Skyler Faria
===

Vince: [00:00:00] So, are the, are the nostrils still cleared up from last night? 

Skyler: Oh, uh, wide open. Yeah, no, it was fantastic. And the horseradish did not keep you up? Uh, not at all. No, it, um, uh, actually I slept very well after a long day of travel yesterday, so. 

Vince: Well, it's kind of a rite of passage for those that come to Indy to go to one of the St.

Elmo affiliated restaurants, which Harry and Izzy's is one of them, and enjoy some shrimp cocktail and get fully indoctrinated 

Skyler: into Indianapolis. Yeah. Well, that first bite, you know, I knew that it was good shrimp cocktail. Yeah, it was excellent though. I know I did not 

Vince: forewarn him. 

Joe: Well, you can't that's 

Skyler: that's 

Joe: what we're talking about earlier before we Started rolling was just that initiation and you don't you don't tell the new guy that there's heat there with the hopes the anticipation that they're going to just scoop like a heaping scoop of cocktail sauce on top and then take the bite and Usually there's like a pause [00:01:00] and you can just see this Glimmer in their eye.

And that by glimmer, I mean like a little welling up of tears, right. and the mouth kind of opens up to try and breathe in some oxygen and that that moment when they open their mouth to breathe in is the rookie mistake. Yeah. 'cause all they're doing is. Sucking that heat up into their sinuses. And that is the moment of glory for those of us who just want to have a moment of being a little bit 

Skyler: mean.

Exactly, yeah. 

Vince: Uh, Mutual Acquaintance, D. C. Was here, was it December 

Joe: of last year? This was back in November. Yeah, it was last November. He 

Skyler: hit 

Vince: him hard. We said nothing. Gosh, from cocktail. He did the same thing. Big piece, lots of sauce on it goes in and all of us and we're all kind of, kind of watching him.

Right. And he was like immediately like. Oh, my God, what just happened, you know, 

Skyler: well, when I took that first bite, I knew I can't repeat what else he said, but I had to man up real quick. [00:02:00] You know, I didn't want to come across like being a, you know, that weakling or whatever, but it was, it was excellent. I would recommend anybody partake in that.

For sure. No, it was 

Vince: good evening. Um, I had a good dinner, just relaxed at the bar. I'm very casual Monday night football was on. I mean, yep. 

Skyler: It's all good. Good stuff. Yeah. 

Vince: Um, Where do you head to after this? 

Skyler: So I'm actually driving, yeah, I'm driving into Cincinnati to one of our factories there. That, um, and that'll probably come up a little bit in the story here, so.

But, uh, yeah, I'll be there for two days working on a brand new product. We had a machine, uh, catch on fire and burn out. Oh, that's okay. So, yeah, a solvent based, um, process for making foam pads and had to shift gears quickly and to go to a water base, which Um, that's where everything's going. Yeah, those are unexpected, uh, you know, events that take place that you have no control over and you're like, how do we pivot and how do [00:03:00] we handle this when you've got hundreds of thousands of people using a particular product.

Right. No big deal. No, no, it's not a big deal at all. Yeah, exactly. All right. 

Vince: Cool. Well, let's, let's roll into that and we'll, we'll get, we'll get a little more detail on that to what extent that you want to.

Hey guys, welcome back to another episode of the Industrious Podcast. Thank you all for joining us from wherever you get your podcasts, or if you're joining us on the Assetto YouTube channel, thank you for tuning in. Uh, today we are joined, uh, by Mr. Skylar Faria, or Faria? [00:04:00] Faria. 

Joe: Faria. Yep. Faria.

Skyler: Let me make sure I pronounce that You're saying there's a chance. You know, it could be Faria, you know, Faria. You say PO, you can call me whatever you want. Right, that's right. 

Vince: We'll get into baseball. Batting 300 is actually not too 

Skyler: bad, right? No, that's actually, you know, pro level, right? That's MLB, exactly.

You look like a baseball player. 

Joe: That's about it. 

Vince: Yeah. We got into that last night, but we'll get into that. Anyway, uh, Schuyler, some surf prep. Schuyler, why don't you give a little introduction on yourself for our listeners 

Skyler: and viewers. Yeah, no, that's, uh, thank you. First of all, I'm honored to be here. with you, with you fellas and, uh, and your company, um, Skylar married to Mary, uh, been married 35 years this year.

We have three grown adult children and, um, they are all involved in the business. That was never a part of the plan, uh, in the beginning. And um, it just so happened that, um, they're amazing human beings and they all contribute quite well. Have four, [00:05:00] um, for grandchildren and that's thrown me a curveball. Uh, things change when you have grandkids.

Um, so yeah, and, uh, kind of live, you know, California, North Carolina, we're always back, uh, back and forth, bouncing back and forth because, um, we have a warehouse and facility in North Carolina. Uh, a lot of our production happens there and also in, uh, California. So, um, yeah, life's good. Everything's a blessing, so.

That's pretty much, um, for who I am, that's a brief snippet. Yeah, so you 

Vince: work on both coasts, uh, but you're originally from the New England 

Skyler: area, correct? Yeah, born, born in, yeah, yeah, we talked about that. Oh gosh, are you a Patriots fan? Uh, be honest. 

Joe: No, no. 

Skyler: The first part of this, minning the problems. Yeah, it might end all right here.

You know, the plate, uh, was it the plate gate? Oh boy. And, uh, yeah, Foxborough. Yeah. Yeah. Um, Patriots fan. Uh, something pretty special about that is my youngest daughter has been the four AFC three AFC championship. Uh, [00:06:00] and now you're just bragging. Yeah. No, I, I just wanted you brought it up, . So I thought I would, uh, thought I would share that.

