Every business has an origin story. Ours has an extension cord in it.

Adam DJs. And if you have ever tried to throw a party somewhere that does not have a wall of outlets waiting for you — a beach, a backyard, a friend’s half-finished barn — you know the truth: the music is only as good as the power behind it. So he bought a generator. Then a bigger one.

Between gigs, they sat in the garage doing nothing. Which, if you think about it, is a tragedy. A perfectly good machine, full of potential energy, just… vibing in the dark.

so we did the obvious thing

We started renting them out. The pitch was simple, and it still is:

you have something to power — a wedding, a job site, a camping trip, an outage, a block party
we have the machine that powers it
we drop it off, you flip it on, we come grab it

No rental counter. No clipboard. No “let me check with my manager.” Just two people in Santa Cruz who happen to own generators and would rather see them working than sitting still.

why we actually care

We live here. When the wind kicks up and PG&E starts talking about a Public Safety Power Shutoff, we are not reading about it — we are in it, same as you. Keeping a neighbor’s fridge cold or their CPAP running during an outage is not a “use case” to us. It is the whole point.

Power should be easy to get and hard to mess up. That is the entire business plan.

We are starting with two generators. We will grow the fleet. One day “It’s Just Generators” goes way past Santa Cruz. But the rule never changes: real machines, honest pricing, and we never fake it — not the reviews, not the specs, not the delivery fee.

Oh, and there is a cat named Alby. He supervises. He approves of almost nothing. We keep him around anyway.

— Adam & Kale