Long before he took over leadership from Blendtec founder Tom Dickson in February, Reed Beus was well aware of both the company and its founder’s reputation. As chairman and CEO of Enspark, an international company that focused on e-learning software and tools, which Beus sold a few months ago, he had enjoyed sharing conversations with Dickson at roundtables, and the two had exchanged ideas at times on corporate strategy.
“Our relationship continued to grow as we discussed best practices, how to motivate employees and our similar plans for expanding internationally,” Beus says. Apparently, the respect was mutual. When Dickson decided to step down from his roles as chairman and CEO to focus more on product development, Beus was his choice to take the reins at Blendtec.
“I always felt that Blendtec had a great foundation for innovative design and engineering,” Beus says. “I use the products myself and love it. So when Tom approached me, I felt I could bring some keys for strategic development to the company. We already have a great brand that we can build on, the technology. My goal—our goal at Blendtec—is to continue our international growth commercially. Even with our presence in more than 90 countries, we can capture much more of the market with our brand.”
Beus grew up on a farm in Grand View, Idaho. His family later moved to another farm in Arizona, and while his father was away for months at a time working on the Alaska pipeline, Beus and his siblings were largely responsible for the chores and duties that come along with owning a farm.
“My early experiences working the farm instilled many of the attitudes, principles and values that are still with me today,” he says.
He graduated from Brigham Young Universities with studies in both construction management and business. As a college sophomore, he started a business called Summit Pier and Anchor, dealing mainly with new construction projects installing pier foundations. Within three years, annual sales had grown to just under $10 million. He sold the business for a profit just before graduating, saying it was “the first of many examples where my role was instrumental in company growth and overall leadership.” The die had been cast for his career.
Dickson is still involved on a regular basis with Blendtec; his eyes are now focused on engineering and product innovation. Beus brings to the table a history of marketing and sales.
“Business development and growth is part of who I am,” he says in a bio he shared with the company’s 300-employee workforce. “Witnessing personal growth is one of the great joys I’ve experienced in business.”
Moving forward, he plans to be keenly focused on the customer and “what they want, what kinds of products they seek and how we can make their lives better. We want to have products that promote a healthy lifestyle—in all categories. I want a more direct connection with our customers.”
Beus pledges to lead his employees by example and by listening.
“We have an outstanding team—they’re very passionate and have great creativity,” he says. “I’ve already started to pick their brains for ideas, because ultimately, they’re the ones who hear the voices of our customers.”