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Ben Petersen
Published: October 14th, 2024
Ben Petersen’s journey into the world of knives began long before the inception of KNAFS. Growing up in a small town in Idaho, Petersen was surrounded by a culture that valued the practical utility of knives. His fascination with blades started at a young age when he would spend hours exploring the woods and learning about various tools. The idea that a small object could serve multiple purposes, from whittling sticks to preparing food, captivated him.
Ben's journey into the knife industry wasn't a straightforward one. He initially studied broadcast journalism and film at Brigham Young University, driven by a love for storytelling and visual media. His career path seemed set towards documentary filmmaking, a field where he could combine his technical skills with his narrative instincts. However, as graduation approached, Ben faced a crisis of confidence. He realized that the traditional career paths in his field didn’t align with his personal goals, especially with a growing family to support.
- Ben Petersen (pictured above) co-founded Knafs in 2018
- Ben Petersen initially studied broadcast journalism at Brigham Young University
During a critical period of self-reflection and career uncertainty, Ben landed an internship with U.S. Citizenship and Immigration Services in Washington, D.C., where he produced training videos. This experience, while valuable, didn't ignite his passion. It was during this time that Ben discovered the emerging potential of YouTube as a platform for independent content creators. Inspired by pioneers like Devin Supertramp, Ben saw a future where he could combine his love for storytelling with new media.
His entry into the knife industry was almost accidental. A chance encounter with Jim Brown, a co-owner of a knife distribution company, at a family event led to a job offer to create videos for them. Although initially hesitant, Ben had no deep-seated passion for knives, the job offered a better wage than his current work in radio. Thus, in 2011, Ben took his first steps into the world of knives.
At his new job, Ben was tasked with creating content on YouTube. The early days were challenging, and Ben’s initial attempts to create viral content weren’t met with success, but he quickly learned that consistency and connection with the audience were more important than chasing views. By involving everyone at the company in the videos, Ben fostered a sense of community that resonated with viewers.
- Ben became famous as "Ben Banters" on-screen, and began collaborating with other content creators and knife designers
- After leaving the knife distribution company, Ben began working for CRKT as a Digital Marketing Specialist
Moving to Oregon was a significant change for Ben and his family. At CRKT, Ben was responsible for managing the company’s online presence, including their website, social media, and email marketing. This role allowed him to work closely with renowned knife designers like Ken Onion, Lucas Burnley, and Jesper Voxnaes. Through these interactions, Ben gained invaluable insights into the design process and the business side of the knife industry.
Ben's time at CRKT was marked by intense learning and personal growth. He absorbed lessons on design, business strategy, and the importance of networking. However, as time passed, Ben began to feel that his career growth at CRKT had stalled. The cost of living in Oregon was high, and the couple found themselves dreaming of owning a home, something that seemed increasingly out of reach on their current income.
In 2016, a surprising opportunity arose that would bring Ben back to where his knife journey began. His previous employer, now under new leadership, offered him a position as Marketing Manager. The offer was enticing, and after careful consideration, Ben and his family decided to return to Utah. This move allowed them to finally purchase a home and set down roots.
But Ben’s entrepreneurial spirit was restless, and in 2018, he and his wife Athena co-founded Knafs, a company dedicated to producing high-quality knives and knife accessories. The idea for Knafs began as a side project for Ben and Athena who both recognized that the knife community was vibrant and passionate but often underserved when it came to products that were both affordable and high quality. They saw an opportunity to bridge this gap by designing products that would appeal to knife enthusiasts looking for unique and innovative designs. The first products were simple but thoughtful, a reflection of Ben’s practical design philosophy, combining usability with distinctive aesthetics.
In the early days, Ben and Athena managed Knafs out of their basement, juggling their full-time jobs, parenting, and a budding business. Their initial product line focused on knife maintenance tools and accessories. They relied heavily on word-of-mouth marketing and the support of the online knife community, which Ben had built a relationship with through his years of interacting with fellow knife enthusiasts.
Ben's decision to leave his full-time job was not straightforward, driven by growing frustrations with the corporate environment. Ben reduced his hours to focus on his own plans, knowing he couldn't build a knife business while employed at another. He and his wife Athena were already hard at work establishing Knafs, while managing daily life.
After leaving his job at the knife company in August 2019, Ben began sketching out his ideas while traveling in Montana. This effort eventually led to the creation of the Banter knife, a product that reflected his unique approach to design, simple, robust, and functional. He submitted the sketch to WE Knives in September 2019, and the knife was officially announced in January 2020, just before the COVID-19 pandemic hit.
Ironically, the pandemic turned out to be a blessing in disguise for the Banter. The Banter knife gained popularity and quickly sold in impressive numbers. As the royalties from the knife sales grew, Ben and Athena saw the opportunity to make their entrepreneurial dreams a reality and started saving to fund their next steps.
- In 2018, Ben and his wife Athena co-founded Knafs
- After leaving his job, Ben designed the Banter (pictured above), which WE Knives announced in January 2020.
By 2022, Knafs had grown significantly, thanks to a combination of social media presence, word-of-mouth, and Ben’s reputation in the knife community. The business reached a point where it demanded full-time attention, prompting Ben and Athena to make a significant decision: to leave their jobs and dedicate themselves entirely to Knafs. This transition was not without risk, but they felt confident in the strength of their community and the unique niche they had carved out in the knife industry.
Going full-time meant scaling up operations, increasing production capacity, and expanding their product line. They moved out of their basement and into a dedicated office and warehouse space. This allowed them to handle logistics more efficiently and brought the opportunity to experiment with new designs and products. They began to focus more on direct customer engagement, using social media platforms like Instagram and YouTube to tell their story, share their design philosophy, and connect with their audience.
- Knafs released their first knife, the Lander (pictured above), in 2022
- Beyond knives, Knafs offers knife accessories, including maintenance gear, patches, and stickers
Looking towards the future, Ben Petersen envisions Knafs as a brand that evolves alongside the knife community. He aims to create a legacy that goes beyond just selling products; he wants to build a company known for its integrity, creativity, and commitment to the community. Ben and Athena’s journey with Knafs is far from over, and they are excited about the possibilities that lie ahead, from introducing new materials and technologies to forging new partnerships.
For Ben, Knafs represents more than a business; it’s a lifelong project that combines his passions for design, education, and storytelling. As Knafs continues to grow, Ben and Athena remain dedicated to maintaining the authenticity and community-focused approach that has brought them this far. They see their role not just as business owners but as stewards of a culture that celebrates creativity, craftsmanship, and connection.
Written by Drew Clifton
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