How Turbo Derby Chose Performance Over Polish – and Kept Growing
Brian Lee Stanley, Owner and CEO of Turbo Derby, built the brand out of competitive Pinewood Derby racing and took a different route than most sellers in the category. Instead of leaning into broad appeal, Turbo Derby focuses on performance-first products, stable sourcing, and hands-on customer education – a useful playbook for niche ecommerce founders.
In this edition of the Ecommerce Authority Playbooks series, we dive into how
Turbo Derby grows, retains customers, and prepares for the future of search in 2026 and beyond.
The interview
1. What’s the quick origin story of your brand, and what makes your product or positioning genuinely different from other options in your niche?
Brian Lee Stanley : My brand was born out of professional Pinewood Derby league racing. Most league racers will choose a racing name that either has personal meaning or is a play on words. I chose Turbo Sloth because I liked the juxtaposition of a notoriously slow animal that had been turbo-charged. Turbo Derby sprang from this. Most of my competitors have a broader appeal, with their products focused on aesthetics and general appeal. I focus almost entirely on performance.
2. Since launch, what have been the 1-2 real turning points for your brand-specific decisions, pivots, or experiments that noticeably changed your growth or profitability-and what did you learn from them?
Brian Lee Stanley : Since launch, we’ve faced multiple challenges. Many have been driven by turmoil in international markets related to tariffs and trade tensions. My best-selling product has to be sourced from overseas (there are no domestic suppliers). The cost of the raw materials used in the products has increased by over 600%. This has created enormous challenges for both me and my industry. I’ve had to develop alternatives for these products. While these alternatives are not ideal, the supply chain is much more stable. Over the years, I’ve learned to control as much of my product as possible, minimizing my dependence on single suppliers.
3. Which 2-3 channels drive most of your revenue right now (for example SEO, paid social, email, marketplaces, influencers), and what have you learned about making those channels work in your category?
Brian Lee Stanley : Right now, search (Google/Bing) and social media (Facebook/YouTube) are my main two channels. For search, SEO has been critical. For social media, an active presence and consistent content work best, rather than relying on paid advertising on these platforms.
4. How are you thinking about search in 2026 – Google, AI assistants like ChatGPT, and other discovery platforms? What, if anything, have you changed in your content or site to stay visible as AI search grows?
Brian Lee Stanley : I’ve been thinking I have no clue how AI assistants are ultimately going to work! My guess is the things that have enticed search engine algorithms to recommend content in the past will be the same things that attract AI searchers. Therefore, I’m sticking with fundamental principles consisting of a constant stream of quality, authoritative content.
5. What do you do to turn first‑time buyers into repeat customers and advocates? Are there specific experiences, content, or community touches that work especially well for you?
Brian Lee Stanley : It’s a tale as old as time, and an oft-repeated phrase, but the answer is service. My niche is very information-driven and can be overwhelming for new users. As a result, I try to provide as much information as I can through eBooks, blog posts, and other online content to help people through the process. I also try to make myself available as much as possible, both online and in person (via phone/text), to answer questions and share knowledge. Additionally, I feel invested in my customers’ success. I try to help them perform at their best, which in turn leads to referrals and repeat customers.
6. If you had to write a short playbook for an ecommerce founder one stage behind you, what would you double down on over the next 12 months – and what would you stop doing entirely?
Brian Lee Stanley : In line with what I mention above, I would double down on social media presence, and pull back on paid advertising. Be active in your online community, find where your customers hang out, and make meaningful contributions (not just plugging your brand/product). If you are available (and excited) and have a quality product, customers will find you. Everyone is searching for ways to make things easier and their life better.
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