729: $500,000 in Hamster Ball Sales? How a College Student Brought a New Product to Life - The Side Hustle Show Recap

Podcast: The Side Hustle Show

Published: 2026-03-19

Duration: 40 min

Guests: Ethan Haber

What Happened

Ethan Haber, founder of Happy Habitats, discussed how he developed and sold over $500,000 worth of innovative hamster balls. The idea struck him during his sophomore year at Wake Forest University when he wondered why he couldn't walk his hamster like a dog. This led to the creation of 'The Rome,' an improved hamster exercise ball with several patented features.

Ethan's company, Happy Habitats, holds two utility patents for their products, which include The Rome and The Halo. The Halo is an orange ring that allows owners to carry their pets while they exercise in the ball, offering a unique way to interact with small pets. The company also developed Burrow Bricks, interlocking plastic squares that can be assembled into habitats, set to launch with a major retail partner.

Initially, Ethan partnered with P9 Design, a design firm with a strong reputation for consumer goods. This partnership was crucial in bringing his product to market, despite the cost of giving up equity. P9 Design's involvement provided the necessary resources and expertise to elevate the product.

Manufacturing challenges included delays due to COVID-19, which left molds stuck on ships for months. Despite these setbacks, Ethan managed to get his product into regional retail chains like Pet Supermarket and Feeders Pet Supply, which validated the concept and opened doors to further opportunities.

Ethan faced a learning curve with pricing and profit margins, initially not accounting for distribution costs. Through trial and error, he adjusted the product design and packaging to better appeal to consumers and retailers, improving sales performance.

Social media posed challenges with negative perceptions about hamster balls, but Ethan used these platforms to raise brand awareness. Ultimately, sales success came from a robust presence on Amazon, where strategic partnerships helped optimize ad spend and increase visibility.

Ethan's outreach efforts extended to industry trade shows and a Dream 100 strategy to connect with potential retail partners. This proactive approach was complemented by a mentorship with Jim Dougherty, founder of PetSmart, which Ethan secured through a LinkedIn message.

Key Insights