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What happens when you combine blue-collar grit with high-tech precision and build a company from the ground up without taking on a dime of debt?

In this episode, we sit down with John Musser, president of Custom Electronics, to explore how a regional integrator went from a borrowed truck and a box of cables to a 100+ employee business working on some of the most iconic projects in Northwest Arkansas.

Custom Electronics is behind the scenes of places like the Ledger, the AMP, and University of Arkansas athletics facilities. But John’s story is about much more than wires, it’s about betting on people, staying debt-free, building from scratch, and creating a culture where hard work isn’t optional, it’s expected.

If you’re a small business owner, tradesperson, or young founder trying to figure out what real, sustainable growth looks like, this episode offers an honest, practical roadmap.

Summary

Custom Electronics was started in 2008 by Victor and Daphne Rell during a housing boom in NWA. John joined in 2014 with a background in commercial electrical work and a drive to scale their commercial offering. Over the next decade, the company would grow 10x, all while running lean, hiring people based on hustle (not résumés), and refusing to take on debt.

Despite national competitors with bigger marketing budgets and deeper pockets, Custom Electronics has carved out market share by focusing on service, speed, and simplicity. From security and AV to smart homes and large-scale commercial systems, John and the team built their reputation by doing the job right and doing it fast.

With five core values (humility, efficiency, dependability, generosity, and excellence) literally tattooed on John’s hand, it’s clear the culture at Custom Electronics is more than a plaque on the wall. They hire for work ethic over experience, reward loyalty with six-figure promotions, and maintain a workplace where hard work is both expected and celebrated.

Highlights

00:00 What is Custom Electronics?

08:00 The shift in the trades

22:00 Aversion to debt
29:00 Technology in BIG buildings
47:00 Core values
57:00 What's next for Custom Electronics?

Key Takeaways

1. You don’t have to take on debt to grow - Building at the speed of cash forces discipline, prioritization, and smarter decisions.
2. Hire on grit, not credentials - John built a 100-person team by looking for people who showed up, worked hard, and wanted to learn.
3. Your culture is your product - From warehouse signage to how you show up at job sites, every touchpoint communicates what your business stands for.

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What started as a side hustle is now a multi-employee business with customers across the country...

In this episode, we sit down with Kendall and Bailey Beykirch, the married co-founders of KenzKustomz, to talk about how they built a thriving custom accessories brand rooted in hustle, resilience, and an eye for design.

Originally launched to serve a niche market with personalized tote bags and phone cases, KenzKustomz quickly evolved into a fast-growing brand with a loyal customer base and a hands-on approach to scaling.

Kendall and Bailey open up about learning business the hard way from purchase order mishaps and TikTok virality to handling copycats and managing a warehouse team in their 20s. If you're a young founder navigating the chaos of early growth, trying to turn a good product into a lasting business, this episode is packed with real-world insights you won’t find in a business book.

Summary

Kendall first started KenzKustomz out of her dorm room, fulfilling orders by hand and figuring things out as she went. Bailey soon joined her full-time, bringing a complementary skillset that helped them professionalize operations. Together, they leaned into social media, word-of-mouth, and direct engagement with customers to build momentum without outside capital.

From managing inventory to training employees, Kendall and Bailey learned how to grow in real time. They walk through key turning points like opening their warehouse space, investing in the right equipment, and responding to a TikTok boom that sent their order volume through the roof.

As their business scaled, so did the pressure. Bailey shares how they worked through burnout, solved packaging and fulfillment challenges, and protected their intellectual property in a competitive online space. Now with clear roles, a strong backend system, and a roadmap for future product lines, they’re focused on long-term sustainability.

Highlights

00:00 KenzKustomz origin story

07:30 Working with influencers

27:00 Moving into retail
38:00 Instagram account deleted...
51:00 Hat of the Month Club
57:00 What's next for KenzKustomz?

Key Takeaways

1. Start with what you have - You don’t need a warehouse, investors, or a business plan to launch, just a product, a platform, and some persistence.
2. Be ready to learn as you go - Real growth happens when you treat every challenge (inventory, hiring, marketing) as a lesson to level up.
3. Clear roles build better businesses - Knowing your lane and respecting your partner’s strengths makes all the difference in a growing company.

