About Our Founder: Bruce Gerleman

Who is Bruce Gerleman? As the legend of Jethro's BBQ grows, you must travel back in time to understand why he started Jethro's BBQ and how his take on BBQ in Des Moines, Iowa, became "World Famous" in just five short years.Bruce Gerleman is the creator, founder, and owner of Jethro's BBQ. He began his career with a marketing degree from Wichita State University. He used that degree to land a marketing job selling mattresses and sofas by the truckload to retail furniture stores. Gerleman quickly became the top mattress salesman in the country by designing media campaigns and training sales staff in-store. The money he earned allowed him to buy apartment buildings—at least one per year. By age 26, he ownednough property to quit the mattress job and dedicate himself full-time to saving historic buildings.

Bruce began purchasing historic mansions, warehouses, train stations, and hotels, restoring themaccording to the U.S. Department of Interior's Certified Historic Renovation standards. To date, he has converted over 20 buildings into commercial spaces in Des Moines, including the Court Avenue and Grand Avenue districts. Notable among them was the eleven-story International Trade Center of Iowa—the state's first smart building and current fiber optic hub. His attention to detail and design earned national recognition, leading to restoration projects in Wichita, Savannah, Key Largo, and Denver. In 1986, the Iowa Jaycees honored Bruce Gerleman as "Young Iowan of the Year."

In 1998, Bruce believed Des Moines needed a fine dining seafood restaurant. He opened Splash Seafood Bar & Grill in the Historic Homestead Building at 3rd and Locust. Splash flew in fresh seafood from Hawaii, Seattle, and Boston and developed one of the Midwest's premier wine lists. With meticulous attention to detail, Splash received the Wine Spectator Award of Excellence for 14 consecutive years and the Distinguished Restaurants of North America Award six consecutive years.

In 2007, Bruce expanded the concept with the Splash Oyster Bar, Iowa's first and only oyster and caviar bar, offering selections from the Pacific Northwest and Prince Edward Island. His venture into the Iowa restaurant scene, was just beginning. The smell of Iowa BBQ was around the corner.

During a visit to Austin, Texas, where Bruce's youngest daughter Anna was studying to become a neonatal flight nurse, the duo visited numerous renowned BBQ joints. Something clicked and Bruce returned to Des Moines and told Chef Dominic Iannarelli, "We should open a BBQ restaurant."

Three days later, Bruce offered to purchase Thode's Sporting Goods near Drake University. However, Drake wanted the site for a new entry to campus. After a year of zoning battles, a compromise was reached and Bruce acquired Drake's police department building at 3100 Forest Avenue in exchange for Thode's building.

On a 25-mile bike ride, Bruce brainstormed names. He cycled through many options—Cookies, Daisy Mays, Rowdy's—until the name "Jethro" struck him as unforgettable, strong, and unique.

Bruce would eventually forge a partnership with Drake University and Drake Athletics seeing as though he operated within their community. He built a blimp adorned with the Jethro's BBQ name and Drake's Bulldog logo, which dropped coupons at games. Students wear t-shirts quoting "Jethro Says..." slogans like:

● "A laugh and a smile are worth a mile."

● "Excuses are like armpits—they all stink."

● "There is never a right way to do the wrong thing."

Bruce Gerleman bought a 750-pound wood-fired smoker and Chef Dominic began recipe testing—rubs, sauces, side dishes—all from scratch. Splash employees were the first testers. From the start, Bruce committed to large portions and never serving food from a can.

On February 1, 2008, the police vacated 3100 Forest Ave., and the transformation of the space began becoming a barn-meets-campfire-meets-sports-bar aesthetic. The design included metal plates, colorful cups, and enough TVs to show every NFL game. In just 78 days, construction was complete and on April 20, 2008, Bruce Gerleman opened Jethro's BBQ just in time for the 99th Drake Relays. Blake Wenzel was named general manager, and Mike Booth became Smoke Master.

The responses didn't just stop at the Iowa border. Jethros' BBQ and Bruce Gerleman quickly gained national notoriety. In 2008, less than a year after opening, Jethro's BBQ earned national recognition as one of the 100 Best BBQ Restaurants in America. Then in 2009, another milestone arrived. While flipping through Better Homes and Gardens, Bruce discovered his BBQ sandwich had been named the magazine's favorite. That honor inspired the creation of the Better Homes and Garden Melt Sandwich, which quickly earned a permanent place on the menu. But the accolades kept coming.