So no, um, yeah, from New England and, um, dad was in the military and ended up in California in the late sixties. Okay. That was going to be my 

Vince: next question is what, how did you migrate from Massachusetts to California? 

Skyler: Right. It was his, uh, being in the air force and, um, it was 200 a year more in pay. To be in California than in Oklahoma.

So he said, let's go to California. It's 200 bucks more a year in pay income. 

Joe: Or, or just California versus Oklahoma. Right, true. I mean, Oklahoma's lovely for most parts, not all. But, I mean, you know, 

Skyler: California weather. Right, right, that's true. A lot of red dirt in Oklahoma. But California is, uh, it's beautiful.

You know, you have pretty much everything. You can snow ski in the afternoon, scuba dive in the morning. All in the same day, so it is crazy. It's been good to us, but it's changed. So much has [00:07:00] changed there. And you've been in Cali for how many? Since, um, 68. Okay. Yeah, 

Vince: that's quite a while. Um, what triggered the North Carolina move?

Skyler: Oh wow. Um, yeah, that was interesting. Um, all of our, um, products, the paper backed white belt products Okay. That, um, that we have on our offering. comes from Western Europe, and we needed, uh, everything was floating down through the Panama Canal, so we needed to get stuff across much quicker, and it made sense, you know, to add on to the building we have in California, it just, economically, it didn't make sense, and in North Carolina, it did.

So, it's kind of, um, interesting that it, eventually, it could be, It could be a place that we are operating out of full time. So we're actually, we just bought another piece of property and we're looking at putting another building up. Okay. So it's good. [00:08:00] It's all good. Yeah. I kind 

Vince: of jumped ahead there, but let's maybe backtrack.

So, um, Before you got into this industry. Right. I gotta touch on this because I think it's, I as an, as a, as a sports fan, I think it's a cool story. Um, you were pretty big into baseball 

Skyler: growing up. Yeah. Yeah. Tell us a little bit about that. It was a, a childhood dream. Lived in a real, um, uh. I had a fantastic, you know, mom and dad and sister, um, that we, my dad was in education.

My mom had multiple sclerosis and, um, so we got by, you know, it was, um, everything was okay. We, I, I would, it's not good to compare yourself, you know, to anybody else really in life, but I would look at, you know, the farmers. You know, sons and daughters, and they were driving cars very much unlike what I had.

So, um, I had a very basic upbringing, and I knew that I had, you know, from a young age, I had a lot of aspirations and goals to be something, to become something. And, [00:09:00] um, baseball was gonna be my ticket. That was gonna be my way out, and it would have been my answer to... You know, where I wanted to ultimately be in life.

So, um, yeah, and I had an amazing high school, uh, CIF, you know, um, two years in a row. Um, ended up playing for a Division II college baseball team out of California. Um, won a college baseball World Series in 83, came in second place in 85, um, and I was just blessed through all the hard work, the discipline and all that.

And I was signed by Milwaukee in 85, played in the Pioneer League. And like I'd mentioned last night, my vision changed in 30 to 45 days and went from 2015 to, uh, like 2100. So the ball looked like a fuzzy white fur thing and not a crisp, solid, you know, anyway, that's kind of how that happened. And, [00:10:00] um, uh, sports has been a big part of my life and always has been.

Probably it always will be with my grandkids. Um, there's so much that you can learn, you know, um, dedication, teamwork, Um, just stick to itiveness, you know, staying in the game. Uh, as we all know, some, some games, uh, you can get an interception at. Uh, the very end of the game, playing Seattle and you win, um, uh, you know, the Super Bowl.

Right. So, that's going back to the Patriots. Yeah. Noted. Noted the reference there. Or you can be down 28 3. 

Joe: Yeah, and have a big comeback in the second half when the offense of the opponent 

Skyler: gets moderately conservative. So I love being surrounded by people who are, that have that. Patriots fans, 

Joe: I mean. You like being surrounded by Patriots fans.

We get it. 

Skyler: Yeah, it could, it could be that. Although there are some I'm sure that are annoying too. Maybe a little, 

Joe: I don't know.[00:11:00] 

You made a, you kind of alluded to a good point there as we're both parents. Our kids are still younger. Well, he's got a couple out of the house in college, but not. off the, you know, the meal plan. Mine are still all in the house. But you, you talk about the lessons learned in sports, which apply to any aspect of life.

And I like to talk to my kids about, you know, most kids will say, I don't like practice, it's boring, I just want to play the game. Which is true, practice can be boring, whereas the game typically is fun, if you wanted to generalize the two. And we said, you know, those who really excel at their particular sport.

And of course, then copy paste this example to anything are the ones who sort of embrace the boringness of practice. And because that's where the work is, is gained, right? That's where, that's where it all happens is in the practice. It's, it's like the painting industry, you know, 90 percent of the job is prep.

Uh, [00:12:00] but it truly is a lesson for those who are willing to. Well, for younger people are willing to listen to their parents and not just say, okay, dad, but it's that aspect that you, you were touching on. Yeah. 

Skyler: And it is the practice. It's the repetitiveness. Um, I, you know, I used to take soft toss from my hitting coach in college.

And, um, it's, uh, you know you're in it when you wear a hole through your glove and then you, um, develop, um, uh, a hole in the heel of your hand. Yeah. And you're sitting there and you're looking at your hitting coach like, Hey, Steve, my hand's bleeding. I have a hole in it from the knob of the bat. And he's like, you know, five more, you know, swing the bat five more times.

