Ever wish your side hustle could actually stick? That’s exactly what Paul Sherratt turned into reality with Glove Glu, a niche grip spray for soccer goalkeepers that turned a kitchen-table operation into a global brand.
In this week’s episode of the DTC Daily Podcast, Paul dives into how he built a category king from scratch, the social strategy that made 71M people stop scrolling, and why mastering one thing beats chasing everything.
For Paul, the breakthrough came during lockdown, when he decided not to expand into new sports, but instead to go deeper into the goalkeeper niche.
Here’s how this hyper-focus drove global growth:
Doubled product lines just for goalkeepers
Created problem-solving products around grip, odor, and glove care
Used downtime to rethink strategy
Glove Glu’s TikTok isn’t just fun, it’s freakishly sticky.
Here’s how Paul and his 16-year-old son cracked the code:
Created ASMR-friendly “Listen to That Grip” and playful “Will It Stick?” series
Let the humor drive engagement
Expanded to shorts and reels with the same creative DNA
“There's no rocket science, there's no magic formula that took us from to these big numbers that we've got”, says Paul, emphasizing the importance of consistency and hard work.
✔ Be brave and stay focused on your niche.
✔ View obstacles as problems to solve, not dead ends.
✔ Consistency beats creativity when it comes to social growth.
🎧 Listen to the full episode to learn how Paul built a category king from scratch. → Watch on YouTube
👉 Spotify
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