Podcasts have become a natural extension of the personalization industry’s tradition of sharing ideas. Plus, they offer retailers and suppliers a way to connect, learn, and build community.

By Michael Clarke

(Originally printed in the September/October 2025 issue of Insights.)

Personalization podcasts cover topics ranging from specific technologies, such as UV lasers and galvo systems, to business management, customer service, and staffing.

Curious where to start? Here’s a look at five personalization podcasts to kick off your journey.

The Riley Black Project

Crystal and John Aguila, owners of Riley Black Studios, host a weekly podcast that mixes blunt talk and humor as they share the ups and downs of running a laser business and raising a family. The duo talks with other retailers about laser techniques, navigating e-commerce, and the trophy market with companies like Raymond’s Trophy & Awards, plus retailers like Customz It and equipment companies like LensDigital. The show also regularly focuses on happenings in the APA community.

The hosts are incredibly active on Instagram and TikTok, sharing clips from weekly episodes, lighthearted behind-the-scenes moments, and the occasional blooper. While some shows focus more on the personalization business’s technical side, The Riley Black Project offers business owners more of a community-based feel with some business and operational advice from industry professionals.

The hosts also offer several educational and community resources, including Facebook groups for Silhouette Studio tutorials, LED courses, and affiliate programs for discounts on specific equipment and supplies.

Where to Start:
“Creative Burnout, Earring Bars & the Battle with Imposter Syndrome”
The hosts chat with laser business owner Melody Passman of Uncommon Melody and share tips on resetting the work-life balance and creating boundaries.

“This Episode Deserves a Trophy (Luckily, Megan Makes Those)”
The hosts chat with Megan Raymond from Raymond’s Trophy & Awards about the evolution of a family-owned business.

“From Clippers to Laser Beams: How $150 changed everything!”
The hosts chat with business owner Gwynn Carla Jones from Create It With Gwynn who went from working as a dog groomer to launching a thriving laser retail business.

Why Listen:
This is a good one to add to your short list for listeners more interested in long-form storytelling and community-based podcasts. As one listener puts it, “They’re real people who really love to help!”

The Laser Lounge Podcast at Pate Ranch

Launched as an extension of Pate Ranch, a Texas-based retail business, this podcast is catered toward laser creators and retailers. The owners of Pate Ranch, Alisha and James Pate, are the hosts, and they cover key questions retailers ponder, like when to scale a laser business, how to build a strong digital portfolio, and how to dial in on your target market.

The Laser Lounge’s guest list includes suppliers like Thunder Laser USA and Hydbond, as well as makers and retailers sharing their insights. Recent episodes explore key topics like deciding if it’s time to purchase a UV printer, ways to build a business plan, and legal guidelines for firearm engraving.

The show originally released episodes weekly, but this year, episodes have come out monthly. Nevertheless, evergreen content dating back to 2022 offers plenty of helpful information.
The Laser Lounge also has a strong presence on several social media channels, including a Facebook group for makers, an Instagram page, and a blog that explores business topics.

Where to Start:
“Upgrading Your Shop: Is That Big Equipment Buy Worth It?”
Alisha Pate breaks down essential gear that’s worth investing in. This topic is especially helpful for smaller retailers considering scaling up.

“Tool Talk: How a New Addition (UV Laser) Transformed Her Workshop and Profits”
Special guest from the woodworking and laser community Amanda Schwarz shares how adding a UV galvo laser to her workshop impacted workflow, efficiency, and her bottom line.

“Laser Engraving Firearms the Legal Way with Jeff Stockton”
This episode covers standards and legal requirements regarding engraving firearms and ATF compliance with firearm-engraving expert Jeff Stockton. It helps retailers understand what compliance means and why it’s important when dealing with specialty items like firearms.

Why Listen:
The Laser Lounge offers listeners a strong balance of technical tips, marketing insights, and relatable business advice from manufacturers, suppliers, and retailers. It’s also a tactical guide for retailers looking to scale fast.

PrintHustlers Podcast

PrintHustlers Podcast explores the business side of running a printshop. The hosts, Printavo founder Bruce Ackerman and Campus Ink owner Steven Farag, come from the decorated-apparel side of the personalization industry.

While some episodes focus squarely on techniques like screen printing and direct-to-film transfers, most installments are springboards for broader topics about sop management, team dynamics, economic factors, and legal issues like trademarks.

The show runs weekly, alternating between episodes featuring solely the hosts and installments with special guests. Some common topics covered include legacy planning, hiring at different revenue points, and getting new customers without spending excessive money on advertising.

Where to Start:
“7 Sales Hacks for Your Screen Printing Shop—Part 1”
Special guest and sales veteran Kevin Baumgart joins the show to talk about strong sales techniques for closing deals. His strategies can be applied to retailers from all categories.