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What does it look like to step out of a successful brokerage career and build your own investment firm from scratch?
In this episode, we sit down with TJ Lefler, founder of Lefler Capital, to talk about entrepreneurship, capital allocation, and what it really takes to build something sustainable in Northwest Arkansas.

After years of experience in commercial real estate, TJ transitioned from being a dealmaker to becoming an owner and investor. Today, his firm focuses on strategic, long-term real estate investments and brings a measured, patient approach to growth.

Whether you're running a small business, expanding into real estate, or simply looking for clarity on what “smart growth” looks like, this conversation delivers tangible insights from someone who's in the trenches.

Summary

TJ shares why he chose to leave the brokerage world and take the risk of starting his own firm. He talks about the key inflection points in that transition, including what he underestimated, what he got right, and why ownership has changed how he thinks about long-term value.

Lefler Capital isn’t chasing volume. It’s focused on the right deals with the right partners. TJ explains his criteria for investing, how he structures deals, and why patience is often the hardest but most important strategy. For small business owners considering real estate as a path to scale, this segment offers tactical advice.

As a founder, TJ emphasizes keeping things simple, staying focused, and knowing your numbers. He shares how he approaches growth, manages investor expectations, and builds a team that operates with clarity and consistency. His playbook is refreshingly straightforward and widely applicable beyond real estate.

Highlights

00:00 T.J.s background

15:00 Making Deals in a "small town"

27:00 Bloom Building in Bentonville
35:00 Balancing 'Investor Return' and 'Community Impact'
54:00 What's next for Lefler Capital?

Key Takeaways

1. Know when to bet on yourself - Leaving a steady income isn’t easy, but timing, preparation, and conviction matter more than comfort.
2. Simple systems win - Don’t overcomplicate your growth strategy. Start with a clear plan, tight numbers, and steady execution.
3. Ownership changes everything - When you own the asset, whether it's real estate or your business, you think differently about risk, time, and long-term value.

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What does it take to not only build a thriving company but to buy it back after it fails and make it stronger than ever?

In this episode, we sit down with Mark Zweig, founder of Zweig Group, a nationally recognized consulting firm for architects and engineers. Mark opens up about his multi-decade entrepreneurial journey from fixing up houses and starting a consultancy from scratch, to surviving bankruptcy, private equity disasters, and buying back his own business.

Whether you’re a new founder, a tired operator, or an aspiring entrepreneur with no roadmap, this episode will give you a masterclass in perseverance, problem-solving, and building a business with your bare hands.

Summary

Mark shares how he left Boston and a successful consulting firm to restart his life in Fayetteville, Arkansas. He explains why NWA’s welcoming, “Wild West” spirit made it the ideal place to teach, build, and rebuild. As a former architect-turned-entrepreneur, Mark’s story weaves together content creation, education, real estate development, and grit, all with one goal: make things better than you found them.

Mark describes himself as a “fixer,” and it shows. From flipping homes with authenticity and style to taking back the reins of Zweig Group after a failed private equity takeover, he’s done it all. His philosophy? Stay in the fight, outlast the storm, and don’t be afraid of risk, just don’t take stupid ones. He breaks down the true cost of failure (not just the trendy kind), how to navigate debt and cash flow crises, and why being hands-on with your team and customers matters more than ever.

Today, Mark teaches entrepreneurship, sits on multiple boards, mentors former students, and writes with brutal honesty. His definition of success is simple: “Spending your time the way you want, with the people you want to be with.” He makes the case for acquiring existing businesses instead of starting new ones, urges young founders to own their role, and reminds us all that you’ll never fail if you don’t give up.

Highlights

00:00 Afraid of taking risks?

10:30 Starting Zweig Group

20:00 Remodeling Homes
31:00 Buying back Zweig Group
43:00 Teaching at Walton College of Business
57:00 Starting a Business in NWA

Key Takeaways

1. Don't romanticize failure. “Fail fast” sounds good in a TED Talk, but in the real world, failure can wreck your credit, reputation, and relationships. Experiment, yes, but don’t build a business on the idea that it’s okay to crash.
2. Buying a business > starting one (most of the time). Acquisitions are often less risky, with built-in cash flow, customers, and teams. Startup worship has made founders overlook this path.
3. Success is ownership over your time. True freedom isn’t money or scale. It’s doing what you want, when you want, with people you respect.