In 2010, Jethro's BBQ received a call from Adam Richman, host of the Travel Channel's Man v. Food. Richman wanted to feature the now-legendary Adam Emmenecker Challenge—a five-pound sandwich built in honor of the Drake University basketball star who led his team to the NCAA "Big Dance" in 2008. Emmenecker had personally selected his favorite foods, and Chef Dominic crafted them into one massive, award-winning sandwich. The episode aired in October 2010 and featured Richman failing to finish the sandwich in 15 minutes— the challenge went viral.

Since then, thousands have traveled to Des Moines to take on the Emmenecker Challenge. Some fly in from across the country—and even the world. One group of 20 came all the way from Ukraine to try their luck. None succeeded. To date, only 13 people have conquered the challenge. Their photos are proudly displayed on the Wall of Fame, while the rest—countless challengers—appear on the Wall of Shame.

Just weeks after the show aired, Bruce received an unexpected call: President Obama requested Jethro's BBQ to cater a backyard party in Des Moines. The Secret Service inspected the food to ensure it was safe (and delicious.) As guests enjoyed the feast, Jethro's BBQ stood proudly, watching snipers hidden in the trees and helicopters circling overhead. It was an unforgettable night at the President's Backyard BBQ.

In the spring of 2011, ESPN Sports contacted Bruce Gerleman with exciting news: the Adam Emmenecker Challenge had been nominated for National Fanwich of the Year. The competition featured over 100 of the most iconic sports-themed sandwiches in America—including contenders named after Tiger Woods, LeBron James, Bo Jackson, Zach Johnson, Jim Rome, and Ben Roethlisberger.

From the outset, the Adam Emmenecker surged ahead in the polls, capturing the attention of fans across the Midwest. Jethro's BBQ and Iowans rallying behind it, quickly became the national frontrunner, holding a commanding 1,000-vote lead with just three days remaining. Then came an unexpected twist. A rival entry—named after San Francisco Giants pitcher Matt Cain, known for his no-hitter—launched an aggressive promotion: customers received two free sandwiches for every one purchased, as long as they brought two friends who also voted. The strategy worked. In the final 72 hours, Jethro's lost its lead and finished as the National Fanwich Runner-Up, missing the title by exactly 1,000 votes.

Amid all the excitement, Jethro's BBQ received a call from Men's Health Magazine. The publication had nominated Jethro's as a finalist for "The Manliest Restaurant in the Midwest", competing against top spots from Kansas City, Chicago, Minneapolis, and Nebraska. Readers across the country were voting to determine the most "manly" restaurant in each region.

Over the next 30 days, fans rallied. Supporters tweeted, posted, texted, and voted, determined to push Jethro's to the top. Their efforts paid off. In its December 2011 issue, Men's Health officially named Jethro's BBQ the Manliest Restaurant in the Midwest. When editors from New York called for an interview and asked what made Jethro's so "manly," the response was simple: "Jethro helps bring order to the chaos that is the life of the modern American man."

That same day—December 6, 2011—with the Midwest title secured, Jethro sat down to watch The Food Paradise Show on the Travel Channel. Coincidentally, the episode aired on the same day that Jethro's Jambalaya opened. The one-hour special introduced the nine regional winners, then revealed the national champion. While Jethro's didn't take the top title, it was a proud moment to be featured alongside historic restaurants—many with decades or even a century of legacy. When Primanti Brothers get in Pittsburgh was announced as the national winner, Bruce offered his congratulations, genuinely admiring their sandwiches and pizzas.

Not one to rest, he officially copyrighted the phrase "Manly Mondays", launching a new promotion featuring menu items crafted especially for men every Monday. The momentum continued into 2012. That year, Cityview readers named Jethro's the Best BBQ in the City, and—for the first time—Best Nachos. But the highlight came as Des Moines voters named Jethro's wings the Best in the City for a third consecutive year. In response to growing demand, Jethro's decided to expand the offering.

He became bi-wingual.

Jethro's added boneless wings to the menu, available at all locations. Tuesdays featured Two-for-One Wings, and Thursdays offered Half-Price Boneless Wings—giving everyone a new reason to return. Later that year, Cityview Magazine named Chef Dominic Iannnarelli as Chef of the Year, and the Iowa Restaurant Association honored Bruce Gerleman as Iowa Restaurateur of the Year.