You do that. And it's, you know, let's five more. And it's five more, and there's never an end, right? When you're going after something in life, there's no finish line. You just have to stay focused, and it has, there's got to be passion and a why to, to make somebody go through that. And that's where a lot of [00:13:00] people don't understand.

You know, they, they just, they look at people's success in life, and they're like, how did they get there? And they don't realize what they did on the practice field. You know, and that's a big part of, um, that's, sets us apart. 

Joe: So what would you say the number one thing, if you had to kind of look back at the, um, athletic career growing up from high school, college and beyond and those moments, right?

You think back and, and they're probably like flash memories of, I remember this, I remember this happening. I remember that happening. If there's one thing you say, boy, if I really am sort of introspective and look back at that period of time that I, that carries forward to what creates drive today, what would that be?

If you had to pick one thing, what would you say that would be? 

Skyler: Wow, you know, um, Okay, um, I wasn't really ready for that. Um, but when you ask the question, that's good. I mean, um, so the answer to that would be, you know, all the preparation and, um, all the agony and some of the [00:14:00] defeats that you go through, right?

Um, the uh, I guess, so my last at bat in the College Baseball World Series, uh, it was one of the longest highest, deepest home runs I've ever hit in my life. And as I'm rounding first base, you know, you're in that moment of glory. And you're, I'm rounding the bag there and I'm like, holy, you know, God, I freaking drove that ball.

And, um, and then I, I got in a dugout and, uh, my hitting coach came up to me. He's like, Skylar, he goes, was it worth it? And I'm like, Steve, I love you, dude. Um, not only was it worth it, it was just, uh, it's so hard to, unless you've had that moment, you know, and that was just for, it was just a small moment for me.

I'm not, it's not like you're in, uh, the College World Series. I mean, like, uh. The Major League Baseball World Series or whatever. It was college, you know, whatever. But yeah, it was, [00:15:00] um, I guess I could, uh, you look, you look at what you achieve and the success you've had and it has taken so much to get there and people don't understand that struggle, I guess.

Yeah, definitely. Well, 

Joe: they, they, there, there are a lot of athletes, professional athletes, uh, A lot of it, like in distance runners, for example, will say that when you're, when you're grinding in training or practice and, and you, your body is saying quit, like this sucks, I'm in pain, I'm not having fun, quit.

Your brain is trying to figure out a way to tell your body, shut up, keep going. And they say, Envision the actual event that you're training for or the goal you're trying to accomplish not the objectives along the way But the final goal in picture in your mind crossing the finish line right whatever that finish line may be and that's [00:16:00] The, the motivation to keep, that's your brain's way of telling your body, nope, we're, we're still going.

That, that's sort of the mind over matter aspect. And I think that applies to, you know, when you're in the batting cage and your, your hands are bleeding because, you know, they're beyond blistered and raw and what have you. It's that moment of, okay, well when I hit the game winning dinger, you know, 500 some odd feet or whatever, that, that's that moment.

And how do you apply that to business then, you know, or, or 

Skyler: life in general? Right. Yeah, exactly. It sounds like David Goggins. You know, when you, when you share that, yeah, it's, um, yeah, it's, there's a specialness, you know, to that whole process. And um, when you go through it and you realize that you've accomplished something that's seems insurmountable, you know, that, uh, the mind's a way stronger than the body and it can carry you through things that, um, you know, like you were saying, you would just want to give up because it's like, this is too much, but you keep the.

The end in mind, [00:17:00] you know, before you even start the race and that's why you're doing it. So, um, yeah, it, um, that's, that's why I've always respected people. I'm not, uh, you know, oftentimes people ask you, well, what's your favorite team? And for me, it's like, who's your favorite player? And I like that guy that's drafted, you know, undrafted free agent or whatever that moves through the process and pays the price and then becomes, you know, that big name.

Right. So. 

Vince: Transcending from baseball into the real world, if you will, what, uh, what got you into this industry? 

Skyler: Yeah, um, I was selling a pair of shoes at a Nordstrom. And it's funny, we drove by one last night, and every time I drive by one, I'm like, Oh my gosh, that's what got me into sandpaper. Kind of weird.

So a guy came in with a World Series ring on, sat down, and I'm like, you know, I had mine on. [00:18:00] And, uh, he sits down and he's like buying a pair of shoes for me. I'm like, who are you? You know, we played at the same college, he was five years older than me. So he had been on a 1980 team. And so it was an instant fraternal connection.

And it was just like, tell me about, you know, what are you doing, blah, blah, blah. And he's saying, well, what are you doing here? You know, selling shoes. I thought you were gone. You're away. I'm like, yep. And I'm back. You know, my vision had changed. And, um, So, um, he's like, hey Skyler, I work for a sandpaper company.

And I'm like, really? And I was like, what is that? You know? And, um, This is not terribly intriguing. No, not really. And I had these, like, horrible visions in my mind. My dad used to make me sand stuff when I was a kid. And grind stuff, you know? Just to keep me busy. Like Karate Kid? Yeah, pretty much. Right. Uh, so, uh, you know, we get to talking and he's like, um, yeah, no, this is, uh, I said, like, you know, to where hardware stores or what?

And he's like, no, no, I go into like Louisville slugger. I go into big accounts that [00:19:00] use a lot of sandpaper. And this is all foreign to me. And I'm like, yeah, you know, it wasn't really registering. And he goes, you know, um, let me tell you a little bit about it. And he said, company car. And I'm like, I was thinking about my Toyota truck in the parking lot, you know, outside the Nordstrom.

