The LiddUp Story

From humble beginnings to an appearance on Shark Tank, here's the full story of LiddUp Coolers.

View Our Coolers

Our goal has always been to get a LiddUp cooler into your campsite, tailgate or backyard BBQ as soon as possible. Over the years you saw our big break on ABC’s “Shark Tank” making a deal that was about to change our lives. Four years later you can find us being featured across television and other media, now making our own deals.

In 2013, we partnered with one of the largest cooler manufacturers in the world, IGLOO Coolers, launching our first two product lines: the LiddUp Party Bar and the LiddUp Trailmate.

In 2018, we introduced our third product line and partnership with ORCA Coolers. We have big things in the works and we are excited to share them with you!

Learn more about the LiddUp LED lighting technology and patents to create, market and sell a new line of coolers below.

Why LED’S?

LEDs have many advantages over traditional incandescent, fluorescent and halogen light bulbs. While other bulbs utilize more space, produce heat and require more power, LEDs are non-heat emitting light sources that make it possible for your food and beverages to remain fresh and chilled at all times.

Additional Benefits of LEDs:

  • Lower energy consumption
  • Longer life span & durability
  • Smaller size that do not take space
  • Faster switching
  • Ability for color customization

Meet Our Team

co founder of liddup jayson

Jayson Sandberg


Jayson is the founder and inventor of the LED cooler lighting system that is the basis of LiddUp®, LLC. Coupling his deep understanding of mechanics with an ambition to create the best, Jayson made his dream design a reality. Jayson’s professional experience spans 27 years in the dental industry with a focus on sales and customer service. His belief of “getting the job done right the first time” has served him well in his career and earned him the reputation of being a proactive problem solver.

co founder of liddup taylor

Taylor Gwiazdon

Chief Executive Officer

Taylor was introduced to Jayson’s first LiddUp cooler in 2010 and immediately knew it was a design he could help usher onto the world stage. His hard work ethic and full steam ahead attitude has been a major asset to the development of LiddUp. He is currently a marketing executive for a prominent Las Vegas resort and casino. Prior to his career in hospitality, Taylor was a Project Engineer for Tishman Construction Corp. during the development of CityCenter Las Vegas, the largest privately funded construction project in the history of the United States. Taylor’s diverse background gives him many of the creative thinking tools and problem solving skills to get the job done right. Taylor attended the University of Tennessee where he earned his a Bachelor of Science Degree in Civil Engineering.

Randy Black, Jr.


Randy is an avid outdoor and fishing enthusiast who loves nothing more than to be on the lake with his family. Randy’s eclectic background in private equity real estate has given him an incredibly strong foundation in business development and relationship marketing. Known for his large land deals and great work ethic, Randy provides a sound and reasonable mind when it comes to finding key, strategic partnerships. He currently manages and owns a western US land based portfolio of significant proportions, having transacted all the deals himself. Randy has partnered in several successful start-up ventures and has played a prominent role in taking LiddUp to where it stands today. Randy studied Finance at Temple University and the University of Nevada Las Vegas.

James (JT) Taylor

Chief Technology Officer

JT is known for his creativity, strong work ethic, ingenuity and problem solving skills. JT brings over 25 years of experience in manufacturing custom products in the United States and 14 countries abroad. He also worked with Taylor on CityCenter Las Vegas as the Vice President of Global Procurement for the multibillion dollar development project in the heart of The Strip. JT brings high-level experience from product design development to creating and implementing large scale marketing and advertising strategies. His expertise strengthens the LiddUp team in making sure the design and develop of the LiddUp technology is executed in the most reliable, economical fashion.

As Seen On