Behind The Print: Reinvention of the Wheel, Literally!
Welcome to the latest episode of Behind The Print, where we bring you the creative stories of industry leaders shaping the world of professional printing. In this episode, I sit down with Zack Fleishman owner of Shark Wheels to discuss his journey of reinventing the wheel, literally. We’ll explore Zack’s passion for innovation, his experience in multiple industries, and how print materials play a crucial role in educating customers and elevating his brand. From product manuals to trade show materials, Zack’s approach to business reflects a commitment to cutting-edge technology and market disruption.
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 below.
9-minute read
“With everything going digital, print marketing stands out now more than ever. Nobody gets real mail anymore, so when they do, they pay attention.” Zack Fleishman, CEO & Co-Founder
Transcripts from Behind The Print with Zack Fleishman, CEO & Co-Founder of Shark Wheels
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 Reinvention of the Wheel, Literally!, and I’m here with Shark Wheel’s CEO and co-founder, Zack Fleishman.
Zack Fleishman: Yeah, happy to be here. Thanks for having me.
“The biggest milestone was figuring out how to make the wheel. If we couldn’t even make the wheel, it’s one thing to make it, and then it’s another thing to make it at a price-competitive way.” Zack Fleishman, CEO & Co-Founder
Zoe Fisher: Of course! So, Zack, who’s your primary customer base, and how do Shark Wheels cater to their needs?
Zack Fleishman: Yeah, great question. We have a long-winded answer for that because we’re in so many different industries. We started off in skateboarding because it had a low barrier to entry, plus great social media content. But behind the scenes, we were really an R&D company trying to figure out how to manufacture our crazy-shaped wheel and make it perform better than a traditional wheel.
Our biggest market today is agriculture. I’m guessing we’re the only company that’s ever been in skateboarding and agriculture at the same time. But we’re also expanding into wheelchairs next week, and forklifts and pallet jacks next month. We have applications in over 100 different industries.
Zoe Fisher: That’s an exciting expansion! How exactly do Shark Wheels help skaters and other industries?
Zack Fleishman: It’s like that BASF commercial—We don’t make a lot of the products you buy, but we make a lot of the products you buy better. We’re a component part that improves performance, durability, and efficiency across multiple applications.
From a marketing perspective, we have an advantage because our wheels look square. People don’t understand how they roll, so they click to find out. It creates a crazy high engagement rate both online and in retail stores. People stop, stare, and interact with it because it looks so different.
Zoe Fisher: That makes sense! I’ve seen your wheels, and I actually skateboard myself. Can you explain the innovation behind Shark Wheels and how they improve performance?
Zack Fleishman: Sure! The shape is based on natural motion. Everything in nature moves in a sine wave—ocean waves, radio waves, even how DNA twists. The Shark Wheel rolls right-left-right-left, mimicking natural motion while still going in a straight line. It moves like a snake’s head, making it highly efficient.
It’s called the Shark Wheel because it’s the exact shape of a shark’s jaw. If you Google “shark jaw,” you’ll see this shape. It’s all about biomimicry—copying nature to increase performance, reduce friction, and improve efficiency.
Zoe Fisher: That’s fascinating! Is the wave shape what sets you apart from traditional wheels?
Zack Fleishman: Absolutely. The wave design has several advantages. For example, our agriculture wheel is used in center pivot irrigation, which waters most of the Midwest. Traditional wheels dig deep trenches in the soil. Our front wheel moves left-right-left, digging a shallow trench, and our back wheel moves right-left-right, repairing the trench as it moves. It’s a game-changing solution to the biggest problem in the industry.
That’s why we partnered with Bridgestone Firestone, the #1 tire company in the world. They had never sold an airless tire before, but they did for us.
Zoe Fisher: That’s incredible. How did you break into farming and agriculture?
Zack Fleishman: Farmers literally came to us! We aired on Shark Tank, and 48 hours later, two farmers showed up at our office saying, We think you solved the biggest problem in center pivot irrigation. We didn’t even know what that was at the time! But they saw the potential of our design before we did.
Zoe Fisher: That’s amazing! What was the wildest part of your Shark Tank experience?
Zack Fleishman: The hardest part was 48 hours before filming, when the producers changed all my lines in our pitch. I had practiced my original lines for months, and suddenly, I had to memorize new ones. That was nerve-wracking.
Another crazy moment—while waiting backstage, I was told I had 10 minutes before filming. Then, out of nowhere, the loudspeaker started counting down, “10, 9, 8…,” and the doors opened! I had zero time to prepare, and suddenly, I was walking onto the set with no retakes.
