Supplies should be one of the easiest parts of a dental practice, not another problem on a long list of cancellations, staffing issues and insurance reimbursement. In this conversation, Kyler Nixon sits down with fellow Wisconsinite Jordan Lorenz from Green Bay to talk about what it really takes to run a dental distribution company that feels both fun and serious.

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Jordan explains how Dental City balances private label and house brand products with top manufacturers so practices can choose between infection control consumables and premium clinical materials without losing brand trust. He shares why the team chose a colorful, clean look instead of the typical sterile distributor site, and how that connects directly to a culture that is competitive, playful and focused on growth.

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From leading sales and marketing together to installing 21 robots in the warehouse, Jordan keeps coming back to the same idea: understand how people buy, keep the hurdle to purchase low, and get the boring stuff right over and over again.

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Jordan Lorenz leads sales and marketing at Dental City, a privately held dental distribution company in Green Bay. He works in an environment that is both fun and competitive, with fat tire bike races, obstacle courses, full court and half court basketball, a racquetball court and a workout facility on site. Jordan focuses on helping a dental distribution business that sells dental supplies across the country keep its brand colorful, clean and different from the sterile feel that often shows up in dental and medical distribution.

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• How a dental distribution company sells dental supplies across the country, from infection control products like gloves and masks to filling material and local anesthetics.
• Private label, house brand and white label products in dental distribution, and why it is important to also carry really great branded product from some of the top manufacturers in the world.
• The brand connection created when a house brand sits next to big names like 3M and Honeywell, and how that can produce retention and an element of separation while giving practices options on price and consumables.
• Why Dental City chooses a colorful, clean, opposite of sterile brand presence with a fun logo, bold color and even a football player on the homepage to stand out in dental and medical distribution.
• A culture that is fun and serious at the same time, with fat tire bike races, an obstacle course, basketball courts and racquetball, all inside a company that is pushing for growth and wants to win.
• Jordan’s view of leading sales and marketing together so they are aligned on acquiring new customers and growing current customers while still operating on their own agenda with independent calls to action and flows.
• How every customer who comes in from marketing channels like email, direct mail, flyers, LinkedIn ads or Google shopping still needs to be serviced on the sales end because dental practices are cyclical buyers, not one time transactions.
• The mix of sales channels that matter right now, from picking up the phone and dialing to trade shows, catalogs and marketing pieces in the mail, along with digital paths where people find you on Google shopping and buy directly.
• Why Jordan pays attention to consumer behavior like shopping on Amazon, preferring text messages and consuming media in small and short snippets, then expects those patterns to show up in B2B buying inside dental practices.
• The reality that the person purchasing supplies in a...

A sign supply distributor with weird videos, a slightly serious podcast, and 82 straight weeks without missing. That rhythm shifts casual viewers into customers who already feel like they know the team. Hosted by Kyler Nixon, this conversation with Tyler Hull from Wesco Sign Supply walks through how consistent content, in person events, long form podcasting, and honest recommendations create real sales instead of vanity metrics. Tyler shares how post COVID trade show conversations moved into a long form format, why impressions mean nothing without quotes and orders, how customers walk into events already connected through the Slightly Serious Sign Podcast, and why showing up in more places with real faces, real teaching, and real stories still cuts through AI noise and traditional ads.

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Tyler Hull is the director of marketing at Wesco Sign Supply and host of The Slightly Serious Sign Podcast. He comes from sales into marketing and focuses on long form content, in person events, and honest conversations with vendors and customers. Tyler and his team are known for weird videos, weekly podcast episodes, and a style that helps sign shops learn tips, tricks, and products while getting to know the people behind the distributor.

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• How Wesco Sign Supply went from weird, funny videos to The Slightly Serious Sign Podcast as a long form channel for real product conversations.
• The simple launch: buying a few pieces of equipment, recording episode one while “plugging everything in,” and not missing a week for 82 weeks.
• How to get leadership buy-in when you are not a massive business by starting bare bones, proving results, and letting sales performance sell the idea.
• Why impressions, clicks, and open rates are vanity metrics when they do not lead to quotes, equipment inquiries, or orders.
• Stories of customers meeting Tyler at events, already knowing him from the podcast, and bringing real jobs and revenue because of that connection.
• The idea that giving value, tips, and honest recommendations (even when a product is not the right fit) earns trust and makes the ask easier.
• How omnipresence, video, and consistent content help a distributor show up in a customer’s day without feeling like an ad.
• Why Wesco is shifting focus from broad trade shows toward regional events, trainings, and in person experiences that grow customer business and move spend away from competitors.

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• The Slightly Serious Sign Podcast
• Wesco Sign Supply
• Santa videos and other “weird” Wesco content
• Buzzsprout (podcast hosting and distribution)
• StreamYard (virtual recording and live stream tool)
• YouTube monetization for long form video and podcast clips
• Gary V
• 10X (omnipresence concept)
• HubSpot
• Marketing Against The Grain podcast

A 40th year in distribution brings perspective on culture, leadership, and growth. Kyler Nixon sits with Mark Knight, CEO at Fibre Glast, to talk management style, respect, and giving credit where credit is due. Mark shares early lessons like “sometimes you just need to show people who’s boss,” and why he chose assertive, direct, and supportive leadership instead. He explains servant leadership and the step beyond it he calls servantcy, where leaders and teams serve each other. The conversation moves into day one at Fibre Glast in 2021, building core values with integrity and respect as must haves, and investing in people resources. Tactically, the team prioritized phone systems, CRM, and a risk-mitigating web replatform without breaking what customers love. Growth remains balanced, profitable, and sustainable, with high barriers to entry and a differentiated value proposition, including AS 91 20 B aerospace certification driven by customer feedback.

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Mark Knight is the CEO at Fibre Glast. His 40th year in distribution includes roles across industrial management, operations, and supply chain, growing into marketing and general management. He has led in large publicly traded industrial businesses and small privately held organizations. Mark stepped into Fibre Glast in 2021, created a set of core values with integrity and respect as must haves, and emphasizes servant leadership, conservancy, and building a healthy, supportive culture.

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• Management style and culture shifts from the eighties to today
• Servant leadership and the team-first idea Mark calls conservancy
• Hiring and leading for passion in B2B distribution
• The pride moment when families recognize where you work
• Day one at Fibre Glast in 2021 and creating core values with team ownership
• Prioritizing phone systems, CRM, and people resources
• Replatforming to mitigate risk without breaking SEO juice or customer experience
• Balanced, profitable, sustainable growth with high barriers to entry and aerospace certification

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• Fibre Glast website: https://www.fibreglast.com
• EOS and the L 10 meeting
• PPG
• AS 91 20 B aerospace certification