Few names in Iowa business carry the weight and influence of Bruce Gerleman. Known best as the founder of Jethro’s BBQ, one of the state’s most beloved restaurant brands, Gerleman’s story spans decades of innovation—from real estate development and historic preservation to culinary entrepreneurship. His journey reflects not only resilience but also an uncommon ability to spot opportunity where others see risk.
From Real Estate to Restaurants
Before becoming a household name for barbecue, Bruce Gerleman made his mark in Des Moines’ real estate and urban development scene. In the 1980s and 1990s, he became known for revitalizing some of the city’s most important architectural landmarks, saving buildings many had written off as obsolete. But when the real estate market collapsed in 2008, Gerleman pivoted. Instead of retreating, he reinvented himself—launching a restaurant that would become a cornerstone of Iowa’s food culture: Jethro’s BBQ.
The first Jethro’s opened near Drake University in Des Moines. With its signature smoked meats, hearty portions, and casual atmosphere, it immediately struck a chord with locals. Within months, lines were out the door, and what started as a survival move during a financial downturn evolved into a statewide institution.
Preserving Iowa’s History Through Architecture
Long before his restaurant fame, Bruce Gerleman was reshaping downtown Des Moines through historic preservation. His projects included the Hawkeye Insurance Company building—the city’s oldest commercial structure—the Rock Island Depot, and the Saddlery Building. These structures, once slated for demolition, were transformed under Gerleman’s leadership into vibrant, functional spaces blending old-world character with modern infrastructure.
Gerleman was among the first developers in Iowa to recognize the potential of using federal historic tax credits, which offered a 25% credit to offset restoration costs. His approach involved reinforcing the old brick shells of these century-old structures with modern steel frameworks, effectively creating new, safe commercial spaces within historical exteriors. These renovations not only preserved Iowa’s architectural heritage but also catalyzed the revitalization of downtown Des Moines.
Iowa’s First “Smart Building”
Gerleman wasn’t content just saving the past—he was also building Iowa’s future. In the 1980s, he developed the state’s first “smart building” by transforming the former Yonkers furniture store into the International Trade Center of Iowa. Partnering with telecommunications companies and connecting the site to the World Trade Center Association, Gerleman introduced early fiber-optic cabling, email, and voicemail technology to Des Moines—decades ahead of its time.
He later acquired the Locust Mall, today home to the Greater Des Moines Partnership, using creative financing that required no upfront capital. Gerleman also made history by becoming the first downtown Des Moines property owner to implement a smoking ban, long before city regulations made it mandatory.
The Birth of Jethro’s BBQ
After years in real estate, Bruce Gerleman took inspiration from his travels and his time running the high-end seafood restaurant Splash, which he opened in 1998. His goal with Splash was simple: bring the fresh flavors of the Florida Keys to the heart of Iowa. The restaurant became a downtown dining staple and gave Gerleman a deep understanding of hospitality and food service.
But the idea for Jethro’s came during a trip to Austin, Texas, while visiting his daughter. Surrounded by Texas barbecue legends like Salt Lick and Franklin Barbecue, Gerleman asked himself why Iowa didn’t have its own style of barbecue.
“I came back to Des Moines and said, ‘We need an Iowa barbecue—not Texas, not Kansas City, not Memphis, but Iowa barbecue,’” he later recalled on The Iowa Podcast. In 2008, the first Jethro’s BBQ opened its doors, and an Iowa culinary icon was born.
A Statewide Institution
What started as a single restaurant near Drake University has grown into a network of eight Jethro’s BBQ locations across Des Moines, Ames, and Iowa City. Each one maintains the brand’s signature approach: slow-smoked meats, house-made sides, and a friendly, unpretentious vibe.
Gerleman’s innovation didn’t go unnoticed. Jethro’s has been featured on Man v. Food, The Today Show, ESPN, The Wall Street Journal, and The New York Times. Men’s Health even named it one of the “Manliest Restaurants in the Midwest.”
Beyond the fame, Jethro’s employs nearly 700 Iowans and has become Iowa’s largest independent pork buyer, sourcing its meat and produce from local farmers.
The Adam Emmenecker Challenge
Perhaps no menu item symbolizes Bruce Gerleman’s creative spirit more than the Adam Emmenecker Challenge. Named after the former Drake University basketball star and 2008 Missouri Valley Conference Player of the Year, the towering five-pound sandwich combines nearly every barbecue favorite: brisket, burgers, chicken tenders, thick-cut bacon, pork tenderloin, cheese, and a pound of waffle fries.
When Adam Richman, host of the Travel Channel’s Man v. Food, attempted the challenge on national television and failed, the dish gained cult status. Competitive eaters from around the world have since tried to conquer it. The current record—three minutes and one second—is held by Molly Schuyler, a professional eater. In celebration of March Madness 2025, Gerleman offered $25,000 to anyone who can beat the record.
Resilience and Community Leadership
In early 2025, tragedy struck when the original Jethro’s BBQ near Drake University burned to the ground. Though Gerleman had sold the location years earlier, the news hit hard. It was, after all, the restaurant that launched his second career. His public reaction reflected gratitude and perspective—acknowledging what the location meant to him and the community while emphasizing that Jethro’s was much more than a single building.
This resilience mirrors his broader philosophy: adapt, rebuild, and keep moving forward. Whether restoring a crumbling 19th-century structure or rebuilding after a fire, Bruce Gerleman has always focused on renewal and progress.
A Real Estate Legacy: The Saddlery Hat Story
One of Gerleman’s most fascinating real estate stories involves the Saddlery Building in downtown Des Moines. When he purchased it for $348,000, the property came with a surprising bonus: 250,000 vintage hats left behind by the previous owners. Instead of treating the hats as junk, Gerleman turned them into gold.
After The Des Moines Register featured the story on its front page, locals flooded the building to buy hats. Within two and a half weeks, he had sold enough hats to recoup his entire purchase price. “I was there every day, just sitting there throwing cash into hat boxes,” he said.
It was a quintessential Bruce Gerleman moment—creative, unconventional, and perfectly executed.
Coaching Superman and Aquaman
Gerleman’s life has also intersected with Hollywood. While coaching youth soccer in Norwalk, Iowa, he found himself mentoring two future superheroes: Brandon Routh (Superman) and Jason Momoa (Aquaman). He recalled their distinct playing styles with humor, noting that even as kids, both showed strong personalities and competitive drive.
The Entrepreneurial Philosophy of Bruce Gerleman
At the heart of Bruce Gerleman’s success is his belief in opportunity through innovation. Whether developing the first smart building in Iowa, saving historic structures, or pioneering “Iowa-style barbecue,” he has consistently challenged convention. His ventures, from Splash to Jethro’s, have created hundreds of jobs, revitalized neighborhoods, and put Iowa on the national culinary map.
Gerleman’s leadership also extends beyond business. By supporting local agriculture and maintaining full employee benefits across his restaurants, he’s demonstrated a rare balance of profitability and community responsibility.
Conclusion: The Legacy of Bruce Gerleman
Bruce Gerleman is more than a restaurateur—he’s an Iowa original. His work has transformed skylines, preserved history, and elevated Iowa’s food scene to national prominence. From the early days restoring Des Moines landmarks to creating the legendary Jethro’s BBQ, Gerleman’s influence touches nearly every corner of Iowa life.
Through creativity, risk-taking, and relentless drive, Bruce Gerleman turned adversity into opportunity and built an enduring legacy that will continue to shape Iowa’s culture for generations.
Bruce Gerleman 