Bruce Gerleman, the visionary behind Jethro’s Barbecue, joined The Iowa Podcast with Justin Brady to share his story of how he transitioned from a career in real estate development to launching one of Iowa’s most beloved restaurant brands. In 2008, facing the collapse of the real estate market, Gerleman turned to the hospitality sector and opened the first Jethro’s location. Known for its award-winning wings, the restaurant has since become a statewide institution.
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Preserving Iowa’s History Through Architecture
Long before his restaurant fame, Gerleman made a name for himself by restoring some of Des Moines’ most historic buildings. Projects like the Hawkeye Insurance Company building—the oldest commercial structure in the city—as well as the Rock Island Depot and the Saddlery Building, were all saved and modernized under his leadership. These renovations involved reinforcing aging brick structures with internal steel frames and new foundations, effectively building modern spaces within historic shells. He credited a 25% federal tax credit for helping make these complex preservation efforts financially feasible.
Innovation, Investment, and Iowa’s First Smart Building
Gerleman also led the development of Iowa’s first “smart building” in the 1980s, transforming the former Yonkers furniture store into the International Trade Center of Iowa. By attracting telecom partners and linking the property to the World Trade Center Association, he brought early email, voicemail, and fiber optic infrastructure to Des Moines. He later acquired the Locust Mall—now home to the Greater Des Moines Partnership—with no upfront capital, leveraging creative financing and tenant recruitment. Notably, he was also the first downtown property owner to implement a smoking ban, years ahead of citywide regulations.
From historic preservation to culinary entrepreneurship, Gerleman’s career reflects innovation, resilience, and a deep commitment to Iowa’s growth.
Learn more about Bruce Gerleman here »
Thank you to Bruce Gerleman and Jethro’s BBQ. We are excited to have Jethro’s BBQ as our studio sponsor and excited to collaborate with him.