actually, Dr Heller Stanfordis finishing up a study on this.
But in terms of recovery, weconstantly get reports from
credible athletes of, oh, it'scrazy. I did this workout, had
so much more volume of work withmy Coolmitt net workout, I fully
expected to be, you know, paythe price a day or two later
with delayed onset of musclesoreness. DOMs, delayed onset of

(19:10):
muscle soreness, clearly. Sothey come back like, I didn't
have any DOMs. What is going onthere? And so we did it like all
the time. And, you know, they'republishing this paper, but
effectively, it's what they havetheorized, is there's less
inflammation during the theworkout, and that causes less
soreness down the road. So howdoes that manifest itself, or

(19:34):
recovery the next day, two dayslater, you can go hard and not
worry about, you know,detracting from your workout the
next day or two days later. Sothat's the DOMs. So, yeah, so I
mean, again, I sometimes I thinkI come across like, Oh, this is
like a magic elixir foreverything but it and to be
fair, it is. But. It is it does.

(20:01):
You know, the human body has alot of things that go wrong.
When you're overheated. It's theenemy of a lot of different
things. So if you can addressthat seamlessly and easily,
which you can with ourtechnology, a lot of good things
happen. And so where we are onthe product development side,
again, we got our first productout to the market, into some key
people's hands, you know, notjust for because they're elite

(20:23):
athletes, and it's a, you know,a good marketing launching pad.
Got a lot of data and feedbackfrom them, and part of that
feedback was like, here's what Ilike about the product. Here's
what I like to see in futureproducts. So we have, in late
stage development, two products.
One is a a a better, moreindustrial version for the
commercial market. So that'd beathletic teams, the gyms. It can

(20:45):
kind of be set up as kind of amore permanent station in
industry, so like break roomsfor companies, it can be kind of
run more as a permanent station,way less maintenance, and
actually will capture data fromthe users, and we can tie it
into an app. People can seelike, how much he's being taken

(21:06):
out of their their body whilethey're working out. They can
compare their Coolmitt workoutswith other things. That's that
builds a platform for that, soit's not just the cooling, but
also a data platform. And thenwe also have, in late stage
development, a was reallyexciting is a mobile version
that'll be coming out. Get allthis consistent with the science
that we have the institutionalknowledge of how this works, for

(21:28):
one with the Stanfordscientists, but also what
they've learned in the past, itdoesn't work as well. So we've
that is part of our designprocess to make sure we are
effectively the gold standard ofheat transfer from the human
body. This mobile version is areally unique way, and I want to
give way too many, you know,quote, unquote state secrets. So
we do have patents around whatwe're doing, but it'll

(21:49):
basically, we're calling it, youknow, working title, Coolmitt
unleashed. So it'd be a mobileversion kind of take around.
It'll provide an hour or more ofcooling and easily, you know,
quote, unquote, recharge withice. So it's going to be, like,
really kind of democratize thesolution to some degree, because
it's going to be substantiallylower price point.

Andrew Maff (22:10):
Yeah, very cool!

Craig Gile (22:12):
And so back to your point. When we get to that, we
think that'd be a really goodfit for a a smart, ideally
effective marketing campaign tokind of get this word out there.
And, you know, step one iscreate education awareness of
what the capabilities andbenefits of this technology. And

(22:33):
then step two is, like, youknow, converting that interest
into sales and getting out outto the customers, which is not
just, you know, for me to toping ramp up revenue numbers,
but to actually get the solutionout to people. Because, you
know, every day, you know,typically this time of year,
here are people dropping likeflies in the heat, and when I

(22:53):
see it, you know, yesterday andtoday at Wimbledon, where, you
know, you know, crazy hot daysand players are dropping like
flies. We do have a lot oftennis players who use this in
training, where it's a reallygood use case for tennis, and
you know, it's our job to getit, you know, more mainstream
use for tennis as a frustratingaside for me, every single

(23:19):
sport, professional sport hashad no problem for our athletes
incorporating this incompetition. Tennis has had a
little bit of, like, questionsor pushback, so we're trying to
get over that with tennistournaments. But yeah, every
time I see like, a report in thepress, like, so and so, like,
had their fault or somethingbecause of heat, I'm like, oh my
goodness gracious. I have thesolution for that, but we'll get

(23:39):
there.

Andrew Maff (23:40):
One day.

Craig Gile (23:41):
Yes!

Andrew Maff (23:42):
Craig, this was awesome. I really appreciate you
taking the time. I know you'resuper busy. It was awesome
learning all about Coolmitt. I'dlove to give you the floor here
tell everyone where they canfind out more about you, and, of
course, more about Coolmitt.

Craig Gile (23:52):
Well, I am particularly on uninteresting,
so don't want to learn much moreabout me. But LinkedIn profile
Craig Gile, we have a great teamon our on our early startup
team. Like I mentioned this, thefounding scientists are part of
our team. I've plucked away twogood friends of mine from
business school to help me runthis over the last couple of

(24:14):
years. So we're all excited toget this out to people the they
just want to, you know,emphasize that, you know, the
benefits are just making thehuman body work more
effectively. All student ishaving your body naturally get
back to where it wants to be inan accelerated fashion, easy to
implement. Benefits are vast andso, you know, I think companies

(24:37):
teams are a really good use casefor our current product. As we
get moved down the road, itwould democratize this or
everyone can use it. So, youknow, look us up, follow us on
@realcoolmitt is our primarychannel on Instagram, where most
of our stuff goes out, but we'llexpand that website.
Coolmitt.com. There is a lot ofinformation. If you can give us

(25:00):
your email address, you know, wehave a distribution list. We're
not, like, pinging youconstantly. Like, I get from the
latest one I'm getting is from JCrew, sending a lot of stuff,
like, I'm gonna buy new clothes,they've somehow got my email.
But if we we try to send outregular, like, good, authentic
content to educate themarketplace on all the benefits

(25:23):
of this technology. So love tobuild that community for anybody
that don't need to be aprofessional athlete, if you're
working out in earnest and wantto maximize your workout, we
have the solution for you.

Andrew Maff (25:36):
Love it. Craig, thank you so much for being on
the show, buddy.

Craig Gile (25:39):
Thank you!

Andrew Maff (25:40):
Everyone who tuned in. Thank you as well. Please
make sure you do the usualthing, rate review, subscribe
all that fun stuff on whicheverpodcast platform you prefer, or
head over to the ecommshow.comto check out all of our previous
episodes. But as usual, thankyou all for joining us. See you
all next time. Have a good one!

Narrator (25:56):
Thank you for tuning in to the Ecomm show. Head over
to ecommshow.com to subscribe onyour favorite podcast platform
or on the Bluetusker YouTubechannel. The Ecomm show is
brought to you by Bluetusker, afull service digital marketing

(26:18):
company specifically fore-commerce sellers looking to
accelerate their growth. Go tobluetuskr.com now for more
information, make sure to tunein next week for another amazing
episode of the E comm show!
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