Welcome to the latest episode of Behind The Print, where we share the creative stories of industry leaders shaping the world of professional printing. In this episode, I sit down with Tim Malette, Supply Chain Manager, and Saloni Mahapatra, Brand Strategist at GenTent, to explore how they’ve built an innovative solution to keep generators safe in any weather. We’ll dive into the story behind GenTent’s invention, the challenges of sourcing fire-rated materials, and how strategic marketing, including print, has helped them grow their brand. From product manuals to trade show materials, Tim and Saloni share how print plays a crucial role in educating customers and differentiating their product in a competitive market.

Below, you’ll find the transcript of our conversation, edited for clarity to ensure easy reading. If you want the full, authentic experience, make sure to check out the video attached at the end of this post.

8-minute read

“We use print materials to promote generator safety awareness, including carbon monoxide safety messaging. Having a printed, tangible reminder helps reinforce safe practices.” Saloni Mahapatra, Brand Strategist​

Transcripts from Behind The Print with 415 Zine’s Co-Creators, Laine Wiesemann & Alfredo Sainz

Welcome back to Behind the Print podcast, where we feature industry leaders and uncover the creative minds behind businesses in the professional printing world. Our mission is to provide you with inspiring, actionable resources to elevate your business projects and accelerate your journey to excellence in profit and print.

Today’s episode is Behind the Print with GenTent, the world’s first generator tent, and I’m here today with GenTent Supply Chain Manager, Tim Malette, and Brand Strategist, Saloni Mahapatra.

Zoe Fisher: So can you guys give me a quick overview of GenTent? What do you guys do and who do you guys help?

Saloni Mahapatra: Yeah, absolutely. My name is Saloni. I’m the brand strategist. Thank you, Zoe, so much for introducing us. GenTent is an all-weather solution to run your portable generator safely in inclement weather. It’s waterproof and fire-resistant, and it self-attaches to a portable generator to protect it from rain, snow, wind, and more.

We serve anyone with a portable generator, from homeowners to businesses, and we also work directly with generator manufacturers to create custom white-label products for their catalogs.

Zoe Fisher: That’s huge. That’s awesome. So what led to the creation of GenTent? Why did you guys need to create this?

Tim Malette: Well, that brings us back to day one. Our CEO and inventor, Mark, came up with the idea during a bad ice storm in 2008 here in New Hampshire. Power was out for weeks—some people were without power for over 16 days. Mark realized there wasn’t a safe way to use a generator in wet conditions.

He saw the warnings: “Do not use in wet weather” and “Do not run near the home because of carbon monoxide”—which meant there was no good solution. He searched everywhere for a product that allowed for safe generator use in extreme weather, and when he found nothing, he decided to create one. And that’s how GenTent was born.

“When you’re designing for customers, you need to think about their experience. Our manuals and safety guides are printed in a way that’s easy to read, clear, and actionable because when the power is out, customers need information fast.” Saloni Mahapatra, Brand Strategist

Zoe Fisher: That’s such an exciting and inspirational story. You really needed it, made the product, and now you’re helping tons of people. Tim, as a supply chain manager, what are some of the biggest challenges you face in sourcing materials and ensuring smooth production?

Tim Malette: Supply chain challenges are something every business deals with, but for us, material sourcing is a unique hurdle. Our canopy is NFPA 701 fire-rated, and finding fabric suppliers that can meet that standard is incredibly difficult.

Even when we find suppliers that claim they can meet our requirements, we have to independently verify their claims through rigorous in-house testing and certified third-party testing in New York. That process adds time but ensures that we deliver a safe, reliable product to our customers.

Zoe Fisher: That extra step is so important. You’re ensuring that your customers are getting something they can trust.

Saloni Mahapatra: Exactly! And honestly, thank you for hosting this podcast because I feel like I just learned more about Tim’s process than I ever knew—and that makes my job as a brand strategist so much easier. Having a well-tested, reliable product makes marketing it much simpler.

Zoe Fisher: I love that! So, Saloni, how do you approach marketing GenTent to both new and existing customers?

Saloni Mahapatra: Great question! For existing customers, we focus on accessories and add-ons, but what we really pride ourselves on is that GenTent is a long-lasting, one-time purchase. Many of our customers have used their GenTent for over a decade—sometimes their GenTent outlasts their generator!