“Our agriculture wheel moves left-right-left, digging a small trench, while the back wheel moves right-left-right, actually repairing the rut. It’s a game-changing solution to the biggest problem in center pivot irrigation.” Zack Fleishman, CEO & Co-Founder
Zoe Fisher: That sounds terrifying! What’s been the most unexpected marketing success for Shark Wheels?
Zack Fleishman: We’ve been lucky because our product is so visually unique that we got free media coverage for years. We didn’t even have a product to sell when we launched our Kickstarter—it was just an idea. But we got featured on Discovery Channel and other major outlets before we even shipped a single product.
For small businesses trying to get noticed, I’d recommend equity crowdfunding. Instead of chasing venture capital, you can raise funds directly from consumers. It allows average people to invest in your company and gives small businesses a better shot at success.
Zoe Fisher: That’s a great insight! How does Shark Wheels use print marketing?
Zack Fleishman: We just did a direct mail campaign targeting the agriculture industry. We sent beautiful printed catalogs to key industry contacts. With everything going digital, print marketing stands out now more than ever. Nobody gets real mail anymore, so when they do, they pay attention.
We also use print for trade shows, including banners, business cards, user guides, and in-store displays. It’s critical for customer education because our wheels look strange, and people need to see and feel them to understand.
“Every industry always has room for two. There’s Coke and there’s Pepsi. Pepsi’s never going to be as big as Coke, but that’s okay. We want to be the Pepsi to the circular wheel’s Coca-Cola.” Zack Fleishman, CEO & Co-Founder
Zoe Fisher: That makes sense! What have been some of Shark Wheels’ biggest milestones?
Zack Fleishman: Getting scientific testing was huge. Customers needed proof, so we worked with universities and labs to show our wheels outperform traditional ones. Securing patents and partnering with major brands were also major breakthroughs.
We’ve collaborated with Bridgestone Firestone, Samsonite, Spider (snow gear), and Harley Davidson. Shark Wheels are also used on U.S. military deployment bags and PGA Tour golf bags. Partnering with industry leaders validated our technology.
Zoe Fisher: Those are impressive partnerships! What challenges are holding Shark Wheels back?
Zack Fleishman: Market cycles. COVID caused record-breaking outdoor product sales, then demand crashed. Retailers like Walmart over-ordered, then cut shelf space by 75%. Agriculture also had a down year. We have to navigate market fluctuations and stay resilient.
Zoe Fisher: That’s tough. What leadership advice do you wish you had known earlier?
Zack Fleishman: Hire the right people, fast. A lot of businesses hold onto underperforming employees too long, and it hurts growth. Also, raising capital is crucial. Many companies fail because they’re undercapitalized. Look into government grants and equity crowdfunding—we used both to fund our R&D.
Zoe Fisher: That’s solid advice! What’s next for Shark Wheels?
Zack Fleishman: We’re launching our wheelchair caster at the Abilities Expo in LA next week. Wheelchair users have been asking for Shark Wheels for years, and we’re finally bringing better obstacle avoidance and less rolling resistance to the industry.
Zoe Fisher: That’s a fantastic initiative! Where do you see Shark Wheels in 10 years?
Zack Fleishman: We want to be the Pepsi to the circular wheel’s Coca-Cola. People didn’t know they had a choice in wheels—now they do.
“From a business’s standpoint, from a partnership standpoint, we have a marketing advantage. We have a square-looking wheel. It doesn’t even look like it would roll. Forget about it working better, but it actually doesn’t even look like it would work. So we have like an unheard-of click-through rate.” Zack Fleishman, CEO & Co-Founder
Zoe Fisher: Love that! How can listeners connect with you and buy Shark Wheels?
Zack Fleishman: Visit sharkwheel.com for skateboards, sharkwheel.net for industrial applications, and sharkwheelag.com for agriculture. Follow us on Instagram @SharkWheel!
Zoe Fisher: Fantastic! Listeners, be sure to visit Shark Wheels and check them out on social media.
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.
Don’t Be Square!
From groundbreaking innovation to standout branding, Zack Fleishman from Shark Wheel brings his passion for efficiency and performance to life through uniquely engineered wheels. His work merges biomimicry with modern technology, creating a revolutionary product that redefines industries from skateboarding to agriculture. For Zack, we have been a trusted partner in crafting high-quality printed materials that showcase his brand’s impact. Whether it’s product catalogs, trade show materials, or custom marketing assets, you can elevate your brand with professional printing. Order today!
