Brian Woods, founder of Big Skinny’s LLC, has always been a snack enthusiast. But it wasn’t until a casual card game and a serendipitous encounter with a bowl of seasoned pretzels that he truly found his calling. What started as a hobby — perfecting a pretzel recipe for family gatherings — has quickly evolved into a burgeoning business, thanks in part to the unwavering support of the Michigan Small Business Development Center (Michigan SBDC).

For years, friends and family encouraged Brian to sell his unique seasoned pretzels. While he initially dismissed the idea, the success of other seasoned pretzel brands eventually made him reconsider. The pivotal moment for Brian came during a challenging period in his life when he was battling chronic vertigo and anxiety and found himself searching for a new purpose. Following a family wedding where his pretzels creations were a hit, an uncle’s renewed encouragement convinced him to sell his pretzels, 

Today, Big Skinny’s LLC operates out of a dedicated facility in Hesperia, where Brian meticulously seasons his pretzels. While he currently sources the pretzels, his long-term vision includes manufacturing his own, with plans to acquire specialized equipment to create a truly unique product. Brian’s dill pickle flavor, an initial experiment, quickly became his top seller, proving his knack for unique and craveable tastes. 

As a self-described “production guy” with a background in manufacturing, Brian readily admits that sales and distribution were uncharted territory. “I’ve never been the guy selling and talking to everybody,” he explains. “So it’s a bit of a stretch for me.” His primary challenge isn’t keeping up with demand, but rather expanding his reach and getting Big Skinny’s pretzels into more outlets. 

Brian connected with the Michigan SBDC and Senior Business Consultant Marie Elliott through a pitch competition, though he can’t recall the exact first meeting. What he does remember, profoundly, is the impact of her consistent support.

“Just knowing that Marie is there when I have a question or something is very powerful,” Brian says. “She’s got my back and that’s very comforting.” Marie provided crucial guidance in business and financial planning, pricing and calculating costs of goods sold (COGS). She also assisted Brian in preparing for pitch competitions, which proved to be a game-changer.

Through his work with the Michigan SBDC and partnerships with organizations like Pitch North and the Muskegon Innovation Hub at Grand Valley State University, Brian has achieved significant milestones. He won $1,575 in the Pitch North competition and secured a $10,000 direct grant from the Muskegon Innovation Hub. This capital is vital for purchasing new equipment, increasing efficiency and fueling his company’s growth. 

Brian emphasizes the importance for any aspiring entrepreneur to ask questions. “I was never scared to ask questions; I just never knew exactly who to ask the questions to,” he reflects. He credits Marie and his extended “team” — including the Muskegon Innovation Hub, Julie Burrell at The Right Place, and early mentor Scott Rumsey at Ed’s Orchard Market — for providing invaluable guidance and connections. “There’s not enough words to describe what these people have done for me,” Brian shares. His advice to other entrepreneurs is simple yet profound: “Ask every question you could possibly think of, and don’t take rejection personally.” 

Brian plans to continue working with the Michigan SBDC as his business expands, particularly as he aims to engage distributors, which would allow him to focus on what he does best: crafting delicious, unique pretzels. With the launch of a revamped e-commerce platform and the continued support of the Michigan SBDC, Brian is well on his way to making Big Skinny’s a household name, one perfectly seasoned pretzel at a time.