I'm like, man, I could use a new car. And then at that stayed with me and he keeps talking and he's like, well, you know, I guess I know you'll get the job. And I'm like, Lance. I need to learn more about it. And I go, but you said something about a company car and he goes, yeah, you get a car, you get a gas card.

And I was single at the time. And I'm like, man, I need that car. And that's kind of how it happened. So, um, uh, it started there in 1985, late 1985. And I started selling sample, but I'll never forget. One of the first accounts I went to was in, um, oh my gosh, it was the, it was Los Angeles region. It was a small cabinet shop.

I walk in and back then I used to wear a tie, it's kind of weird, uh, I'd wear a tie and I'd go into this cabinet [00:20:00] shop and these two little guys, and they were probably my age now, um, they said, what do you want? You know, and I'm like, well, I'm, I'm, I'm with DSM abrasives and I want to, you know, See if you guys would be interested in some sandpaper and this one guy looks at me He goes I got three orders for you, and I'm like damn.

This is easy and And he goes here. They are get out stay out and don't ever come back here sweet I went got my Chevy euro sport, and I sat there, and I'm I called Lance I'd won the very first You know, cell phones then. I'm like, dude, this sucks. I don't want anything to do with this. And so I didn't have a clue.

You know, my degree in college was in finance. It wasn't in sales. It, I had very little public speaking. Whatever, you know, not a lot going on there. And I'm like, what am I doing? You know, and I thought I went through all this training and everybody told me that this was good sandpaper. And I just, you know, anyway, that was the, the start.

Yeah. 

Vince: Um, so what carried you through and kind of give us a little, [00:21:00] um, migration into 

Skyler: what is today? Yeah. Excellent. Um, I, I learned quickly Vince that, um, it wasn't about the product, you know, it was, um, um, I, I was so focused on money then. I was just like money driven. It was like, I gotta make money. I gotta make money.

I want to make a lot of money. And. I, none of it, nothing really clicked with that kind of an attitude and I started realizing quickly Hey, you know what, I need to serve people and I need to identify where they're bleeding because in, in the, the back of every building, whether it's a 10, 000 square foot building or a half a million square foot building, there's a pipe leaving the building and there's blood flowing out of that thing.

And these companies are bleeding. And I realized that, you know what, I've got to figure out how to stop bleeding. And if I can do that and I can get there in three or four or five seconds with a potential you know, a human that owns or manages that business, [00:22:00] I'm going to, I'm going to make headway. And so I started focusing on that, you know, serving and serving.

And I forgot about the money. I began learning, um, everything I possibly could about the other products. that are in the marketplace, although I don't focus on them. I don't go into an account and say, Hey, what brand do you use? of that even matters to me. It's more about what is the challenge you have and how can we stop the bleeding here?

And, um, so, uh, I, I, it was kind of moving through that process. I started reading a lot of books. You know, I would get deep into, uh, personal growth, uh, the development, personal development and, uh, just become a, became a student of the, the, the business. I actually loved it. I began to love it and it didn't matter if I was selling pantyhose, sandpaper, cars, whatever, um, it, it, uh, it all started to come full circle and in the late nineties, I was making more [00:23:00] money than, uh, all my relatives.

You know, and, and some of them were, uh, some of them were commercial real estate brokers or, uh, appraisers, that kind of stuff. It was because the focus was on the human and helping them do what they do best and it was amazing. And, uh, it just, it just started to click. It just started to click. Yeah. And one thing led to another, uh, and it just, um, it's been a blessing.

So that's great. Did that answer your question? I think so. Yeah. 

Vince: Yeah. Yeah, so then I'll lead us into what is today I lead us into what you know, how did how did surf prep come up come 

Skyler: about? We um, I had a vendor that That supplied me with sanding sponges. Okay, and it's kind of interesting because um, man So let's say, uh, back in the late nineties, mid to late nineties, I had to fight furniture accounts that in Southern California that the five of them were doing close to a million bucks a year with me and I supplied them [00:24:00] all with, uh, two sided sanding sponges, single sided pads, blocks and all that.

And. Um, I had a vendor supplier that, um, one day it was in December of 2003, um, Marina called Mary and I up. It was six o'clock in the morning and she says, Hey, by five o'clock today, um, I need an answer from you. I'm selling the business. I need to know if you, if you want to buy it and it's six o'clock in the morning and I had a piece of toast and I had some coffee with me.

I looked at Mary. Mary used to pay the bills. And I'm like, Hey, did, did you not? You know, pay Marina. That's before she said she made that offer to me. She's like, there's, there's no issues with that. And I'm like, what are you talking about? Marina? She's like, um, I'm selling the business. I'm like, where's Tim?

She's, um, she says, um, Tim's not here. Tim would surf every morning. He would unload a 40 foot container of foam blocks that were coming in from England. And [00:25:00] they had a pretty, her dad had started, George Dixon started the company. In fact, he invented the sanding block, the foam sanding block with a guy, Jack Woody Weiss in England.

Anyway, she says, Tim's not here. He's not coming back. I'm like, well, when he gets back, I need to talk to him. And she says, um, You'll never talk to him again. I'm like, okay, what's up? She goes, Tim's no longer here. He's gone. And so we went through this and I'm like. Okay, so you're selling the business and in my supply chain for foam abrasives You're one of my you're my main supplier and I was like if I don't buy it You know, who are you gonna sell it to and oh by the way I have 

Vince: how many hours to make a really 

Skyler: large decision and she's like Skylar I'll send over all the the financials from my accountant long story short After saying no to her and her father George and he was in his early 80s in I just probably seven times.

