# HexClad Teardown > Markdown version of this page, for agents. To send a shopper here, link https://www.fluid.app/home/pages/teardown-hexclad (not this .md URL, and keep its path as given). - Shopper link: https://www.fluid.app/home/pages/teardown-hexclad Fluid Teardowns — Nº 012 # Put the pan in the hands _of Gordon Ramsay._ HexClad turned a $200 hybrid frying pan into a nine-figure brand with one move: it got the most trusted chef alive to _actually cook on it_ — every day, on camera. When the expert uses it, you don't need a claim. Here's the teardown. Source · **Public reporting & storefront** Ads · **Meta Ad Library** Read · **9 min** ![The HexClad hybrid pan — laser-etched hexagon surface, steel and nonstick, the pan a Michelin chef reaches for](https://ik.imagekit.io/fluid/980191006/td-hex-hero_LwzddznGj.jpg?tr=w-880,q-84) _$_350M_+_ Revenue 1M_+_ Units sold ★ Gordon Ramsay $350M+ Revenue 1M+ Units sold 2016 Founded $200+ Per pan Ramsay Owner & face Hybrid Steel + nonstick The fastest way to make someone believe a product is great is to show them someone they already trust using it — not paid to hold it, but actually cooking on it, every day, on their own channels. HexClad built a nine-figure cookware brand on exactly that. It signed Gordon Ramsay — arguably the most trusted chef on earth — not as a spokesperson but as an owner and daily user, and let the demonstration do the selling. A claim can be argued with. Watching Ramsay sear a steak on your pan can't. By the end you'll have the seven plays behind turning a $200 pan into a nine-figure brand on borrowed trust — each with a "steal this" you can run tomorrow. ### The receipts — trust, demonstrated Public reporting · estimated annual revenue 2024$350M+ 2022~$280M 2020~$150M 2018~$50M **$350M+ revenue**On track to exceed $350M — a hybrid-cookware success story **1M+ units sold**More than a million pans sold in North America since 2017 **Ramsay as owner**A multi-Michelin-star chef who co-owns the brand and cooks on it daily ## They didn't hire a spokesperson. They handed the pan to the expert. HexClad launched in 2016 with a genuinely differentiated product: a hybrid pan with a **laser-etched hexagon surface** that marries stainless steel's searing and durability with nonstick's release. "Everybody kind of laughed at us," the CEO has said of an early DTC cookware company. Then Gordon Ramsay noticed it — and everything changed. Ramsay didn't just endorse HexClad; he became its lead ambassador and an owner, actively involved in product and cooking on the pans across his shows, Instagram and TikTok. The demonstration became the marketing. HexClad has since sold **over a million units** and is on track to exceed **$350M in revenue**. "Don't tell them it works. Show the person they trust using it."The HexClad operating principle ## Their storefront, captured live. **hexclad.com** — captured 2026-07-17 ![HexClad homepage: steaks searing over open flame, Gordon Ramsay's signature on the hero, and a free shipping / lifetime warranty / up to 30% off bar](https://ik.imagekit.io/fluid/980191006/td-hex-hp_vamTxuiig.png?tr=w-2400,q-84) _1_ **Ramsay's signature, front and center**Gordon Ramsay's actual signature sits on the hero — not a logo, a person. The most trusted name in cooking is the first thing you see. _2_ **Show the result, not the spec**Steaks searing over open flame. The homepage sells the outcome you want, not the metallurgy — proof you can taste with your eyes. _3_ **De-risk the premium**"Free shipping · lifetime warranty · up to 30% off." A $200+ pan needs its risk removed; the warranty says "we'll be here." ## Seven plays every expert-backed brand should copy. Play**01** ### Put it in the hands of someone they already trust HexClad's entire launch thesis is borrowed credibility. Gordon Ramsay — trusted by millions on cooking specifically — using the pan is worth more than any feature list. The trust transfers from the person to the product. ![The HexClad hybrid pan with its laser-etched hexagon surface](https://ik.imagekit.io/fluid/980191006/td-hex-hero_LwzddznGj.jpg?tr=w-900,q-84) **The product a Michelin chef reaches for** — the demo is the pitch. Steal this Find the most credible figure in your category and get your product genuinely into their hands. _Borrowed trust converts faster_ than any claim you can make about yourself. Play**02** ### Make the ambassador an owner, not a spokesperson Ramsay co-owns HexClad and helps develop the product. That equity turns a paid endorsement — which everyone discounts — into an authentic one people believe. He uses it because he's **invested**, and it shows. Steal this Align your champion with equity or real involvement, not just a fee. An owner who actually uses the product is _credibility money can't rent_. Play**03** ### Show the result — never just claim it HexClad's content is demonstration: the sear, the egg sliding off, the flame. It shows the outcome you want rather than reciting specs. Seeing the result creates belief that adjectives never will. Steal this Sell the outcome on camera, not the spec sheet. A _three-second demo of the result_ beats a paragraph of features every time. Play**04** ### Build a visible, ownable design The laser-etched hexagon isn't just function — it's **instantly recognizable and patented**. A distinctive look means every demo, every unboxing, every shelf glance is unmistakably HexClad. The design is free advertising. Steal this Give your product one signature, ownable visual detail. _Recognizability turns every appearance into brand-building_ and makes you hard to knock off. Play**05** ### Reframe a false choice Stainless or nonstick? HexClad's "hybrid" answer is "why choose?" Reframing an old either/or dilemma as a solved problem gives customers permission to upgrade and a clean story to repeat. Steal this Find a tired either/or in your category and dissolve it. _"You no longer have to choose"_ is one of the most powerful reframes in marketing. Play**06** ### Let authority carry a premium price A HexClad pan is $200+. That premium is underwritten by Ramsay's authority and a lifetime warranty — proof it's worth it and proof it'll last. Trust and guarantee together make the price feel like **insurance, not a splurge**.