He got his B.S. in Industrial Safety I believe, so he has worked a regular job as a safety guy in the past. He's a "stay at home dad" aka he's a bodybuilder who works out a couple hours a day, and stays at home, eats, runs his business, and plays with his kids. He's obviously joking about the wife making all the money, his business has actually taken off quite nicely. It caters to a wide range of guys. And I've seen his stuff on several occasions on guys who don't even lift. They probably just work in the oil field and like the look, similar to hooey oil gear.
It's not that he's wearing a costume or whatever, he just doesn't do the blue collar work anymore, because obviously he is now a business man and bodybuilder.