I'm like, you can do this, Marina. You can do this. You can do this. We don't want this. Just keep supplying me [00:26:00] product. And she's like, nope, don't want it. And after seven times of saying, we can help you. We don't want to do this because she was in an emotional state that just wasn't healthy. Um, we ended up getting the business.

And, um, so that, uh, now what's interesting is the majority of the revenue then was for the fingernail industry. So we have over 900 wholesale beauty supply warehouses around the world that Dixon buffers go into. Okay. So if your wife's going to a salon here in Indianapolis, if they go look at the box, the box is probably a Dixon box.

So the brand and what George had created was phenomenal. Um, and that all was because of his wife having hair salons and nail salons in the seventies. And she used to take wet, dry, silicon carbide 9 by 11 sheets and cut them up. Okay. And polish the nail after they used a Dremel. Interesting. It was incredible.

I thought you were gonna tell 

Vince: me he developed it when he was still single as a great pickup 

Skyler: tool. No, I Which would have been genius. Would [00:27:00] have been, yeah, exactly. Also moderately 

Joe: creepy. Hey, man, can I buff your 

Skyler: fingernails? Right. So, uh, yeah, that's how that all started. And that's how I, um, You know, I had a small distributorship.

We were doing a million bucks a year, um, at that time. And I just shut that down and I saw so much more opportunity in what Dixon could do and what they could offer. And that's when I started that quest of, um, putting a sanding sponge on a tool, which was very. You know, you would have, um, 20, 30, 40 people in a finishing department in a furniture factory using pads, sanding chairs and nightstands and headboards and all that.

And, um, it was very foreign, uh, for them to take something and put it on a tool. So, yeah, that's when that, um, all came about. Yeah. When 

Vince: people are presented with an opportunity like that, um, It doesn't always go that way. I mean, there's, there's a level of anxiety that comes with it because you're making a large commitment, both personal and [00:28:00] financial.

Um, did you feel like there was part of your drive was, look, this, this is what, this is what I want to do. Um, did you always kind of want to be an entrepreneur or just, that was just part of the, 

Skyler: I, I wanted to, um, I wanted to have freedom. So I didn't want a paycheck. I had known that all along, Vince, that I didn't want to be, um, so my background or my education was in finance.

I was going to become a, um, either a broker or, uh, I, I wanted to have revenue streams. I wanted to have residual income that would allow me freedom. And so entrepreneur, you know, that wasn't in our family mix really. It was like, what's that, you know, and, and there were no entrepreneurship programs back then that I recall of in college.

I just knew that I wanted to be able to, um, have that freedom, the flexibility, the flex, and that's why, uh, sales. I figured, man, if I can [00:29:00] sell 3 million a year, um, if I've got a revenue generator that works for me, that's raking in three, 4 And if they're playing golf three times a week with key decision makers, how is that different than being in a shop?

You know, I mean, you have to be in the shop to help people, but it's like, hey, it's connections. It's relationships. So, uh, yeah, that's, that's what I wanted. And then I found myself, you know, on that path when I started my own distributorship, but then when we bought Dixon, and then when Surf, I was like, this is worldwide.

This could, I mean, I could go from, uh, seven figures to eight figures and then, you know, beyond that blue sky vision, right? And it, it just like, for me, it was that visionary kind of a thing. I'm like, I, this isn't going to stop. Right. You know, I just, we just got to keep serving, serving, serving and it will come.

Yeah. 

Vince: So. What's the name? Surf Prep. Already part of the business mix, or did you guys do that, and where did 

Skyler: that name [00:30:00] come from? Uh, there was a young girl that worked for us, and, oh, actually, we sat around, we, I think, five of us, sat around a conference table, and we needed a brand. So we needed to have a brand where it wasn't just Dixon, because everybody would get our products.

We would sell to large manufacturers, which, You fellas would know of by name and we would take all of our labels off and we would put their labels on the box and ship them out. Um, and, uh, people, other manufacturers, uh, they would have Dixon product in a box that had their name on it. So we did a lot of private labeling.

We inherited that when we bought the business. Um, so we needed a brand for ourselves and so we're sitting around and I'm like, Folks we got to come up with a name and we took out pads of paper We had a a board on the wall or whatever a sheet of paper and I'm like, let's start talking about what we do here Right, you know And I said what sandpaper used for and people would [00:31:00] say a metal Yeah, it just we just went crazy on this mind mapping thing and somebody it got down the surface.

Okay, we sand surfaces You know, why do we sand surfaces? Well, we've got to prepare them Right. And then it was like surf prep, like, Oh, that's wild. And then it, um, you know, we're in Southern California and Jenny, she's like, well, let's make it look like, you know, the name of surf prep, let's make it look like a surf board.

I'm like, I don't care. I don't serve. That's fine. Let's do that. And then, um, we're like colors and I'm, I'm big with supporting military, you know, um, all that kind of stuff. I'm like. And I'm really, I'm a Patriot, gosh, anyway, you know, we're like, okay, Oh, red, white, and blue. I'm like, well, I that's cool. I could have been green, yellow, and orange for all I, you know, you know, and then, um, and then the original, um, logo or branding or whatever.

Jenny's like, well, we need to put a [00:32:00] surfer on there. And I'm like, well, we can't do just a guy or a girl. So. Whoever did the drawing or whatever made it kind of look like a guy girl, you know, long hair. Yeah 19 plates eight or early 80s surfer beach bum. Yeah. Um, so that's only so you had Nice Yeah Um, yeah, you don't want your grandson watching that at age six or seven not yet.

