Lonnie Frost

Founder of The Circus Sports Bar and Grill and the Circus Wing Sauce

Originally from Redfield, South Dakota, Lonnie Frost attended Northern State University for four years, majoring in management and marketing. Like many fresh graduates, his early jobs weren’t glamorous. He worked at the now-defunct Shopko and briefly at a collections agency—an experience that quickly taught him what kind of work didn’t suit him. That realization became a turning point, steering him toward media sales. He started as an account executive at KSFY in Sioux Falls and later joined Midco, where he worked in cable television sales. Over nearly a decade, he climbed the ranks to become a regional manager for Eastern South Dakota.

In 2005, an opportunity presented itself: The Circus Sports Bar and Grill in Aberdeen was up for sale. Lonnie wasn’t actively looking to buy a bar, but something about the deal sparked his interest. He initially considered an 80/20 purchase agreement but ultimately decided to buy it outright—100% ownership. On November 1, 2005, he officially took the leap. The timing, however, was tough. For the first four years, the bar didn’t turn a profit. Lonnie kept his day job at Midco just to keep things afloat.

Then, in 2010, he made the bold decision to quit his secure, well-paying job and focus fully on the bar. It was a gamble—but a calculated one. He knew the business had potential, but it needed his full attention. Lonnie had learned a valuable lesson from watching others in the food industry: many businesses don’t fail from lack of customers, but from lack of oversight—specifically when it comes to employee mishandling of money. He decided that if his business was going to succeed, he had to be present and hands-on.

As The Circus Sports Bar and Grill began to find its rhythm, Lonnie’s focus shifted to flavor. Behind the bar, he paid close attention to the food—particularly the wing sauces. He noticed something strange: most of the wing sauces on the market tasted overwhelmingly like vinegar. So, he started experimenting. He tasted, tested, compared, and adjusted until he created a sauce he could be proud of. For Lonnie, quality was everything. He wasn’t interested in shortcuts or watered-down trends. If it was going to carry his name, it had to be the best.

By 2016, The Circus Sports Bar and Grill had grown its business by double digits 6 straight years, and Lonnie was ready to expand again—this time, beyond Aberdeen. He officially launched his wing sauce as a product and began pitching it to stores. He hit the road, driving more than 30,000 miles, doing demos, knocking on doors, and gaining new customers every single week. It was a grueling, thankless grind at times. He gave up hobbies, social events—nearly everything—to build the business.

But slowly, it worked. His product started gaining traction in the region, first appearing in local stores like Kessler’s, Ken’s SuperFair Foods, and Running’s. Over time—and through continued hustle and word-of-mouth—it expanded into larger online retailers like Walmart and Amazon.

In the midst of this growth, a new competitor arrived in town: Buffalo Wings and Rings. The national chain brought flash and familiarity, but Lonnie wasn’t intimidated. He knew what he had—a loyal customer base that valued high-quality food and great service. And he wasn’t about to compromise either. If anything, the chain’s arrival only helped his business. People knew what quality and attention to detail tasted like—and they knew where to keep going.

By 2021, Lonnie knew it was time to pass the torch and sold The Circus Sports Bar and Grill.  On April 7, 2023 Circus Wing Sauce Company was sold to someone he respected deeply: Jake Lakhany, a bartender who had worked at the bar for years. Jake wasn’t just good behind the counter—he was exceptional. Charismatic, honest, and incredibly personable, Jake had a natural gift for connecting with people. Night after night, Lonnie had watched him earn customers' trust simply by being himself. That kind of integrity mattered. Lonnie didn’t want to sell his business to just anyone—he wanted someone who would care for it like he did.

Today, Jake continues to run Circus Wing Sauce Company and build the sauce brand, putting his own energy and style into what Lonnie started. As for Lonnie? He’s finally picking up those hobbies he gave up years ago and slowing down a bit. Here’s what he said: “It doesn’t matter what you do. Just pick a target—and don’t let off until you hit it!”  Lonnie also stated that you will know mentally, physically, and financially when it’s time to exit.

There’s a lot to take away from Lonnie Frost’s journey: persistence matters, quality matters, and people matter. Success isn’t always instant. It’s built in long hours, honest conversations, and the belief that if you keep pushing, it will be worth it.