Ever walked into an Adam & Eve store and felt like you’re not in some seedy back alley but a legit, welcoming spot? That’s no accident. It’s the work of Kraig McGee Jr., the mastermind behind TAF Distributing, a family-run empire that’s flipping the script on adult retail. With 35 stores across 13 states, from Idaho’s forests to Utah’s canyons, McGee’s operation isn’t just selling dildos and lube—it’s building a legacy.
From Sports Bar to Sex Toys: McGee’s Journey
Kraig McGee didn’t stumble into the pleasure products game by chance. Back in the ‘90s, he was grinding in his parents’ sports bar, learning the ropes of business the hard way—think long nights, messy books, and family drama. It was a crash course in grit, but it taught him one thing: restaurants eat up your life. With two young kids, he wasn’t about to sacrifice family time for another late shift.
So, he pivoted. Hard. McGee started sniffing around local adult stores, spotting a gap in the market. Most were dark, dingy, and frankly, creepy. He saw a chance to do better—way better. In 1999, he opened his first adult video store, and it was a game-changer.
It changed everything. Back then, there weren’t many polished or inviting adult stores. I saw an opportunity to do it differently, with clean, well-lit stores where customers could feel comfortable.
– Kraig McGee
Building a Culture, Not Chasing Trends
McGee’s not your typical suit. He’s a nuts-and-bolts guy, handling TAF’s CFO duties—spreadsheets, budgets, the works. But don’t let that fool you. He’s just as likely to be unloading a truck full of vibrators as he is crunching numbers. His secret sauce? A family-first ethos that bleeds into every corner of the business. His wife, Kara, kids Kathryn and Kraig III, and in-laws Jack and Amanda all pitch in, making TAF a tight-knit operation.
Unlike some adult retail chains that slap rainbow stickers on toys for clout, TAF’s about integrity. They don’t chase fads. They focus on details—think perfect store lighting, trained staff who don’t make you feel judged, and a vibe that says, “Hey, buying a butt plug is no big deal.” That’s how you turn first-timers into loyal customers.
Why Adult Retail? It’s More Than Just Toys
What keeps McGee hooked isn’t just the cash flow. It’s the impact. He’s not peddling widgets; he’s selling intimacy tools—stuff that sparks joy, connection, and self-discovery. That’s powerful. And the industry’s tight-knit community? A total surprise.
“The people, hands down,” McGee says when asked what shocked him most. “I’ve made lifelong friends. Even competitors treat you like family.” That camaraderie’s been a lifeline through rough patches, like the recent consumer sales slump and tariff headaches.
TAF: Tune A Fish, Not Just a Business
Here’s a fun tidbit: TAF stands for Tune A Fish. Yeah, it’s a nod to the old “you can tune a piano, but you can’t tune a fish” joke. McGee’s got a quirky side, and it shows. But don’t let the name fool you—TAF’s a serious player, handling distribution, purchasing, and ops for McGee’s sprawling network. It’s the backbone that keeps those 35 stores humming.
Running an empire ain’t easy, especially in 2025’s shaky economy. Tariffs are squeezing margins, and political noise doesn’t help. But McGee’s crew doesn’t flinch. They adapt, leaning on smart growth—acquiring new stores, refining operations, and doubling down on what works.
- Keep stores clean, bright, and welcoming.
- Train staff to treat every customer with respect.
- Focus on long-term sustainability, not quick bucks.
The Music Man Behind the Sex Toys
McGee’s not all business. Dude’s got a creative streak a mile wide. A high school band kid turned bassist and singer, he still jams with industry pals like Steve Volponi and Joe Walla. Picture this: a late-night gig, pleasure industry pros rocking out, probably debating the best lube brands between sets. It’s the kind of scene that makes you realize this industry’s got soul.
That creative energy spills into TAF. McGee’s not just pushing product; he’s crafting an experience. His stores aren’t about sleaze—they’re about empowerment. And with his kids now running the show alongside him, he’s eyeing a future where he mentors more and grinds less.
What’s Next for TAF Distributing?
TAF’s got big plans for the back half of 2025. More stores, smarter ops, and a relentless focus on people—customers, staff, vendors. McGee’s not retiring anytime soon, but he’s stoked to pass the torch, bit by bit, to the next generation.
“I’m proud of the people,” he says. “The customers who trust us, the vendors who partner with us, the employees who make it worthwhile.” That’s the real legacy—not just a chain of Adam & Eve stores, but a community built on respect and real talk.
So next time you’re browsing for a new vibe in Boise or Salt Lake, know there’s a family behind it, hustling to make your experience less awkward and more awesome. That’s TAF’s magic. And McGee? He’s just getting started.