Not yet. Maybe 14th but um, so yeah, that's kind of how it's just everything just It's like, there's no, there was no written plan and we were just, the energy, the, you know, it's just like, man, we're going somewhere with this. So that's how the name came about. 

Vince: Cool. I had a feeling that, you know, at some point the SoCal surfing scene would come into a, come into play.

Um, so it's, I'm glad to actually know the, the full background on how you guys came up with that. Any alcohol involved in that brainstorming session because sometimes that's the best ways everyone just start drinking and just start throwing crap against 

Skyler: the wall and we'll just [00:33:00] see what's right. It was like a Friday evening.

We went out and we had a beer. That's where it was solidified. But this is it. We're going to go with surf prep. Some of the 

Joe: best business decisions are made over pizza and beer. Absolutely. Yeah. Yeah. Well, I like how you kind of made that comment. You said something effective. Uh, you know, there was no plan, which obviously entrepreneurship doesn't mean that you have no plan.

That's not exactly the means to a successful business, but someone said define in one sentence what business ownership or entrepreneurship is. I'd say, well, um, Figuring out the first 80 percent and then pulling the trigger and just trusting yourself to figure the other 20 as you go Yeah, and some people might say well, it's more like 50 50 70 30 But I kind of like the 80 20 rule right then and I think that that aspect of it's not so much not having a plan It's just trusting yourself That you you'll be able to solve problems as they arise right as you go through the process exactly Yeah, I [00:34:00] think there's a lot of people out there that maybe are, um, some would say risk averse.

I think maybe a little bit that's attributed to a lack of, of trusting their gut that, you know, they can make those decisions when they are, you know, are confronted with them, right?

Skyler: So, 

Vince: without giving away any secrets or anything, where do you see things headed? What's the next evolution of the surface preparation or 

Skyler: the abrasives market? Yeah, it's um, um, There's just so much opportunity. We're, we're, we're such a small company. And relationship to, you know, you've got Mammoth, right? Uh, coated abrasive manufacturers.

We're carving our way through and, um, what's really cool is we were at an event this past March and we had two different, um, abrasive companies were sitting around a pool, um, and... [00:35:00] Uh, Phoenix for a big, um, a, uh, a big kind of a trade show, if you will, it was an all pro event and we had two different, um, I guess you could say competitors and we had beers come to our table.

I'm like, who ordered this? I looked at Mary and I'm like, she's like, I didn't do this. And our, our group of four or five of us were sitting there. And, um, it, it was, uh, you know, it was a green and white company and a yellow and a black company and they sent us beers over. They all came over and, uh, at different times, they're like, you know what, man, you guys are just awesome.

And, um, I, I respect everyone and every company that's out there making it happen. Um, I respect them. And they're admirable or they're just, they're doing their thing like we're doing our thing and we each have our own way into the marketplace, but it was just the respect, you know, that they're like, Hey, you guys, you're really making things happen and it [00:36:00] was cool to have that validation and, um, Uh, you know, after we had won the visionary award in 2015 for the surf prep sanding system, and we just want it again in 2023 and those two events, uh, you know, we're finding where.

There are so many opportunities that are opening up to us in so many different market segments. Um, the product is ending up now in marine, uh, applications, automotive applications. Um, you know, acrylic, I mean, all different types of surfaces that need, um, some form of preparation. It's, um, I mean, I could do this another 10 years, I'm not sure that I want to be in it 10 years, I want to be on it for the next 10 years, let's say, but, um, I mean, we could 4X this thing, you know, 5X this thing, and that, all of the work, all the practice, all the [00:37:00] batting practice, all the fielding practice, that's all been done.

And right now our focus is to pay attention to, you know, where the products needed and just find carve our way through all of that and get it to those, um, those users of the product, the, the guitar industry, and we're in five, six of the top major guitar manufacturers now with surf prep, where they were doing a lot of hand sanding abrasives on the fingertips.

Now they're taking a tool to it. And what took. Um, literally 20 minutes to sand a guitar body is now taking five minutes and it's just, um, it's a huge paradigm shift, um, the surfboard industry, you know, we've got shapers that are using the product. I had a shaper call me up and he's like, Skylar, he's like, there's only one problem I have with all this.

He goes, I feel like I need to lower my pricing on my surfboards. And I'm like, Chris, why is that? And he's like, dude, he's like, I'm standing the board and, you know, the less over half the time. And he's like, I don't. Feel like I should be [00:38:00] charging what I'm charging. I'm like, Chris, you make an amazing product.

You have a brand behind it, right? People know you for that. And this is going to allow you to make more surfboards because it's taking you eight months to get the next one out to someone. So, and your margin just went up. You're welcome. And yeah, yeah, exactly. So. Um, yeah, it, uh, there's so much opportunity.

We're, we're opening up right now on average about four to five paint stores every month. And, um, it's, uh, I just sit back and I'm like, man, do I deserve this? And then I quickly snap out of that. And I'm like, this is what I visualized for years. Um, and it's. It is amazing. Yeah, you 

Vince: said you have three kids, all three in the business, correct?

Yes. And a son in law in the business. Yes. Um, let's talk about that a little bit. Because family businesses have a whole host of other dynamics that come into play. Um, [00:39:00] I think you may have mentioned this earlier on that was not really part of the vision. It just kind of happened that way, right? Um, talk a little bit about that.

How has that gone and how do you see that 

Skyler: going? Um, I would have never dreamt in a million years that all three of our kids would be working in the company. Um, they're all rock stars. And, um, it's, uh, I, I do know, you know, how it happened. Um, I, it was the way they were raised. Um, a lot of parents have issues with their kids nowadays.

