Beyond the Workbench

Chasing someone else's success is a losing game. In Episode 26, Odin and Magnus get into what it actually looks like to measure your business on the right terms and the right timeframe. The episode covers a summer check-in, corporate leather classes as a revenue stream, and why the front door of a retail shop tells you almost nothing about how a business is actually doing. Magnus brings in a conce...

Most makers can tell you what they make. Fewer can tell you who they're making it for. Odin and Magnus sit down with Jasper Knight, a saddle maker and production leatherworker from Idaho they met at their Sheridan business class. Jasper runs knife sheath manufacturing out of a 15x15 shed, builds saddles out of a semi trailer on his property, and makes leather holsters for toy cap guns that he...

In Episode 24, the hosts are in Sheridan, Wyoming for the Rocky Mountain Leather Trade Show. Before the drive in, a stop at a hat maker's studio and a high-end interior design shop turned into a real conversation about pricing, audience, and why the right room changes what your work is worth. At the show, the debut competition delivers its usual mix of inspiration and humility. The episode closes...

Are you spending money on tools you forgot you signed up for, chasing search terms that will never convert, and doing work that someone else should own? In Episode 23, Odin and Magnus take stock. Odin walks through his belt bar and brand activation business and what it means to sell a solution rather than a product. Magnus breaks down SEO for makers: why targeting broad search terms is a losing ga...

Aaron Heizer built Maker's Leather Supply from a $10,000 purchase into one of the most recognized names in the leather supply world, then sold it. The more interesting story is how he did it: by just being himself. Odin and Magnus sit down with Aaron to trace that journey. It starts with Army retirement and a difficult custom work customer who pushed him to pivot. From there, Aaron talks through b...

Most entrepreneurs stay busy all year and still can't explain where the time went. In Episode 21, Magnus sits down with Matthew Gaddy, a longtime friend and productivity coach, to talk about why that happens and what to do about it. The conversation covers goal-setting, breaking big plans into actionable steps, and how to recover when you miss a deadline without derailing the rest of your year. Ma...

Should you name your business after yourself, or build something that can outlast you? In Episode 20, Odin and Magnus dig into one of the most common questions in the leather community. Odin recaps teaching three classes at the Prescott leather show, Magnus shares news from a company cruise and a new job, and the two talk through hiring, retention, and what it actually looks like to let someone go...

Tax season has a way of making even the most passionate makers stop and question entrepreneurship. In Episode 19, Magnus sits down with Angie Benefiel: the leatherworking CPA. The two have the honest conversations most of us have been avoiding. Angie brings a rare combination: a leatherworker running her own brand (Holland Leather) who also works with accounting for a living. The conversation cove...

What does it look like to chase an idea with everything you have, even when it does not fit the mold? In this episode, Odin and Magnus sit down with Dennis Forrester, founder of 21 Grams and creator of the Tattooling machine, to talk about what happens when inspiration hits and you refuse to let fear talk you out of it. Dennis's story starts with a therapist telling him to find a hobby. No pre...

In this episode of Beyond the Workbench, Odin and Michael draw on their tech and product backgrounds to talk through what it actually looks like to launch something new. Using the launch of LearnLeathercraft.com as a real-world case study, they explore how early decisions take shape, how ideas move from concept to something usable, and why clarity around the problem you are solving matters more th...

What does it take to scale from a teenage hobbyist to running a manufacturing brand with a seven-person team? How do you shift from craftsman to founder without losing what makes your work exceptional? This episode explores the mindset shifts, leadership lessons, and strategic clarity required to pursue something truly exceptional. In Episode 16, Nate Walker shares how he built Lost Dutchman Leath...

How do you plan for a new year without drowning in an endless to-do list? This episode tackles the challenge of setting meaningful goals versus just staying busy, and why crossing things off your list before you even start might be the smartest move you make. In Episode 15, Odin and Michael dig into strategic planning for 2026, exploring the difference between goals, tactics, and busy work. Odin s...