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In a region growing as fast as Northwest Arkansas, who helps guide the pace of progress?
In this episode, we sit down with Marshall Saviers, CEO & President of Cushman & Wakefield | Sage Partners, one of the most influential commercial real estate firms in the region. With nearly two decades of experience, Marshall has brokered some of the largest and most impactful deals in Arkansas, but it’s his long-term mindset, focus on relationships, and local-first approach that truly set him apart.

From early lessons learned under seasoned mentors to co-owning and operating a full-service brokerage, Marshall’s journey is grounded in curiosity, trust, and consistency. Whether you’re in real estate, economic development, or simply trying to scale a business with staying power, this conversation is filled with timeless takeaways on partnerships, patience, and playing the long game.

Summary

Marshall shares how his early career was shaped by mentors who modeled both market expertise and personal integrity. He quickly learned that the best deals aren’t just about square footage or price, they’re about listening well, building trust, and solving real problems. That relational focus has guided every chapter of his career, from his first cold calls to navigating nine-figure development projects.

Now as president of Sage Partners, Marshall leads a team that manages more than 6 million square feet of property across Arkansas and beyond. He reflects on what it’s like to grow a business through people, and how transparency, local knowledge, and consistent follow-through keep Sage ahead in a competitive industry. He also talks about partnering with Cushman & Wakefield, and how that relationship has expanded their capabilities without sacrificing their NWA roots.

In a post-COVID world, commercial real estate is changing fast and Marshall has a front-row seat. He shares insights on the rise of mixed-use development, the importance of placemaking, and why Northwest Arkansas’s momentum is still just getting started. Through it all, Marshall emphasizes humility, clear communication, and staying grounded as both a business leader and community member.

Highlights

00:00 Starting Sage Partners

10:30 Surviving the 2008 Recession

29:00 Rapid Growth
43:00 Developing the Analyst Program
53:00 JB Hunt's Vision for Pinnacle

Key Takeaways

1. Play the long game - Marshall’s entire career proves that real estate isn’t about chasing fast deals, it’s about showing up, staying steady, and serving people well over decades.
2. People over property - At every turn, Marshall reinforces the idea that relationships drive results. That mindset has built trust with clients, partners, and the region as a whole.
3. Local roots scale better - Even while partnering with a global brand like Cushman & Wakefield, Marshall and the Sage team have stayed deeply committed to Northwest Arkansas—because that’s where the real value lives.

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What happens when a broke college student trades potpourri for a secondhand stove and ends up running one of the most productive candle factories in the country?
In this episode, we sit down with Burt Hanna, founder of Hanna’s Candle Company, to talk about building a business brick by brick in Northwest Arkansas. From 20-hour work weeks as a student to multi-million-dollar Walmart orders, Burt's journey is a masterclass in grit, scrappiness, and figuring it out.

This one’s not about flashy exits or polished pitches. It’s about showing up and staying scrappy, even when your entire inventory burns to the ground (literally). Burt opens up about the highs and lows of scaling from $100 side hustles to a $60 million revenue machine, plus what it means to build a company that outlives you. Whether you're a founder in the trenches or just candle-curious, there’s something here for you.

Summary

It all started in 1987, when Burt Hanna was a senior at the University of Arkansas just trying to make an extra $100 a month. With $4,000 in savings and a little help from his dad and a line of credit, he began selling potpourri to local gift shops. By the end of that year, he’d sold over $180,000 worth.

At its peak, Hanna’s Candle Co. hit $60 million in sales, fueled largely by a runaway product: the 6x6 pillar candle. But as with all great runs, the momentum slowed. Between 2005 and 2012, revenue dropped to $9.6 million, a brutal season marked by product saturation, price cuts, and the harsh realities of scale.

Burt didn’t sell to private equity, doesn’t chase government grants, and isn’t interested in brand hype. Why? Because he believes in jobs, real ones. Hanna’s Candle Co. employs hundreds of people in Fayetteville, many of whom have been there for over a decade. And Burt sees the factory as more than just a place to work, it’s a place where people feel safe, respected, and proud of what they build.

