Building a business often starts long before the first product is launched.
In this episode of the JRNY Podcast, Shane Hasler shares how his journey through sport, illness, personal hardship, and fatherhood ultimately led him to start his own e-commerce business.
For anyone interested in entrepreneurship, starting an online business, or transitioning from trade work into business ownership, Shane’s story offers a realistic perspective on what that process looks like.
The Shift from Trade to Business
Shane works as a welder and fabricator by trade. Like many people in skilled trades, his career involved long hours, travel for work, and time away from home. But as life changed, especially after becoming a father and navigating personal challenges, he began looking for a way to build something of his own.
The goal was simple: create a business that aligned with his lifestyle and values.
After months of research, Shane decided to enter the world of e-commerce. He studied different business models, tested ideas, and eventually launched an outdoor product brand centred around helping people reconnect with nature.
His first product was a camping hammock designed to help people spend more time outdoors and away from constant digital distractions.
Integrity Over Shortcuts
What stands out most about Shane’s approach is the emphasis on integrity. During the early stages of building the business, he refused shortcuts that many new brands take. For example, he rejected advice to add fake product reviews to the website because it did not align with his values.
"Instead, he focused on building a quality product, understanding the customer, and learning how to market through authentic content."
The Reality of Early-Stage Entrepreneurship
The episode also explores the realities of early-stage entrepreneurship. Shane talks about negotiating with manufacturers, testing product samples, launching without a major marketing campaign, and slowly learning how to build traction through content and data.
Like many startups, the early months involve investment, experimentation, and patience before seeing consistent returns.
Alongside the business conversation, the episode also touches on fatherhood, personal growth, and the challenges of changing your lifestyle while the people around you may remain the same.
It is a conversation about discipline, identity, and building a future that reflects who you want to become.