For Matt Butler, entrepreneurship didn’t begin in a boardroom-it began during deployments around the world while serving as a U.S. Air Force officer. Over more than two decades of military service, Butler learned firsthand the importance of leadership, discipline, risk management, and mission-focused execution.
Matt Butler | Founder | Tally Tumbler
Those experiences shaped the foundation of his entrepreneurial mindset, inspiring him to identify problems, develop solutions, and pursue opportunities with the same determination that guided him throughout his military career. The result was the creation of Rollors, an award-winning outdoor game born from a desire to bring friends and families together, followed by the co-founding of Tally Tumbler, an innovative scorekeeping tumbler that continues to gain traction among golfers and outdoor enthusiasts.
Today, Butler often describes himself as a “Vetrepreneur”—someone who has successfully translated military experience into business success. His journey demonstrates how the skills developed in uniform can become powerful advantages in entrepreneurship. Beyond building companies, Butler is passionate about helping fellow service members and veterans navigate their own transitions into business ownership through mentorship, education, and programs such as Boots to Business. His story serves as a reminder that military service doesn’t end when the uniform comes off; for many veterans, it becomes the foundation for a new mission—creating businesses, generating opportunities, and continuing to serve others in meaningful ways.
While the products and businesses have evolved, the principles behind them have remained remarkably consistent. Butler credits much of his success to lessons learned in the military: embrace calculated risk, stay adaptable when plans change, and never underestimate the value of teamwork. Entrepreneurship, much like military service, requires resilience in the face of uncertainty and the ability to execute under pressure. Through his experiences as a founder, inventor, veteran advocate, and educator, Butler continues to demonstrate that the same leadership qualities developed in service can become powerful catalysts for innovation, business growth, and lasting impact in the civilian world.
Service teaches values that can guide every step of entrepreneurship.
Matt has always been drawn to products that improve experiences and connect people. Rollors was inspired by the idea of creating a simple yet competitive outdoor game that families and friends could enjoy together. Tally Tumbler grew from his love for sports and the outdoors. It was first designed to help keep track of scores in outdoor games like Rollors, but later expanded into other sports such as golf, pickleball, and more. For Matt, entrepreneurship is not only about business. It is about solving real-world problems and creating products that people genuinely enjoy using.
His experience as a veteran has played a major role in shaping his leadership style. The military taught him accountability, resilience, discipline, and the importance of leading by example. As an Air Force officer, he learned that strong leaders must stay calm under pressure, communicate clearly, and place the mission and the team above personal comfort. These lessons continue to guide how he runs his businesses, makes decisions, and motivates others. In business, where challenges often appear without warning, his military background helps him remain focused and strategic instead of emotional.
For Matt, leadership in today’s changing world requires adaptability, transparency, and the ability to empower others. He understands that the business environment changes quickly, and leaders must remain flexible while staying connected to strong values. He believes effective leadership is built on trust, confidence, and the ability to help people perform at their best even during uncertain times. This mindset has helped him navigate the demanding path of entrepreneurship, where every stage brings new risks, decisions, and responsibilities.
Building consumer brands from scratch has been one of the biggest challenges of Matt’s career. He faced financial pressures, manufacturing hurdles, intellectual property challenges, and the constant need to stand out in competitive markets. He also had to learn how to scale his brands while maintaining quality and customer trust. These challenges tested his patience and determination, but they also strengthened his approach as a leader. Entrepreneurship taught him that setbacks are part of the process, and progress often depends on the ability to keep moving forward when the path is difficult.
The values Matt gained through military service continue to guide his work every day. Integrity, accountability, teamwork, and discipline remain at the center of his leadership. He believes reputation is built by doing what one says one will do. He also values preparation and continuous improvement because lasting success rarely happens overnight. In both the military and business, he has seen that success often comes from doing small things right consistently, even when it is difficult or inconvenient.
Great ideas become meaningful when they bring people together.
Discipline is one of the strongest foundations of Matt’s leadership. As an entrepreneur, he faces constant distractions, challenges, and setbacks. Discipline helps him stay focused on long-term goals instead of short-term emotions. It also sets the tone for the people around him. When leaders show consistency, preparation, and accountability, they naturally earn respect because their actions match their words. For Matt, discipline is ultimately about commitment – showing up every day, continuing to improve, and leading with integrity regardless of the situation.
One of Matt’s proudest achievements is bringing multiple original products to market and seeing them sold nationwide. Building Rollors and Tally Tumbler from ideas into recognized brands required years of persistence, innovation, and learning. These products have also created memorable experiences for families, friends, sports lovers, and communities. That impact matters deeply to him because his work is connected to enjoyment, connection, and shared moments.
Matt also believes in giving back to the next generation of leaders, especially veterans moving into business and civilian careers. He serves as an instructor for the SBA Boots to Business Program, which helps transitioning service members, veterans, and military spouses learn the fundamentals of entrepreneurship and business ownership. Through this role, he mentors aspiring entrepreneurs by sharing practical lessons about starting, scaling, and protecting a business. He understands the challenges of transitioning from military service into entrepreneurship and offers guidance based on real experience, not just theory.
His advice to veterans entering business or civilian leadership is clear: trust the strengths already developed through service. Veterans bring discipline, leadership, adaptability, and perseverance to any field. While transition can be challenging, Matt believes veterans are uniquely prepared to overcome adversity and lead effectively. He encourages them to keep learning, take calculated risks, and believe in their ability to build meaningful careers beyond the military.
Looking ahead to 2026 and beyond, Matt’s vision is to continue expanding Rollors and Tally Tumbler into nationally recognized brands while developing new innovative products. He also aims to grow retail distribution, strengthen his intellectual property portfolio, and create opportunities that positively impact customers and communities. Beyond business growth, he wants to build a legacy centered on innovation, leadership, and perseverance.
Matt Butler’s story is a strong example of how military values can translate into entrepreneurial success. His journey shows that leadership is not only about authority or achievement. It is about service, consistency, creativity, and the ability to keep moving forward through uncertainty. Through his products, mentorship, and leadership, Matt continues to inspire others to pursue ideas, take risks, and build something meaningful.
Leadership begins with discipline, trust, and the courage to keep moving forward.