Highlights

00:00 Starting Hanna's Candle Company

17:30 From pot-pourri to candles

29:35 The '6 x 6' Candle

41:00 Decline from 2005-2012

1:00:00 Future of Hanna's Candle Company

Key Takeaways

1. Commitment: Burt’s decision not to sell to private equity, and his focus on local jobs, is a bold stance that more founders should consider.
2. Focus: He’s stayed in his lane. No distractions. Just jar candles done better than anyone else.
3. Figure It Out: Whether it was building a machine from scratch, trading potpourri for a stove, or surviving a recession, Burt embodies the scrappy, figure-it-out mentality every founder needs.

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What does it take to grow a local HVAC company into a multi-state home services powerhouse?
In this episode of NWA Founders, we sit down with Charley Boyce, CEO of Paschal Air, Plumbing, & Electric, to talk about legacy, leadership, and how he’s scaled one of Northwest Arkansas’s most trusted brands while staying rooted in the values that built it.

Charley acquired Paschal in 2010, inheriting a strong foundation. What followed was an aggressive, intentional expansion across multiple states, trades, and service verticals, all powered by Charley’s obsession with operational excellence, customer satisfaction, and performance. Whether you know Paschal from their signature blue vans or from a 2 a.m. plumbing rescue, you’ve probably felt the impact of their work.

Summary

Charley shares how he went from field tech to company president, taking over the family business while still learning the ropes. He reflects on his decision to grow the business beyond its local roots, opening new locations in Fort Smith, Joplin, and eventually across multiple state lines, all while keeping quality and culture intact.

Growth didn’t happen by accident. Charley explains his “do things right, not fast” philosophy when entering new markets, why he’s bullish on brand consistency, and how he evaluates potential acquisitions.

At its core, Paschal’s business model is built on showing up, doing the job right, and treating people with respect. Charley dives into the company's standards for customer service, the importance of training and techs who buy into the mission, and how trust is earned over time, one visit, one household at a time.

Highlights

00:00 Charley's background in the trades

23:30 Operational Excellence

41:00 Acquisitions

56:00 Competing with Private Equity Firms

1:13:00 Franchising?

Key Takeaways

1. You can’t scale chaos - Operational excellence is non-negotiable when building something big.
2. Legacy can fuel innovation - Instead of staying stuck in “how it’s always been,” Charley used legacy as a launchpad for growth.
3. Service is a brand, not just a department - Paschal’s reputation wasn’t built on marketing, it was built on thousands of interactions done right, over time.

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What does it take to serve an entire area through good food and world-class experience?
In this episode of NWA Founders, we sit down with Carl Garrett, founder of Table Mesa Restaurant Group, whose name has become synonymous with Bentonville’s food scene. From launching his first concept with a simple vision to building a hospitality brand that now includes Table Mesa, Tavola Trattoria, and Mirabella’s Table, Carl’s journey is one of resilience, reinvention, and relentless attention to quality.

Whether you’re in food, retail, or any customer-facing business, this conversation is filled with timeless lessons on brand, people, and perseverance.

Summary

Carl shares how a love of food and hospitality, paired with a dissatisfaction in his previous career, led him to pursue the dream of opening a restaurant. But that leap wasn’t easy. In the early years, he faced deep uncertainty, personal sacrifice, and even considered walking away altogether. It was only through grit, clarity of purpose, and sheer willpower that Table Mesa became the cornerstone of Bentonville’s evolving downtown.

What followed wasn’t a rush to expand but a focus on doing things right. Carl breaks down how Tavola and Mirabella’s were born, how he thinks about customer experience, and why he refuses to cut corners, even when scaling gets tough. His approach to growth is old school: build something great, one guest at a time.

Carl reflects on the evolution of Northwest Arkansas and how the region’s growth has affected hiring, operations, and expectations. He talks about leadership through COVID, how Bentonville’s identity shapes his decisions, and why longevity matters more than hype.

Highlights

00:00 How Carl found his way into hospitality

08:30 Opening Table Mesa

26:00 Opening Tavola Trattoria

43:00 Opening Mirabella's Table

1:10:00 What’s next in 2026

Key Takeaways

1. There are no shortcuts in hospitality - Carl built his brand by sweating every detail and showing up when it mattered most
2. Get back to the basics - Many people open restaurants, but few last. Carl reminds us that staying power is built on character, consistency, and care.
3. Service is the true bottom line - Every one of Carl’s restaurants exists to serve people

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