Dear Reader,
There’s Elmer Fudd. There’s Elmer’s Glue.
And then… there’s Elmer Zubiate. (Zoo-bee-ott-e’)
Elmer is a walking contradiction.
He’s a very large man—broad shoulders, big muscles, and yes, at one point, he even had an MMA ring in his office. He used to spar between meetings.
But here’s the thing: behind all of that strength is the heart of a happy kid. He laughs easily. He’s warm. He’s the kind of man who makes you feel welcome from the first handshake.
And like a kid, he can get mad too. Years ago, he was mad at me because I chose to work with another San Antonio company instead of his. We’ve hugged it out since then, and I’m grateful for it—because today, I get to introduce you to the real Elmer.
Elmer’s story is about purpose over profit.
His mom cleaned houses for $35 a day. She taught him that “you do the right thing because it’s the right thing to do.” That relentless discipline and integrity became the foundation of how Elmer built his company. From those lessons, he scaled Elmer’s in San Antonio to over $45 million… and then he did it again in Dallas.
But it wasn’t a straight line.
Elmer went bankrupt once. He lost almost everything. And then—he rebuilt. Stronger. Smarter. With better mentors and a belief system that wouldn’t bend to desperation or greed.
In this episode, you’ll learn:
- How Elmer’s mom’s work ethic shaped his business
- Why doing the right thing—even when it hurts—creates lasting success
- The difference between “selling” and serving
- And how integrity and resilience can rebuild anything
This is Part 1 of a two-part studio conversation with Elmer. And I’ll tell you this—by the end of today’s episode, you’ll see why money has never been his master… and why purpose has always been his sword.
Click here to watch Part 2 of the conversation with Elmer.
Let’s step into the ring with Elmer.
In This Episode, You'll Learn:
- From poverty to purpose: How Elmer built a national brand with mission over money
- Lessons from his mom’s work ethic that shaped a culture of excellence
- The reality of building and losing a business—and coming back stronger
- Why integrity beats desperation in sales every time
- The power of mentorship, belief, and doing the right thing
Episode Chapters & Summary
From $35 a Day to a National Brand
“It's a fact that your mom cleaned houses for $35 a day, and now you're building a national brand with one mission—to give people like your mom a better life.”
Elmer shares his roots growing up in poverty, how watching his mom's relentless work ethic shaped his purpose, and why his business was always about creating opportunities for others first.
Key Takeaways:
- Purpose drives lasting success more than money ever can
- Hard work and ethics set the foundation for culture
- Businesses built on mission create deeper impact
Lessons from Mama Zooby
“Do the right thing because it's the right thing to do.”
Elmer reflects on his mother's discipline, kindness, and strict values—and how they became non-negotiable principles in how he hires, leads, and serves customers.
Key Takeaways:
- Integrity is the foundation of leadership
- Consistency builds trust with employees and clients
- Culture is caught, not taught—leaders must live it
Repair vs. Replace: Doing Right by the Homeowner
“We know most of the time we can get that thing going. Don't skip the basic option.”
Elmer shares how his early experiences repairing units for his own family taught him that real service isn't about pushing the most expensive option, but about meeting people where they are.
Key Takeaways:
- Sales driven by desperation create bad habits
- Offering honest options builds long-term loyalty
- Integrity-based service outlasts short-term profits
Failing Forward: Bankruptcy and Rebuilding
“We were just moving boxes, but I wasn't watching the numbers. I lost total control.”
Elmer recounts the painful lessons of growing too fast without understanding accounting, losing everything, and clawing his way back with resilience, humility, and better mentors.
Key Takeaways:
- Growth without financial discipline leads to collapse
- Mentorship is crucial for long-term success
- Resilience and honesty open doors even in crisis
People Over Profit, Always
“Money has never been my master.”
From firing top salespeople who put profit over honesty to giving generously to others, Elmer explains why lasting success comes from choosing people, values, and relationships over short-term gains.
Key Takeaways:
- Greed ruins culture and reputation
- You can grow big without compromising ethics
- True leadership is measured by impact on others