Um, and the answer to all of that is time. So if you're there and you put time into your kid, that equals love. Cause if they know that you're putting time into them, they know that you love them, right? So, and then making sure that they're associating with like minded people, not like minded to myself and my wife.

So we had to make sure that we were associating with other parents, right? That we're doing this. So you kind of keep [00:40:00] them in this bubble, but not in a bubble, but you're just kind of leading them, you know, and it, it gives them the roots and it gives them, Um, a foundation to work off of, you know, Hannah, um, yeah, like I mentioned last night at dinner.

I mean, she's, she's responsible that young woman, uh, she's responsible for almost 4 million in one vertical business. And I ask her, we talk about this and she's like, dad, I. I mean, yeah, I know how it happened, but I kind of don't, you know, but it was, um, her making connections and having authentic relationships where she invested time into other humans and it's just unstoppable.

It's crazy. Um, my son. Yeah, you know, I was hard on him, um, in a loving way, kind of like my dad. I was sharing with you last night with the oleander bushes. So my son, same thing. He just works his butt off. And, um, and my youngest [00:41:00] daughter, Madison, she's, uh, we're getting reports, uh, across North America where like, God, Madison took care of me like nobody else has ever taken care of me before.

And I, I'm like, wow, why am I blessed? You know, there's always a reason for all of this. And, and all of our other employees, you know, Chad would have never been a thing if we had not lost Austin in January, you know, that was, um, that rocked our world. And, and there are repercussions even today from that, which, you know, if somebody were hearing this.

And, um, there's reasons for everything, like some things haven't fallen to, or come together this year, like we were on schedule to do, uh, to have happened. But, you know, when one of your key players that is as, um, energetic and dynamic and the guy, I mean, he had an amazing relationship with DC Clark. And when you wake up one day at 39 years, you know, he's 39, 36 years old [00:42:00] and you're, you get the phone call.

It's like, no, that can't happen. That doesn't happen in life. And this is somebody that, uh, you know, I worked very closely with and they're gone. You know, it's over. And that threw us, we were all, we were numb. It, it just, you don't, you don't plan on that. And, um, so we're numb and I'm like, yeah, I had a guy tell me, hey, Skyler, when the grass is growing, you got to keep mowing.

And this was coming from a father that lost his son to drugs and was very close with him. And he's like, I lost my son. But the next morning people were calling me up. They didn't know my son had passed and they're like, where's my order? And Jerry was like, You just got to go. You got to keep going. You got to keep living life and remember those people for who they are.

And so there was a three month stretch where we had 30 people. The day Austin passed away, I [00:43:00] took two phone calls. People going, hey, we want to be on your team. And I was like, I was kind of upset and I'm like, well, you know, this is weird timing. But at the same time, I kind of got it. I guess. I don't know if that makes sense.

And then, so for three months, I'm like, who in the heck am I going to get to replace this guy? That'd be like you guys taking your top, I mean, your top person. Like, how do I replace him? Because the connections and relationships. So then, never, we were never ever considering a son in law. And he was very close with Austin.

He drove over one one afternoon Mary and I are there and he's he's like sitting there. He's like I'm gonna continue this I'm gonna continue what Austin was doing and and Chad had a thriving painting contracting business, you know doing two million a year and Painting houses. Hmm, and I'm like, oh man, is this right?

You know, how many more family members can [00:44:00] I can I have? And that's been amazing. Austin would be, Austin would be sitting there with his pinky finger out, having a little daiquiri drink or whatever, um, and he would be, you know what, you guys job well done. Yeah. Chad, thank you, because everything I, the seeds I planted, and, uh, you know, uh, you've done an amazing job.

So, yeah, thank goodness we, we don't have any more children to hire, you know, I guess. But although it has been a blessing, yeah, so it's, it's very, um, special. Yeah, very special. Uh, we may, we have family time and we're like, it's Thanksgiving. You can't talk about sandpaper. And we're, how long does that last?

Three minutes, three minutes. Somebody's like, Hey, did you get that purchase order? And then, Oh my God. And my wife's like, Hey, you know what? No. Yeah. So I'm sure your family is. Yeah. You got it. We, we tried. Dialed in. Yeah. So. But the 

Vince: interesting thing though is, [00:45:00] is it's at least those moments we're actually together.

Like half the time he's going his, this direction, I'm going that direction. And then, but we're actually there and like, Oh, we're here. 

Skyler: Right. 

Vince: There's that one thing I want to talk about. I mean, it'll take five minutes and then. Yeah. 

Skyler: An hour later, we're serving dessert. Totally. I think, you know, one of the unintended consequences or unintended things that you never realize as a family of, you know, you have a family business is the legacy.

Yeah. You know, the little things, the little decisions that your father made, right, years ago. And I mean those today, you wouldn't maybe be here today where you are. We wouldn't be where we are today Had that not Been part of the part of life. So 

Joe: it both both positive and negative in a sense of yeah Yeah, how do you predict the future look at the past and it's it's okay.

You have to look [00:46:00] backwards Okay, what were all the things we did that were right? Right. Judging today, because at the time you may not know if it was right or not. Right. And then what were the things to say, oh, probably wasn't the best decision. How would I do that differently so that you can learn from it, you know, and not repeat that mistake or at least take that in consideration when making the next decision and not necessarily that the decisions that, you know, You as a person made in that past, but as you said, the generation before you, what was their situation that they were in at that time?