In January 2013, Jethro's BBQ gained even more national—and international—attention when the Discovery Channel premiered its new series, The United States of Bacon. For the season kickoff, the producers came to the heart of bacon country: Des Moines, Iowa. They featured the Jethro Sandwich at the Jethro's Jambalaya location, placing the brand once again in the national spotlight.

Viewers saw sweeping shots of downtown Des Moines with the Jethro's logo superimposed—followed by a deep dive into the kitchen as cameras captured the creation of the now-iconic sandwich. Built on a massive, platter-sized pork tenderloin, the Jethro Sandwich is stacked with a half-pound of pulled pork, a half-pound of cherry-smoked ham, and topped with four thick slabs of bacon. The result is, in their words, "Porktastic." Following the episode's debut, sales of the sandwich doubled.

Around the same time, Bruce's phone rang with a surprising caller—Max Baer Jr., better known as Jethro Bodine from The Beverly Hillbillies. He had heard about the buzz surrounding Jethro's BBQ all the way from the West Coast. Max was warm and welcoming, inviting to visit him in Beverly Hills. So Bruce packed a bag and headed west, where he found swimming pools, movie stars, and a market wide open for something like Jethro's. Southern California, it seemed, had never seen anything quite like it.

Back home, 2013 continued to bring recognition. Cityview readers awarded Jethro's top honors in seven categories. At the annual awards ceremony, Jethro's managers collected trophies for:

● Best BBQ

● Best Wings

● Best Nachos

● Best Sports Bar

● Best Onion Rings

● Best American Food

● Best Family Restaurant

● Best Wait Staff

● Best Overall Restaurant

It was another banner year for the growing Jethro's BBQ legacy.

Molly Schuyler, standing just 5'5" and weighing 120 pounds, stunned the state of Iowa when she crossed over from Bellevue, Nebraska to take on the Adam Emmenecker Challenge—a five-pound sandwich plus waffle fries that must be eaten in under 15 minutes.

At the time, thousands had attempted the challenge, but only 11 men had succeeded. Molly became the first woman to conquer it—and she didn't stop there. In a span of just 10 days, she completed the challenge at all four Jethro's locations, each time setting a new record and drawing intense media attention.

● Jethro's BBQ: 7 minutes, 38 seconds

● Jethro's Jambalaya: 7 minutes, 42 seconds

● Jethro's Lake House: 7 minutes, 56 seconds

● Jethro's Smokehouse Steaks: 7 minutes, 8 seconds (a new world record at the time)

Crowds gathered at every stop to cheer her on.

Then, in January 2014, during the opening of Jethro's Pork Chop Grill, Molly returned to raise the bar even higher. In front of national media and hundreds of fans, she smashed her own world record, finishing the challenge in just 4 minutes and 40 seconds, earning a $1,000 prize.

But she wasn't done yet.

In February 2016, after months of training, Molly tackled the challenge once more at the newly opened Jethro's Bacon Bacon in West Des Moines. This time, she finished in a staggering 2 minutes and 55 seconds, setting a new world record and collecting another $1,000.

Molly's unprecedented streak prompted Bruce to raise the stakes. As of now, anyone who can break her record will earn a $10,000 prize.

Swimming pools, movie stars, and Rodeo Drive—it all became reality for Jethro when none other than William Shatner—best known as Captain Kirk of Star Trek—called and invited Bruce and Chef Dominic to appear on his new television series, Moving America Forward.

The show highlights entrepreneurs who not only thrived during the Great Recession but also played a role in revitalizing the American economy. Bruce and Dom flew out to Beverly Hills, staying poolside at the famed Beverly Hills Hilton. They rubbed elbows with the Housewives of Beverly Hills, lounged in cabanas, and marveled at the excess—gold-grilled Rolls Royce limousines included. The scene was a far cry from Iowa, and the contrast made a lasting impression.

Before filming, the Iowa duo was ushered into the makeup room and prepped for their moment on camera, wearing their finest flannel shirts. The show was shot in a single afternoon, featuring Shatner and Judge Wampler—known for his appearances on People's Court and Judge Judy—interviewing Bruce and Dom.