For new customers, we rely on interest-based marketing. Many people don’t even know generator tents exist, so we have to introduce the product category before we can sell it. We target homeowners, first-time buyers, and people in storm-prone areas.

Amazon is one of our top sales channels, and there, we focus on competitor advertising, sponsored product listings, and strategic targeting. We also leverage print marketing, especially at trade shows and OEM partnerships. For example, last year at the National Hardware Show, we gave out customized palm cards showing each generator manufacturer what their custom GenTent would look like. That’s so powerful because it gives them a clear vision without requiring a prototype.

“We believe in what we’re doing, and that makes a huge difference. We’re a small company, so all of us wear multiple hats, but we push through because we know we’re making a product that keeps people safe.” Tim Malette, Supply Chain Manager​

Zoe Fisher: That’s such a smart strategy. What advice would you give to business owners trying to differentiate their product in a competitive space?

Saloni Mahapatra: Own your unique selling points. For example, we have over 30 competitors on Amazon, but we set ourselves apart with:
✅ Stronger materials
✅ Better customer service
✅ Higher-rated safety standards
✅ Positioning ourselves as a safety company, not just a product seller

We also collaborate with industry organizations to promote generator safety education, which helps people understand the risks and see GenTent as the best solution.

Zoe Fisher: That’s amazing. What are some key milestones that shaped GenTent’s success?

Tim Malette: Some big ones include:
✅ Selling our first GenTent in 2012
✅ Signing our first OEM partnership with Champion Power Equipment in 2016
✅ Moving into our current headquarters in 2021—before that, we operated out of Mark’s shop!
✅ Having a record-breaking sales year in 2024, and we’re on track to exceed that this year

We’ve grown so much that we’re already outgrowing our current space!

Zoe Fisher: That’s incredible! What’s holding you back from growing even faster?

Saloni Mahapatra: Competitors and consumer education. Many people buy the cheapest option without realizing that some of those products are flammable, which is obviously not ideal for a generator that can reach 1,300°F.

“We leverage print marketing at trade shows when we’re talking to our OEM partners. Last year, we gave personalized palm cards for each generator manufacturer to show what their custom GenTent would look like. It’s the easiest way to help them visualize without making a prototype.” Saloni Mahapatra, Brand Strategist

Tim Malette: Time is another challenge. We’re a small team, and we all wear multiple hats. But our company culture keeps us going. We believe in what we do, and that makes the workload easier.

Zoe Fisher: I love that! If you had unlimited resources, what bold dream would you take on for GenTent?

Saloni Mahapatra: Philanthropy. We’ve worked with nonprofits like Direct Relief, the Red Cross, and carbon monoxide safety organizations, but with unlimited resources, we’d want to help even more people in disaster-prone areas.

Zoe Fisher: That’s an amazing goal. Where can listeners learn more about GenTent and stay updated on your big announcement?

Saloni Mahapatra: Visit GenTent.com, follow us on Instagram and Facebook (@GenTent), or check out our TikTok (@GenTentSafetyCanopies)!

Zoe Fisher: Perfect! Listeners, check out GenTent and stay tuned for their big upcoming product announcement.

“Even though we’ve been in our current headquarters since 2021, we’re already at the point where we’re outgrowing the space because of the growth we’re seeing, it’s phenomenal.” Tim Malette, Supply Chain Manager

That’s a wrap on another episode of Behind The Print. Thanks to our listeners for joining us as we explore the artistry and innovation of the printing world. Remember, have a strong vision, build the right strategy, and use tools like print to amplify your message and make your brand stand out.

If you enjoyed today’s episode, be sure to get your sample pack today from PrintingCenterUSA.com and share it with your fellow business enthusiasts. Until next time, keep your creative sparks flying, and remember, there’s always more to discover behind the print.

Keeping Generators Running, Rain or Shine!

From innovative design to customer-first branding, Tim Malette and Saloni Mahapatra of GenTent are redefining generator safety by providing a weatherproof, fire-resistant solution for portable generators. Their commitment to quality, safety, and education has positioned GenTent as an industry leader. Print plays a vital role in their growth. From trade show materials, product catalogs, to educational safety guides, GenTent ensures that their message reaches customers in a tangible, impactful way.

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