What did they do and how that impact us? Right. To, to, to really appreciate, you know, the, the hustle that they put in. Because, you know, every Every business, particularly a family business, because it's, it does extend beyond the office, uh, you know, no matter how hard you try to extend beyond the office, you know, you're building, it's a ladder and you're, and every generation's got their, their responsibility to add a rung.

And then when they get up to that next rung, you know, not [00:47:00] only to within your own business and family, but just societally speaking, you got to have that responsibility to put your hand back down. And help the person beneath you pull them up as well. So it's really important to look back and understand, okay, the run I'm standing on who put that there to give me that leverage to allow me to climb up.

So I like the way you put 

Skyler: that. Powerful. Yeah, totally. For sure. 

Vince: What advice would you give the next industrious person coming along who either has an idea or has a passion for wanting to get into something? Um, maybe some piece of motivation, some agonism, if you will. Yeah. 

Skyler: Um, Figure out your why, you know, um, what's your purpose in life?

Money only lasts so long, right? You can build, you can have real estate, you can have residual, you can have all [00:48:00] of that, right? But unless you truly understand what it is that you're doing, you're probably never going to get to where you To where you really want to go. So, uh, you've got to spend time and figure out why am I doing what I'm doing?

And hopefully it all circles back to serving. How to, you know, how can I impact another human's life to where whatever my service or product is, how is it helping them in their own life?

That that would be it and then regardless of the product of the service and then learn every single thing you can about yourself and Associate, you know get around with the other like I'm a you know, like minded people Listen to you know, the David Goggins. We were thinking about having that as a book of the month We do a book of the month with all 34 of our employees.

Okay, and they all read the same book [00:49:00] and I I have I have people That work for us that the 1st day I met them when I shook a man's hand, it wasn't the Amish handshake. I was looking for from a 14 year old, you know, and now that individual, um, with the books they've read and and the things that they've been around, uh, that firm handshakes there, but.

Yeah, if this is what you want, if that's the path that you want to pursue, figure out your why, your purpose, and then start serving, and then don't keep a record book. Um, you, you just, you just can't. You'll make the deposits of time and energy in the North Bank, and you'll wonder if the return's going to come from there.

And oftentimes, just simply because you served in an area, then there's other areas where I'm like, I've not done a lot over here. And it's just coming in. It's coming in. It's coming in. So, uh, and I, and I did that, you know, [00:50:00] I, I know from experience that if your focus is just money, that, um, you're probably not going to really get to where, you know, where you can ultimately be.

And, um, just be passionate about that. You know, um, I read a book by Joe Gerard and this guy sold like 3000 cars a year. And the first thing I'm like, that's, that's just not possible. And I'm like, I got to read the book. How is it? And when you read the book. It's the simplest thing that he did it. It's it's so simple.

It like slaps you across the face You're like you're kidding me, you know, and and and it it's um, it's amazing. There's so much opportunity in the world There's so much opportunity for all of us that at that's when that becomes your focus It's I've been in situations Like, uh, in the south with surf prep in the very beginning.

And I, I had, I was traveling with [00:51:00] a, uh, a sales rep, Michelle. And she's like, Skylar, we're going to go into this place called Stickley furniture. And she's like, you know, they don't really like people from New York or California. I'm like, Oh gosh, okay. I'm from California. And she's like, I know you, you know, you kind of have a louder voice and you know, she, she didn't really know me.

Right. Michelle didn't. She's like. Just, just let the lady use the tool. I'm like, that's cool, Michelle. And, um, we go in there and there's this tow line with chairs on it. And we go to this back room and I knew immediately this lady was seasoned. Okay, so we're going to the lady who has sanded hundreds of thousands of chairs.

She knows more about sanders, um, probably air hoses. The sanding disc that you put on the sander, the backup pad, than anybody selling any of those products. And we put the 3x4 air sander in her hands, and she sanded for 15 minutes. And she turns around, and she looks at [00:52:00] Michelle, and I thought we were in a southern church.

Mmm. She's like, you know, Michelle, who is this man again? And, uh, Michelle's like, well, this is Skylar. He's with surf prep. And she looks at me and she's like, sir, did you bring, did you make this thing? You know? And I'm like, yes, ma'am. I did. And she went off. She's like, you know, my hand doesn't hurt anymore.

My wrist doesn't hurt my forearm. She said, I'm able to send this chair. And what's weird is it's a, it's a square sander. It's not round. I've always used round. And it was little moments like that, that I'm like, I'm serving and it was all by mistake. You know, it's kind of by mistake. And, um, um, and I knew, and it just, it's, uh, I, I take that energy and I place it into all of our people at surf prep in Dixon and, um, I want them to feel that and they, they do feel it.

But, um, Yeah, 

Vince: great story. Thanks for coming in today. Thanks for coming in. We appreciate your time. You know what? 

Skyler: [00:53:00] Um, honored, uh, love it. Um, I'm not, I'm not done. A lot of these things, you know, it's all good, but, uh, honored to be here. Honored to be working with you all. And, uh, the, the biggest thing is how can we help people?

And, um, once we, uh, once we do that, we have a simple. Little plan, right? It's amazing what can happen. Yep. So great. But yeah, thank you guys. Thank you very much. Thank you. Yeah, absolutely 

Vince: And thank all you guys for joining us on this episode of the industrious podcast Wherever you guys get your podcast if you're tuned in on the assessor YouTube channel Thank you for doing so if you're on the YouTube channel and you haven't hit the subscribe button Please do that hit that little notification bell right next to us You can be alerted when new episodes like this one drop we would appreciate it and it won't cost you time Thanks a lot guys, and don't forget as Schuyler said Be industrious.[00:54:00]