Fast facts & context

• System size: 270+ stores; 50 more in development
• Annual sales: “well over a quarter-billion”
• Category tailwind: US secondhand market ~$45B (2023) → projected ~$73B (2028)
• Sustainability: Americans landfill 11M+ tons of textiles yearly (~80 lbs per person)
• Merch mix: 90%+ used, locally sourced
• Tech stack: Fully proprietary POS, appraisal, inventory, and customer interfaces
• Payout options: Cash, +20–25% store credit, and new digital payouts (e.g., Venmo)
• Key themes & takeaways
• Co-CEOs that work: Clear lanes (Zach: ops/tech; Tyler: marketing/finance/dev) + “brutal but respectful honesty.” Example: they scrapped a glossy 70-page marketing playbook in favor of chunked, usable modules.
• Franchising’s edge: Pushes ownership to the local level. Innovation bubbles up from franchisees; Basecamp codifies and scales the best ideas.
• Innovation from the field: Franchisee-sparked digital cash-out removed daily bank runs and met younger sellers where they are.
• The real customer: In resale, vendors (sellers) are the most valuable “customer.” If you win supply (quality & volume), shoppers flood in.
• Data over intuition: Proprietary appraisal software recommends buy & sell prices using historical store/regional/national data—turning subjective thrift into repeatable retail.
• Brand positioning: Lead with unmatched value and a boutique-clean experience; sustainability is authentic but secondary to price/quality.
• Centralized where it counts: Paid digital advertising is managed centrally but ring-fenced to each store’s local market; organic/community remains local.
• Scaling readiness: They built an 8-person, process-driven new-store team; year-one performance for recent openings is trending ~2x last year’s cohort.
• Next bottleneck: Enabling higher unit volumes (from $1M → $2M → $3M and beyond) via process, data, and in-store throughput—not bigger “rubber walls.”
• Customer joy moment: Shoppers enter expecting “thrift,” experience boutique curation, then see the price tag—confusion flips to delight (and approval from the parent paying).
• Segment guide (chapter markers)
• Open & context: Resale tailwinds, landfill reality, why timing is right
• Co-CEO dynamics: Lanes, feedback, and the 70-page playbook lesson
• From banking to resale: Preconceptions vs. what the data revealed
• Why franchise (not VC roll-out): Local ownership → local magic
• Franchisee innovations: Digital payouts & removing cash friction
• Who to market to: Vendor-first strategy; “cash for clothes” message
• Tech & pricing: Turning intuition into proprietary data products
• Marketing org design: Centralized paid; local organic/community
• Scaling stores: Building the downstream team; cohort results ~2x
• Operations puzzles: Throughput, storage, seasonality constraints
• Sustainability without the scold: Real impact, but value leads
• Tell Me Something Good: The “price-tag joy” moment at openings
• Where to learn more: Brand sites & social; franchise info

In this episode, celebrated meeting design expert and corporate trainer Brian Walter joins the show to share his journey from retail beginnings to becoming a nationally recognized speaker and CEO of Extreme Meetings. Brian reveals the lessons learned from the sales floor, the art of customer service, and how retail shaped his approach to engaging meetings and corporate training. With humor and insight, he discusses the importance of creativity, adaptability, and “projectile enthusiasm” in both retail and professional life. Listeners will discover why retail is a source of “commercial joy” and how Brian’s unique storytelling continues to inspire leaders to make meetings matter.

Guest Bio:

Brian Walter is a nationally recognized meeting design expert and corporate trainer with over 20 years of experience transforming how organizations communicate and engage their teams. Starting his retail career at Broadway Department Store—where he created training videos and led team development—Brian sharpened his skills before moving to Seattle’s The Bon Marche to deepen his expertise in retail leadership training. As CEO of Extreme Meetings, Brian helps organizations escape “death by meeting” by designing purposeful, engaging sessions that drive measurable outcomes. He is a celebrated professional speaker, honored with the Cavett Award by the National Speakers Association, and inspires leaders to reimagine meetings as powerful tools for alignment and motivation.

• 00:00 – Introduction to Brian Walter
• 00:41 – Early Retail Experience: From Wiener schnitzel to Broadway Department Store
• 02:57 – Learning Customer Service: Life lessons and customer stories
• 06:04 – Life Lessons from Retail: The customer isn’t always right, but…
• 11:54 – Transition to Training Videos: From retail to video production and training
• 22:29 – Developing Communication Skills: Humor, persuasion, and “projectile enthusiasm”
• 28:07 – Extreme Meetings and Corporate Training: Making meetings matter
• 31:07 – The Joy of Retail: “Commercial joy” and the magic of in-person shopping

When June sales went flat at her luxury women's store, Rebecca Weirda didn't make excuses. She rolled up her sleeves, had tough conversations with every team member, and turned a double-digit decline into a 42% sales increase the following month. In this episode, discover how the owner of Leigh's Fashions in Grand Rapids, Michigan built a 13,000 square foot luxury retail powerhouse and what it takes to maintain four consecutive record years.

About Rebecca Weirda

Rebecca owns Leigh's Fashions, a luxury women's specialty store celebrating its 50th anniversary in Grand Rapids, Michigan. She purchased the business 20 years ago, coming from a corporate staffing background but with retail sales experience dating back to her early career selling denim. Under her leadership, the store has achieved four consecutive record years while serving customers across multiple generations and price points, from contemporary to high-end designers like Christian Louboutin and Burberry.

What You'll Learn

• The minimum effort problem - How Rebecca used her nephew's test story to show her team they were giving 72% when they needed 100%
• Luxury retail standards - Why the bar is higher for luxury retailers and how customer expectations shape every interaction
• The hiring philosophy - Rebecca's "stars only" approach to building team culture and why she'd rather work shifts herself than hire placeholders
• Customer experience strategy - How competing on experience rather than merchandise creates lasting relationships
• Recovery tactics - The specific steps Rebecca took to turn around flat sales, including personal accountability and team rallying
• Follow-up systems - Why Rebecca personally calls every new customer and how her team generates sales through phone outreach
• Vendor relationships - The vetting process required to carry luxury brands and how presentation standards matter at every price point
• Training approach - Why Rebecca personally trains every employee and how consistency drives results
• Culture protection - How removing negative team members during the pandemic transformed the business
• Sales mindset - The difference between pushing products and creating experiences that make customers feel special