Together, they told the story of Jethro's rise and success, including a remarkable fact: Jethro's is now the largest independent purchaser of pork in the State of Iowa, buying more than 1.8 million pounds annually. They also happen to be the largest independent purchaser of soybean oil in the state.

Before wrapping, Bruce and Dom extended an invitation for William Shatner to visit Iowa. Shatner accepted—and agreed to join them for a celebration in the summer of 2015.

There's never a dull moment in the world of Jethro's BBQ. Just as Bacon Bacon had opened and things seemed to be settling down, Jethro's BBQ suddenly became the top entertainment story in Hollywood and Beverly Hills.

The lead segment on TMZ reported that Max Baer Jr.—best known for playing Jethro Bodine on The Beverly Hillbillies—had filed a lawsuit against CBS in New York. The claim: CBS had made a "secret deal" with Jethro's BBQ in Des Moines, which Baer alleged diminished the value of intellectual property rights he had acquired from CBS back in 1991.

At the time, Bruce Gerleman was vacationing on Gilligan's Island in the Caribbean. When TMZ reached him for comment, he responded with a wink to television nostalgia, "As Sergeant Schultz said, I know nothing... I do have an agreement with CBS, but it's not a 'secret deal.' I just can't talk about it."

Local media also jumped on the story. On WHO Radio's Jan Mickelson Show, it was pointed out that the first known "Jethro" actually appears in the Old Testament. According to scripture, Jethro was Moses' father-in-law, who played a key role in supporting him during the exodus to the Promised Land. There are nine references to Jethro's good works in the Bible—proof, as Mickelson joked, that sometimes success is about who you know.

The buzz continued. The Des Moines Register made the story its front-page headline, reporting on the unusual legal triangle forming between Hollywood, New York City, and Des Moines.

With the media spotlight focused squarely on Jethro's BBQ, it was clear the controversy wasn't over. As

2016 approached, all eyes were watching what would unfold next in this unexpected clash of

entertainment giants—with Jethro's BBQ caught right in the middle. (We're still smokin' BTW!)

The people of Iowa continue to show their love for Jethro's. In 2022, readers of the Des Moines Register voted Jethro's BBQ as best BBQ in the city. Meanwhile, Cityview readers extended Jethro's BBQ record-breaking streak, naming its wings the best in Des Moines for the 15th straight year.

National attention followed. Inside Edition featured Jethro's BBQ wings in its "Eat This, Not That" segment, officially naming them The Best Wings in Iowa.

So, what's Bruce Gerleman's the secret?

Jethro's BBQ is the largest seller of wings in the state and only serves the largest, plumpest premium wings available. Each wing is slow-smoked for two hours over hickory and oak, then flash-fried to order—creating a crispy exterior with a tender, juicy inside.

The result? Simply unbeatable.

Why has Jethro's BBQ been so successful? How did it grow from zero to over 900 employees in just 15 years? How did it survive the Great Recession of 2008–2009 and weather the COVID-19 pandemic in 2020–2021?

Is it the oversized portions of delicious, made-from-scratch food? Is it the friendly, attentive service? The answer: it's both—and more.

At the core of Jethro's BBQ success is the team—the people who greet you at the door, serve your food, and bring the energy that makes each visit about fun, familiarity, food, and family.

As a lifelong athlete and coach, I built Jethro's with a coach's mindset:

● A coach teaches.

● A coach leads.

● A coach inspires.

● A coach fights for the team.

● And a coach rewards performance.

Jethro's BBQ invests in its people. The company covers 80% of healthcare costs for all managers and hourly employees—exceeding Affordable Care Act requirements. Managers work a five-day workweek to support work-life balance and participate in a monthly profit-sharing program that rewards results.

Guests return not just for the food—but for the full experience:

● Massive portions of slow-smoked meats

● Prompt, friendly service

● A family-friendly atmosphere

● Wall-to-wall big screen TVs for every major game

● A background of toe-tapping rock and roll

It's all part of the culture we created—one of execution, energy, and joy. Jethro's isn't just a restaurant; it's a celebration of great food, great people, and great times.

That's why Jethro proudly wears the title of "Funmeister." Because here, we don't just serve meals—we have fun doing it.

Thank you for 15 incredible years of support. Jethro is proud to be "Your Iowa Neighborhood Sports Bar." And remember: Jethro's BBQ brings order to the chaos that is the life of the modern American.

- Bruce Gerleman, Founder of Jetho's BBQ