Tom Rowland Podcast Episode 474 is my conversation with Michael Waddell, the founder of Bone Collector, about building one of the most recognizable brands in the hunting world. Bone Collector started in 2010 as a small project between Michael and a few friends who wanted to make quality hunting content that showed what hunting is really about. We get into how that idea grew into an empire, how he kept it authentic along the way, and the relentless work behind the scenes that most people never see.
Listen now: YouTube · Spotify.
Michael Waddell is a hunter and the founder of Bone Collector, one of the most recognizable brands in the hunting world. He built Bone Collector starting in 2010 alongside a few friends, growing it from a small content project into a major hunting media and apparel franchise while staying known for his down-to-earth, authentic personality.
Bone Collector is the hunting brand and TV franchise Michael Waddell founded in 2010 with a few friends. It began as an effort to create quality hunting content that showed what hunting is really about, and it grew into an empire spanning television, apparel, and a large, loyal community of hunters.
Michael Waddell built Bone Collector from a small project with friends into a major brand by focusing on authentic content that resonated with real hunters. In the episode he talks about the early days, the decisions that grew the brand, and the work it took to scale it without losing what made it special in the first place.
Michael Waddell credits Bone Collector's success to staying true to what hunting is really about rather than chasing trends. In the conversation he explains how he has kept the brand grounded and relatable even as it grew into an empire, and why authenticity is the thing audiences respond to.
Tom Rowland Podcast Episode 474 with Michael Waddell is available on YouTube and Spotify. The video version is embedded at the top of this page.
Michael Waddell is one of those guys who feels like he has always been part of the hunting world, but Bone Collector started as a small idea between friends in 2010. I wanted to hear the real story of how that became an empire, because building something lasting in the outdoor media space is brutally hard, and Michael did it while staying exactly who he is. The combination of business success and unshakeable authenticity is what I wanted to dig into.
Press play in the YouTube player at the top of this page to hear the whole story.
Bone Collector did not start as a master plan, it started as a few guys wanting to make good hunting content. Michael walks through how that grew, decision by decision, into a major brand. The honest part is how much of it was figured out along the way. Listen to him tell the origin story in the episode.
From the beginning, Bone Collector was built around authenticity, showing hunting the way it actually is rather than a polished version of it. Michael explains what that philosophy means to him and why it connected with so many people. Hear him describe it in his own words in the episode.
Listen to the full conversation: Spotify · or watch in the YouTube player at the top of this page.
This is the hardest part of any success story, scaling without losing the soul of the thing. Michael talks about the pressure to change as the brand grew and how he kept Bone Collector grounded. Press play in the YouTube player above to hear how he protected what made it work.
The finished content makes it look easy, but Michael is candid about the grind, the travel, the hunts that do not pan out, and the relentless effort behind a hunting media business. For anyone who romanticizes the lifestyle, this section is a reality check. Listen to it in the episode.
What I respect most about Michael is that the success never changed who he is. Bone Collector got huge, and he stayed the same guy who started it with his friends in 2010.
The lesson underneath his story is that authenticity is not a marketing strategy, it is the thing itself. He built an empire by refusing to be anything other than himself, and that is the part worth studying.
Press play in the player above, or grab Episode 474 on Spotify.
The Tom Rowland Podcast brings you long-form conversations with the most accomplished anglers, hunters, conservationists, and outdoor professionals in the game. Listen to every full-length Tom Rowland Podcast interview.
Michael Waddell (guest, founder of Bone Collector) · Bone Collector (hunting brand and franchise) · Tom Rowland (host)
Michael Waddell is a hunter and the founder of Bone Collector, one of the most recognizable brands in the hunting world. He started Bone Collector in 2010 with a few friends as a project to create quality hunting content that showed what hunting is really about, and grew it into an empire spanning television, apparel, and a large community of hunters. He is widely respected for building lasting success while staying authentic and down to earth.
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