From Gator Hunts to Global Brands: How this Entrepreneur Built his Brand Into a Business Empire
Sometimes, all it takes is a spark of inspiration to evolve a hometown passion into a thriving empire. For Roger "Rog" Lolly, that spark began with Florida Boy—a clothing brand celebrating the Sunshine State's adventurous spirit and vibrant culture.
Opinions expressed by Entrepreneur contributors are their own.
You're reading Entrepreneur Asia Pacific, an international franchise of Entrepreneur Media.
Sometimes, all it takes is a spark of inspiration to evolve a hometown passion into a thriving empire. For Roger "Rog" Lolly, that spark began with Florida Boy—a clothing brand celebrating the Sunshine State's adventurous spirit and vibrant culture. From catching snakes and wrestling alligators on social media to opening restaurants, launching a mobile video game, and expanding into global markets, Rog Lolly has transformed Florida Boy into a diverse, multidimensional enterprise.
Authentic Roots and Bold Branding
Florida Boy started simply: casual apparel capturing the essence of Floridian life—sunshine, swamps, and adventure. But Rog quickly realized his brand resonated deeper. He leveraged social media to share real-life Florida experiences, connecting audiences to his bold adventures like hunting invasive species. This authentic storytelling became the heartbeat of the brand, laying a strong foundation for growth.
Capitalizing on this momentum, Rog expanded into the culinary scene with Florida Boy Burger Co., launching its first restaurant in Fort Myers in 2024 and another planned for Cape Coral in 2025. His ambitious roadmap includes opening locations in Orlando, Tampa, Miami, and Jacksonville by 2026. Rog's unconventional advertising—pairing thrilling alligator-wrangling videos with burger promotions—captured attention, proving the power of daring to be different.
Beyond Apparel: ABEZ and Global Expansion
Rog Lolly's ventures don't stop at burgers and apparel. His company ABEZ.us became a key player as one of the largest electrical meter manufacturers in the USA, partnering with a significant firm in India and establishing Lolly as the exclusive distributor for North America and the Caribbean. By combining traditional customer service with modern digital strategies, ABEZ quickly built partnerships with large corporations and government agencies.
"We believe in blending old-school relationships with new-age methods," Rog explains. "Personal conversations matter, especially when building long-term partnerships."
Innovation Through Non-Conformity
What sets Rog apart is his fearless innovation. His approach isn't conventional; instead, he deliberately chooses paths others overlook. Whether it's employing telemarketing in a digital era or airing unconventional TV commercials featuring wildlife and burgers, Rog's willingness to go against the grain consistently pays off.
"Being different is strategic," Rog says confidently. "You have to capture attention first, and curiosity does exactly that."
Expanding into Digital Entertainment
Further embracing innovation, Rog launched a Florida Boy video game for iOS and Android, further engaging fans with interactive adventures that mirror the real-life thrills and charm of the Sunshine State. The game not only expands the brand's reach but deepens the connection with its community.
People-First Philosophy
At the core of Rog Lolly's success is his emphasis on hiring genuine, positive people. "Skills can be taught, but attitude is everything," he insists. Rog cultivates teams that embody authentic warmth and enthusiasm, ensuring exceptional customer experiences across all his businesses.
He also believes deeply in creating opportunities and growth paths for his employees, fostering an atmosphere of mutual support and shared success.
Calculated Risk and Diverse Investments
Rog's entrepreneurial journey is fueled by the belief that life is short, and exploring multiple avenues increases the likelihood of discovering genuine passion. Beyond his core ventures, Rog invests in real estate and has stakes in over a dozen businesses, including a global football league. His long-term buy-and-hold strategy reflects his patient, strategic mindset, prioritizing stability and long-term returns.
"Not every idea succeeds, but you won't find winners without exploring different opportunities," he advises. "You can't let fear stop you from trying."
Systematic Growth and Delegation
To sustain his rapid expansion, Rog relies on structured systems and clear delegation. He emphasizes building teams he trusts implicitly, noting, "Delegation isn't just about efficiency—it's about empowering others. When you build people up, they build you up. It's reciprocal."
Marketing that Turns Heads
Rog's marketing approach blends traditional media—TV, newspapers, magazines—with targeted digital ads across platforms like Facebook, Instagram, and TikTok. Florida Boy's products are also featured on Walmart.com through dropshipping, extending brand reach without sacrificing authenticity.
His campaigns intentionally intrigue, pairing unexpected imagery with products to spark curiosity. "People remember what surprises them," he explains. "Our marketing might seem unconventional, but that's why it works."
Measuring True Success
To Rog, genuine success isn't solely financial—it's about creating meaningful opportunities and fostering happiness. "True success means making a positive impact, enriching lives, and achieving goals that genuinely matter," he shares. His ventures reflect this ethos, prioritizing growth, creativity, and human connection.
Looking Forward: Expanding Horizons
Roger Lolly's vision continues to grow, with ambitious plans for nationwide restaurant expansions, stronger ABEZ market presence, enhanced call center operations targeting major corporations and government agencies, and innovative digital entertainment initiatives. His approach remains consistent—daring, authentic, and innovative.
"Entrepreneurship lets you build something uniquely yours," Rog says. "Don't be afraid to be different. That's where true success lies."
Rog Lolly's story isn't just a blueprint for building a successful business—it's a powerful reminder of the limitless potential when passion, courage, and authenticity combine. His unconventional methods inspire entrepreneurs everywhere to dream bigger, take risks, and embrace their unique path to success.
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- Entrepreneur
Business Event of the Year: Robert Herjavec, Marcus Lemonis, Jon Taffer and More!
Entrepreneur's event of the year, Level Up, is arriving in Las Vegas August 22-23. Come learn game-changing strategies from business legends, make powerful connections, and unlock new growth opportunities — all in one action-packed experience. Are you ready to transform your business, supercharge your network, and learn directly from industry titans? This August 22-23, the Entrepreneur Level Up event is your ticket to success. Don't miss your chance to be in the room where deals are made, partnerships are forged, and entrepreneurial journeys are transformed. What You'll Experience and Learn At Level Up, you'll get more than just inspiration — you'll walk away with actionable strategies and connections that can change your business trajectory. Here's what attendees can expect: Learn proven, tested strategies from entrepreneurs who have built, scaled, and exited multimillion-dollar companies Unlock insider secrets for securing funding, attracting investors, and scaling your business with capital Master cutting-edge marketing tactics to dominate your market and future-proof your business Connect with a powerful network of 1,000+ business owners, investors, and partners Gain exclusive access to VIP events and opportunities, including pitching for a spot on Season 14 of Entrepreneur Elevator Pitch Meet the Speakers Prepare to learn from some of the most influential names in business and entrepreneurship, including: Robert Herjavec – President, Herjavec Entertainment Corp. Kim Perell – 9× Founder, Investor; Sold company for $235M Marcus Lemonis – CEO and Chairman of Camping World, Executive Chairman of Beyond, and Host of "The Fixer" on Fox Jon Taffer – Executive Producer and Host of Paramount Network's "Bar Rescue" and hospitality expert And more speakers to be announced! When and Where Dates: August 22–23, 2025 Location: Virgin Hotels, Las Vegas Early Bird tickets are available now — save 50% before prices increase. All attendees also get access to exclusive hotel discounts at Virgin Hotels when booking before July 30th, keeping you at the center of the action. Ready to level up your business and your future? Secure your spot at the Entrepreneur Level Up event now and join the community of founders, visionaries, and leaders who are shaping tomorrow's business landscape.
