If you could create your own fantasy board of directors, who would be on it? CO— connects you with thought leaders from across the business spectrum and asks them to help solve your biggest business challenges. In this edition, we ask one entrepreneur about his business reinvestment strategy.
In this edition of “Ask the Board,” we feature Brandon Leibel, CEO and Co-Founder of Sand Cloud, a sustainable beach towel company. Since launching Sand Cloud in 2014, Leibel and Co-Founders Bruno Aschidamini and Steven Ford have grown the business from a clever concept in San Diego to a nationally recognized lifestyle brand with the mission of protecting marine life.
A digitally native business, Sand Cloud has scaled through steady, intentional reinvestment. Below, Leibel shares how business owners can maximize their reinvestment opportunities at every stage of growth.
Focus on what sets your business up to scale
When we started Sand Cloud, we didn’t have investors or deep savings. In the early days, we relied heavily on business credit cards to float expenses. We were constantly maxing them out, paying them off, and repeating the cycle just to keep things moving. The problem was, we weren’t getting anything back from all that spending.
Eventually, we realized that if we were going to rely on credit cards to help us operate, we needed to make them work harder for us. We researched our options and decided on a card that offered 2% cashback reward benefits. That change alone made all the difference.
As our company grew, we were able to transition from a digital-only brand to establishing a physical retail presence with the opening of our flagship store in San Diego. However, store buildouts require a significant investment, from securing a space to hiring contractors to creating an in-store experience that reflects our vision and commitment to eco-friendliness.
We’ve used the cashback rewards from our credit card to help offset the cost of these big projects. We recently opened a new location in Irvine, California, and the ability to put a percentage of our spending back into the business has given us more breathing room to do it right.
Make your mission part of your reinvestment strategy
Our brand was born on the beach, and so was our mission. Since Day 1, we’ve made a commitment to support protecting the ocean. We still donate 10% of Sand Cloud profits to nonprofits focused on marine conservation.
However, as our brand grew, we realized our impact couldn’t just come from donations alone; it had to show up in the products themselves. When we launched our popular tie-dye towel, we initially ordered 1,000 units, which sold out immediately.
Instead of sitting on that profit, we reinvested it into sourcing more sustainable materials for future towels. We made the switch to organic cotton, a material that needs to be preordered, certified by farmers, and requires a large volume commitment upfront. Showing up sustainably in every facet of our business matters to us. For other mission-driven businesses, this is a good reminder to put money behind your values whenever you can.
Reinvesting doesn’t always mean putting more money into what’s already working. Sometimes it means making room for ideas that could unlock the next phase of the business.Brandon Leibel, CEO and Co-Founder of Sand Cloud
Build a team the same way you build your products
We’re a remote company, with employees based all over the country. To ensure our team feels connected, FaceTime really matters. Once a year, we bring everyone together for a team retreat, where we participate in fun activities such as sailing, beach cleanups, escape rooms, or simply enjoy casual get-togethers. No matter the activity, it’s about stepping outside the day-to-day and taking time to reset and reconnect.
Creating these moments is part of what keeps Sand Cloud strong. My advice to other businesses is to treat culture like any other part of your business that needs time, budget, and planning. Whether it’s team lunches, after-work get-togethers, or something more offbeat, find ways to show appreciation and keep people excited to build with you.
Take smart risks and reinvest in what’s next
Since the beginning, we’ve strived to test new ideas and see what sticks. Our first product idea was a beach towel with a built-in pillow. It wasn’t a winner, but it led us to the name Sand Cloud, and, more importantly, it encouraged us to think bigger.
We began to realize that the opportunity wasn’t in inventing a new kind of towel but in building a brand around it. We focused on design, patterns, and creating a lifestyle brand people could connect with. At the time, no one was really thinking about beach towels that way. We paid attention to what resonated and continued to evolve from there.
That shift taught us how to spot white space in the market and to keep taking those calculated risks. Reinvesting doesn’t always mean putting more money into what’s already working. Sometimes it means making room for ideas that could unlock the next phase of the business.
Prioritize your customer community to build lasting brand loyalty
Our customers aren’t just buyers, they’re brand advocates, mission supporters, and part of a growing community that shares our passion for protecting the ocean. One of the smartest reinvestments we’ve made is in nurturing that community through meaningful engagement.
From the beginning, we’ve prioritized listening to our customers, whether it’s through social media feedback, product reviews, or direct messages. That feedback has helped shape everything from our product designs to our sustainability initiatives. However, we’ve also gone a step further by reinvesting in ways that bring our community closer to the brand.
That includes hosting beach cleanups, spotlighting customer stories on our platforms, and creating exclusive perks for our most loyal supporters. Our customer base is one of our most valuable assets. Reinvesting in that relationship — through experiences, recognition, and shared values — can fuel organic growth and create a brand that people are proud to champion.
CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.
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