Wantrepreneur to Entrepreneur | Start and Grow Your Own Business podcast

1261: From Firefighter to Founder: How a Side Hustle Became a Lighting Empire w/ Chris Rios

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From firefighter and paramedic to the CEO of a multi-location lighting company, Chris Rios shares the gritty details of how he turned a simple side hustle into a thriving, multi-service business. His journey with Ultra Shine Holiday Lights is a masterclass in grit, strategic growth, and the power of continuous learning. This episode is packed with value for any entrepreneur feeling stuck, as Chris breaks down how he navigated pricing a premium service in a small town, leveraged technology to manage a massive seasonal sales influx, and expanded his services to create year-round revenue. Get ready to learn from someone who embodies excellence and a relentless drive to make things shine.

šŸ’” What You'll Take Away For YOUR Business

  • How to transition from a passion-fueled side hustle into a full-time, scalable business.
  • The critical mindset shift required to price your services as a premium, luxury offering—and stop discounting yourself.
  • A breakdown of a multi-channel local marketing strategy using yard signs, door hangers, Facebook Ads, and direct mail to dominate a market.
  • How to use systems like GoHighLevel to manage a huge influx of leads, track proposals, and automate follow-ups during your busiest season.
  • The strategic advantage of expanding your service lines (like from holiday lights to permanent lighting and window cleaning) to create year-round cash flow and serve the same customer base.
  • Why continuous learning through conferences, forums, and courses is the single most important habit for avoiding plateaus and ensuring long-term success.

šŸ“ About Chris RiosĀ 

Chris Rios is the founder and CEO of Ultra Shine Holiday Lights, a full-scale professional lighting company serving Kansas and the Dallas-Fort Worth area. After 15 years as a dedicated firefighter and paramedic, Chris transformed his side hustle into a booming business built on passion and a sharp eye for design. He brings a hands-on approach and a commitment to excellence to every project, whether it's a home glowing for the holidays or an entire downtown square showing its town pride. Chris’s story is a powerful example of how a service-oriented mindset can build an incredible and scalable business.

šŸŽÆ Chris’s BEST Piece of Advice for Wantrepreneurs and EntrepreneursĀ 

"Never stop learning. The moment you quit learning is the moment that you kind of hit a plateau or stall or even fail."

šŸ“¢ Memorable Quotes

  • ā€œIt was about three or four years into it before I really realized this is a luxury product and service that we provide and it needs to be taken care of that way.ā€ – Chris Rios
  • "I didn't want to lose a customer. I was discounting here, discount there. Then I really started weighing the risk of being on a roof that's two or three stories up in the air." – Chris Rios
  • ā€œIf the moment you quit learning is the moment that you kind of hit a plateau or stall or even fail. So never stop learning. Always be an open book.ā€ – Chris Rios

šŸ”— Links & Resources

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