Jake Tanner’s journey into the merchandising industry began with a simple yet impactful venture into custom pen manufacturing. His early success soon led him to expand into t-shirt printing and promotional products, where he discovered a unique intersection between promotional goods and high-end retail. Carving out a niche in logo wear for companies, Jake's innovative approach has been a game-changer in the industry.
 

In 2015, while still a student at Loyola Marymount University, Jake founded "Outstanding Now" from his bedroom. This venture quickly gained momentum, with Jake leveraging a business incubator alongside notable companies like Liquid IV and Nosotros Tequila. Recognizing an opportunity to bring high-end retail aesthetics into the promotional space, Jake spent the first two years building a robust network of vendors and factories, setting the stage for future success.

Relocating to Nashville in 2017, Jake opened his first warehouse in 2019. By early 2020, he had secured a 17,000 square foot lease in downtown Nashville, employing around 20 staff members. Despite the pandemic shutdown, Jake's consultancy thrived, developing experimental marketing projects and promotional products for major companies such as DiscoveryPlus, CBS, Fox Animation Studios, and Campbell's Soup. His innovative approach to sweepstakes and tangible branding opportunities opened new avenues for the business.
 

Under Jake's leadership, Outstanding Now expanded to include manufacturing and distribution, working on special projects for brands like VitaCoco, Stella Artois Beer, Kittenish, Chelsea Film Festival, Belkin, Nosotros Tequila, and Linksys. The company's ability to scale and adapt attracted partnerships with advertising agencies and million-dollar influencer brands. These partnerships quickly caught the attention of the music industry. Tanner became a pioneer in marketing musicians as brands and influencers and used this skillset to secure further ongoing industry partnerships. Outstanding Now began managing campaigns and merchandising for artists and companies such as Marilyn Manson, RedLight Entertainment, and Third Man Records. Strategic partnerships with local distribution and label services companies solidified its reputation as one of Nashville's leading merch companies.
 

After eight successful years, Jake sold Outstanding Now in mid-2023 to focus on consulting. He is currently an expert in merchandising, fulfillment, brand development, e-commerce, and product for touring artists, global brands, and key stakeholders within the merch industry, continuing to drive innovation and excellence in the field.