How do you build influence while staying true to yourself? This episode explores ego, identity, and what it takes to create genuine community in the leathercraft world. In Episode 14, Brandon Corral of Swift Hammer Leather shares his journey of studying human attention, mastering social algorithms, and building spaces where artists can actually connect. From his cross-country move to New York to t...

What does it take to create a retail space that sells, even when you're closed? This episode explores the strategy, psychology, and practical lessons behind effective merchandising for small business owners. In Episode 13, Rachelle Clack (COO of Odin Leather Goods) shares how she built merchandising skills from the ground up, not from formal training, but from being an intentional customer and...

What do you do when motivation disappears and even getting to the workshop feels impossible? This episode explores how community connections, brain chemistry, and simple habits can help makers push through creative blocks and stay motivated. In Episode 12, Odin and Michael catch up after a busy season to discuss recent leather shows, including Dallas M.A.D.E. marketplace and the expanding leather...

What does it take to carve out a unique space in the leathercraft industry and scale a home-based business while working as a firefighter? This episode explores finding your niche, building a team, and staying creative when you make your own rules. In Episode 11, Justin Fitzwater shares how he built Fitzwater Leather by focusing on the fire service niche—creating custom badges, plaques, and gear f...

What if your biggest mistakes are actually your best teachers? Odin and Magnus explore how failure—both at the workbench and in business—often leads to the most valuable lessons. In this episode, we dive into the value of failure in craft and business. From Michael's recent attempt to make a belt to lessons learned through trial and error, we explore how mistakes can lead to growth, creativity...

How does a craft rooted in tradition adapt to a changing world? Ryan King of King's Saddlery joins Odin and Magnus to explore the tension between honoring the past and embracing the future of leatherwork. In this conversation with Ryan King, we explore timeless lessons passed down through generations at King's Saddlery, while confronting the realities of a changing industry—from the declin...

When should a maker shift from custom work to production? And what does that transition really look like? Odin and Magnus have a casual catch-up conversation about the tough choices that come with growing a craft business. In this episode, we dive into preparing for Q4, handling bulk orders, and deciding when to say no to custom work. We break down the differences between wholesale, bulk, and whit...

What do corporate sales and custom saddle making have in common? More than you'd think. Jeff Bean of CJ Bean Saddlery joins Odin and Magnus to share how the principles of good salesmanship translate directly to craftsmanship and business success. In this conversation with Jeff Bean, we explore lessons that carried over from corporate sales to saddle making: why listening matters more than pitc...

What makes a leathercraft show more than just an event? Odin and Magnus reflect on the Heart of Texas Leathercraft Show in Waco, Texas—a gathering that brings together artists, learners, vendors, and friends who keep the craft alive. In this episode, we dive into our experience at the Heart of Texas show, sharing key insights from the classes we taught and reflecting on the value of catching up in...

How do you fund your leathercraft business without going broke? In this episode, Odin and Magnus share practical strategies for making the leap from hobbyist to business owner while keeping your finances intact. In this episode, we dive into how to make tools pay for themselves, avoid the trap of chasing others' success, and when strategic debt might actually accelerate growth. Topics discusse...

How do you turn a shared passion into a thriving brand? Garrett and Amanda Willis of Grit Mercantile join Odin and Magnus to share their journey of building a leathercraft business rooted in authenticity and connection. In this conversation with Garrett and Amanda Willis, we explore how they craft items meant to become part of their customers' lives, and how embracing both creativity and busin...

How do you balance the craft you love with the business demands that keep growing? In this episode, Odin and Magnus explore the tension between making and managing. In this episode, we dive into redesigning and scaling product production, navigating delegation, and the importance of continually evaluating your business. Topics discussed: • Balancing craft and business demands • Redesigning product...

What makes a brand worth fighting over? In this conversation, Odin Clack and Michael Magnus are joined by Dave Munson, Founder of Saddleback Leather Co., to talk about building a business that lasts generations. In this conversation with Dave Munson, we explore branding, building a business with longevity in mind, and his new book "They'll Fight Over It When You're Dead." Guest:...