Opinions expressed by Digital Journal contributors are their own.
In an era increasingly shaped by high-tech startups and algorithm-driven brands, Roger “Rog” Lolly is charting a refreshingly organic path to business success. Rooted in the culture and grit of Florida, Lolly’s story demonstrates how staying true to one’s origins while embracing innovation can create sustainable growth across multiple industries.
From humble beginnings to brand building
Lolly’s entrepreneurial journey began with Florida Boy, a clothing line designed to celebrate the fearless spirit of the Sunshine State. But Florida Boy became more than just an apparel brand; it quickly evolved into a lifestyle movement.
Through authentic storytelling on social media — highlighting snake hunts, swamp adventures, and the rugged beauty of Florida — Lolly connected with audiences seeking something real and unfiltered.
Building on this momentum, he expanded into the food industry with the launch of Florida Boy Burger Co. in Fort Myers in 2024. Additional locations are planned for Cape Coral, Orlando, Tampa, Miami, and Jacksonville by 2026. His marketing approach remains distinctive, combining real-world Florida adventure footage with creative brand promotions to engage customers.
Scaling up without selling out
Unlike many entrepreneurs who shift toward sleek minimalism as they scale, Lolly remains committed to keeping his brands raw, relatable, and authentic.
Through his industrial venture, ABEZ.us, he entered the manufacturing sector, establishing one of the leading electrical meter production companies in the United States. A strategic partnership with a major Indian firm has expanded ABEZ’s distribution across North America and the Caribbean.
“We’re bridging old-school service with modern scale,” Lolly says. “Growth shouldn’t mean losing touch with who you are.”
ABEZ’s success demonstrates that industrial growth and personal brand authenticity can coexist when rooted in strong values and customer trust.
Original thinking in a templated world
A key element of Lolly’s success is his unconventional thinking.
Rather than relying solely on digital marketing, he incorporates traditional methods like telemarketing and produces bold advertising campaigns — often blending gator wrestling footage with burger promotions.
“If you blend in, you’re forgotten. If you’re real, you’re remembered,” Lolly explains.
This approach has allowed his brands to maintain visibility and customer engagement in an increasingly crowded marketplace.
Digital expansion: Gaming meets culture
Extending the Florida Boy brand into the digital entertainment space, Lolly recently launched the Florida Boy mobile game for iOS and Android.
The game allows users to experience the brand’s adventurous spirit firsthand through interactive missions and swamp-themed challenges.
“It’s about giving people a piece of the story to experience,” Lolly says.
The move into gaming highlights Lolly’s broader strategy of building ecosystems around his brands, ensuring fans can engage across multiple platforms.
The heart of his enterprise: People first
Lolly’s leadership philosophy centers on people over processes.
“I can teach skills. What I look for is attitude,” he shares.
Across his businesses, Lolly emphasizes hiring for energy, positivity, and a strong work ethic. He believes that investing in the right people creates a foundation for sustainable, long-term growth.
Calculated risk, authentic growth
Beyond Florida Boy and ABEZ, Lolly has diversified his portfolio through real estate investments and minority stakes in more than a dozen ventures, including a global football league.
His strategy focuses on long-term stability rather than short-term gains, a philosophy that mirrors the steady, disciplined growth of his core brands.
“If you stay real and play the long game, you’ll build something that actually lasts,” Lolly says.
Looking forward
With Florida Boy Burger Co. expanding its restaurant footprint and ABEZ.us deepening its industrial reach, Lolly’s next chapter will continue blending culture, community, and commerce.
His journey serves as a reminder that in a fast-paced, high-tech world, authenticity, resilience, and innovation remain essential ingredients for building businesses that endure.
