Built to Sell

Shannon Martin from Lower Street to explores the world of branded podcasts for small businesses. They discuss common misconceptions companies face when launching a show, the critical role of choosing the right host, and how to create engaging content that goes beyond a standard infomercial. Listeners will also learn effective strategies for podcast promotion, key metrics for measuring success, and the top factors every retailer should consider before hitting record.WESA Retail Roundup November 12, 2026:Host: Glenn the Geek, Host of Horses in the MorningFacebook: Retail Roundup Facebook groupGuest: Shannon Martin from Lower StreetPresented By: Western English Sales Association

From BED|STÜ to Freebird, Jason Wiese has spent 32 years shaping relationships and navigating the footwear industry. Now, he shares his perspective on brand identity, the evolving Western consumer, and what it takes to build successful retail partnerships. Join us for an inside look at the brands, business, and people moving the Western industry forward.Hosts: Jennifer Hebert, Morgan Nicole ZipperlenContact: Sophia Jagella, WESA Marketing SpecialistGuest: Jason Wiese - Website | Instagram

Need practical ideas for making your own stores more engaging, personal, and memorable? Shantelle Girard, Founder & CEO of Rancher Hat Bar, joins us to share how she transformed a custom hat concept that started in a vintage camper into a rapidly expanding experiential retail brand. We’ll talk about the power of customization, creating memorable in-store experiences, experiential marketing, training the people behind the experience, and turning customers into repeat visitors. WESA Retail Roundup October 29, 2026:Host: Glenn the Geek, Host of Horses in the MorningFacebook: Retail Roundup Facebook groupGuest: Shantelle Girard, Founder & CEO, Rancher Hat Bar Presented By: Western English Sales Association

A great-looking booth is nice but what actually gets people to stop, engage and ultimately become customers? Timothy Calder, Director of Event Marketing at Achievers, joins us to break down what it really takes to turn a trade show investment into measurable results. With more than a decade of experience in event marketing, Timothy has built event programs spanning trade shows, conferences, executive experiences, webinars and multi-city programs, with a focus on creating experiences that drive meaningful business outcomes.Hosts: Jennifer Hebert, Morgan Nicole ZipperlenContact: Sophia Jagella, WESA Marketing SpecialistGuest: Timothy Calder, Director of Event Marketing at Achievers

Influencer marketing can be a powerful tool for retailers but finding the right creator, setting expectations, negotiating deliverables, and measuring results can be challenging. Anne Hawkins of Lasso joins us to break down how retailers can build influencer partnerships that actually work.WESA Retail Roundup October 15, 2026:Host: Glenn the Geek, Host of Horses in the MorningFacebook: Retail Roundup Facebook groupGuest: Anne Hawkins of LassoPresented By: Western English Sales Association

What does it really take to rebuild a heritage brand and keep it relevant for the next generation of horsemen and women? Adam Trenk, CEO of Genuine Billy Cook Saddles, joins us to share the behind-the-scenes story of rebuilding one of the Western industry's best-known saddle brands.Links:Hosts: Jennifer Hebert, Morgan Nicole ZipperlenContact: Sophia Jagella, WESA Marketing SpecialistGuest: - Adam Trenk, CEO, Genuine Billy Cook Saddles | Instagram

Aiken Saddlery owner Amy Hebert joins Glenn on the WESA Retail Roundup to share how a long-established Aiken, South Carolina feed and tack business is stepping into the world of e-commerce. Amy talks about the history and growth of Aiken Saddlery, how 70% of their business is feed, hay, and shavings, and why launching an online store—focused first on smaller, easier-to-ship items and in-store pickup—is the next logical step amid Aiken’s booming horse community. She also discusses the challenges of shipping, competition with big online retailers, and integrating loyalty programs as they bring a very local, service-driven business into the digital age.WESA Retail Roundup August 13, 2026:Host: Glenn the Geek, Host of Horses in the MorningFacebook: Retail Roundup Facebook groupGuest: Amy Hebert of Aiken Saddlery in beautiful Aiken, SC.Presented By: Western English Sales Association

What happens when Australian country style meets the American Western market? Vanessa Challacombe of Little Spurs & Co. joins us to talk kids’ Western wear, going global, and what international brands can bring to U.S. retailers.Links:Hosts: Jennifer Hebert, Morgan Nicole ZipperlenContact: Sophia Jagella, WESA Marketing SpecialistGuest: - Website | Facebook | Instagram

What does a classic Western man actually look like? Larry Bitterman of Frontier by Lawrence Scott has spent decades answering that question. From his years on the East Coast to building a Western clothing business in Los Angeles, Larry has seen the industry change firsthand.Links:Hosts: Jennifer Hebert, Morgan Nicole ZipperlenContact: Sophia Jagella, WESA Marketing SpecialistGuest: Larry Bitterman, Frontier by Lawrence Scott - Website | Facebook | Instagram

This episode features Sarah Wieand, a sales representative at Shires Equestrian with over a decade of industry experience, to discuss "Dealing with Sales Reps Effectively." The conversation explores the evolving role of sales reps in today’s rapidly changing technological landscape, focusing on how retailers can better utilize their reps for success beyond simple order-taking, including inventory management and future industry trends. WESA Retail Roundup August 13, 2026:Host: Glenn the Geek, Host of Horses in the MorningFacebook: Retail Roundup Facebook groupGuest: Sarah Wieand of Shires EquestrianPresented By: Western English Sales AssociationTime Stamps:00:54 - Meet sales rep Sarah Weint02:29 - What Shires Equestrian sells03:18 - Tech changes & rep role04:33 - Social media, live sales, influencers07:35 - Influence vs traditional ads08:22 - Core role of a good rep09:16 - Store visits vs Zoom calls10:43 - How retailers can use reps better12:57 - Inventory help & top sellers14:24 - Communication challenges16:37 - Common retailer mistakes21:37 - First-time WESA attendee tips23:46 - English/Western crossover & new products