“Mastering Delegation & Leadership with Sarah Silverman”
Sarah Silverman, Ph.D., cofounder and CEO of Outside Angle, joins the hosts to discuss leadership, delegation, and team management. Silverman breaks down hurdles retailers often face, such as establishing trust between employees and management, creating a scalable business model, and overcoming fears related to delegation.

“How to Run a Profitable Print Shop | Nick G of Print Profit on KPIs, Cash Flow & Smart Growth”
Print Profit founder Nick Gawreluk breaks down contribution margins and why they’re essential for retailers looking to boost their bottom lines. He explains why chasing sales doesn’t translate to long-term success and shares how his company helps business owners build smarter, more profitable plans.

Why Listen:
Thanks to the diversity of weekly guests, retailers who want to expand into decorated apparel or simply want a fresh perspective on the personalization industry can tune in to gain insights.

Behind the Signs

Behind the Signs is a podcast that shares the real-life struggles and successes of running sign, print, and graphics businesses. It's hosted by a father-daughter team: Joe Arenella, a former sign shop owner and cofounder of the business-management platform SignTracker, and Elizabeth Arenella Toynes, co-owner of Studio Dzo, a design-focused sign shop in Austin, Texas.

The show brings honest conversations, hard lessons, and real stories from shop owners, manufacturers, and industry leaders from organizations like the International Sign Association. Many of the episodes center on what it takes to grow, survive, and eventually thrive in the personalization industry.

In addition to weekly podcast episodes, Arenella runs a Behind the Signs group on Facebook that fosters continued education and community for business owners. The group regularly shares free tools and resources like labor-rate calculators, sign templates, and recorded webinar tutorials on production management.

Where to Start:
“Why a Profitable Sign Shop Needs Happy Employees”
Arenella and his guest, Tami Napolitano, discuss the importance of maintaining morale at your business. Napolitano offers wisdom as a retailer with two locations, remote management, and a happy staff.

“Build What You Love! You’ll have a better business and a better life!”
This episode focuses on taking on the work you’re passionate about with guests Dave Eames and Ben Wine of Fossil Forge. They also discuss the benefits of partnering with the local community to build long-term trust and foster strong relationships.

“Hiring for Your Sign Shop: Building the Dream Team”
This episode offers guidance for business owners of all personalization categories on finding the right employees and hiring staff based on revenue points. The end result is hiring employees as your business grows to lessen your workload.

Why Listen:
Retailers involved in signage, including small-format ones, can learn from similar businesses. Those interested in expanding their services can also get an education on the ins and outs of the sign business.

Personalization Podcast

Offering a supplier’s perspective, Johnson Plastics Plus’s Personalization Podcast gives retailers an inside look at how successful entrepreneurs stay competitive. The show is hosted by members of JPP’s internal team, who bring a behind‑the‑scenes angle.

The podcast covers everything from UV- and diode-laser technology to inventory management and scaling shop operations. Hosts also offer equipment reviews to help business owners determine what types of machines
to invest in based on their size and business goals.

The monthly show includes internal guests like JPP’s senior director of strategic communications and customer service manager, as well as business owners like Leanne Clute, CEO of Of Love and Shiplap and founder of Sub That, and Michael Mullins from Laser Engraving 911.

Where to Start:
“Staff Chats—Jessica Baldazo, Senior Graphic Designer”
JPP’s graphic designer Jessica Baldazo walks listeners through the best sublimation design software, shares tips on using Canva for sublimation, and discusses how to utilize AI.

“Alexander Sellite, Laser Everything”
Laser Everything owner Alexander Sellite talks with the hosts about facing and overcoming business failures. He shares his favorite engraving products and diode lasers and offers insight into how engravers can grow their businesses.

“Sumita and Anuj Patel, Home Bound Custom Decor”
Retailers Sumita and Anuj Patel share how they built their personalization business, Home Bound Custom Decor, into a successful company. The duo also shares holiday marketing tips and year-round strategies for small businesses.

Why Listen:
JPP’s Personalization Podcast blends practical business advice with industry-specific insight. Episodes often feature a wide range of retailers, offering listeners relatable perspectives on running and growing a personalization business. 

Editor's Note: This story’s writer, Michael Clark, and the podcasts Behind the Signs and PrintHustlers Podcast are all part of Inktavo. However, Clark does not work directly on either podcast.

Michael Clark is the content marketing manager for Inktavo, a family of software solutions that help print shops, promotional product distributors, and branded merchandise businesses succeed. Over the past decade, he’s also contributed as an editor and columnist to several publications in the decorated apparel, promotional products, and signage industries.