it's called polar bear coolers. er business has exploded, and particularly the high-end cooler business 'cause people want to invest in something and hold it forever. and the soft-sided cooler business is a fast-growing category. now i love tailgating and i love the outdoors, and so it fits nicely into my portfolio. [ rock music plays ] hayden: hello. lemonis: what's that music? hayden: you didn't know whhow you doing? i'm marcus.u?: hayden: i'm hayden. nice to meet you. lemonis: hayden, how are you? geoff: marcus, geoff gold. lemonis: nice to meet you. brett: i'm brett. lemonis: how are you? lemonis: what's... brett: that's strud upstairs, playing. lemonis: in the middle of the workday? okay. all right, let me -- i'll make my way up. hayden: first door on your right. lemonis: sounds like there's somebody playing as if they're in their garage practicing for a gig tonight, while other people are trying to get their job done. not exactly a great environment. [ music continues ] hi. how you doing? [ music stops ] how ar