Ask Chris Macaulay how to scale a brand in 2025, and you won’t hear buzzwords or vague theories. You’ll get a blueprint. Three lanes. No fluff.

“Operations, media, and leadership. If those aren’t firing together, we don’t move,” says the Killara Outdoors CEO.

That’s the playbook Macaulay brought to Killara in 2023—and it’s already turning regional brands into national players. Case in point: Lake Fork Lure Co.

Once known primarily among hardcore Texas anglers, the company is now one of the fastest-growing names in sportfishing. The shift didn’t come from viral gimmicks or heavy retail discounts. It came from systems, storytelling, and team.

Lane 1: Operations—Clear the Clutter

When Killara first invested into Lake Fork Lures in early 2024, the brand had high quality products, but the brand was tired and its backend was holding it back.

“Inventory was messy, margins were tight, and the infrastructure wasn’t built to scale,” Macaulay says. “So we got under the hood.”

Killara cleaned up systems, restructured vendor relationships, and rebuilt the supply chain for scale. Fulfillment got faster. Profitability improved. The brand could finally breathe.

“We don’t throw gas on broken engines,” Macaulay adds. “We fix the engine first.”

Lane 2: Media—Make Noise That Matters

Once the foundation was set, the Killara team flipped the switch on content. New brand identity. Fresh packaging. Elevated voice. But the real unlock came from turning media into momentum.

“We’re not just selling baits. We’re telling stories that move product,” Macaulay says.

By mid-2023, Lake Fork launched a full-scale media push—short-form content, creator collabs, product walkthroughs, behind-the-scenes factory drops. The goal: build brand affinity at scale, not just awareness.

The culmination? A full rebrand reveal at iCast 2024, the biggest trade show in fishing. “That was our coming-out party,” Macaulay says. “We didn’t just show up with a new logo. We showed up with a whole new energy.”

Lane 3: Leadership—Scale the People, Not Just the Brand

As growth picked up, Macaulay knew the brand needed more than content and clean ops. It needed people who could lead the next chapter.

“You can’t scale a brand if the team behind it is stuck,” he says. “So we worked on trust, communication, and mindset.”

Killara helped reshape the internal org chart, supported hiring, and coached key leaders to evolve from founders to operators. The vibe wasn’t “corporate.” It was confident, clear, and aligned.

And Now? It’s Go Time.

Lake Fork is headed into iCast 2025 with seven new baits, a high-performance rod line, and collaborations with some of the biggest creators in fishing. The brand has momentum—and a platform that can actually handle it.

“We didn’t erase its roots,” Macaulay says. “We just gave it the legs to go further.”

That’s the Three-Lane Strategy. Build the engine. Light the story. Empower the team. And get moving—with purpose.

Curious what scaling with discipline and creativity actually looks like?

Explore the Killara platform at killara.com or pitch your brand to join the ride.