If you’re a Shark Tank fan, you saw Iowa Falls native Billie Asmus, Founder of Repaint Studios get a deal with Chip and Joanna Gaines, and Barbara Corcoran. But there’s also a lot you didn’t see. You didn’t see the full 1 hour pitch, you didn’t see Chip Gaines trying to crush her paint tray, and you didn’t see the 5 years of grit leading up to her “lucky break.”
Asmus discusses her experience and tells other Iowans how to get in the tank: Spoiler: it’s about trying over and over again. She explains her backstory and risks, but also explains how she mitigated risks up front before spending over $30,000 on a mold for her product. For Shark Tank fans, and prospective entrepreneurs, Asmus gives a crash course worth hearing.
Behind the Curtain of Shark Tank Production
Brady probed the level of coaching and polish behind her poised pitch. Asmus explained that although she’d participated in pitch competitions before, preparing for national TV required a deeper level of performance, including video rehearsals and voice training. She shared that the producers helped refine her pitch for a television audience, but that most of the preparation was self-led.
Interestingly, while her pitch session with the sharks lasted nearly an hour, viewers only saw about 10 minutes. One key moment didn’t make the cut: Chip Gaines of Fixer Upper fame jumping on her company’s durable paint tray.
“There’s pictures of him like literal air jumping up and down on our steel tray… and they took that part out,” she said, disappointed it didn’t make the final edit.
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How Shark Tank Deals Get Closed
Brady explored the realities of post-show logistics, and Asmus was transparent: while a deal was made on air with Chip and Joanna Gaines (and Barbara Corcoran), it remains in due diligence. She explained that, just like with any investor, closing the deal can take months depending on how clean the books are and the specific circumstances of each startup.
She also addressed a coinciding boycott of Disney/Hulu that undercut viewership the week her episode aired, softening the traffic surge to her site. Despite this, she confirmed the appearance has led to promising discussions with major retailers—including Target.
How She Got On Shark Tank
Asmus’ path to the tank wasn’t her first attempt. She had previously applied online during the pandemic, but it wasn’t until attending an open casting call in Kansas City that she caught producers’ attention. Her pitch was so familiar, the casting rep instantly remembered her from an unrelated show’s application and fast-tracked her for Season 17.
That rapid sequence—from casting call to filming—unfolded in just three weeks. Asmus attributes much of her success to her content presence, especially on TikTok, where viral posts brought unexpected exposure.
“TikTok is a freaking beast. I honestly hate it, but we have to be on there… you have no idea who is watching,” she stated candidly.
She Made Her Own Silcone Mold
The origin of Repaint Studios is grounded in a real DIY pain point. Asmus, then a new mom flipping furniture from home, found herself burning through plastic liners and brushes. She reverse-engineered a solution with dollar-store foam board and Hollywood-grade silicone, producing a prototype within a week of the idea. Validated by customer interviews and demand, she emptied her 401(k) and sold belongings to fund manufacturing.
Her early success also benefited from NIACC’s makerspace, where she worked with engineers and accessed 3D printing resources before transitioning to full-scale production. Tooling alone cost $35,000.
Market Research: The Unsung Hero of Startup Success
A key theme throughout Asmus’ journey is her data-driven approach. She invested heavily in market interviews before production—an often-overlooked step among entrepreneurs.
“That’s a huge problem… They immediately go to a manufacturer without realizing if people would even buy it,” she warned.
Today, Repaint Studios continues to grow, propelled by smart execution, thoughtful risk, and national exposure. For aspiring Iowans looking to take their startup dreams to reality—or even into the Shark Tank—Asmus’ story is a masterclass in persistence, strategy, and hustle.