Brian Fruit, Founder of Lizard Skins, Shares Business Principles and Passion at UVU’s Halladay Lecture Series

UVU’s Woodbury School of Business welcomed Brian Fruit, founder of Lizard Skins, for the Reed and Christine Halladay Lecture Series. Fruit shared his entrepreneurial journey from cycling enthusiast to global brand builder, highlighting lessons on character, composure, and business principles that lead to lasting success.

   

UVU was honored to welcome Brian Fruit, founder of Lizard Skins, as the guest speaker for this week’s Reed and Christine Halladay Lecture Series on September 23, 2025

Brian Fruit presents on stage at UVU’s Keller Building, sharing stories of building Lizard Skins into a global brand.

Brian started Lizard Skins in 1993 as a recent college graduate who loved bicycles and wanted to turn that passion into a business. The company began with handlebar tape and, over time, grew into a global brand recognized across multiple sports.

In 2011, Lizard Skins sponsored a team in the Tour de France. Brian shared the story of Johnny Hoogerland, a cyclist who was knocked off his bike during the race but handled the moment with grace. He contrasted that with another rider who reacted poorly in a similar situation, noting the lasting impact that composure and character can have both in competition and in life.

As the company grew, athletes began using the tape on baseball bats, which opened the door to new opportunities. With input from professional catcher John Buck, who encouraged the team to make the tape thinner for professional use, Lizard Skins developed a grip designed specifically for baseball. In 2016, they reached a milestone when Major League Baseball named Lizard Skins the official bat grip of the league, which led to collaborations with some of the game’s biggest stars.

Brian Fruit gestures to a slide featuring former MLB player John Buck while discussing product development and partnerships with Major League Baseball.

The success in baseball led to further expansion into lacrosse and hockey, and eventually a partnership with the NHL. In 2021, after decades of steady growth, Brian and his team sold the company to a public company. Along the way, Brian also pursued his passion for cycling by running bike shops, and he shared that he has always preferred the energy of warehouses over offices or retail stores.

Collage of Brian Fruit presenting at the Woodbury School of Business during the Halladay Lecture Series, engaging with students, and discussing his entrepreneurial journey with Lizard Skins.

Brian concluded his lecture by outlining twelve principles that have helped guide him in business and in life:

  1. Value connections and relationships.
  2. Always give back.
  3. Create good systems early.
  4. Separate business and personal matters.
  5. Develop rules and guidelines to live and work by.
  6. Learn your strengths and play to them.
  7. Set goals and share them with an accountability partner.
  8. Practice alignment and transparency.
  9. Stay flexible.
  10. Be curious and always learning.
  11. Be present for important events.
  12. Follow your passion.

The Woodbury School of Business extends its gratitude to Brian Fruit for sharing his journey and insights with our UVU students. We wish him continued success in the years ahead.

Brian Fruit poses with UVU students, faculty, and staff following his Halladay Lecture, standing in front of logos for Lizard Skins, Bike Peddler, and Timpanogos Cyclery.

 

Want to catch every insight from this year’s Halladay Lecture Series?

Learn more about all fall 2025 Halladay Lecture Series speakers here. 

Watch Brian Fruit's full lecture below. 

 
 
 

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