In a crowded apparel industry where countless brands compete for attention, the four founding partners behind Spokane-based Cooked as a Goat LLC believe their biggest advantage isn't flashy advertising or viral social media campaigns.

It's friendship, says co-founder and lead designer Paul Terrell.

Founded in January 2025 by four Eastern Washington University alumni, Cooked as a Goat has steadily grown from an idea shared among longtime friends into a lifestyle apparel company that sells products online and at pop-up events throughout the Inland Northwest.

In addition to Terrell, Cooked as a Goat was started by Kory Kelly, Jeff Christiansen, and Michael Roos, the former NFL offensive lineman whose name adorns Roos Field at EWU. Terrell and Christiansen are also former EWU offensive linemen.

Rather than chasing rapid expansion, the business partners say the focus is on building relationships, creating apparel that reflects an all-in mindset, and enjoying the journey together.

"We're all about saying yes when others say no," says Terrell. "Saying yes to pushing through the tough times and finding progress through perseverance."

The company's name reflects that philosophy, he says.

While the Cooked as a Goat may sound unconventional, the founders say it represents giving maximum effort, refusing to back down, and embracing challenges regardless of the outcome. Although the apparel appeals to a broad audience, much of the branding resonates with athletes and outdoor enthusiasts who value perseverance as much as performance, he says.

"It's really about giving 100% in everything you do," Kelly says.

The company name, Kelly says, was realized in the bathroom of an Irish pub in 2016, where Christiansen and Terrell overheard an inebriated patron asking for a ride home because he was as "cooked as a goat." The brief moment, which at the time inspired laughter, later inspired the identity of an apparel brand.

Terrell oversees the apparel designs and the company's online presence. Kelly has spent his career in sales and helps drive business development for Cooked as a Goat. Christiansen, a lender at Liberty Lake-based Spokane Teachers Credit Union, contributes financial expertise. Roos brings an extensive network of relationships he built during his decade playing in the NFL.

Roos became the highest NFL draft selection in EWU football history when the Tennessee Titans selected him in the second round of the 2005 draft. He spent his entire 10-year NFL career with Tennessee, earning multiple All-Pro honors while starting in 150 games before retiring in 2015.

Despite his national recognition, Roos says the company's strategy is rooted close to home.

Instead of relying heavily on social media advertising, Cooked as a Goat has found success by connecting directly with customers through community events and partnerships with local businesses and golf courses, Terrell explains.

One of those relationships is with The Creek at Qualchan Golf Course, at 301 E. Meadowlane Road in Spokane, where golfers can find apparel donning both the Cooked as a Goat and Qualchan branding. Trailhead Golf Course, at 22302 E. Country Vista Drive in Liberty Lake, and The Plains Golf Course, at 9810 W. Melville Road in Cheney, have also signed on as co-branding partners, Kelly says.

Terrell says that local engagement has proven more valuable than trying to compete with larger brands online.

"The apparel market is very saturated," Terrell says. "Being able to connect locally helps us much more than trying to market through social media."

The approach has allowed the company to grow organically without sacrificing the friendships that inspired the business in the first place, Christiansen says.

For the partners, success isn't measured solely by revenue.

"Our friendship comes first," Christiansen says. "We're not trying to make a ton of money. We want to put the brand out there, meet people, and have fun."

The ownership group declines to disclose company revenue.

None of the partners expect to quit their day jobs, Christiansen explains, but they hope to find sustainable growth in the local and regional market.

That mindset continues to shape the company's future as it looks to expand partnerships with additional golf courses and community events throughout the region, he says.

Like a golfer choosing patience over power, the partners aren't trying to drive every shot onto the green in one swing. Instead, they're content to play the long game — building authentic relationships, earning loyal customers one conversation at a time, and trusting that steady progress will keep the brand on course in an increasingly competitive marketplace.

Small Bite

A new Rosauers grocery store opened in Belgrade, Montana on June 24.

Spokane-based Rosauers Supermarkets Inc. now has five Montana locations, the newest being a 58,000-square-foot store in the Jackrabbit Crossing development in Belgrade, according to a company press release.

Rosauers first announced plans for the store in 2024 after signing a long-term lease with Venture West Development.